Effective marketing programs depend on concrete, factual feedback. Traditionally when it comes to measuring promotional and store merchandising programs available feedback has been very limited. While it's been possible to measure actual sales results, being blind to the full path to purchase has cost retailers many opportunities to fully maximize ROI. By understanding the path to purchase more completely, you gain deeper insight into why campaigns are effective or not, making more efficient marketing programs possible.
For example, an effective marketing campaign might increase sales by driving more shoppers into the store (traffic goes up and conversion remains flat), by causing existing shopper traffic to purchase more often (traffic remains flat and conversion goes up), or by causing shoppers to buy a greater number of items or more expensive items (traffic and conversion remain flat and Average Transaction Value goes up). Or any combination of the three. Each of these scenarios highlights a different success driver in the marketing campaign that you could identify and reproduce for future success.
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