Novartis: Excedrin Targeted Coupon August CashBack ClubCard Mailing Post-Campaign Report November 2010. Contents. Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations. Introduction.
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Redemption: shoppers who bought featured product at the same time as handing in the coupon
How many mailants shopped the promoted products?
Response: shoppers who bought featured product regardless of whether they handed in the coupon
A more accurate metric for campaign success as the coupon acts as both a discount and marketing message.
Incremental analysis shows how total mailed responders would have shopped had they not received the mailing – essential in understanding actual effect of the campaign.
How many shoppers were incremental?
How many more units were purchased?
How many more sales were achieved?
What was the immediate ROI of the targeted coupon based on Incremental sales?