Abstract:

Marketers are seeking compelling evidence that online advertising is an effective business tool. They are also in search for solutions that provide an effective media plan to target the key segments - where and how can I reach my key segments online? The paper will discuss a groundbreaking research approach providing a closed loop marketing solution for online advertising enabling marketers to: - Identify and target key segments: Linking offline purchase behavior with online internet usage offers an unparalleled opportunity for efficient targeted communication with key customer segments. - Measure attitudinal and behavioral impact of advertising: Discern the impact of online advertising on brand equity as well as quantify its volumetric impact on sales. This information is extremely compelling to marketers who are increasingly challenged to prove ROI on their marketing spend in a weak economic environment.