What if you fly? Defining Performance Marketing.
Welcome to Performance Marketing.
Our group consists of Data Services, Analytics and Marketing Automation. Together, these three teams strive to measure the potential and the performance of both digital and nondigital campaigns.
Has the power to bring automated data into centralized locations to fuel campaigns and analytics.
Has the intelligence to turn numbers into meaningful insights that shape our strategies and understand historical performance.
Activates campaigns across owned channels to deliver highly relevant digital journeys.
As a team, we are passionate about translating complex data and numbers into easy-to-understand insights. Working with our integrated partners, we develop recommendations from the insights, always refining and optimizing, resulting in a story of true performance.
When should you start?
The earlier you can include these disciplines, the better. Why?
- It helps us set forward-thinking long-term solutions for data
- It gives us more context to develop the key performance indicators
- It allows us to develop the best automated solution for our customers
All of this results in better stories around the performance.
Measure twice; cut once.
There are countless ways to measure campaigns. From return on investment, testing and attribution models, to utilizing historical or industry benchmarks to help define success, the Performance Marketing team can help you determine the best measurement strategy.
Hypothetically speaking …
Any good test should always start with a hypothesis. An example of a hypothesis could be “if our customers frequently purchase from x product category, recommending y product category will drive incremental sales.” We don’t know if that’s true unless we test it. Putting those tests into market against a control group help us prove or disprove the hypothesis, which allows us to select the best results for rollouts.
Do you have a new marketing idea you’ve been thinking about? Were you recently thinking of different messaging, offers or product promotions, but didn’t know what would resonate best with the customer? Let’s test it!
About the Author
As the leader of Performance Marketing, Jessica Stemper oversees the Data Services, Analytics, and Marketing Automation teams. With over 15 years of experience, her passion is bringing together data engineers to build robust data solutions, alongside analysts to understand marketing performance in the clearest of insights. Her passion continues in the Marketing Automation through the execution of the consumers digital experience. Jessica loves when the insights and recommendations turn into actionable strategies that provide engagement lifts. When not at work, Jessica enjoys kickboxing, traveling, and watching her children play sports!