Dell using the campaign that ran
across web-connected TVs, desktop Web and mobile devices. DELL trying to track
every individual consumer through this three platforms. They try to find out
how each correlate channel impact the others. This campaign is cross-channel .
- How
might they be able to tell which channels are giving them results?
DELL using WPP mobile agcy Joule
to working on it. The company deliverd 15- and 30-second Dell spots to
connected Tvs. They using website or app list, the targeted consumers have
already seen the connected TV. The other group can’t see, so they can see the
difference of performance between these two groups. But if customers don’t have
connected TVs, they can’t link a specific TV and smartphone to the same person.
- How
can they track results that may flow across online to offline (or vice
versa)?
I thinking if tracking offline is
hard for DELL to get accurate data. I think the only way for them is when a
customer firstly bought a computer, he will have an account, after that, his
any purchase behavior can be tracked. But why this customer’s acting happened
we still can’t to measure.
Dell has many ways of tracking cross channel effectiveness. One example provided by the text is the use of unique coupon codes they use in their catalogs -- a user can look at an item in the catalog, and then go online and use the code to purchase the package presented.
ReplyDeleteGood post!
Another way of tracking is through Tech support, this tells the Dell who and what product was purchased and what is going wrong or right. Logs are kept and analyzed to see what products are working for the consumer.
ReplyDeleteDell is a typical Multi-channel user. the e-value code is a very useful system to direct people to visit dell's web site.
ReplyDelete