Ep 312: Next-gen mail measurement with JICmail and Kantar

Postal Hub podcast

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1y ago 37:05

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Mark Cross, Engagement Director at JICMAIL, and Dr Christopher Thresher-Andrews, Research Director at Kantar, discuss measuring mail's impact and unlocking mail's new capabilities:

Creating the mail equivalent of TV audience measurement
Demonstrating the value of mail, including business mail
JICMail's background and ownership
Helping marketers understand audience data for mail
Making data accessible and easy-to-use
Advertisers and agencies need data to include mail in campaigns
Direct mail's perception challenges
How some digital channels take credit for conversions
How mail behaviours are measured
Preserving direct mail revenues
How mail engagement metrics compare to other channels
Mail's life in the home
Purchase behaviour initiated by mail across age groups
Growing interaction with mail
How can "attention" be measured?
Using video analytics to measure mail engagement
Why should posts care about direct mail?
Unlocking new capabilities of mail
Making mail use effective and habitual

348 episodes

#Business #E-Commerce #Ian Kerr #Postal Hub