Personalized Cross-Media Response Rates
By Adam Dewitz on January 27th, 2010
Last week WhatTheyThink presented a Webinar with MindFireInc titled Does personalization really work? Statistically sound research and live use cases tell the story (Streaming Archive). The Webinar provided an overview of a study conducted by Marnie Brow, Ph.D. on response rates personalized cross-media marketing campaigns.
The study compared response rates of more than 650 real-life personalized cross-media campaigns, with data from DMA and PODi to statistically demonstrate the uplift that can be gained from relevant, personalized communications.
