Marketing
Issue No. 30 - August/September 2006
The metrics revolution
Marketing Week 2006
Roger James FAMI, CPM is the Australian Marketing Institute's national president. Currently, one of Roger's chief projects is to develop the AMI toolkit for marketing metrics. His presentation will focus on that work, which points the way for marketing into the future.
“Marketing Week provides the opportunity to think about trends in marketing — about changes, developments and innovations,” Roger says.
“As in so much of business it’s arguable that the most important trend today is the ongoing development and implementation of technology-based systems. Three examples illustrate this in the field of marketing.
“In the pre-purchase environment, new computer-based online systems will allow salespeople and shoppers to model complex product choices and to tailor products like insurance or superannuation to best suit their needs, merely by moving icons on a touch screen.
“These systems can simultaneously increase sales and customer satisfaction, while helping the marketer maintain optimum profit margins. This technology has the capacity to encapsulate the concept of marketing as ‘mutually beneficial exchanges’.
“After purchase, the growing use of data from loyalty programs to gain a detailed understanding of the preferences and shopping behaviour of millions of customers will also aid both marketers and the market.
“Again, this can be a win-win situation. Very precisely targeted direct marketing, b...
