The Jay Group is a data-driven loyalty marketing company that takes an unconventional approach to campaign measurement and marketing. Rather than focusing first on driving traffic, they prioritize understanding profitable customers and determining how to acquire those customers. Their methodology emphasizes tracking across all touchpoints, measuring integration between channels, and using control groups to isolate the incremental value of campaigns. While tracking is important, they caution against overtracking if it does not meaningfully contribute to understanding a campaign's impact.

1. The JAY Group
CAMPAIGN MEASUREMENT
CONFIDENTIAL www.thejaygroup.com
www.thejaygroup.com

2. We are a data-driven loyalty marketing company
that brings you…
a Unique Approach to Marketing
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3. A Typical Approach
Many times we see companies develop marketing
tactics to drive traffic, but then struggle to turn that
into a sale and a profitable customer.
Marketing
Visit Trial CUSTOMER
Plan
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4. Let’s Work Backwards
Our approach is to first understand what it means to
be a valuable, profitable customer, then determine
how to get those customers to buy, then determine
the best channels to drive visits, then create the
marketing plan.
Starting here
optimizes the path
to profitability
Marketing Visit Trial Customer
Plan
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5. Our Perspectives and Value
Old School meets New School
Proven thinking means less risk and higher
chance for success.
It’s all about Profits, not ROI
ROI is great, but clients take profits to the bank.
“Analytic Speak” translated here
Insights are more actionable and merchandisable.
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6. Campaign Measurement
• We believe in best practices
• Enable tracking at all touch points
• Track integration between channels
• Incremental value is important
• Don’t go overboard
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7. Campaign Measurement
Outbound Channels Inbound Channels
(Email ∙ DM ∙ TM ∙ Display ∙ Print) (SEM ∙ SEO ∙ Blog)
Response Channels
(Landing Page ∙ Call Center)
Sales Funnel
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8. Enable Tracking at
All Touch Points
• Email
• Delivered, opened, clicked, converted, shared, c
onverted, unsubscribed, alerted
• Measure unique prospects, not just raw counts
• Track segments separately
• Measure revenue and ROI per email sent to truly
understand value
• Use control groups and A/B testing to measure
incrementality
• Track influence
• Forwards and shares
• Track feedback (replies)
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9. Enable Tracking at
All Touch Points
• Direct Mail
• Track delivery and response
• Use postal delivery tracking services to measure
deliverability and gauge response
• Use unique response devices to measure
success by segment
• 800 Numbers
• QR Codes
• URL’s
• Promotion Codes
• Control cells measure incremental value
• Use 40/40/20 rule for testing response
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10. Enable Tracking at
All Touch Points
• Display
• Focus on the basics first
• Reach and click-thru’s
• Engagement (for rich media impressions)
• CPA & CPEA (Cost Per END Action)
• Unique visitors
• Prospects vs. current customers
• Measure the branding factor
• Lift in brand recognition (and consideration)
among target market
• Lift in branded keyword searches
• Lift in direct site visits
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11. Track Integration
Between Channels
• Enable cross-channel conversion
measurement with single ID for email
and DM campaigns
• For B2B, measure by location or
company, not individual
• Track outbound channel overlap to
measure single-channel vs. multi-
channel effectiveness
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12. Incremental Value is Important
• Be able to answer the question: “How do we know we
wouldn’t have gotten the business without this campaign?”
• Measuring loyalty program member activity vs. non-member
activity is not a valid metric
• Self-selection bias and prior activity differences
• Difficulty in tracking non-member activity
• Control (or “hold out”) cells are most effective
• Panel match cells to ensure integrity of results
• Ensure there is enough sample size to effectively measure results
• Understand what is needed for statistically significant differences
• A/B test to decide most effective elements
• Be sure there is a rollout potential (i.e. testing is a means, not an end)
• A/B testing does not need to be 50/50
• Conduct a small test for champion (90%) vs. challenger (10%)
• Use geography to measure effectiveness
• Choose “like” markets in the U.S. to test various
campaigns, levels, creative, etc.
• Geography can be used effectively as a control cell as well
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13. Don’t Go Overboard
• There are some aspects that will not be
100% trackable
• Ability to measure is critical, but should not
be the only factor in deciding on a
campaign feature
• If it is likely to provide value, include it
• Look for ways to measure through primary
research or third-party tools
• Include self-reporting devices both online
and via call center
• “How did you hear about us?”
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14. The JAY Group, Inc.
444 N Wells St Ste 304
Chicago, IL 60654
312.447.0414
www.thejaygroup.com
www.loyalty-leaders.com
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15. www.thejaygroup.com
Thank You
!
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