Next week, the CMO Council will be releasing the final results In an ongoing pilot implementation at Best Western, the world’s largest hotel chain. The most conservative number I am allowed to reveal is an overall increase of 15% for the pilot promotion that included a 50,000 member test group and a 50,000 member control group
With economy being so incredibly challenging, the results speak clearly - TransPromo works!
As we get closer to the CMO Summit (www.cmocouncil.org) , more results will be made available. Many of you will be very pleased, some of you will have doubt – but overall, impressive. .
I am hoping that the proven data points, certified by an outside company, will help us all move forward in our quest to educate marketers on the importance of Transpromo.
Stay tuned! And watch for an update on the other two pilots we have running!
Impressive results, but…let’s assume the normal response is 5%, then a 15% increase is takes it to 5.75%. No doubt that’s a great story for marketers and a sincere congrats. But in the larger scheme of things?
Over at Magicomm, Pat McGrew said..”TransPromo was never meant to be ads on bills. It was meant to be “get to know your customer via your data and then map what you know about your customer to map your bills and DM together”
I think the word “TransPromo” might confuse instead of clarify. I’m not sure what is the right word. Maybe it’s TransInfo?
I think the real value is in the conversations started for later as opposed to the response rate today.
Michael,
To me, TransPromo is based on predictive analytics which allows the marketer gain a deeper insights into the their existing customer and their potential needs. Leveraging the predictive modeling, you are better able to target the needs to the customer as well as what messaging, promotions, and or information that may be of interest or drive a call to action. As Pat indicates, and I support, its the data analytics which drives the content and the result is relevant content which grows the customer relationship and loyalty.
The word TransPromo may confuse, but I don’t think at this point it can be re-branded, since it is so widely used. But the purpose of this blog is to assist the marketing community understand it’s potential uses.
Now that makes sense.
Thank you for the clear, concise explanation. Predictive analytics… now there’s a handle that a CFO would love and with good reason. Perhaps you can keep Transpromo, but add something like TransInfo. It might better describe the real secret sauce.
If TransInfo, or something similar, is the brand, moving into the education, government and health spaces might be much easier, IMHO.
Only the marketing industry likes “promo”, but everyone loves “info.”
Meanwhile I think TransInfo points to a new value proposition for Print. Print, strategically deployed, is at the boundary between real life and information space. As such it is a great tool to gather and insert information into physical and information space.
You can get an idea of what I’m trying to describe at my blog in a post called Edge Conditions. at http://sellingprint.blogspot.com
(Sorry for the shameless self promotion..:)
Michael, you highlight some great points for discussion. How do you measure the ROI of information? I suspect that even if the public sector a ROI would have to be discussed or at least a case study. Now, you know I have been an avid blogger for the elderly and providing information to build loyalty, so you know I am on your side. But what are your thoughts on proving a ROI for information.
The goal is changing behavior. Ultimately the measure has to be tied into behavioral change. The trick is looking at micro-decisions that are made in real time. The correct metric might be ROT, return on time, as opposed to ROI.
How much time is invested to get a measurable behavior change in how much time? Time is measured in cycle time, not clock time. A cycle is intervention/response or information exchange.
For example, in school an outcome might be homework compliance. An information intervention has to show immediate results. I was able to get 80% homework compliance with a chart and form, in three cycles. Without needing time investment from the actors in the activiy space. If you want details, let me know and I’ll do a post about it.
Small, measurable and cycle time measurement is the issue.
In health, I recently had a problem with insurance coverage for a friend with a life threatening illness. The issue was out of network coverage. After 3 weeks of blablabla, it turned out that a policy was easily available at the same cost that covered an out of state hospital.
So..is there an information intervention, done on a very small scale, that gives positive indications of movement in the right direction? If yes, then let it grow. If not, then try something else. Until you find one that works.
Just another thought:
In the world of SEO the concepts are being developed for cycle time. The trick now is to take relevant concepts and move them into physical space where real people live.
The thing that has changed is that information is not sent. It is made available and the actor acquires it. In the act of acquiring they leave tracks that can be analyzed to understand why, who and when they acquired it.
Digital print can be delivered in much closer to real time interventions. With the ability to move from physical to information space, it can also generate the tracking information, in real time, that was previously impossible.
Since behavior happens in physical space in real time, using those new functionalities to solve communication problems in institutional settings gives the organizational innovator a whole new set of tools.