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Home > Postal Hub podcast > Ep 312: Next-gen mail measurement with JICmail and Kantar
Podcast: Postal Hub podcast
Episode:

Ep 312: Next-gen mail measurement with JICmail and Kantar
Category: Business
Duration: 00:37:05
Publish Date: 2023-07-13 08:40:00
Description:

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

 
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