Friday, July 8, 2011

DIGITAL vs. TRADITIONAL COUPONS

Who Are the Users — and Are They Delivering ROI? — by Neal Heffernan

April 17, 2011

Digital coupons are rewriting the marketing mix rules – but how deep into the story have we actually come? Establishing the true shifts in coupon use, and understanding the effectiveness of digital coupons compared to print, are essential elements of judicious marketing plans.

Knowledge Networks has just completed a comprehensive analysis of coupon use, leveraging loyalty card data from over 2 million shoppers from our National Shopper Lab.


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