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
