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Back in 2008, Darren Herman, made what is now known as one of the most cutting edge data-driven market test in the history of advertising and marketing. He decided to run 27 different marketing offers through Web ads for Vespa, the scooter company (Clifford, 2009). …
Some dangled the benefit, some the direct offer, some contained a pricing cut, some concentrated on branding and gave away free items such as T-shirts. The goal was to determine the best motivation for customers that would make them purchase the car or, at the very least, show some interest on the product. They determined that the price discount is the best motivation. The $0 down offer resulted to 71 percent more direct responses than all of the other marketing offers they’ve launched in the past. He also went further by getting looking at where the customers came from, what they do, and their gender (Clifford, 2009). Mr. Herman used the data to convince Vespa that the $0 down is the most effective marketing offer and it is what should carried by the advertising agency. From the glory days of the glamorous Madison avenue, marketing has always been about creative images and catchy taglines but the current utilities available to businesses are allowing the collection of data to predict behaviour, determine climate of marketing environment and discover the most effective business strategy that to increase branding and revenues (Brennan, 2008). Such innovation could readily allow Starbucks to change its marketing strategy as dictated by the market. It is a true market – led strategic change. ...
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