You make a good point on the importance of quantifying the value and volume of personas. It’s something that needs to be given more importance than what it has been getting. This really is food for thought on how we use personas when working on websites…

Does anyone have case studies or documentation to share on the subject?

I´m working on a specific project for a client who is a famous brand of beer who is managing a very successful loyalty program. The buyers could enter the pin codes they get inside the beer package in supermarkets (off line)and change it for products from an on line catalog. So that, how can we introduce the non line marketing concept when we sell products with not so much decision process as beer it is?

thanks and congratulations for your posts

Thanks again. I’m enjoying your writing much.

I have to admit that there are things relating to multi-channel, and hence nonline marketing, that are really hard to measure. But there are lots of interesting options emerging, from the url you see on circuit city receipts that asks for your feedback to redirects in campaigns to you being asked about your purchase during your product registration process to doing market research of existing customers to having continuous survey mechanisms on your websites and retail stores and phone channels.

All of these scale, they are not perfect but getting there.

Have to get to bed but I promise to write a post on multi channel and I’ll welcome your feedback.

Thanks for the comment.

I am back! Great post – thanks for bringing a part of the conference back to us.

Both concepts lead to the key indicator – the rapid change in media usage. With convergent media usage being the direction of the now and future, what are your thoughts on multi-channel tracking and measurement?

I am aware of some companies that offer such tools/service, but is such analysis scaleable to a larger level?

Thoughts?

Sulu