University of Miami Marketing Essay
From frequent flyer miles to hotel points, companies of all shapes and sizes use loyalty programs as a method of gaining metrics. Database marketing can significantly improve a company’s profits by creating loyal, repeat customers.
Many companies have successfully used database marketing over the years including companies in hospitality, financial services, insurance, and even retail. Select a company that is either a leader or a laggard in one of these industries and compose a 7-page minimum (double-spaced, 12 pt. font, 1″ margins) paper with the following:
-An overview of the industry
-An overview of the company
-Introduction of the loyalty program and how it works
-Discuss how the company uses database marketing/loyalty programs and metrics in its marketing strategies
-What are some KPIs the company uses?
-What else could the company do to improve their use of database marketing based on your readings and research?
Step 1: Pick any company that has a loyalty program…preferably one you participate in. Choose a company you feel loyal to and participate in their loyalty program.
Step 2: Describe the program and explain how the company uses their database to manage their loyalty program.
Step 3: Lastly, provide any recommendations on how they could improve their program based on your readings. Cite your sources.
You can choose to take a deep dive look at the metrics behind one of the Superbowl ads from this past Superbowl 2020-2022. Choose any commercial that resonated with you and then find KPIs that are being measured and analyze it. Be sure to look at:
-Introduction of the company
-Intro to the ad that was created (and by which agency)
-Discuss how the company used metrics in its advertising strategies
-What are some KPIs the company used to measure success?
-Did the ad work? What were the results?
-Did sales go up after the ad aired?
-Were there lasting effects of the ad on social media after it debuted?
-Look at the timing of the ad and when it aired, etc.
Compose a 7-page minimum (double-spaced, 12 pt. font, 1″ margins) paper and submit to this assignment.