My recollection from my brief encounter with marketing (remember 'See Australia' with Erny Dingo?) was the importance of market segmentation (demographics, postcodes, earnings etc) to inform the retailers.
What you want to know is visitation to your website/product, targeting generation of desire and motivation to result in conversion rates. Called 'cut-through'. It costs big bucks to advertise, so you really want best/biggest bang for your buck. You can find out exactly how successful your marketing is going, and fine-tuning it, if you can obtain the whole picture. Goole can only provide web based info on hits and your IP etc but not on the success of your off-line marketing e.g. other media such as news papers, magazines, flyers/letter boxing, radio etc to generate desire/motivation. Google also provides no feedback on conversion.
Now put yourself in Westfield's shoes, who have their retailers/lesees' by the short and curlies, I'd work this into their lease agreements (whether they use it or not) and charge them another arm or leg.
Also, it would appeal to the major advertising companies to augment their existing services, to make it comprehensive from cradle to grave.
Not held yet, but watching this space!
Sentiment is 'Interested'.
SKF Price at posting:
21.5¢ Sentiment: None Disclosure: Not Held
