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Marketing Control and Analytics Research Paper

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Updated: Mar 21st, 2021

The success of Celsius energy drinks will be solely dependent on the success of the marketing strategies and tactics that the market personnel will employ. The personnel will use different mechanisms to measure and analyze the success of the awareness events, marketing emails, direct mails, and the pay per click tactic. The success of the awareness events will depend on the number of people willing to make use of the product as a weight management tool (Kumar, 2008).

The purpose of the events is to create awareness of the Celsius product to the world and to demystify the idea that all energy drinks have harmful chemicals. As such, the number of people willing to invest and make use of the product as an alternative weight management technique after the events will indicate the success of the campaign. The marketing team will monitor the rate of sales after the events, and the willingness of the people to engage in such an event in the future. Additionally, the team will also monitor the rate at which people mention the events on social media (Baran & Galka, 2013). To analyze the true impact of the event on individual customers, the marketing team will conduct an online feedback survey after the event to get the reactions of the clients.

The number of sales after the events will also be an indication of the event’s success. The team will measure and analyze the success of the marketing email tactic by looking at the number of feedbacks, conversion rates, and the revenue gained from the advertisements. The rate at which the company receives new customers will be an indication that the brand is getting the desired recognition (Baran & Galka, 2013).

The number of people who will resolve to use the product after getting the emails will show that people view the brand as a healthy product. Consequently, the revenue raised from the sale of the Celsius drink will be a good measure of the marketing email success. The marketing team will gather information from the daily consumers of the product to determine how they knew about the drink. On the other hand, to measure the impact of the direct mail tactic, the personnel will track the number of replies from direct clients as well as the number of retained customers (Kumar, 2008). Consequently, the team will monitor the return rate of customers after a certain period. The number of email replies will also be an indicator of the marketing technique.

The team will measure the cost per conversation, the Wasted Spend, and the relevance of the keywords to determine the success of pay per click (PPC) tactic. The return on investment on this marketing tactic is of importance to the success of the advert (Kumar, 2008). The marketing team will analyze the relevance of the keywords used in the advert towards creating awareness and the positioning of Celsius.

Consequently, the team will analyze the number of clicks that paid up. The purpose of the clicks is to make people aware of the Celsius product, and demystify the idea that the drink is in the risky category. Therefore, the number of people using, and willing to extend their use of the product will indicate the success or failure of the PPC tactic (Kaufmann & Panni, 2013). The team will also analyze the behavior of the cost of the clicks. If the cost of acquiring a new customer goes high, then the tactic will have failed. On the other hand, if the customer acquisition cost goes down, it will be an indication of the tactics success.

References

Baran, R. & Galka, R. (2013). CRM: the foundation of contemporary marketing strategy. New York, NY: Routledge.

Kaufmann, H. & Panni, M. (2013). Customer-centric marketing strategies: tools for building organizational performance. Hershey, PA: Business Science Reference.

Kumar, V. (2008). Customer lifetime value the path to profitability. Boston: Now Publishers, Inc.

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IvyPanda. "Marketing Control and Analytics." March 21, 2021. https://ivypanda.com/essays/marketing-control-and-analytics/.

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IvyPanda. 2021. "Marketing Control and Analytics." March 21, 2021. https://ivypanda.com/essays/marketing-control-and-analytics/.

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IvyPanda. (2021) 'Marketing Control and Analytics'. 21 March.

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