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首页> 外文期刊>Advertising age >KIMBERLY-CLARK GETS ON THE DEAL-TRACKING TRAIN
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KIMBERLY-CLARK GETS ON THE DEAL-TRACKING TRAIN

机译：金佰利让DEAL-TRACKING火车

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摘要

Packaged-Goods marketers have been shifting to digital coupons from paper for years, but most of those electronic deals aren't individually coded. That's a big miss for marketers because the coupons can't be used to build customer-relationship-management programs that track how people use and share deals. CPGs' involvement in individually trackable deals has largely been through retailer loyalty-marketing programs and data brokered by third parties, such as Catalina or, in the case of Kroger Co., through its Dunnhumby USA unit (which is co-owned with U.K. retailer Tesco). While such programs have collected lots of consumer data, the retailers own those troves; CPG marketers pay to rent them.
机译：消费品市场已经转向数字优惠券从纸质多年,但大多数这些电子交易不是单独编码。对于商人,因为这是一个大小姐优惠券不能使用客户关系管理程序追踪人们如何使用和共享协议。参与单独可追踪交易主要是通过零售商loyalty-marketing程序和数据由第三方代理,等卡特琳娜或,克罗格的有限公司美国通过其Dunnhumby单元(共有英国零售商乐购)。收集了大量的消费者数据,零售商的这些宝贵;租金。

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