August 2014
Beginner to intermediate
1009 pages
23h 39m
English
book
The Definitive Guide to Marketing Analytics and Metrics (Collection)
by Cesar Brea, Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox, Neil Bendle, Phillip E. Pfeifer, David Reibstein
Content preview from The Definitive Guide to Marketing Analytics and Metrics (Collection)
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19. VinConnect, Inc.: Digital Marketing Strategy
Introduction
Looking out the window of his office on a clear night in November 2012, Kevin Sidders contemplated his next steps. His company, VinConnect—an intermediary between European wineries and American consumers—had recently closed an offer for one of its partner wineries, and its numbers were slowly improving. But Sidders, the company’s president, knew he needed to focus VinConnect’s efforts on new marketing initiatives to more effectively reach its targeted audience and increase its customer conversion rate.
VinConnect’s goal was to allow European wineries to sell their products “directly” (through VinConnect) to American consumers via offers delivered in e-mail. Since its launch, the ...
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