It's not often anyone in this business publicizes post-campaign results, but ValueClick technology subsidiary Mediaplex, which was selected by the Leagas Delaney agency to power online campaigns for
Macy's 12 Days of Christmas Promotion during the holiday season, was thrilled to take an opportunity to gloat about a happy customer yesterday. According to company officials, Mediaplex's MOJO
technology was deployed to track all sales activity generated by the promotion and Macy's received a consolidated view of all sales activities generated through email, keyword, and banner campaigns.
Macy's was given the ability to share ROI tags for ad serving and email, thus being able to monitor online and email campaigns simultaneously. Mediaplex also tracked post click conversion activities,
cost per order, total orders, and total dollars spent. Jason Harris, Account Director at Leagas Delaney, was pleased with the results. He said, "With Mediaplex, we were able to provide Macy's with
custom reports as well as back end results to quantify their cost-per-order." Ray Scott, General Manager for Mediaplex, said, "With the extensive custom tracking we did for Macy's, we were able to
correlate the ROI of online advertising and prove that the Internet is an effective means of generating sales."
