Ep 312: Next-gen mail measurement with JICmail and Kantar

Mark Cross, Engagement Director at JICMAIL, and Dr Christopher Thresher-Andrews, Research Director at Kantar, discuss measuring mail's impact and unlocking mail's new capabilities: Creating the mail equivalent of TV audience measurement Demonstrating the value of mail, including business mail JICMail's background and ownership Helping marketers understand audience data for mail Making data accessible and easy-to-use Advertisers and agencies need data to include mail in campaigns Direct mail's perception challenges How some digital channels take credit for conversions How mail behaviours are measured Preserving direct mail revenues How mail engagement metrics compare to other channels Mail's life in the home Purchase behaviour initiated by mail across age groups Growing interaction with mail How can "attention" be measured? Using video analytics to measure mail engagement Why should posts care about direct mail? Unlocking new capabilities of mail Making mail use effective and habitual