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

Postal Hub podcast

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