Use Promo Codes to Build Business Intelligence

ProFlowers.com recently aired a TV commercial offering a discount for flowers purchased for Valentine’s Day. By entering the keyword “male,” customers were entitled to a discount.

Marketers run these kinds of promotions to measure advertising effectiveness. They want to somehow tie the TV ad to demand. They generate profit and loss (P&L) statements, evaluate marketing effectiveness, determine the advertising budget for next year, and then move on.