Book Subscription Promotion Analytical Decision Requirement Diagram (ARD)

The primary objective of the promotional offer is to maintain member satisfaction and increase membership. By varying offers and targets E-books, Inc. can determine which offers are seen as most valuable to existing and potential members. This information will be invaluable in gaining market share.

​

Advantages. Digital marketing is low-cost, dynamic, and success rates are easily quantified. Targets and offers are easily modified based on real-time response rates and analytics. The promotion is easily adaptable by refocusing targets and offers. Continuous tracking of success rates will be a key to identifying target and offer combinations that aid E-books, Inc. in accomplishing the main objectives, increasing existing member satisfaction, and acquiring new subscriptions.

​

Disadvantages. By sending offers to wide population segments the offers may be less successful than those tailored specifically to targets’ interests. It is likely there will be little to no feedback on why an offer is not taken. It is possible memberships for free trials will end when the free trial does. At a minimum E-books, Inc. should attempt to gather information regarding why membership is being discontinued; this data will prove useful for future campaigns.