Domino's Pizza improved same-store sales growth by 9.9% in 2010 compared with 0.5% in 2009 with the launch of the pizza delivery company's "Oh Yes We Did" marketing campaign, said Russell Weiner, CMO of Domino's. The brand also received top honors in a consumer survey detailing the US's best-tasting pizza, Weiner said.
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Maximizing ROI can be more of an art form than an exact science. There are two simple ways to increase the ROI of a direct marketing campaign: decrease the cost per order (CPO) or increase the revenue per order.
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