Direct Response Consulting – Tracking and Analysis

Too much of marketing is still guesswork and intuition.  But it doesn’t have to be.  By setting up a tracking system, you can measure the performance of almost every type of marketing activity.  And you can compare that performance with other activities to see what’s working and what’s not.   

tracking and analysisTracking and Analysis is a consulting service designed to help measure and compare response from your various marketing activities.

Tracking gives you access to the right data.  Analysis allows you to accurately compare the data with other activities to improve your future planning.

We work with B2B, B2C and non-profits.

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Before you can analyze, you need the right numbers

Your performance analysis is only as good as the data you are able to collect.  While collecting data for direct marketing is commonplace and relatively simple, other forms of marketing are not tracked as consistently.

With the right systems in place, you should be able to track response from everything you do. To ensure accurate comparisons across market channels, you can also measure performance against marketing costs. For example, cost per lead or cost per qualified lead.

Not all companies need to track the same information.  We can help you determine  what information is most important for your business.

Response rates

Response rates and qualified response rates are fairly routine and simplistic forms of analysis.  They work when comparing direct mail campaigns, but not when you go outside the direct marketing channel.

 

Conversion rates

Conversion rates help you focus on the second step in the lead process – by looking at what percentage of initial responses actually convert into a lead.  Leads can also be tracked for their conversion to customer.

 

Lead acquisition costs

Lead acquisition costs help you compare different tactics for lead generation to determine which is generating leads at the lowest cost.

 

Customer acquisition costs

A macro view of your results will show you the average cost of acquiring a new customer.  By tracking acquisition costs across marketing channels, you will eventually find the right formula for producing a new customer.


Lifetime value

Sometimes you need to look beyond the initial order to determine whether your marketing effort was profitable or not. By looking at your lifetime value and offsetting it by your customer acquisition costs, you can see the real value of a new customer.

 

Fees

Tracking and Analysis is a project-based consulting service.  Fees start at $2,500 and vary with project complexity.

If you are interested in a broader array of services, we also offer a month-to-month arrangement, starting at $2,500 a month.

 
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