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 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.
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 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.