Direct Marketing Dashboard Metrics

March 9, 2011 by Tim
Filed under: Direct Marketing Strategy

In Direct Marketing Metrics Numbers rule.

Now more than ever, direct marketers must deliver hard data on how their efforts increased the company’s bottom line.

In these days of lean profits and leaner budgets, a focus on metrics can mean the difference between a making your job highly valuable and one on the brink of extinction.

There’s less agreement, however, on which metrics truly demonstrate ROI and, more importantly, how to get them.

How do you determine the objectives

If it’s a product direct marketing effort (print, web or sales walk-in) we meet with the appropriate overall objective/goal.

Make your goals clear and measurable

Marketing needs to increase analog device sales by 10% over the next two business quarters and we can gain this extra 10% through existing customers that we identify as a viable target utilizing our in-house database.

Determine the objectives….

of the effort we go to the heart of the request – if marketing approaches us to do a mailer, we dig deeper to find out what the underlying business goal is and then we make the determination if a mailer is the appropriate communications medium to meet this goal.

What metrics do you use in your direct marketing dashboard?

I measure just about everything that can be measured from a direct marketing effort. Specific examples of measure:

Overall response rate to the media

Hits to landing page (we drive responses through our web site)

Referral links from landing page to other informational web pages

Cost of the effort

Return on Investment

– cost calculated against leads and/or business brought in
Number of product/design registrations

Has having solid ROI data helped you gain (or keep) your marketing budget?

If the effort is directed at existing customers we’ll measure any additional business or market share; if the effort is directed at new prospective customers we’ll measure quality of lead and this is done usually through our call-out/telemarketing account development group.

Choose a certain medium in most cases and that is direct marketing print mail/materials (either directly mailed to customers or prospects, or sent to our field sales representatives to hand deliver to customers or prospects). The print mailers almost always direct the recipient to respond via our web site.

What are the first steps you take to make sure marketing activities are measurable?

1. Understand the goal/objective behind the requested marketing activity.
2. Once the objective is understood, choose correct marketing activity for the goal.
3. Outline the measurable components of the marketing activity.
4. Commit and uphold commitment to reporting and reporting schedule.

To sum it up in one word, yes. This is especially true when it comes to keeping or obtaining new budgets from our supplier-partners.

How do you determine the objectives of the marketing effort?

Building a history of the client’s past marketing strategies, objectives, implementation and experience (results) as well as researching the industries are our first work-effort towards defining objectives.

What metrics do you use to determine the effectiveness of the effort?

Do you choose certain media because they are more measurable and if so which ones?

What are the first steps you take to make sure marketing activities are measurable?

My professional direct marketing experience began in magazine circulation management from this I honed my skills in list purchasing, testing, and analyzing.

I learned the importance of direct response planning and budget forecasting and most importantly, providing a follow-up with back-end analysis, fulfillment of orders and inquiries. I also gained some valuable job experience with Jackson National Life Insurance as Marketing Database/Direct Mail area.

Allow me to help you implement your next strategic marketing plan focused on your niche. I will make the most of what you already have by analyzing your biggest strengths and exploiting your competition.

Timothy Little – Direct Marketing Consultant

Tim Little
1 (888) 889-0552

Service Description

Let me use my researched methods that have been proven to work, implementation know-how, and optimization expertise to boost your company’s marketing ROI and sales performance.

EXPERTISE

Ability to perform all list brokerage duties for clients, including providing thorough list research and recommendations
Back-end analysis, marketing metrics Google Analytics, Market Samuria generates revenue & interest via email marketing, SEO, SEM and social media
Can target local business landing pages on Twitter, Facebook, Google Places, Google AdWords and other social networks and track results from coupon offers
Accelerates sales by tying email campaign and website tracking to CRM system data
Creates and executes marketing strategies that support business goals
Lead generation and capture and marketing plan development

LIST BROKER

What I do is help technical services businesses increase sales, keep more customers, and generate more qualified leads. Specializing in complex business-to-business environments.

WordPress Direct Response Website management

Internet marketing, SEO
PPC, Joint Venture, Event marketing,
Customer retention campaigns,
Marketing automation and optimization,

Telephone: Call (888) 889-0552 Ask about my Website and Facebook client portfolio

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