Relationship Marketing
Integrated Marketing
Consumer Marketing
Professional Marketing
Digital Marketing
Creative Process
Measurement

Measurement and Metrics

Many agencies view measurement as something that happens after the campaign is over. We integrate measurement throughout the entire campaign—starting at the very beginning. Campaign objectives are the starting point for measurement. At the very outset of our planning, we define how we’ll measure against your objectives—what data we need and how we’ll get it.

We work with our clients to determine how much we can afford to spend to get a response (the Allowable Acquisition Cost—AAC) based on either how much an Rx/sale is worth or the Lifetime Value (LTV) of a customer. We use these metrics to set clear targets in a Pro Forma ROI analysis and establish break-even response rates for all promotions, media, and offers.

Moving beyond these traditional direct response measures, we use research to uncover the characteristics of the responders and the non-responders to fine-tune future communications. We seek to quantify the effect of delivering a strong brand message to those who do not immediately respond (but are affected by our communications nonetheless).

During the course of the campaign, we take interim measurements to determine which elements are on track and which need to be adjusted to meet our goals. Some we can act on immediately since many online tactics can be adjusted on the fly. In all cases, metrics are aligned with sales goals and brand engagement goals to ensure that we know what success looks like and how we’ll take your results to the next level.

To talk about how we can help your sales measure up, contact us.

Taking measurement and accountability to new levels

We’re working with two leading academic institutions and experienced industry practitioners to develop a predictive marketing model. It will be specific to the use of non-personal promotion as a supplement/replacement for personal selling using Applied Information Economics (AIE).

Contact us to learn more about the project and its methodology.