Scoring Your Firm on the Metrics Maturity Model
Marketing has taken the first steps toward accountability, but the journey is long, and most of it lies ahead, not behind. That's the overarching message from the Association of National Advertisers. ...
Essential Metrics for B-to-B Direct Marketing
Measurement is a hot topic for marketers today. Everyone is under pressure to demonstrate results, deliver value to their firms and justify budgets....
Calculating True B-to-B ROI
To summarize campaign effectiveness, marketers need some kind of conclusive metric, such as return on investment. But in B-to-B, when a campaign’s revenue often is sizable compared with its expenses, ROI is problematic....
ROI Buffet
How this for return on investment? Direct marketers plan to spend an average of $250,000 on database upgrades this year, and four out of five expect the expenditures to pay for themselves, according to Direct magazine’s 2006 database practices survey. ...
The New Look in Search Analytics
Big-budget search marketers are entering the search channel, and they’re bringing sophistication in the shape of more intensive use of Web analytics and bid management tools....
Contribution Analysis for Direct Marketers
Contribution analysis is one of the foundations for many of the other types of analyses (list response, customer lifetime value, and square-inch analysis, to name just a few) that successful catalogers use to better understand how to profitably grow their businesses....
The ROI of Television Advertising
Nearly 80% of advertisers say traditional television advertising has become less effective. Or: Half of all U.S. adult Internet users say TV captures their interest most effectively. The answer? Both. ...
Brand vs. Direct: Who Gets the New Metrics?
What are the latest metrics that will help marketers build the next generation of models, and why do general advertisers seem more willing to embrace them than direct marketers? A group of CRM experts gathered to debate that subject and others. ...
How to Use Key Performance Indicators
Many firms have metrics that they show to the outside world. Then there are the ones they use internally to monitor their progress. These are called Key Performance Indicators (KPIs). ...
Marketers Turn to Trackable Media
Mass marketing may be growing in some quarters, but not among the executives surveyed by Epsilon. A poll of 175 marketers in the U.S. showed that 79% are cutting their mass budgets in favor of trackable media. ...
From Good to Great: Best Practices in Analytics
What does it take to produce great analytics? Some would say it’s all about the right data, tools and techniques. But let’s assume that you have all that. What do you do then? ...
The Enterprise Story—Measuring What Matters
Turnberry Isle Resort, Florida, 1996. The mood at the Enterprise Rent-A-Car senior management retreat should have been festive. But the opening presentation at the meeting hit a sobering note. Customer-satisfaction scores were flatlining. ...
Retail ROI: Fuel Costs Hurt, Training Costs Help
Look for employee training and inventory and supply management systems to appear high on corporate wish lists this holiday season: These two investments deliver the highest returns, according to a survey of retailers....
ROI Buffet
Executive coaching yields ROI nearly six times its cost, according to a new study from consultancy N2growth. ...
The True Cost of CRM
The strategic economic issue for all CRM initiatives must be their cost/benefit relationship. Put simply: How can we determine how much we can afford to spend on CRM activities for a single customer or group of customers to produce what level of loyalty and/or incremental business? ...
Survey Reveals the Most Valuable Database Metrics
First, the obvious. When marketers were asked which one campaign metric was most valuable in determining ROI for their data-driven campaigns, near-equal numbers cited increasing their total number of customers, a rise in top-line revenue and a jump in bottom-line profits, according to Direct magazine’s most recent survey of database practices....
Will Database Upgrades Pay Off?
Marketers will spend an average of nearly a quarter-million dollars to upgrade their databases, according to a survey of Direct magazine’s readers. Will the investment pay for itself?...
Need to Know Vs. Nice to Know: A Web Primer
As Internet business owners, we are bombarded with advice on how to manage, market and grow our businesses. Because of the sheer volume of information, we are forced to weed through the “need to know” versus the “nice to know.” ...
ROI Buffet
What’s the biggest hit to your customer service ROI? No surprise: It’s personnel costs, according to a new survey....
The Perfect Storm: Response Metrics and Digital TV
John Wanamaker, the father of the department store, described the classic dilemma in advertising: “I know half the money I spend on advertising is wasted, but I can never find out which half.” Direct marketers have long believed that they have the answer. But do they? ...
Homemade Measurements for Magazines
Buy Lisa Brodsky a celebratory beer the next time you see her. Brodsky was recently promoted to senior group marketing manager for Country Home and Traditional Home, two Meredith Corp. magazines. In making the announcement, Meredith highlighted her use of market research to demonstrate the value of buying space to its advertisers....
Multichannel Marketing and Satisfaction Stats
We’ve all heard it. For years, the industry buzz has been about multichannel marketing. But we may be missing the mark. While some marketers technically use multiple channels to reach an audience, they are not realizing the real opportunity: to create a better customer experience, unlock a two-way dialogue and measure the results. ...
How to Find Campaign Management Tools
The campaign management tool market has changed dramatically in five years. And these changes have increased the risk associated with choosing tools for a given need....
Marketers Suffer from a Metrics Deficiency: Survey
Marketers want to the right thing when it comes to metrics. But their desire far outpaces their ability, judging by a new CMO Council survey. ...
Banks Turn to Online Analytics
The notorious criminal Willie Sutton once was asked why he robbed banks. “Because that’s where the money is,” he replied. Welcome to the 21st century, Willie. These days more and more of the money is online, and banks are embracing Web data analysis to secure their share of it....
