Faith and Metrics

If there’s one thing direct marketers know, it’s that you can’t take anything on faith.

But they tend to forget that when marketing to the religious. DMers define their audience in one-dimensional terms, overlooking other variables.

To get some guidance on this, Direct spoke with Craig Wood, CEO of The Clarity Group Inc., a consultancy that uses consumer data and analytics to provide insight into the faith-based and nonprofit community.

DIRECT: What’s the biggest mistake religious marketers make when attempting to qualify their targets?

WOOD: They play the faith card. Consumers are multidimensional. We as marketers can figure out what appeals to them based on demographic, attitudinal and transactional data. Consumers are also brand conscious, or privacy driven. Faith may be important, but it’s one element to consider among a mix.

DIRECT: What types of measurements should faith-based marketers consider?

WOOD: First, affinity. How aligned are they with your cause? This can be measured by examining related memberships, previous activity, survey information and compiled data. Second, propensity