Campaign Metrics John P. Foley, Jr. President & CEO InterlinkONE Integrated Marketing Solutions.

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Presentation transcript:

Campaign Metrics John P. Foley, Jr. President & CEO InterlinkONE Integrated Marketing Solutions

The Value of Measurement… Ask yourself: “Can you measure the results of your direct mail, print or other marketing initiatives?” Truth is, most companies can’t. But, using new tools and technology available today…YOU CAN. And with that you are halfway to becoming more Effective in your marketing efforts. Let’s learn to measure it all…

Which Metrics are Important? Marketing cost money: Lists, design, printing, mailing, etc. To demonstrate success: How many people Responded? - HOW? Do people respond online or via the call center? - WHO? Which targeted audience was more receptive? - WHAT? Mailer vs. the

Anatomy of a Multi-channel Campaign In order to measure efforts, we need a structure. Start by defining the overall marketing campaign. Blast Direct Mailer Goal: Increase Auto Sales for April

Traditional Marketing Multiple databases of Information Separate reports (un-integrated) Delayed Lead Routing to sales Print Ads Telemarketing Trade Shows Direct Mail Banner Ads TV/Radio Marketing Initiatives Business Reply Cards Attendee Survey Fax/Data Entry (Inbound) Contest/Trade Show Registration Web Registration Call Center Response Profiles Traditional Outdated Hassle Time consuming Waste of money Customer ListSite Visitors Accudata List ProspectsMedia/PressReaders Target Audience

Traditional: Separate Databases Database Call Center Business Reply Cards Personalized URL Web Inquires. CSV.TXT

Business Reply Cards Attendee Survey Fax/Data Entry (Inbound) Contest/Trade Show Registration Web Registration Call Center Personalized URLs Real-Time, Online, Qualified Lead Database Sales Reports Lead Distribution Marketing Reports Marketing Initiatives Fulfillment Response Profile Customer List Site Visitors Accudata List Prospects Media/Press Readers Target Audience Print Ads Telemarketing Trade Shows Direct Mail Banner Ads RSS Feeds TV Webcasts Twitter Radio Linkedin

Dashboards: Real-Time Reports for All Activities

Sales Step

Why is this Important to You? If you can measure the effectiveness of your marketing efforts, you can determine the value of different offers, media, lists, etc. Knowing even a failure is better than knowing nothing, as you can then DO SOMETHING ABOUT IT – in real time. Have a say in the whole process; the planning, execution, management and measurement of marketing efforts

What to Do about It… FIRST: STOP LEAVING MONEY ON THE TABLE Technology exists to measure your marketing effectiveness. Take a step towards better understanding the value of Marketing and Campaign Management Solutions. Be more valuable in your marketing efforts.