The proof is in the data

Everyone has an opinion, including us! But one thing we can all agree on as direct marketers is that the proof is in the data…

There are at least five questions you should be able to answer about every one of your marketing efforts, from catalog prospecting to paid search and affiliates:

• How many of the buyers (by marketing program) were new, active, or lapsed customers prior to their purchase through the program?
• How many times had these buyers been contacted by your brand via direct mail or email prior to their purchase through the program?
• What is the total marketing cost of the program when you consider their path to purchase (i.e. how many other marketing touchpoints were involved in their transaction)?
• How does the 12M and 24M Subsequent Revenue and Profit per Customer vary based on the source of acquisition?
• How much marketing demand across channels is really incremental based on consistent hold out groups?