Session Information
DMA08 Conference & Exhibition
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New Measurement for the New Direct Marketing
Track
:
ACQUISITION AND PROSPECTING
Program Code:
AM08-0332
Date:
Wednesday, October 15, 2008
Time:
10:00 AM to 11:00 AM
EST
Location:
N-240
CONTACT PERSON
:
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PRIMARY SPEAKER
:
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Description
With the fusion of brand and direct marketing, traditional DM metrics like response rates, CPLs, and CPCs are no longer enough. Most discussion around branded direct is about creative, but how do we measure it? This session explores ways to use research and sales data to enhance traditional metrics.
LEARNER OUTCOMES:
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Find out how to use research and sales data for more complete measurement
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Learn to account for long-term branding effects in addition to short-term response results
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Understand why traditional DM metrics are no longer enough
This session is a part of:
Handout Online
