Direct marketers can be their own worst enemy. Even though they're integrating branding into their advertising, they're still caught in a response rate trap that prevents them from measuring the total effect that their advertising has on the target audience. As we move toward the fusion of brand and direct marketing, CPL, LTV, and other traditional metrics have become shackles that prevent us from uncovering the hidden value in our advertising. This session explores tools and techniques to measure direct advertising's effects on sales from non-responders, brand awareness in specific target audiences, and prospect engagement. You'll also see a real-life, anonymous example of how response data actually hid the segments that produced the best ROI..

LEARNING POINTS:

- Measuring the benefits that go beyond immediate response .
- Combining research and sales data with response measures to get the full picture.
- Designing and executing measurements that benchmark your results