Newsstand

September 24, 2011
Direct Marketing Analysis [DMA11]

An integral component of any direct marketing campaign is the analysis phase. Answers must be found for the questions of what went right and what went wrong, how many prospects or customers were reached, how many responded, how much money was spent, and what level of ROI was achieved. This data is then analyzed to determine what needs to be changed for the next campaign.

Conducting an integrated marketing campaign may make the analysis phase a little more difficult. It may be harder to track Facebook, LinkedIn, Twitter and blog comments if somebody posts something about a company which is read by all of their friends. More sophisticated analysis will be required to determine how to improve and build on the positive results which were achieved, and how to remedy any negative results that might have occurred.

The place to learn about incorporating the latest in direct marketing analysis into an integrated marketing strategy is the October DMA2011 Conference & Exhibition. Visit the DMA2011 registration page to lock in your place (register now and save up to $200) or let DMA provide the justification you need to present to your manager so you can attend. Keep updated on the latest conference news on Facebook and LinkedIn, or follow us on Twitter: @DMA_USA / @DMA2011. Start choosing which sessions you’ll want to attend now with DMA’s Agenda-At-A-Glance.

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