ADMA Response Measurement Presented Neil Howlett - - PowerPoint PPT Presentation

ADMA – Response Measurement

Presented Neil Howlett

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Creating customer value through integrated & responsive one 2 one

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integrated & responsive one 2 one communications

Who has undertaken campaign measurement? Do you do this for every campaign?

Measurement test

Do you act on the learning’s/results?

Increased accountability maximise revenues, ROI and

Why Measure?

lifetime value

Our response channels are measureable

Why Measure?

measureable

To report back to the business & board

Why Measure?

board

Build a business case for future campaigns & budgets

Why Measure?

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Customer penetration analysis

Media Optimisation

Why Measure?

Targeted & Discreet

Why Measure?

Direct Marketing

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Ability to Test & Learn

Why Measure? Only test the big stuff Data Offer Media Contact strategy Timing Response channels

Why Measure?

Acquisition – Low, Med, High Value DM

Refine & rollout your test campaign

Why Measure?

Get your client a promotion (make them famous)

Why Measure?

(make them famous)

Internal PR & Soundbites (create DM legends)

Why Measure?

(create DM legends)

Get a promotion yourself

Why Measure?

Win Awards

Why Measure?

Win more business

Why Measure?

Direct Marketing

Direct Marketing

2) 1578 calls made in total 432 businesses contacted (contact rate of 27%)

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432 businesses contacted (contact rate of 27%) 150 leads generated (lead to contact rate of 34%) 100 info request (info request contact rate of 23%) 250 Lead/info request total. Cost per lead: $35.70

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How do we measure it?

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Hard - Quantitative Soft - Qualitative

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% 2 J5& Primary Response rates Cost per sale TV 0.025%-0.1% $1,500-$2,500 Outdoor 0.025%-0.1% $1,500-$2500 Press 0.05-0.25% $500-$1,000 Inserts 0..25%-0.5% $150 Inserts 0..25%-0.5% $150 Direct mail (Cold) 1.5%-4%+ $200 Direct mail (Warm) 2.5%-6%+ $150 EDM 0.5% (30% open rate) $100 Online banner 0.25% click thru $50 Follow up telemarketing 5%-15% $100 SMS 0.5-2.5% $100

ROI calculator – defining and benchmarking ROI

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On-line dashboards and analysis

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Results dashboard – building continuous improvement

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your subscribers who use free e-mail services like Yahoo and HotMail, because they allow for very little e-mail storage.

Online Banner results

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Current Site Visitors

Unique users continue to increase

Site generates on average 15,100 visits (11,300 unique visits) visitors per week 26% of users returning to the site Average content consumed – 7 pages

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Average content consumed – 7 pages Average time = 7-8 minutes

New “Together Programme” content area has generated 11% conversion rate to full sign-up

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Current Search Engine Performance

Google is main search engine traffic driver to the site GUS is highly ranked on Google for key search relevant search terms, such as:

• “Giving up smoking” (Rank 1)
• “Stop smoking” (Rank 1)
• “Quit smoking” (Rank 1)
• “Smoking” (Rank 2)
• “Smoking” (Rank 2)
• “How to stop smoking” (Rank 1)

However, some terms not performing as well:

• “smoking advice” (Rank 5)
• “smoking support” (Rank >10)

And underperforming on other search engines:

• “Stop smoking” – Yahoo rank 9
• “Quit smoking” – Yahoo rank >10

Jan 05 – Mar 06 campaign overlay

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LSSS support camp. Jan4- Feb13 No Smoking Day (Mar) MTM Jul1- Aug12 Antony Hicks Dec26- Dec31 SHS Kids May23- BHF Oct17- Dec1 LSSS Daytime Oct3- Dec18 Trudi/ LSSS Feb13- Mar25 New WebTrends reporting

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Where are people going on GUS?

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Stats from Oct 1, 05-Mar 31, 06

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