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The Matrix-Data team helps clients monitor the success of their campaigns by identifying key success factors and then developing metrics that provide meaningful indications of performance. These metrics vary depending on the client and the business but often include the following:
- Channel metrics - compare the effectiveness of various routes to market. For example, they may include comparisons between direct sales (personal meetings), intermediary sales, telesales, 3rd party affiliate sales and so forth. They usually focus on key aspects of the sales process depending on what the client is trying to achieve. These include stages such as converting prospects to customers and prompting prospects to request further information.
- Marketing and media metrics - compare the relevant success of different offers and promotion methods by measuring response rates across different media. By providing timely and accurate feedback to marketing initiatives, we enable campaigns to be adjusted and reviewed against these objectives.
Comparing the responses from different advertisement placements might include comparisons of different:
- Creative styles
- Personalised vs. non-personalised
- Copy
- Pack mechanism
- Timing
Comparing the responses from different media campaigns might include comparisons of different delivery mediums, including:
- Door drop
- Letter
- E-mail
- SMS
- Call Centre
- Personal Selling
Detailed analysis and monitoring of these types of metrics ensures that the return on investment in your campaigns lives up to expectations.
With Matrix-Data’s particular experience in financial services, we are able to measure and compare performance against historical campaigns and provide a benchmark for success.
- Profitability metrics - help to monitor the overall performance of a company. These could cover not only revenue generating activities but also the cost of servicing accounts or individual customers. For example, we often assist our clients in grouping their customers into different profitability bands and thereby determine the level of service each account merits.
sFor more information please email sales@matrix-data.co.uk or telephone 020 7074 1200.
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