To know if you’re doing the right thing in the right place at the right time you have to measure your marketing activity.
Why measure
- To identify trends and see if you need to fix or change something or indeed do more of it
- It helps you decide where to invest your money and efforts next time
- Prove (or disprove) your hunches
- Demonstrate how well you have done and helps you set budgets as you’ll know how much it costs to acquire a new customer or retain an existing one
How to measure print
- The easiest way is with a code that you track at point of purchase
- You could run an offer (and tie down the Ts and Cs so you have tight control) and see how many are redeemed
- Use a friendly URL (FURL) or dedicated inbound phone number to measure inbound response from the leaflet
How to measure digital
- Use your analytics to look at traffic volumes and sources
- Email open and click through rates
- Social sizes of audience, interactions and reach along with your impact / how influential you are online e.g. Klout score
How we measure and report back
- We map your leaflets campaigns to show where your pickup has been strongest
- We assess leaflet distribution volumes by type of outlet, geography and time period
- We provide analytics on your Dayvisits activity (website, any emails we do and social)
- We provide data on what your impact on TIC and B&B leaflet ordering is after an email campaign
