direct response & measurement
DESCRIPTION
Declan Kelly, Clear Blue Water Direct Response & MeasurementTRANSCRIPT
Declan Kelly
Direct Response & Measurement
1. Compelling reason to respond
2. A strong call to action
3. A Direct Response media strategy
4. Track and measure
5. Test, learn and optimise
1
Compelling reason to respond
Communicate the ‘why’
Deadlines work
2
Deliver a strong call to action
Focus on the goalCall
Register
Download
Visit
PostOrder
Click
Visit
Make it easy to respond
3
A Direct Response media strategy
A Direct Response Media strategy
Timing
What works for Direct Response
FrequencyLow
involvement
Position in break Detail
Response
Decisions taken on the basis of performance
4
Track and measure
Cost per….
Costs
Number of responsesCost per Response (CPR)
Costs
Number of Sales
Cost per Sale/Acquisition
Benchmarks
Media Media Cost
Responses Cost Per Response Cost per Sale
Paper A €1,500 52 €2.88 €28.80
Paper B €3,000 112 €2.68 €40.20
Paper C €400 10 €4.00 €20.00
Establish what your acceptable CPR/CPS is
Attribution
• Put structures in place to measure
• Ask your customers, capture data
• Unique telephone numbers, landing pages, coupon redemption, web visits
• Software solutions
Radio 1 Radio 2 Radio 3 Radio 4 Radio 5 Radio 60
20
40
60
80
100
120
140
€0
€5
€10
€15
€20
€25
€30
€35
119
89
70 70
112
88
€25.57
€28.85
€21.59
€10.17 €11.63
€10.39
Responses by station Cost Per Response
Resp
on
ses
Cost p
er re
sp
on
se
6 7 8 9 10 11 12 13 14 15 16 170
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
0
10
20
30
40
50
60
Responses Cost Per Response
Resp
on
ses
Cost p
er re
sp
on
se
When you measure something you can improve it
5
Test, learn and optimise
Test copy
Save €20
20% off..vs
Test media
Test, learn & optimise
• Take decisions based on critical data• Establish benchmarks, keep a league table
Don’t become too narrow
And finally…
1. Compelling reason to respond
2. A strong call to action
3. A Direct Response media strategy
4. Track and measure
5. Test, learn and optimise
