Hi,
I'm designing a report to track direct mailing responses. I was wondering- how do you all report on direct mailings?
E.g do you use a proxy: Anyone who received a direct mailing and booked within a pre-defined time frame, or
Anyone who has an internal source selected at the box office (how does this work with web?), or
A generic source etc.
Any examples/ideas would be much appreciated!
Thanks,
Sam
Hi Sam,
I've been doing a bit of thinking about this one as well, because it is a vexed question. If you go for just a Source code approach, if somebody orders something on the web, you'll just get the Generic web source, unless you embed a source code in a URL or make them type in a promo to get a special offer. But if somebody reads your email or DM and comes to your website without going through a special link or without using a promo, you're not going to get that order registered as part of the ROI.
So what I'm thinking of doing is creating a report where I look at everybody who got promoted with a certain source and then seeing what they bought (# of customers, tickets and revenue) between the promotion date and the source end date. So the source becomes primarily a vehicle for flagging that somebody got a DM and giving a start and end date.
It's still a route fraught with peril, though, because if you send out DMs that overlap on dates, this kind of approach would double-count the revenue. Would love to see hear what anybody else has done?
Cheers,
Matt