One of the most important pieces of a successful direct response, or DR, campaign is quick and consistent analysis of the data. Without the ability to monitor results, it's nearly impossible to improve them. However, time also plays an important role, as unproductive media outlets left active for too long put a drain on the budget and destroy CPL. Increasing the efficiency of the analytical team is crucial to the success of the campaign.
Data analysis begins with the collection of campaign information from a variety of sources. Gathering media spend and spot clearing information from distribution channels, as well as response and conversion data from call centers is tedious and time consuming.
Then there is a substantial amount of work involved with entering such data into whatever metrics you have created and now have to constantly update. Call centers provide raw, and often incomplete, call logs that must be manipulated to eliminate short calls and repeat callers. If multiple call centers are being used, call logs may look slightly different and require the analyst to spend more time deciphering and combining them. All of this work is necessary just to get to the most important part: the analysis.
Minimizing the excess work involved in campaign reporting saves time and money, therefore helping to streamline the analytical process and increase ROI. Delivering all of the data, rolled up into custom reports, from one source, can help you do just that. If you are currently working through all of the steps listed above, just to be able to monitor your campaign results, Zenith Media Tracking is the perfect solution.