Direct Response Marketing Blog

   

Post Logs: A DR Media Buyer's Best Friend

Posted by Jessica Metz

Mar 23, 2015 9:30:00 AM

Post logs are a report from the station showing if and when your media spots actually ran. Because we face far less than 100% clearance on DR media schedules, and often buy broad rotators instead of specific shows/programs, it is impossible to know the times and clearance level ahead of time.

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Topics: Call Tracking, Marketing Reports, Direct Response, Media Buying, Campaign Optimization, Data Analysis

Campaign Metrics: Are you analyzing too much or not enough?

Posted by Jessica Metz

Feb 4, 2015 10:30:00 AM

Without measurement, there is no way to understand your advertising campaign results. And without that knowledge, it is impossible to improve your campaign. We may all be able to agree that analysis is necessary, but what to focus on can be confusing.

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Topics: Call Tracking, Direct Response, Advertising ROI, Media Buying, Campaign Optimization, Data Analysis, Conversion Rates

Unconnected Calls: What You Don’t Know Can Hurt You

Posted by Jessica Metz

Nov 23, 2013 11:30:00 AM

You know the routine: ads are placed, callers call, and some, not all, are converted. If your call center is diligent, they are following up on the callers that disconnect too soon and a few weeks later on the callers that didn’t convert. These calls can be identified in your system and you have the ability to make something of them.


What about the calls that hang up before being connected to the call center? These calls don’t make it on to wasted__advertising_dollarsyour reports, so essentially you never know about them. They may seem harmless, but in fact they do affect bottom line. If you can’t see them, you can’t convert them, and the advertising dollars paid to generate them are also wasted.

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Topics: Advertising ROI, Data Analysis, Call Center Management

How Direct Response Ad Agencies Can Make Campaign Optimization Efficient

Posted by Jessica Metz

Nov 21, 2013 5:00:00 AM

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.

 

make-your-direct-repsponse-campaign-optimization-efficientData 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. 

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Topics: Marketing Reports, Campaign Optimization, Data Analysis

Zenith Media Tracking is for advertising professionals. We track phone calls and help agencies determine the best media buying and lead selling strategies for maximum profit.

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