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Accounting for customer response
We understand that to effectively manage complex media buys, it is essential to put into place appropriate metrics. Failure to do so will leave our clients' marketing teams with too many unanswered questions, especially when executives start demanding details of campaign ROI and where the approval of future campaign budgets is concerned.
When running response campaigns it's essential to track all the customer activity it generated - both linear and non linear. We do this by combining our agency tools with your own performance and sales conversion data. In some campaigns the indirect response can account for 90% of the total activity. All too often this indirect response (when a user sees an ad but responds later) is attributed to search marketing efforts, resulting in incorrect weighting of media dollars.
Almost every account we work on requires ROI metrics to be built in because we know every client is unique. Talk to us about what you need - we'll have a solution that will work for you.
We hired Dick Reed and Just Media to put together a campaign to drive developer interest in building mobile applications. At the time, mobile application development had not yet gone mainstream and the business model for developers was largely undefined - thus the incentive to build mobile applications was largely unclear. Despite the ambiguity, Dick and team put together a series of highly effective campaigns which enabled us to increase the number of developers supporting our platforms.
- Colleen Romero, ex Director Marketing, Nokia
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