Category — Analytics

The combination of laryngitis and integrated marketing expertise led to an interesting doctor visit this week. I’d been battling a cold for a week when my voice disappeared overnight. The only thing I could do was whisper softly. Two days later, it wasn’t back so I had my sister call for a same day appointment. (How do people make doctor appointments when they don’t have a voice, online scheduling, or handy friend?)

It was my doctor’s first day back from vacation, so I was surprised he had time to see me. After an exam, instructions to rest my voice (as in NO talking), and a prescription for antibiotics, my doctor said that he needed to ask me something. I presumed that it was something to do with my health or one of my family members, so when he asked, “has capturing information replaced service?” I was surprised. [Read more →]

Capturing information to confirm point of origin for sales is challenging. The most accurate method is asking customers to enter a keycode or embedding one in the URL.

When all else fails (and even if it doesn’t) look at your direct marketing segments before and after your social media campaign. Usually there is a consistency in average order, response rate , and ratios from one campaign to the next. The numbers in the following chart are the results from one test. [Read more →]

About ten years ago, there was a movement in the catalog industry to reduce mail volume. It seemed like a good idea. Customers were increasingly migrating to websites to place their orders. Segmented sales were down. Order processing costs were significantly lower for web orders when compared to the call center. Why spend the money to mail catalogs when people were ordering online? [Read more →]