Product Information: Tracking Sources

Measuring several media with one form:

To reach the most customers, as economically as possible, marketers often utilize several media at once. Say you're running a campaign for a new product offering, and you want to get a big influx of trial users. Here's how you might structure the campaign:

Offer: a free two-week trial of the new product

Fulfillment: Leadcleaner form on the Web

Outreach:

• Existing customers: send them a personalized email, with a link that signs them up for the trial offer
• Rented prospect lists: send them direct postal mail, each piece imprinted with a custom priority code
• Web site visitors: display a promotional banner with a link to the form
• Visitors to other Web sites: advertise with a "sponsored link" banner or text link on related content sites
• Trade magazines: run print ads in various trade magazines, each featuring a different Web address for offer fulfillment

The Challenge: It's not enough to capture, score, and follow through on each of these leads. To really optimize your direct response strategy, you'll need to measure how effective each of these media was for you, so you'll know where to shift budget for future campaigns. But how do you measure all these disparate sources?

Postal direct mail:

Click here to try it!

Each postal piece is imprinted with a unique six-digit PIN code, and features a response URL: "Reserve your FREE spot today: visit www.sample.com, and type in your Priority Code!" Leadcleaner stores the PIN list on our server, and each respondent has a Source associated with their number. So you can see who responded from the "EE Times" list, and who was on the "Electronic Design Quarterly" list.

Email blasts:

Click here to try it!

Print or Broadcast Advertising, Press releases:

Here's where it gets sneaky. How can you possibly figure out which ad or news item your user was responding to? You might be inclined to create a separate form for each ad insertion, then provide a separate link to each -- but then your data is in several different buckets, and compiling and comparing results gets complicated. We've got the answer -- Leadcleaner can set up redirects from several different URLs, all pointing at the same form. Each respondent ends up on the same page, but the redirect has passed a Source value to the form. Result: you can see who came in from your radio spot, who came in from the July issue of "EDN," etc.

Banner Ads and Text Ads:

Each banner ad (or Google/Overture text ad!) points at a slightly different URL. They each go to the same form, but each passes a unique Source value in to the system. You can even compare response rates from different keywords! Just plug in the total number of impressions for each keyword at the end of the campaign.

Bringing it all together:

So, how do you view all these data? We make it easy! Once you've set up your weighted qualifying rules to score each lead, and entered the total universe size for each channel you're measuring, you get a simple, easy-to-read bar chart of raw response rate and calculated response quality for each medium. Best of all, the chart is updated in real-time, so you're always looking at fresh data. Change your mind about those qualifiers? Try a different weighting, and the chart will be automatically updated, to show the new logic.

Reporting:

So, there you have it: precise, granular statistics for each distinct component of your marketing campaign. I'll bet you can guess what happens from here: you can figure out the cost per lead, even cost per closed sale -- and next time you do a campaign, you'll have an even better idea of how to slice up the budget, and where to place your best salespeople.

Have any questions? Wondering how this might work for your campaign? Give us a call, at 503.239.7264. We'll be happy to walk through your project with you, and talk about how we can generate the most useful, detailed metrics for your campaign.