12Campaign Performance Measurement
Business-to-consumer (B-to-C) and business-to-business (B-to-B) marketers alike are failing to use metrics at even a high level to gauge the effectiveness of their mailings. Although B-to-C marketers are slightly more engaged with using the barometer-oriented metrics… than are their B-to-B counterparts, many fail to use these metrics at least once a month. Barometer-oriented metrics are useful, particularly for trending mailing performance over time. Marketers should seek to use aggregate click-through, click-to-conversion, profit-per-mailing, and revenue-per-subscriber information as KPIs [key performance indicators] for each mailing. Additional measures, such as average order value (AOV), will vary based ...
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