YOU CAN ALWAYS recognize direct marketers: they’re the ones who never feel they’ve tested and analyzed their marketing programs enough. They’re constantly measuring their efforts and tracking their results. But what are they really looking for? In this chapter we’ll take a look at how to use quantitative and qualitative methods to develop success criteria: in other words, how to test, measure, track, and analyze how effective and successful your Internet direct marketing campaigns and programs are.
UNDERSTANDING WHAT SUCCESS IS
One of the most difficult challenges of Internet direct marketing is to clearly articulate what success is and how you’re going to measure it. How can you define success, for ...
