Tracking responses to media buys essential to success

Droz, Sarah
July 2008
Las Vegas Business Press (10712186);7/14/2008, Vol. 25 Issue 28, pP25
This article offers insight into the relationship between profitability and measurement and presents some practical pointers. Factors that are essential to a marketing campaign that yields high margins include tracking results such as incoming responses, sales and profit related to marketing efforts. Important information to extract when putting a response measurement system in place includes the source of the response, the number of respondents and the revenue generated per respondent.


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