Date posted: April 2010
The Secret to Squeezing the Most from your Marketing
Response Analysis Means Better Decisions, Smarter Marketing, Increased ROI
Wise marketers know that response analysis uncovers insights that help them make better decisions.
As a one-stop, data-through-delivery provider, response analysis is another important way we help
marketing professionals increase and improve what they know about who’s buying from them
(and what, when, where and how much, for starters).
In essence, matchback or response analysis looks at all transactions that occurred during a particular
window of time that a marketing piece or campaign is in play. Using the latest technology,
QuadDirect matches the marketer's transaction data back to the mail file used, going far
beyond what marketers are capturing on their own using key or promo codes.
"Good response analysis allocates revenue to the appropriate sources to affect an overall ROI," explains Tom
Kaczmarek, National Sales Manager – QuadDirect Data Solutions. "It's a scientific way of determining the
value of that campaign. And, the analysis almost always increases the overall ROI of that direct marketing
event, because the marketer can truly understand a campaign’s response. It gives clients information
they likely haven't seen before and it leads to more questions, which helps companies improve their
Response analysis can take you in all kinds of directions, and "dramatically improves your mail plan and contact strategy,"
Tom continues. "You may target a new segment or space your campaigns differently or mail more frequently to one
segment over another. And, 99 percent of the time, this process helps our clients understand that print
is driving response."