Data

Colleges and Universities: We Need More Focus on Marketing Metrics

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By Chuck McLeester

First a brag: My Temple University advertising students won the Gold Collegiate ECHO — earning First Place out of 200 teams from over 30 colleges and universities. The challenge was to increase referrals for DirecTV among the existing subscriber base.

The most telling comments from DirecTV on the winning entry:

  • “… clear understanding of the way campaigns should be analyzed, from not only response rates but offer costs and CPAs”
  • “One of the few undergrad teams with strong principles of Direct Response Marketing”

Today’s advertising and marketing students are digital natives.

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Headshot of Chuck McLeester

Chuck McLeester

Chuck McLeester's blog explores issues about marketing and marketing measurement. He is a marketing strategist and analyst with experience in healthcare, pharmaceuticals, financial services, pet products, travel/hospitality, publishing and other categories. He spent several years as a client-side direct marketer and 25 years on the agency side developing expertise in direct, digital, and relationship marketing. Now he consults with marketers and advertising agencies to create measurable marketing programs.

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