Metrics

Use Market Research to Tie Brand Awareness and Purchase Intent to Sales

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By Chuck McLeester

For years, I’ve been saying direct marketers are their own worst enemy when it comes to measurement.

Direct marketers are good at measuring the things they’ve traditionally measured—response rates, cost per lead, cost per acquisition, etc. But they’re not good at measuring the effect that their communications have on the non-responders; when, in fact, the effect of consistent branding in direct communications is what makes direct marketing powerhouses like Omaha Steaks and 1-800-flowers.com top of mind when consumers are ready to purchase (not to mention Amazon).

Even

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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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