Measure:
- response rate
- conversion rate
- order value
- repeat orders
Gather through voucher/coupon responses that distinguish the source. Important to aslo establish the cost per enquiry and cost per order.
Measuring online - debate as to whether this can be done effectively as no insight to attitudes, motivation or tie with offline.
Number of hits, unique hits, repeat hits, sessions (how long?). Click-through rates (but only deal with behaviour, not attitude)
SPONSORSHIP
- Media exposure
- Assess communications results - pre & post-test awareness, corporate image perception & attitudes
- Feedback from stakeholders - qualitative feedback from participants ascertaining mutual benefits
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