文档介绍：©Direct Marketing Association
6. Measurement,
Metrics and ROI
直邮评估
——评估、指标和投资回报率
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© 1998-2010 Smith Browning Direct, Inc. All Rights Reserved.
Direct Marketing Association
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What makes direct marketing different from other
types of marketing?
是什么导致了直复营销和其他营销方式的不同?
• Results are tangible
and measurable
• 结果是有形的和可测量的
• We track and
measure everything
我们对一切营销活动都进
行跟踪及测量
©Direct Marketing Association
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Does math make you nervous?
数学让你紧张吗?
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R-E-L-A-X
You can do this….
放松些,你能做.....
It’s just addition, subtraction,
multiplication and division
只不过是加减乘除而已
© 1998-2010 Smith Browning Direct, Inc. All Rights Reserved.
Direct Marketing Association
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Basic Direct Marketing Math and  
Measurement  
直复营销的基本计算和测量
© 1998-2010 Smith Browning Direct, Inc. All Rights Reserved.
Direct Marketing Association
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Approach measurement from a marketing perspective.
从营销角度出发的测量方法。
Think in terms of revenue: money in the bank.
从收入方面考虑:银行里的钱
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3 Steps to Analyze Direct Marketing Results
直复营销效果分析的3个步骤
1. Count things 确定计算内容
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People, sales, costs, items bought
-- 人,销售量,成本,购买的商品
2. Collect over standard time periods
在标准时间段搜集信息
--pare month to month, year to year, or
campaign to campaign
---如:按月、年、促销活动时期进行对比
3. Monitor results over time
随时监控效果
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What are the important things to Measure?
测量哪些重要方面?
• In Direct Mail
在直邮中需要测量的方面
1、 People: The number you mail to, the number who respond, the
number that buy or convert
– 人:发信的数量,响应的数量,购买或转化的数量
2、Things: The number of things they buy
– 商品:顾客购买的商品数量
3、Money: The amount of money you spend, the amount of
money customers spend with you, your profit
– 资金:你的成本,顾客的支出,你的盈利
© 1998-2010 Smith Browning Direct, Inc. All Rights Reserved.
Direct Marketing Association
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Cost per response
Cost per customer
Cost per order
Cost per inquiry
Cost per sale
Conversion to sales
Contrib