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 1 1 ? 1998-2010 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association 2 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 3 Does math make you nervous? 数学让你紧张吗? ? Direct Marketing Association 44 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 5 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 6 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? Direct Marketing Association 7 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-- 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? Direct Marketing Association 8 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 pro ? t –?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 9 ???????????????? Cost per response Cost per customer Cost per order Cost per inquiry Cost per sale Conversion to sales Contribution to overhead/pro ?t Lifetime value 每次响应的成本每个顾