Re: Venting (was RE: search vs. content)
KELLEY MITCHELL <esc1krm_at_ups.com> WROTE:
>Thus, CTR is important to me because it has an impact
>on conversions. Note that I will not keep a campaign
>with a great CTR but low conversions, because of the
>impact on ROI. But if I only get 10 people through the
>door, 9 of them become buyers, then my conversion rate
>is 90% - great, right? Nope, because I spent $5,000
>getting those 9 buyers who spent $10 each = $90.
Great description of real direct marketing measurement
technique from Kelley. The final step to complete the
full direct marketing cycle would be to follow these
new customers (and visitors if possible) over time.
Your ROI will change over the next several months as
customers make repeat purchases and visitors who did
not convert initially make a first purchase. These
effects can impact the ending ROI of a campaign, and
may change your opinion of "best" performance.
If you would like to see how these longer-term ad
metrics can be tracked and ROI forecasts made, see
the tutorial:
http://www.jimnovo.com/Recency-Model.htm
Jim
---------------------------------------------------------
Jim Novo mailto:jim_at_jimnovo.com
Author:Turning Customer Data into Profits
Learn the techniques and models used in
profitable customer-focused marketing at:
http://www.jimnovo.com
Received on Fri Jul 13 2001 - 11:08:33 CDT
