Question - calculating response rates of multiple ad insertions to the same audience

From: Jody Eichler <JEichler_at_leopard.com>
Date: Fri 15 Nov 2002 08:45:39 -0600

I am trying to determine an accurate formula to use in calculating
impressions to clicks, when you advertise to the same audience multiple
times.

For example, let's say you are running and ad in newsletter and you are
doing four insertions over one month that goes to a circulation of 1000
people.

If you got 100 people to respond over the entire month (over the four
insertions), calculating overall response rate based on a 4000 recipient
universe (1000 people hit 4x through 4 insertions) I don't believe would
be accurate, but nor would calculating off the base subscriber count of
1000.

When you track response rates to clicks, how do you weight differently the
first insertion vs. the subsequent insertions/exposures?

Does anyone have a formula or process for calculating response rate for
this type of scenario?

Any assistance anyone can offer would be greatly appreciated.
Many thanks!

Jody Eichler
Director of Online Marketing

LEOPARD
Marketing. Communications. In that order.
www.Leopard.com
jeichler_at_leopard.com
T: 303-527-4624
F: 303-530-3480

6230 Lookout Road
Boulder, CO 80301





Received on Fri Nov 15 2002 - 08:45:39 CST