If you can MEASURE it, you can control it.
Whether you are talking about readership of advertisements, response to direct mail, or response to a promotional program, to measure your ROI you will need to control WHAT you do, and HOW you do it. For example, we once placed 26 different 800- phone numbers (pre-Internet days) to measure the effectiveness of an advertising campaign for a client. We not only knew which ads worked, we helped the client understand which markets were hotter than others, why they were hotter, and what to do about it.
Before you talk about measurement, you have to understand control, and the controls available to you and your marketing. AIM is ready when you are. Read more about some of the controls we put in place for our clients, and then let’s talk measurement!