You know, as a long-time direct marketer, one of the key challenges I face on a daily basis is how to make sure that each campaign, each marketing dollar spent can be measured and accounted for. When my clients were only using channels such as direct mail and telemarketing, this task was a tad easier. In the multi-channel environment we live in now, the task can be fairly daunting.
Hopefully, like me, this chart will provide you with some good ideas on what exactly you can start to measure in terms of your online advertising programs. I like it because it makes me think not only about sales, but about clear, measurable events you can track as your prospects progress through the sales funnel.
