While this is an inherently difficult question to answer, it can make the difference between success and failure of a DRTV campaign. Our first question is: Why would we need to measure? For many clients we are already capturing phone data, so what purpose does it serve to include web data in our results? We know what stations are working and those that don't, so how would incorporating Web leads into the data stream that I feed into Core Direct (the leader in DRTV tracking and reporting) help my process? The answer is rather simple....
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