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How Do You Accurately Measure the Effect of DRTV on a Website?

May 8, 2012
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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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Do you know which keywords are driving phone calls to your business? Are the pay-per-click (PPC) keywords “red shoes” making the phone ring? Or perhaps calls are coming from searches initiated with “black pumps” or “wedge sandals”? Whether you’re spending $600 a month on PPC or six figures, it’s imperative to know how your online marketing efforts affect your offline sales conversions.
 

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