Go Beyond the Numbers
Click-throughs, site visits, cost-per-click — all of the stats you can gather about your e-mail and Web site campaigns are helpful, but in order to get actionable results, you are going to have to dig deeper, writes DMA Director of Internet Development Robert Blakely in his white paper, "A Case Study in Site Registration Click-through." "On the Web, numbers can tell you if the world is indeed flat or round. What numbers don't always answer is why," contends Blakely. "The best way to find out the 'why' is to actively watch and ask customers in a focus group. These can be expensive and time consuming but I believe are necessary to understanding what the numbers are really telling us."