Philippe Graner

You might ask: Why is it important for the marketing department to produce a weekly dashboard and share it with other departments within the company? Which direct marketing metrics are critical for company stakeholders to receive weekly in order to react to campaign results? How does a multichannel company combine print and online results?

How do you create a response order curve to accurately reflect how close you will be to plan mid-way through a marketing campaign? How can that curve help efficiently manage staffing and/or inventory concerns? How do major holidays affect those 
forecasted curves?

What are the key profit-and-loss statement (P&L) components of a print marketing campaign? What can you affect in the short-term to turn around a P&L starting to fall short of forecast? The direct marketing printed campaign P&L statement differs from a traditional business P&L in several ways.

The P&L statement is equally useful in measuring the overall financial viability of an online campaign, as well as measuring more traditional quarterly or annual performance ratios.

Do you know what minimum response rate your direct marketing campaign needs to be profitable? What about the required net revenue? How does an email campaign metric differ from a print one?

For every marketing channel, there are two critical components: the cost of acquiring a new client and the lifetime value (LTV) of that client.

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