Direct Mail Marketing Attribution


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Direct mail may seem “old school,” but it continues to be a very versatile tool for marketers. Although it has been gradually declining, this channel still outperforms many digital direct marketing efforts. Based on data from the Harvard Business Review, direct mail has a $27 ROI — that is, each dollar spent on direct mail returned $27.

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  • Sometimes businesses get carried away with social media and email marketing and forget that good old-fashioned direct mail is a great way to get new business. Small and large businesses can benefit from a good direct mail marketing campaign.
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Direct Mail Marketing Attribution

  1. 1. A Leader in Forrester’s Interactive Attribution Wave™ 2Q 2012 Integrating and measuring direct mail with cross-channel attributionDirect mail may seem “old school,” but it continues to be a very versatile tool for marketers. Although it has been gradually declining, thischannel still outperforms many digital direct marketing efforts. Based on data from the Harvard Business Review, direct mail has a $27ROI — that is, each dollar spent on direct mail returned $27.However, measuring the performance of direct mail has always been somewhat of a mystery. How does a marketer measure the influencea direct mail piece has on an online or in-store conversion? Adometry has solved this problem by integrating direct mail with audience dataand online databases so marketers can track the impact of direct mail on conversions, and plan smarter marketing campaigns using themost effective combination of channels.Two Ways to Measure Direct Mail and Improve Overall Campaign ConversionsBecause of printing and postage costs, direct mail can be a large part of a marketing budget. If that portion of a campaign is leftunmeasured, then conversions that should be credited to direct mail can be incorrectly attributed to other channels, and the real value ofdirect mail goes unrecognized.With Adometry Attribute, direct mail campaigns can be leveraged in one of two ways:• Aggregate Level Analysis: Adometry Attribute can incorporate direct mail as an offline channel using the total number of mails sent by dates and regions. That data is used in Attribute’s cross-channel optimization model to generate predictions and recommendations for future direct mail campaigns. This approach is available when user level data is unavailable, such as in the case of when log files are used.• User Level Analysis: By using an on-lining service to connect direct mail campaigns to specific conversions and digital touch points, Adometry Attribute can produce all of its attribution reports – conversion paths, exclusive reach, channel overlap, frequency capping, and more – plus optimization recommendations. This method is available through the Attribute Direct Mail Connector. The Direct Mail Connector is the best way to incorporate a direct mail campaign into the analysis of a campaign, allowing Attribute to model precisely how direct mail interacts with other channels to drive conversions.
  2. 2. Attribute Attribute Attribute Attribute Attribute RTB Audience Offline Direct Mail Device Connector Connector Connector Connector Connector Attribute Catalyst Framework Adometry AttributeThe Attribute Direct Mail Connector – How It Works The Direct Mail Connector provides a bridge between Adometry’s certified tagging system, which collects all client online marketingThe Direct Mail Connector is part of the Attribute Catalyst data and a client’s direct mail listing. For this to work, the clientFramework, which integrates Adometry Attribute with the ad must have access to the mailing list including names andanalytics ecosystem – DSPs, DMPs, offline conversions, mobile addresses. Adometry takes privacy very seriously, honoringdevices and more – to provide more accurate and holistic cookie opt-outs and only using nameless data. The data sharingattribution and optimization recommendations. process used by Adometry is designed to protect client and customer privacy. Any data used to connect direct mail is heldFundamentally, the Direct Mail Connector uses an offline-to-online anonymously and will never be shared with any third party.service to match mailing lists to Adometry cookie IDs. The generalprocess looks like this: Note: In the case where a blind mailing list is being used from a direct mail vendor, that vendor may be willing to confidentially share that list with Adometry for the purposes of measurement. 1 Client runs direct mail campaign NEXT STEPS 2 Mail list synchronized with Adometry cookies To get started or to learn more about using the Attribute Direct Mail Connector, contact your Adometry Sales Director. 3 Adometry processes & generates attribution reports Questions? Contact Adometry: About Adometry Adometry, Inc. redefines marketing analytics by combining and interpreting previously silo-ed sources of big data to generate actions that improve return on advertising spend and increase sales. Through its SaaS-based attribution platform, Adometry processes tens-of-billions of marketing touch points from online and offline media channels forAdometry, Inc. some of the world’s largest advertisers to identify the true consumer purchase journey. Adometry’s scientifically proven4301 Westbank Dr. methodology and flexible, easy-to-implement solution generates the industry’s most accurate insights, in the shortestBuilding A, Ste. 100 amount of time. Headquartered in Austin, Texas, Adometry is privately held and backed by Austin Ventures, SierraAustin, TX 78746 Ventures, Shasta Ventures and Stanford University. For more information, visit www.adometry.com1-866-512-5425 Copyright 2013. Adometry and Click Forensics are registered trademarks of Adometry, Inc. Adometry Attribute and Attribute Catalyst Framework trademarks of Adometry, Inc. All Rights Reserved. 0313