Written by:Scott Rakestraw
5/11/2006 10:31 PM

It goes without saying that having a unique 800 number is the most effective tracking mechanism when you are selling direct. What do you do when you do not sell direct?

It can be as simple as Zip Code. When you execute a campaign, you know at least the number of impressions or circulation at a DMA or zip code level. DMA is a made up of zip codes and ValPak for example, tracks circulation at Zip+4. By tracking all impressions, mail drops and circulations at a zip code level, you can link campaigns to sales at the zip code level, providing a mechanism for tracking the effectiveness of campaigns.

You already have indirect sales by zip and date but may not know it.

• Retail Sales – Sell-through or point-of-sale information has zip code and date
• Telesales – Orders have zip code but did you know you can get the zip code with out having an order or even asking a prospect. Email me and I will share the secret source.
• Web – ship or bill to address zip code.

Sometimes you have to look beyond the trees to see the forest. So, if you do not sell direct, you can still be a marketing measurement hero.

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