If something can´t be measured, it can´t be improved.
Jim Harrington
Qualifying new customers
Testing
The first and most important rule in direct marketing is ´testing, testing, testing´. Direct marketing does not have any incontestable laws which are effective anytime and anywhere. You should build a number of tests into each action. Besides testing target groups and address lists (response analysis), everything used in the dialogue between you and your new customers can be tested: time, shape, offer variances and name use. Each time, you will acquire new knowledge to be used for the next action. Even if the tests confirm the success of your approach, they are still needed as durable investments for the long term.
Analysing
Do you know how many new customers you recruited over the past six months ? Do you know where they came from ? Do you know your cost for recruiting them? How do your new customers differ from your loyal customers ? What is the Life Time Value of your customers ? When do newly recruited customers become profitable ? Sopres offers you a variety of Analysis techniques, including profile analyses, potential analyses, segmentation and analyses using data mining techniques.
