Evaluating your campaign

The process of testing and evaluation is not only useful for understanding the performance of a current campaign, but also provides a system for continuous improvement.

This module gives a comprehensive overview of testing, the different approaches that can be used, the important metrics to measure and the advantages of benchmarking, response tracking and measurement.

Learning objectives

By working through this module you should develop:

• Understand the role of testing and analysis in developing direct mail
• Awareness of the basic principles involved in testing
• Understand the infrastructure requirements in developing a successful testing programme
• Understand basic benchmarking skills

Level: Marketing tactics L4