Tracking

Marketing and tracking should go hand in hand. Any firm can claim that they deliver great marketing results. However, this claim is seldom supported by tracked results and quantifiable analytics. For marketing efforts to be effective long term, great marketers will produce specific marketing tracking plans. Tracking these marketing results allows an experienced marketing team to refine the marketing materials and strategy. This tweaking will rapidly produce increases in the quantity and quality of leads generated. Ultimately this dedication will lead to increased sales and greater sales revenue.

Direct Tracking- Direct response marketing is one of the easiest forms of traditional marketing to attract. In this form of marketing, marketing materials are distributed directly to the consumer. This material is unique in that it contains a specific, pre-planned response. When the material is successful, the consumer acts on the suggested response and generates metrics unique to either the material or the campaign.

List Tracking- List tracking is similar to direct tracking in that the market is highly targeted; as is the approach to reach the consumer base. However, in this form of marketing tracking, the emphasis is placed on a selected list of consumers not on a specific marketing campaign. Over a pre-defined period of time, the company monitors a list of consumers to gauge the percentage of individuals who respond to marketing materials or convert to costumers. In this form of tracking, it is assumed that the list of potential consumers is a fair representation of the target demographic.

When non-direct marketing techniques are used, the list and corresponding results provide a fair representation of how the larger market, as a whole, will respond to a marketing campaign. Testing marketing material on a small scale against a selected list or subset of the total market, will allow the marketing team to refine the message. This iterative refinement process will increase the likelihood of consistently achieving the desired marketing results.

Research Tracking– Target Markets change as do the key drivers in any industry. Marketing campaigns that are highly successful today may lose their effectiveness over time. Often times, this has nothing to do with the message or the marketing approach. For marketing tracking to be most effective it should also track the target market and research in relevant areas. Then as the needs of the market change, the material may be updated rapidly to address these needs. This research tracking ensures continued returns long into the future of the marketing campaign.

Score Consulting and Marketing Tracking:

At Score Consulting, we pride ourselves on our ability to maintain long standing relationships with our customers. In fact, we recently completed an entire marketing package overhaul for our very first customer. The long term success of these relationships stems in part from our investment in marketing tracking tools and techniques. Our ability to track marketing effectiveness has allowed us to continually increase the results seen by our clients. To discuss Score Consulting’s marketing tracking strategies and how they will impact your marketing efforts, contact Score Consulting today.