Question

Topic: Research/Metrics

How Do You Track Results? Advice/examples Please.

Posted by Anonymous on 1/19/2009 at 4:04 PM ET 125 Points
Hi all,

It has certainly been a while since I’ve been active here (a couple of years now that I look at the calendar) but its nice to see some familiar names on the Experts list (Deremiah, Shelley R.).

Our Marketing Dept. has just partnered with a local agency to handle our media buys and the implementation of our designs. (I’ll still be handling the initial creatives and design concepts.) This frees me up to handle some other things like tracking. I hate to admit it, but it is something that has never really been done here so I’m starting from zero.

I need to track campaigns and outcomes for all 8 of our profit centers (everything from phone service to high speed Internet to security monitoring and computer sales). We use a mix including radio, print, outdoor, direct mail, small amounts of email and some web (mainly on our own site).

I’ve looked at some MRM/CRM solutions. They certainly do what I need them to do, I just can’t afford them. So I think I’m looking at creating something on my own, probably using Excel.

So my question is does anyone have a ‘home-grown’ type of solution that they would mind sharing? I know what I need to do, I’m just having a hard time getting started and I think having some examples would really help.

I also have an opportunity to look at Microsoft Project – the company has a handful of available licenses – but I’ve heard that it really lends itself to project management and may not be flexible enough for me to adapt it to Marketing’s needs. Anyone have any experiences they can share?

Thanks in advance,
Kate
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RESPONSES

  • Posted by Frank Hurtte on 1/19/2009 at 4:31 PM Accepted
    Start off simply with seperate landing pages and if possible seperate phone numbers for each campaign.

    This give you simple information on what brings people to your business.
  • Posted on 1/19/2009 at 4:43 PM Author
    Frank & John thanks for your quick replies but I think I may need to clarify a bit. I know what I need to track and how to collect the data, what I'm looking for is examples of organizing the data once I've collected it.

    Thanks,
    Kate
  • Posted on 1/20/2009 at 9:20 AM Author
    Thanks Michael,

    I have done the searches on that software - as I said in my original post, they do what I need them to do, but I can't afford them so I'm looking for help/suggestions/examples of alternative options.

    I appreciate your response,
    k.
  • Posted on 1/26/2009 at 4:11 PM Author
    Frank, John & Michael, I appreciate your responses and while you re-affirmed the steps I've already taken I'm afraid that's not what I needed.

    I was hoping for some real-world examples of what people (like myself) who can't afford a campaign management software solution have done with existing non-marketing specific programs like Excel, Access, Project, etc.).

    Thanks,
    k.
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