Question

Topic: Research/Metrics

Response Tracking On Advertising - Code System?

Posted by Anonymous on 10/7/2009 at 12:19 PM ET 125 Points
Is there a standard code system used on response advertising to track who is responding to ads - specifically coupon offers?

For example: a consumer is mailed a coupon for something and that coupon has a code printed on it identifying them. This code would tell where they live, how old they are, approx. yearly household income, etc (if they are part of a database that has that info) It would look something like this: 34BH2390NHJ33 and anyone who reads it could figure out their demographics based on that code.

Does this exist? Tks.

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RESPONSES

  • Posted on 10/7/2009 at 1:59 PM Accepted
    In my experience, these are always customized, depending upon what information the organization needs to capture. It is also highly dependent upon the IT capabilities of the organization - the number of spaces available for a code, for example vary based on software specifications.
  • Posted on 10/7/2009 at 4:31 PM Accepted
    My experience is the same as Joy's. The code can be whatever you want. I do recommend you keep it simple if you want the customer to actually use the code.

    Jodi
  • Posted on 10/7/2009 at 4:46 PM Author
    Tks. I didn't know if there was a standard or not and didn't want to re-invent the wheel.
  • Posted on 10/7/2009 at 7:09 PM Accepted
    It may be simpler for you to just use some kind of sequence numbers on the coupons and then keep a separate catalog (or look-up table) of where each sequence number went.

    If you try to build too much sophistication into the actual code it will become unwieldy fast. I had a client who tried that and eventually threw up his hands in frustration and went to the sequence-number approach.
  • Posted by michael on 10/8/2009 at 11:43 AM Accepted
    I've used far shorter codes, but if you're mailing 100K then maybe it needs that segregation.

    Michael
  • Posted on 10/12/2009 at 11:46 AM Author
    Thanks for the responses.
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