DRTV DERAILERS - Section 5 - Part 6 of 13 - Irv Brechner

We39ve done a lot of work in the area of tracking DRTVtoonline and understand the importance of doing so Based on years of observing what other DRTV marketers do in this regard here is our estimate of the percentage of DRTV marketers that track each response mechanism accurately and effectively Mail orders 100 Phone orders 100 Direct web URL 5 DRTV driven search 0This is not a typo amp8211 almost every DRTV advertiser except our clients are not able to successfully track orders that arrive at their web sites either by direct URL or via search In fact we believe that most DRTV advertisers Don39t think it39s necessary to track online orders Think it39s OK to assign online orders based on phone order patterns Have no clue about the importance of tracking web ordersEven more importantly we39ve believe that DRTV advertisers are actually cancelling profitable DRTV spots and infomercials That39s right When the TV media buyers read the results and can39t account accurately for online orders they may wrongly conclude that any given media placement is not workingHere is a graphic representation of results of one of our clients based on how online orders were trackedThis chart shows results from DRTV media placed on 10 stationsnetworks ATV to JTV The target ad allowable in all cases was 30Case ILooking only at orders coming via phone 9 of the 10 spots were losers red boxesCase IIBy including web orders evenly distributed across all 10 placements 6 of the 10 were winnersCase IIIBy assigning web orders based on media spend 5 of 10 were profitableCase IVBy allocating web orders based on orders received by phone 6 placements workedCase VBy tracking and allocating web orders using our proprietary iFactz tracking system 7 of the 10 placements were indeed profitableWhat39s even more revealing is the net effective cost per order Looking at column quotDTVquot the CPO numbers for the five cases are 38 13 21 11 and 16 respectively That39s a very wide range and it39s important to determine which of the five cases is the most realisticCase I is the worst scenario in terms of accuracy No credit is given for web ordersCases II III and IV are all arbitrary ways of allocating web orders none of which are consistently accurateCase V is the most accurate method we know of because it tracks orders using a specially modified URL and makes an intelligent estimate for search channel ordersThe key to having the best possible tracking program is to have both media buying and search handled by the same agency or both inhouse It is essential to craft a program that has input from media IT and search people We suggest talking with us about potential options and solutionsYou can download the entire ebook at any time at httpDD111acquirgynetIrv Brechner has written over 100 published direct marketing articles and 13 books on a variety of topics He39s been a pioneer in online customer acquisition since 1996 and offline for his 35year career He has developed Acquirgycom39s quotCustomer Acquisition Intel Centerquot acquirgycomintel he evangelizes bestofbreed tactics to help companies acquire customers in the digital age He can be reached at irvacquirgycom Read all Irv39s MediaBizBloggers commentaries at Customer Acquisition IntelCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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DRTV DERAILERS - Section 5 - Part 6 of 13 - Irv Brechner

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