Marketers may give lip service to return on investment, but one thing is clear: They don’t want to wait for it. And many believe it can’t be measured.
Those are among the findings of two new surveys.
In one, the Direct Marketing Association found that DMers rank sales/leads/revenue as their top metric, followed by response rates and profitability. Softer measurements like brand awareness trail by wide margins.
But the real eyebrow-raiser is that customer lifetime value comes in dead last.
This may reflect quarter-by-quarter pressures faced by many firms. Or it may prove that DMers haven’t yet educated their financial officers on the economics of CRM.
On the other hand, the DMA study shows that general advertisers are starting to use DM tools.