Polk’s Performance Metrics help you establish an ROI. Post-campaign measurement enables you to discover:

• The number and/or share of responders and non-responders from a direct marketing campaign
• Where and what responders bought and why
• If and what non-responders bought and why
• The right number of times to “touch” a prospect before they actually purchase a vehicle
• How well your list performed
• The effectiveness of the actual selection criteria within the list
• Which geographic areas were most responsive to your campaign
• Which ethnic groups were most responsive to your mailing, your offer, your creative
• Response by demographics, lifestyles, segmentation clusters, etc.
• Performance breakdown by response type (e.g. Business Reply Card compared to those that responded by phone, fax or Email)
• How much incremental lift your campaign efforts actually gave you, by control group (those who bought who never received the message vs. those who responded who did receive the message)
• The ratio of male buyers vs. female buyers from a targeted campaign

You can even measure and compare multiple campaigns over a period of time.