Subscribe to this pageI frequently see direct response marketers report results in terms of whole numbers. What is often missed, is putting these numbers in the context of a statistical performance.
I frequently see direct response marketers report results in terms of whole numbers. What is often missed, is putting these numbers in the context of a statistical performance.
Over the years I have found that many “experts” in modeling are really good at making the simple, complex. But it doesn’t have to be.
In radio advertising, the difference between a successful or failed direct response campaign could come down to the toll free number.
I found myself making this statement recently to the head of analytics for one of our clients. They were surprised by this statement. It goes against what many have been told or led to believe about broadcast advertising, and radio in particular. But in reality… Frequency actually hurts response!
