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July 21, 2009 / jasonpinto

Numbers need friends, too

Every once in a while, I listen to sports radio during the drive to the office. Today was one of those mornings.

Well, since the Red Sox have blown a decent lead, and are now tied for 1st place with the Yankees, you can imagine the conversations that occurred. Primarily, every “Frank from Fitchburg” and “Gary from Gardner” offered the changes they believe the team should make to improve.

Contrast this to last week – the Red Sox were leading by 2 or 3 games, and hardly anybody was calling to discuss changes the team should make.

Yes, the numbers dictated the mood, the conversation, and the analysis.

Find Your Frank and Gary

When it comes to your marketing efforts, do you have any Frank’s or Gary’s on your team?  They are the people that engross themselves in the numbers associated with your marketing efforts.

Measuring the success of your campaigns is absolutely vital.

If you know what is and what is not working, that knowledge will have a direct effect on the success of your efforts…. and also your job.

If you can see that only 0.5% of your “purchased list” has responded to your mailer, then you know it might be time to look at your data.

Or if you see that 90% of your landing page visitors are abandoning the survey page, then you may need to look at the questions you are asking. (or not)

Why It’s Not Always Obvious

This may seem obvious — of course it’s important to measure a campaign, and to use the data to help make future efforts better.

But it’s easy to get caught up in the “next” project. When we do that, we oftentimes overlook investigating the numbers for a previous campaign as deeply as we should.

For baseball fans, it’s easy. They open the paper or go to ESPN.com, and they see the standings each day. Or, they are such die-hard fans they memorize where teams are, and then calculate it as the season goes along.

Steal a Little Passion

To ensure our marketing activities will be as successful as possible, we may need to borrow some passion from the Frank’s and Gary’s of the world.

We may need to make it part of our daily routine to check our campaign reports each morning, or twice a day, or more.

If so, we’ll put the data we have to use, and reach people more effectively the next time around.

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