R. L. Polk Canada


Worldwide Who We Are \| Our Heritage \| Leadership Team Dedication To Quality \| Contact Us Our People \| Benefits \| Learning & Development \| Careers By Location Latest News Calendar

CAMPAIGN EVALUATION ::

Are you maximizing the return on your marketing investments? Polk can measure and evaluate the effectiveness of marketing campaigns, incentives, and special promotions to provide you with the answers to your toughest questions:

How did the overall campaign perform?
How did the creative perform?
Was the offer strong enough?
Which offer worked best?
How many vehicles did you sell?
How many vehicles did your competition sell?
Which response method was most effective?
What was the return on investment (ROI)?

Once you have a better understanding of what worked and why, you can begin to more accurately address the quality and effectiveness of your marketing programs. Then you can make improvements as necessary to leverage your marketing dollars more effectively by repeatedly evaluating your efforts to assist your company in:

Learning which creative formats and incentive offers drive traffic and produce results
Targeting geographical regions intelligently

Polk’s Custom Performance Metrics
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
Which geographic areas were most responsive to your campaign
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)

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