We are a data-driven industry which is defined by numbers. As direct marketers, every test, campaign and product is measurable. My interest used to be solely focused on the number of unique, new data files that were available to create potential new customers for clients and prospects. Today my numbers include open rates, click-through rates, lead conversion, number of impressions, cost per acquisition, and cost per lead. Metrics to acquire a new customer have traditionally been measured by a positive ROI. Lifetime value and customer reactivation are harder to predict, but integral to any customer acquisition campaign. Continue reading
