Like other business expenditures, the effectiveness of your media programs is being monitored with a renewed emphasis on ROI. For each dollar spent on advertising, you must know the sales received as a direct response.


Marquette Group's approach to advertising is based on a measurable return on investment, and we prove that return through a variety of testing options designed specifically for your business. Our goal is to analyze your current program, determine its benefits or shortfalls, and make reasonable, justifiable recommendations for improvement when necessary.


Marquette Group utilizes call tracking to measure consumer behavior - the actual contacts your business receives as a direct result of your advertising, whether Yellow Pages, direct mail or any other medium. We work with you to establish the purpose of the test and agree upon the components for a successful ROI, such as:

  • Operating profit margin
  • Average annual customer value
  • Percent of leads that result in a sale


Once the test is underway, the process becomes transparent to your business and to the consumer, while valuable information is collected, such as:

  • Number of calls
  • Time and day of call
  • Business or residential call
  • Number of rings before answered
  • Call ID information where available for your own follow-up or mailing lists
  • Recording of in-bound calls

Tests generally last the lifetime of the directory, but results and analysis are reported to you monthly by your account team. This allows you the luxury of adjusting your program, if necessary, in other directories with approaching close dates.

 

 

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