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Tracking Advertising Effectiveness
Record the Enquiry Source, Keep Campaign Records, Keep Monthly Analyses, Make Decisions Based on the Data.

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See Also: > Skills & Motivation

Record the Enquiry Source

1. Use a call sheet for every telephone enquiry. Record the source of each enquiry, the time and date of the call, the caller's name, and their telephone number.
2. To ascertain the source, ask the caller what prompted the call; eg. "And what prompted you to call R Smith and Sons?".
3. Code source information for easy analysis.
4. Make a note of referrals and send thank you letters.
5. Reason: By recording the source of each enquiry, you can determine the effectiveness of each advertising communication.

Keep Campaign Records

1. For each campain, maintain a master record of all source codes, together with a full explanation of the campaign, and campain dates.
2. Copy the advertisment or mail pack, and keep it with the master record.
3. Record the key strategy you used and why, and any competitor activity around at the same time.
4. Reason: This library of communications activity is a valuable source of information for your company.

Keep Monthly Analyses

1. Total the number of enquiries recorded against each source. This will give you the number of responses per communication.
2. Against the source, record any sales, with the dollar value.
3. Every month analyse the sales and dollar value per source. Compare the results of the various promotions, and their conversion rates.
4. Keep records of the results in the master record folder.

Make Decisions Based on the Data

1. Use the information to decide on future advertisement activity.
2. Annually, plan campaign spending based on the results.
3. Reason: You will be in a much better position to evaluate different media and negotiate effective deals.