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Direct Metrics
Direct Metrics is a suite of multi channel and direct marketing metrics, or KPIs, developed by Direct Consult, and which we continue to evolve. Direct Metrics sets out a menu of performance measurements from the essential to the very detailed, and which are appropriate to all multi channel and direct marketing organisations both large and small.
- Direct Metrics starts with a menu of essential marketing and operational metrics that every direct business should be monitoring regularly. These amount to a “pulse check” – a set of essential measures to monitor the vital life signs of your business
- Direct Metrics defines each metric precisely. Metrics must be concise and relevant. The challenge is to be informed without being swamped. Relevancy will vary from business to business but the key numbers remain consistent
- Direct Metrics presents detailed metrics in a portfolio of multi channel and direct marketing activities from which you may select those relevant to your business
The importance of Metrics cannot be overstated. If there is insufficient resource to deliver, review and respond to these numbers, there is something wrong - many of us have experienced this situation, an unpleasant sense of not being in control. Intimacy with these numbers indicates sound management control and a focus on performance, service and costs. No direct business can afford to be without its Direct Metrics.
