How do you track results from your traditional direct mail or advertising campaigns? If you’re like most small business owners and entrepreneurs, you probably compare the number of phone or email inquiries you get before and after a particular PR or marketing activity, or you monitor traffic on your Web site or at your bricks-and-mortar establishment, or you track product orders online or in-person. You also know that while such measures are not exact science, unlike full-blown market surveys, they will at least give you a pretty good sense of whether your efforts are having an impact or not.
Of course, most of us have no idea what kind of increased activity we might see due to marketing, if any. We’re just hoping for some sort of spike in activity, some sense that our efforts are worthwhile.