Evaluation is the key to successful marketing. Without it you cannot know whether your marketing expenditure has paid back, and more importantly which specific activities have been successful. It enables you to continually learn from your marketing activity and facilitates ongoing improvement of your marketing strategy.

Specifically, the key benefits of evaluation are:

• Test your activity prior to full roll-out
• Obtain continuous learnings
• Improve future communications
• Drive targeting of next campaign
• Large cost savings of future campaigns
  

The best solution for you may be something from the list below. DM-UK will advise you what would be most appropriate for your data:

• Develop complete evaluation programmes
• Create test cells
• Evaluate results statistically
• Find appropriate partners for measurement
• Close the loop