Quantifying the Campaign Performance: A Case Study

Abstract

Financial services companies are in a unique position to measure the performance of their marketing activities. Marketing is still relatively new in this sector and marketers need to support their case with figures. A case study of how a Building Society sold an investment bond is given to demonstrate how sales can be measured through different channels. The sales channels were: branches, direct mail, newspaper advertising and telesales. Examples of pro formas are given to demonstrate what information can be gained with the benefit of forward planning. Some information may be needed on a daily basis while more detailed information may be weekly or monthly. Every method by which sales can be measured and attributed to advertising should be examined for every campaign. TV advertising is sometimes difficult to quantify. However, with a regional branch network often sales results can be judged, and an example of a method of calculating this is given.

Citation

Hughes, T.J. (1990), "Quantifying the Campaign Performance: A Case Study", International Journal of Bank Marketing, Vol. 8 No. 6, pp. 30-34. https://doi.org/10.1108/EUM0000000001461