Over time, you should add frequency or timing of desired communications. The consensual database marketing process focuses on individuals, as business people and as consumers. And people's needs and requirements change over time, as do the needs of a corporation. Remember that the first sale is just the beginning of your relationship with the customer. What we are trying to do with this specialized database is satisfy lifecycle needs through ongoing communications that deliver value over time, not just a one-time quick hit sale.
Most companies measure direct marketing through traditional sales metrics, like revenue.
While important, these metrics are historical and appear only after the direct-marketing program has ended. Real-time IDM metrics are essential for continuously improving productivity. Market justification takes into account the decision makers' media preferences and media aversion issues. With the consensual database, we ask them directly to state their likes and dislikes. Cost justification looks at what each medium has contributed to overall response, leads, and sales.