HealthCare
metrics
Meaningful Metrics and
Marketing Measurements
The three most abused (and misunderstood) letters in use today just might be ROI. And the abuse doesn’t stop at acronyms. Many marketers know that the only thing worse than too few marketing measurements is too many. Most of us have had the experience of swimming through oceans of data that fail to reveal hidden truths about audience segments or the effectiveness of messaging, creative and delivery.
Marketing Measurements, A Wax Standard
Wax practices the art and science of “meaningful metrics.” It’s a clever way of saying that we collect marketing measurements that are easy to grasp and that can be quickly put to work in refining message, medium and segmentation for maximum impact toward your mission.
We don’t try to reinvent the wheel. Wax employs commonly used and proven effective marketing measurements to gauge audience perceptions and to track behaviors. But
we make it our business to develop your communications with insight and to measure with intelligence.
Marketing Measurement Tools:
- Reader surveys
- Web analytics (Integrated Path Analysis; prospect ratio, cost-per-reader, etc.)
- Multivariate testing
- Focus groups
- Live-setting creative testing
- Call center inbound/outbound testing
