Research - Directory
Research must identify and monitor program performance, and make recommendations on how performance can be maximized. We measure and analyze results based on KPIs that are created in conjunction with client priorities. Multiple tracking methods are used to ensure that we can quantify the number of leads generated. We track every lead regardless of origin: phone call, reference, visit or click.
DAC Group has deep experience with establishing testing activities with various publishers. To collect data on phone calls, Remote Call Forwarding (RCF) numbers are used in place of client business numbers in the Yellow Pages ad being tested. These RCF numbers are only found in the Yellow Pages, and are not printed in any other advertising vehicle. Therefore, any calls to the number found in the test ad in the directory can only be attributed to Yellow Pages exposure.
DAC takes advantage of the immediacy and flexibility of Internet Yellow Pages by diligently monitoring results and offering expert analysis by tracking each visitor who clicks an ad or picks up the phone.
As the program runs, Integrated Report cards are created to easily monitor test results and make strategic changes as quickly as possible. DAC Group’s integrated reports may include the following Key Performance Indicators: calls, clicks, conversion rates, cost per lead, cost per lead, Return on Advertising Spend (ROAS); total corporate Return on Investment (ROI). We commit to testing every advertising vehicle so that we can guarantee that we will deliver against our goal for every marketing dollar to work as effectively and efficiently as possible.
Research Resources
DAC Group annually invests of 600,000 dollars in secondary research (inclusive of trending data,) on behalf of our clients to ensure that the directional advertising programs that we place are driven by solid thinking, rational funding and relentless measurement and evealuation.
We look at media trends across all key verticals (i.e. insurance, automotive, financial services, etc.,) to ensure proper allocation of budget by media and, more importantly- the impact of those media in the purchase process. Below is a summary of our trending data sources:
- Simmons NCS 2007-2009
- Kelsey Group ILM Local Media Tracking
- PMB/comScore 2011
- Burke Research for LSA
- comScore
- DAC/Kantar Media Landscape Study
- Omniture
- Marketing Sherpa Industry Report