Direct Mail and Pay-Per-Click: Better together

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Direct Mail and Pay-Per-Click: Better together

20% Positive Influence on Pay-Per-Click Leads

Purpose:

It was a common belief among our Client’s field operations, that when mail dropped in the market the phones rang for all lead types. Our AdScience® team sought to quantify the influence of mail, if any, on pay-per-click lead generation.

Research:

Over a seven-month period, we traced 6,264,361 pieces of mail that reached prospective customers and recorded the dates they reached the home. We also collected data on 10,888 pay-per-click leads through both phone calls and web forms.

Hypothesis:

We hypothesized that the presence of mail in market would significantly influence pay-per-click lead volume versus when mail was absent.

Experiment:

To test our hypothesis, we utilized our proprietary AdScience® data management platform (DMP) to track each piece of mail and every pay-per-click lead. We employed a bivariate linear regression analysis, with an alpha of 0.05. Our p-value is 0.01367, which is less than alpha, so our model was statistically significant. The R-square value of the model is 0.19827.

Results:

Our regression model proved that the presence of mail in market had a positive correlation to PPC Leads. After conducting the analysis, we can say with 98.63% confidence, that mail has significant influence on PPC leads, and that approximately 20% of the PPC leads variation can be explained by mail being in market.

Furthermore, after concluding this analysis, we ran a separate study for SEO leads. We can report with 99.74% confidence that the presence of mail had a significant influence on SEO leads, and that approximately 28.1% of the positive SEO lead variation can be explained by mail being present in market.



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