Feature: Datran rolls out real-time performance monitoring

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Datran Media, an on- and offline database marketing company, last month rolled out a new service that lets its list manager customers monitor the performance of e-mail campaigns in real time.

The Datran Performance Center is an online tool that gives list managers visibility into the revenue performance of their e-mail lists, tracking these metrics: projected gross revenue, projected revenue by category, number of records received, number of bad formats, bad domains, bounces and duplicates, and net mailable records.

The service also lets list managers set up daily alerts to be sent to their in-boxes if there are problems with data transfers, or to get projected top-line revenue figures for campaigns.

“This allows list owners to view the performance of each campaign,” said Sean O’Neal, chief marketing officer of Datran Media. “It allows them to see which offers are being marketed to the list, the performance of offers, how much revenue is being generated and an entire set of data-processing statistics.”

Datran’s business model is based on pay-for-performance, guaranteeing clients a return on investment for every e-mail campaign. “Pay-per-click is still the predominant metric [for e-mail marketing campaigns],” O’Neal said. “We offer the next level of performance-based marketing, which is tied to the end transaction,” he said.

Some of the metrics Datran uses to measure ROI performance include cost-per-sale, cost-per-lead, cost-per-acquired-customer and cost-per-request-for-information.

“If you know you’re able to spend $10 to acquire a customer that is worth $15 to you, then every time I generate a customer and you pay me $10, you are guaranteed $5 in profit,” he said, describing the business model.

So far this year, Datran has generated more than 13 million transactions for its customers.

O’Neal said one key strategy the company uses is sending offers in e-mail campaigns. He said these tactics are important when using offers:

  1. Make sure you’re not sending e-mail to users who have opted out.
  2. Send relevant, targeted messages.
  3. Make the offer compelling to the user.
  4. Build in a way to measure the performance of each campaign, including open rate, click rate and response rate.
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