Susan Rowe on Response-Driven Media

	About Susan Rowe Prior to embarking out on her own she held the position of Senior Partner, Managing Director within the Digital and Performance Marketing media practice for Ogilvy Neo in New York and Chicago (Feb 07 - July 08). Her charge was to oversee Performance Marketing for a number of high profile clients, including Allstate, Investools, TD Ameritrade,... more
How do we Accurately Measure the Effect of DRTV on a Website? - Susan Rowe By Susan Rowe While this is an inherently difficult question to answer, it can make the difference between success and failure of a DRTV campaign. Our first question is: why would we need to measure? For many clients we are already capturing phone data, so what purpose does it serve to include web data in our results? We know what stations are working ... more
Can Brand and Response Advertising Really Work Together? - Susan Rowe By Susan Rowe I believe that they can. Actually, I believe that brand and response should work together. At first glance, brand advertising and direct response appear to be diametrically opposed to each other. For example, let's take television. Brand advertising looks for high profile spots with lots of added value and measures their success, not on... more
Are You Missing a Large Piece of the Pie When Tracking DRTV Results? - Susan Rowe By Susan Rowe Welcome Susan Rowe, our newest MediaBizBlogger Imagine you are meeting with organic and paid search teams who are thrilled with a dramatic increase in volume for one of their clients. They are so excited to show how their efforts at placement have paid off. What they don't know is that another of the client's agencies—or... more