LOS ANGELES - (March 30, 2009) - With shortened business cycles and a razor-thin margin for error at any stage along the order origination and fulfillment continuum, top performing direct response marketing firms like Savvier, LP understand the impact comprehensive real-time analytics and reporting can have on the success or failure of a DRTV campaign.
That is why Savvier, LP relies on DirectView from Moulton Logistics Management (www.moultonlogistics.com), the direct response industry's leading provider of fulfillment, customer service and direct response analytics software, for instant access to real-time data feeds, analytics tools and reporting functions to manage nearly every aspect of their operations. By utilizing Moulton's robust web-based dashboard to monitor and manage its campaigns, Savvier has realized improved performance, enhanced customer service, reduced costs and increased profitability.
"Moulton's extensive data capabilities really set them apart from other fulfillment companies. They realize that they aren't just in the shipping business; they are also the information business," said Stu Turner, Vice President of Direct Response Operations, Savvier, LP (www.savvier.com), which handles such well-known brands as Bender Ball, Crunchless Abs, Zone Pilates and 6 Second Abs.
"DirectView is a prime example of the emphasis Moulton places on providing its DRTV fulfillment clients with access to the innovative information technology we need to continually optimize and improve our operations," Turner continued. "Without access to the data and analytics tools available on Moulton's dashboard, our campaigns would be at a standstill."
Savvier makes extensive use of the order break-down tools available via DirectView to generate a real-time view of the volume of orders that have been received, shipped and returned. The dashboard also provides critical information on return and decline rates, even breaking data down by source or specific offer, and allows for streamlined continuity shipment performance monitoring.
"There is great value in being able to query the database and look at specific date ranges, sources and offers in real-time," said Turner. "We can really keep an eye on how campaigns are going on a day-to-day basis, which is much more valuable than weekly or monthly data downloads or static snapshots. With many campaigns operating on a one- or two-quarter season, waiting until month's end to analyze performance is simply too late."
DirectView is a key component of Moulton Logistics' fully integrated web-based campaign management and decision support platform. It provides a full array of analytics tools and real-time data feeds that allow DRTV and other direct response marketers to generate a comprehensive snapshot of current operations, or drill down into specific elements to measure campaign performance.
Via the dashboard, marketers can produce customized reports on every aspect of their campaign, with information presented in both graphic and numeric formats. Drop down menus allow for easy sorting and searching based on a range of criteria, including order type and status, source, call center location and individual agent, shipping location, freight usage, returns, etc. On-demand reports can be viewed online or exported into a variety of formats.
Moulton DirectView provides direct response marketers with one-click access to the data and analytics they need to:
- Audit individual performance or conduct side-by-side comparisons of telemarketing, web and other order sources
- Conduct quality assurance auditing on customer service calls
- Establish continuity trends, including accumulation and retention by leg
- Track customer retention and lifetime value, including up-sells and purchases made through multiple media channels
- Measure time-in-transit, from incoming order receipt to delivery
- Perform inventory forecasting based on historical usage with user defined variables
- Manage retail orders and track electronic data interchange (EDI) transactions
"Data powered by analytics is the engine that drives the success of the direct marketing industry. That is why we created DirectView," said Patrick Moulton, Director of Marketing at Moulton Logistics. "By automating the collection of critical information from multiple sources and delivering a full complement of analytics and reporting tools, we empower our DRTV fulfillment clients to efficiently and accurately gauge real-time performance and make adjustments on-the-fly for maximum return on investment."
DirectView also provides direct response marketers with access to the back-end metrics necessary to analyze media performance and establish true media efficiency ratios and costs per order. It allows marketers to create a custom media file map that tracks the unique aspects of each media buy. These include media type, unique market and media name or code, unique phone numbers or URLs, run dates and times, number of spots scheduled and cleared, cost of each media buy, creative, rotation, daypart, television program, etc.
They can then generate real-time reports on performance by media type, market, station/outlet, run dates, etc. and receive a detailed analysis of media metrics, including buyer, station, orders, advertisement, total sales, media costs, cost-per-order (CPO) and media efficiency ratio (MER). The report also analyzes back-end rates based on orders shipped, declined, cancelled, returned, reshipped and bad debt. Finally, it determines the true media metrics based on true sales, advertisement, CPO and MER.
"By creating one central repository of data that would otherwise be spread out across multiple vendors, DirectView delivers improved efficiencies, streamlined operations and maximized revenues," said Moulton.
About Moulton Logistics Management
Based in Los Angeles, Moulton Logistics Management (www.moultonlogistics.com) utilizes advanced technologies to provide the direct response marketing industry with turnkey direct-to-consumer fulfillment, retail distribution, state-of-the-art customer service contact centers and web-based DR analytics software. Central to Moulton's offerings is a fully integrated web-based platform that empowers clients to manage all aspects of their campaigns in real-time, providing full back-end visibility and campaign optimization. With 40+ years of experience, automated operations and bi-coastal distribution centers, Moulton Logistics is the one-stop solution provider for the direct response industry's outsourcing needs.
