Direct mail may seem “old school,” but it continues to be a very versatile tool for marketers. Although it has been gradually declining, this channel still outperforms many digital direct marketing efforts. Based on data from the Harvard Business Review, direct mail has a $27 ROI — that is, each dollar spent on direct mail returned $27.

1. A Leader in Forrester’s
Interactive Attribution
Wave™ 2Q 2012
Integrating and measuring direct mail
with cross-channel attribution
Direct mail may seem “old school,” but it continues to be a very versatile tool for marketers. Although it has been gradually declining, this
channel still outperforms many digital direct marketing efforts. Based on data from the Harvard Business Review, direct mail has a $27
ROI — that is, each dollar spent on direct mail returned $27.
However, measuring the performance of direct mail has always been somewhat of a mystery. How does a marketer measure the influence
a direct mail piece has on an online or in-store conversion? Adometry has solved this problem by integrating direct mail with audience data
and online databases so marketers can track the impact of direct mail on conversions, and plan smarter marketing campaigns using the
most effective combination of channels.
Two Ways to Measure Direct Mail and Improve Overall Campaign Conversions
Because of printing and postage costs, direct mail can be a large part of a marketing budget. If that portion of a campaign is left
unmeasured, then conversions that should be credited to direct mail can be incorrectly attributed to other channels, and the real value of
direct mail goes unrecognized.
With Adometry Attribute, direct mail campaigns can be leveraged in one of two ways:
• Aggregate Level Analysis: Adometry Attribute can incorporate direct mail as an offline channel using the total number of
mails sent by dates and regions. That data is used in Attribute’s cross-channel optimization model to generate predictions and
recommendations for future direct mail campaigns. This approach is available when user level data is unavailable, such as in the case
of when log files are used.
• User Level Analysis: By using an on-lining service to connect direct mail campaigns to specific conversions and digital touch points,
Adometry Attribute can produce all of its attribution reports – conversion paths, exclusive reach, channel overlap, frequency capping, and
more – plus optimization recommendations.
This method is available through the Attribute Direct Mail Connector. The Direct Mail Connector is the best way to incorporate a direct
mail campaign into the analysis of a campaign, allowing Attribute to model precisely how direct mail interacts with other channels to
drive conversions.

2. Attribute Attribute Attribute Attribute Attribute
RTB Audience Offline Direct Mail Device
Connector Connector Connector Connector Connector
Attribute Catalyst Framework
Adometry Attribute
The Attribute Direct Mail Connector – How It Works The Direct Mail Connector provides a bridge between Adometry’s
certified tagging system, which collects all client online marketing
The Direct Mail Connector is part of the Attribute Catalyst
data and a client’s direct mail listing. For this to work, the client
Framework, which integrates Adometry Attribute with the ad
must have access to the mailing list including names and
analytics ecosystem – DSPs, DMPs, offline conversions, mobile
addresses. Adometry takes privacy very seriously, honoring
devices and more – to provide more accurate and holistic
cookie opt-outs and only using nameless data. The data sharing
attribution and optimization recommendations.
process used by Adometry is designed to protect client and
customer privacy. Any data used to connect direct mail is held
Fundamentally, the Direct Mail Connector uses an offline-to-online
anonymously and will never be shared with any third party.
service to match mailing lists to Adometry cookie IDs. The general
process looks like this:
Note: In the case where a blind mailing list is being used from
a direct mail vendor, that vendor may be willing to confidentially
share that list with Adometry for the purposes of measurement.
1 Client runs direct mail campaign
NEXT STEPS
2 Mail list synchronized with Adometry cookies To get started or to learn more about using the Attribute
Direct Mail Connector, contact your Adometry Sales Director.
3 Adometry processes & generates attribution reports Questions? Contact Adometry: info@adometry.com
About Adometry
Adometry, Inc. redefines marketing analytics by combining and interpreting previously silo-ed sources of big data to
generate actions that improve return on advertising spend and increase sales. Through its SaaS-based attribution
platform, Adometry processes tens-of-billions of marketing touch points from online and offline media channels for
Adometry, Inc.
some of the world’s largest advertisers to identify the true consumer purchase journey. Adometry’s scientifically proven
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methodology and flexible, easy-to-implement solution generates the industry’s most accurate insights, in the shortest
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amount of time. Headquartered in Austin, Texas, Adometry is privately held and backed by Austin Ventures, Sierra
Austin, TX 78746
Ventures, Shasta Ventures and Stanford University. For more information, visit www.adometry.com
1-866-512-5425 Copyright 2013. Adometry and Click Forensics are registered trademarks of Adometry, Inc. Adometry Attribute and Attribute Catalyst Framework are
info@adometry.com trademarks of Adometry, Inc. All Rights Reserved. 0313