Which effectiveness measure is most commonly employed in direct marketing?

Question

Quizplus · Accepted Answer

Cost per order (CPO) is the most commonly employed effectiveness measure in direct marketing as it calculates the cost incurred for each response received, specifically an order. This measure helps in determining the profitability of the direct marketing campaign as it takes into account the costs associated with the campaign and the revenue generated from customer orders.

Which Effectiveness Measure Is Most Commonly Employed in Direct Marketing