Ask the Right Questions to Get Your Metrics Positioned

Q6. In terms of your Web site and search performance success, of all the new customers you develop each year, as fellow Catalog Success columnist George Mollo believes — as do I — an approximate 10 percent to 13 percent should’ve come to you without a prior direct response (or Web) contact, after all your matchback procedures. These names represent strength in brand and Internet marketing. Are you at this 10 percent to 13 percent level? If not, why?