DBM.com is a great site that provides essential information on database marketing in simple, direct terms. With regard to measuring success, DBM believes that key questions for evaluating marketing results are: How can I compare the response rates of two different mailing designs which I tested on the market? What sample size will I need to achieve a certain reliability? How reliable is a specific response rate of a sample?
To that end, they have created calculators that: Compare the response rates of 2 promotions (useful, since direct marketers should try different mailings with the same message but with varied design and promotions); Evaluate the required sample size; and Calculate the Confidence Interval. [WDFM Annotation]
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Good Idea but content very limited.