Establishing the ROI across analog and digital media can be difficult.
Over the past decade we have been mapping and modelling CPC data on behalf of our clients and, although there is significant variance in the performance of individual campaigns, we have established a generic rule of thumb that allows us to estimate the historical and future performance of a client's campaign based on a few simple metrics.
The calculator below is a streamlined version of our methodology. To facilitate a cost comparison with traditional database marketing campaigns it includes a comparative analysis with the DMA's published average of Direct Mail Campaigns.
Would you use it to plan your next campaign? No. But it will allow you to explore the relationship between the price paid for CPC advertising and the price of the goods and services and services being advertised.