Measuring results and designing for measurement

The semiconductor industry uses an approach called "design-for-test." This means that when a chip is designed, it is designed in such a way that testing the chip is easier and the results of the test are more reliable.

At Sanda, we're encouraging the concept of "design for measurement." This means that when we put together a marketing program, we design the components to make measuring their effectiveness easier. Approaches include incorporating coded coupons in all lead-generation materials, using ad-specific 800 numbers and creating unique Internet landing pages for each component of an outreach program. As a result, we can track the results of individual campaign components, modify or eliminate the less effective ones, and emphasize the ones that are producing leads and sales.