Using the Internet for Marketing Assessments: Metrolink’s Two-Stage Campaign Evaluation

In their effort to increase ridership, transit agencies engage in a variety of marketing activities. But while marketing efforts are becoming increasingly more sophisticated, evaluation programs continue to be scarce. Response rates are the most widely used metric for evaluating marketing campaign. But unless responses can be directly tied to a sale, they are more of a diagnostic indicator than an overall measure of success. In order to estimate the ridership and revenue that was generated by a marketing campaign, transit agencies often conduct surveys of respondents. As these follow-up surveys can be costly they tend to be used for case studies rather than as an on-going marketing evaluation. There is little documentation of cost-effective continuous evaluation programs that are implemented based on standardized and easily quantifiable measures of effectiveness. This paper describes a marketing evaluation plan that is being used by the Southern California Regional Rail Authority, “Metrolink,” to monitor and improve the effectiveness of its marketing program. The two-part evaluation program consists of response tracking and survey research as a continuous and largely automated process. The paper also describes the measures of effectiveness and the research methodologies that are being used, and concludes with a case study of Metrolink’s direct mail marketing promotions to illustrate the experience with the evaluation program.

Language

  • English

Media Info

  • Media Type: CD-ROM
  • Features: Figures; Photos; References; Tables;
  • Pagination: 19p
  • Monograph Title: TRB 86th Annual Meeting Compendium of Papers CD-ROM

Subject/Index Terms

Filing Info

  • Accession Number: 01047624
  • Record Type: Publication
  • Report/Paper Numbers: 07-1603
  • Files: TRIS, TRB
  • Created Date: Feb 8 2007 6:15PM