The Field Museum

Member Acquisition

Multi-dimensional analysis for Becoming Jane

In multi-channel campaigns, quantifying effective strategies is crucial. For the Becoming Jane membership acquisition, the Field Museum wanted to test the effectiveness of digital ads compared to email and mail. Access prepared meticulous controls to test each outbound channel (mail, email, and ads) in isolation and in combination.

Most of our competitors do a one-to-one matchback. The results can come back bloated and less informative. We aim higher. When possible, we provide a multi-dimensional, multi-platform analysis that offers our clients enhanced insights and clearly shows the number of communications one unique responder received. This level of detail allowed the Field Museum to find out just how powerful a tool the ads could be: the overall response rates doubled from 2.4% (direct mail alone), versus 5% when combined with direct digital advertising.

Contact us to learn more about the Becoming Jane case study and how we break down the results.