Response metrics are data you gather that tell you something about how people are responding to your campaigns. For print campaigns, it can be anything from phone calls, to hits to your website, to the number of tear-off forms mailed back. For print-to-mobile, it might be scans of a QR code or short codes texted back to you. For email, it might be opens or click-throughs. These are tracking mechanisms that are easy to implement and that help you evaluate how well a campaign is working.
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