DRMA Spotlight: Koeppel Direct Puts Drive-to-Web on the 'MAPP'
The Dallas-based media buying agency’s longstanding focus on research and groundbreaking profiling software keeps them at the top of their game in successfully integrating TV and online for DR clients.
DALLAS —When Peter Koeppel, president of Koeppel Direct, founded the DR media-buying agency in 1995, one of the company’s very first hires was a statistician, laying the groundwork for the group’s continued emphasis on research and analysis.
It’s that very attention to analytics that has enabled the Dallas-based Direct Response Marketing Alliance (DRMA) member to flourish and thrive as one of the leaders in drive-to-Web and drive-to-retail campaigns for the direct response industry.
“We pride ourselves on the very deep resources we have in terms of research and analytics,” says Koeppel, who adds the company’s attention to all facets of analytics is a strong point for clients. “Our business is all about the numbers, so that’s a very important part of what we do. As the industry has changed, and more leads and sales are coming from online and retail, part of our ability to optimize campaigns more effectively involves our MAPP system, which gives clients a better picture of their overall campaigns, rather than just looking at leads or sales coming from one medium.”
Koeppel Direct’s MAPP system — the Media Audience Profiling Platform proprietary software system — encompasses traditional media research while incorporating Web trends and online activity that clients can use during both the planning stages of a campaign as well as the rollout, according to Christena Garduno, COO of Koeppel Direct.
“The business is really shifting. General advertisers are now utilizing DRTV for the efficiency and the metrics that are associated with a direct response campaign, and many clients can now attribute well over 50 percent of their sales to Web as well,” Garduno says. “We’ve been able to develop the MAPP system to use in conjunction with our drive-to-Web and drive-to-retail campaigns in order to ensure clients’ success in this shifting industry.”