I've had online CPG tactics on the brain this morning... Some great ideas to drive action at the website. However, I was stumped by the question of "how do these various web-drive-to tactics compare?" What are THEIR response rates?

Oddly enough, The Promotion Marketing Association has taken the lead on a project to come up with a benchmark study for response rates.Such metrics have long been sought after by agencies and brands alike, and are a key component in developing budgets and determining return-on-investment.

If the industry-wide study comes to fruition it would be the first of its kind for promotion, an industry that has typically been unwilling to share response rates and other metrics considered proprietary. The study would seek to establish performance benchmarks for promotion marketing tactics, such as sweepstakes, games, contests, rebates and others.

Here's to hoping that study gets done sooner than later!