Skip to content

Marketing effectiveness report

This report shows the effectiveness of your marketing in terms of some standard KPIs such as Return on Investment and Cost per Responder.

It is possible to access the Marketing Effectiveness Report at the individual Message level, or at the higher Campaign or Area levels.

Note

The report is only given as an option where a Response step exists.

The Marketing Effectiveness report shows the effectiveness of your marketing in terms of some standard KPIs such as Return on Investment and Cost per Responder.

Viewing the report

  1. Navigate to a Message step which includes a Response step.

  2. Select the Marketing Effectiveness Report from the Results view.

    Results View Icon

  3. Refresh the Report on run list and pick a run from the drop-down.

    Refresh report on run list

  4. Click Generate.

Example Marketing Effectiveness Report broken down by Brochure:

Marketing Effectiveness Report

In this example the Africa brochure is shown in italics since it was marked as the "Control" or "Reference" group.

Tip

An indexed comparison against the control group can be seen by clicking Toggle control. This shows which alternatives have performed better or worse than the control. Where a response rate is higher this is shown in green (good); where a cost is higher this is shown in red (bad).

Marketing Effectiveness Report with Toggle Control

An indexed comparison against the control group can be seen by clicking on Toggle control. This shows which alternatives have performed better or worse than the control. Where a response rate is higher this is shown in green (good); where a cost is higher this is shown in red (bad).