Cascade: Promotion Book - Pack Results

Totals panel

The Totals show the Total Nett count of People allocated to this Pack (after de-duplication and Nths in the Cell and Promotion above).

It also shows the Total Cost for this Pack. This is calculated using the following method:

Pack Cost = Pack Fixed Cost + (Number Of Records * Total Variable Cost)

Note that the Total Variable Cost for a Pack is calculated from either the Pack variable costs or the Cell variable costs (if the costs are inherited), etc. as described in the Promotions part of the Campaign, Promotion, Cell and Pack Hierarchy section. Also note that the total cost for this Pack doesn't include the Promotion or Cell Fixed Costs.

Responses panel

The Response information is calculated if information is specified in the Response Definition panel on the Pack Information tab.  The Number of Responses is calculated by running the selection specified in the Response Definition.  The Number of Responders is the number of people associated with the responses.  If a Response Value Variable was specified, then the Total Value of Responses can also be calculated.

The Actual Response Rate can be compared against the Forecast Response Rate specified in the Response Definition panel.  The Actual Response Rate is the number of responders as a percentage of the total number of communications sent out for this pack.  The Cost Per Response is the total cost for this pack (see below) divided by the number of responses.  Finally, the Return On Investment is a ratio of the Total Value of Responses divided by the total cost for this pack.

The total cost for a pack is different to the Pack Cost as described above.  The above Pack Cost doesn't include any part of the Cell or Promotion fixed costs.  Therefore a Pack's total cost is defined as:

If a pack is a control pack:

• Total Cost = Pack Cost
  

Otherwise:

Promotion Fixed Cost Contribution =

(Number Of Non Control Records in Cell / Number Of Non Control Records in Promotion) * Promotion Fixed Cost

Cell Fixed Cost Contribution =

(Number Of Records in Pack/ Number Of Non Control Records in Cell) * Cell Fixed Cost

Total Cost =

Promotion Fixed Cost Contribution + Cell Fixed Cost Contribution + Pack Cost

In fact, the Total Cost is the same as the Pack Cost for a control Pack, as it is assumed that a control Pack isn't used for communication, and so incurs no fixed costs at the Promotion or Cell level.  Usually, a control Pack's fixed and variable costs would also be set to 0 (making control packs "free").  However, if a Pack's fixed or variable costs are set to non-zero values then the control pack will incur some costs that will be included in the Cost Per Response and Return On Investment calculations.

For Packs that are not designated control Packs, the Pack's total cost will be it's Pack Cost (as defined above) added to a proportion of the Cell's Fixed costs and a proportion of the Promotion's Fixed cost.  The proportions are calculated from the size of the pack (or Cell) relative to the number of non-control records in the Cell (or Promotion).