Model Reports: Gains Table

The gains table shows both segment and cumulative gains for a single model.

To switch between showing results on a segment by segment basis to cumulative results, change between 'Segment' and 'Cumulative' on the toolbar.

To switch between the model being displayed, click on the model name in the drop panel.  This is the "Current Model".

The columns are as follows:

  • Yes shows the number of successfully located Analysis records within that model grade.

  • No shows the number of records within that model grade that were not Analysis records.

  • Total shows the total number of records in that grade.

  • Yes % shows the percentage of successfully located analysis records found in this grade.

  • No % shows the percentage of non Analysis records included within the grade.

  • % Yes shows the percentage of all Analysis records included in this grade .

  • % No shows the percentage of non Analysis records included in this grade.

  • % Total shows the percentage of all Base records included in this grade.

  • Gain shows how much higher a proportion of analysis records this grade contains compared with an average selection of the same number of records from the database.  The Gain is a measure of the success of the grade of the model.  Higher scoring grades will typically have a high proportion of Analysis records i.e. “Gain” times better than the overall average.

  • Revenue shows the total forecast Revenue i.e. Number of successfully located Analysis records * conversion rate * revenue per response.

  • Costs shows the total forecast costs based on the mailing volume multiplied by the Cost per Record figure given on the Costs tab.

  • Profit shows the difference between Revenue and Costs.

  • Revenue ROI shows the return on investment for the revenue figure.  An ROI above 1 shows we successful marketing activity – for each pound invested we receive more than one pound in revenue.  By contrast a Revenue ROI figure of below one shows a grade that is losing money.

  • Profit ROI shows the return on investment for the profit figure – this is the normal ROI quoted.

N.B. The above revenue calculation is programmed to calculate the number of successfully targeted recipients based on membership of the analysis set.  This will not be appropriate where the mailing is being sent to non analysis set records only.

BEWARE: The above cost calculation is programmed based on a mailing of all the base records including the analysis records.  This will often not be the case where the user wishes to mail only to net new records.

There are additional columns available through use of the Column Chooser (right click on column headings).  These columns calculate financial figures assuming that the mailing is being sent to non analysis set records only:

  • Alternate Costs shows the forecast costs based on excluding records which have already responded from the mailing.  This uses the Costs calculation based on the No count rather than the Total count.

  • Alternate Revenue shows the forecast Revenue based on a mailing which excludes records that have already responded.  The number of responses driving this revenue is calculated assuming the same response rate as observed when mailing all records (i.e. the Yes%) and applies this to the number of records in this mailing (i.e. the No count as used in the Alternate Cost calculation).

  • Alternate Profit shows the difference between Alternate Revenue and Alternate Costs.