This 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.
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
To view the report, navigate to a Message step which includes a Response step
Select the Marketing Effectiveness Report from the Results view
Refresh the Report on run list and pick a run from the drop-down
- Click Generate
Example Marketing Effectiveness Report broken down by Brochure
In this example the Africa brochure is shown in italics since this was marked as the “Control” or “Reference” group.
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).
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).