Analyzing Marketing Effectiveness

After creating all your marketing lists and marketing activities, as well as recording the list, market, and key codes for each related contact tracking and order entry, you can begin to analyze the effectiveness of each combination of lists with activities as determined by the application.

The effectiveness of a marketing list and marketing activity is determined by the number of customer/prospect responses to the marketing activity and list communication and any orders placed as a result of the marketing activity and list communication as compared to the actual number of customer/prospects in the marketing list.

The application tracks all of this data along with the frequency in which each list code or market code is used. Information on how to access this analysis appears in the proceeding sections.

To access the Marketing Analysis screen:

1. From the Personify360 main toolbar, select Marketing & Communication > Marketing Analysis.
Alternatively, on the Marketing and Communication List Maintenance screen, from the Other Marketing Actions task category, click Marketing Analysis.
The Marketing Analysis screen displays, as shown below.

2. From the Filters section, click the appropriate links to define the analysis criteria.

3. Click Calculate Results.
The following values display in the Results section:

· Responses – The number of contact tracking records created with associated values for the filters you define. For example, if 3 contact tracking records exist with a List Code value of “22,” then 3 responses display in the Results section.

· Orders – The number of order entry records created with associated values for the filters you define. For example, if 3 orders exist with a List Code value of “22,” then 3 responses display in the Results section.

· Total Amount – The sum of each total amount from all orders associated with the filters you define. For example, if 3 orders have a List Code of “22,” all with a Total Amount of $10, the Total Amount for this Market Analysis displays as $30.

· List Cost – The amount associated with procuring the marketing list. This value comes from the MKT_List_Master.List_Cost for the List Import.

· List Effectiveness – The percentage of people from the marketing list that responded to the marketing activity as determined by contact tracking records and order entry records.