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The Tasks of
Database-Marketing:
Analysis of the results of a
promotion
Analyzing the results of a specific
promotion of course heavily depends on the goals you
wanted to achieve by this promotion. Therefore we will
only describe the most general types of analysis that are
likely to be used most often.
The main questions to be answered
are (broken down by topic):
Business Results
- How much profit did we
generate through this promotion?
- How much profit did we
generate by each customer-segment?
- What was the total response of
this promotion?
- What type of result did they
produce (information-enquiries, orders, ...) ?
- How many customers
(percentage) responded / did not respond to this
promotion?
- How many new customers could
we acquire?
- What's the average sales per
customer / in particular: per new customer?
Customer Behavior
- Which type of customers did
respond best / worst?
- What percentage of customers
only used the "special offer" but
nothing else?
- What's the geographic
distribution of the customers responding / not
responding?
- Could we convince customers to
buy other products than they used to buy?
- Which type of customers could
we convince?
- What was the main reason that
customers did NOT respond?
- Did this promotion cause any
customer-complaints?
Promotion Performance
- How much did this promotion
cost in total?
- What's the total ROI (return
on investment) of this promotion?
- How did this promotion in
general perform compared to previous promotions?
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