Viewing Market Code Analysis

The Marketing Analysis screen enables ad-hoc analysis of the results from one or more marketing lists. The marketing analysis concerns itself with the end result without considering how Personify arrived at the result.

 

Rather than trying to generate the results for analysis by looking at the various order tables, Personify stores the results in a separate database table so that the database table can be populated with information from order and non-order systems, particularly from the contact tracking subsystem. Personify determines the number of responses returned from a given list and potentially the dollar volume in sales.

To view the market code analysis:

1.    From the toolbar, select Marketing & Communication > Market Code Definition.
The Market Code Maintenance search screen displays, as shown below.
market_code_search.png

2.    Search for the appropriate market code and click Select Market Code.
The Market Code Maintenance screen displays, as shown below.
market_code.bmp

3.    Access the Analysis tab, as shown below.
Analysis_tab.bmp

4.    Specify the filter criteria with which you wish to calculate the results.

5.    Click Calculate Results.
The Results section displays the calculated information.

Screen Element Description
Market Code Link. The specific market code involved in the ad-hoc analysis. Personify uses market codes in the Order Entry screen to record responses to specific list codes. For a closer analysis, you can have market codes that have nothing to do with lists but at the same time use a structure to allow capturing of a list code with a market code. The market code can also be restricted to a subsystem or a particular product.
List Code Link. Personify assigns a list code to a specific group of customers and prospects. The list code helps determine if a person from a specific list responds to a specific appeal. Personify utilizes the list code to perform an ad-hoc analysis of the results from one or more lists.
Subsystem Link. The name of the subsystem involved in the ad-hoc analysis. Personify filters the analysis by subsystem in case a restriction on the market code to a specific subsystem exists.
Customer Class Link. This filters records against the customer database table for a specific customer class.
Customer Status Link. This filters the Customer database table by the status of the customer.
Record Type Link. This filters the customer database table by the type of record.
Date Range Drop-down. This filters the ad-hoc analysis to a date range.
Calculate Results Button. Based on the selection criteria entered into the filters, Personify will calculate the number of responses, number of orders, total amount, list cost, and list effectiveness percentage.