Campaign Detail Executive Report
This report includes data about each email communication associated with
a campaign.
To open this report, navigate to the
page and click the link to this report. Then select the name of the campaign
from the drop-down list.
Notes on column headings and how values are derived:
Sent
Sum of individual emails sent during the tracked period.
Recipients
The number of unique customers who received an email communication
during the campaign's tracked period. This is based on a simple difference
calculation: sent emails minus bounced emails.
Respondents
The number of recipients who made a purchase during the campaign's
tracked period.
Response Rate
A ratio: Respondents divided by Recipients, expressed as a
percentage.
Response (Rate) Lift
This equates to the following: (Promoted Group Response Rate -
Control Group Response Rate)/Control Group Response Rate; where Control Group
Response Rate is the numbers of customers in the control group who made a
purchase during the tracking period divided by the total number of members of
the control group). Note that this value is set to "N/A" if one or more
communications within the campaign do not have a control group.
Tracked Sales
Sales from promoted group during the tracked timeframe.
Sales Per Recipient
This equates to the following: Tracked Sales/Recipients.
Sales Per Respondent
This equates to the following: Tracked Sales/Respondents.
Incremental Sales Monetary Units (vs. Control Group)
This equates to the following: Recipients * (Promoted Group Sales
per Recipient – Control Group Sales per control group population). Note that
this value is set to "N/A" if one or more of the communications within the
campaign does not have a control group.
Duration in Days
This is the number of days tracked, based on a difference
calculation: the end date minus the start date. Note: If the campaign is still
in progress, the current date is used as the end date.
Incremental Sales Monetary Units Per Day
This equates to the following: Incremental Sales Monetary
Units/Duration. Note: This value is set to "N/A" if one or more of the
communications within the campaign does not have a control group.
Lack of Control Group Results in "N/A" values.
If even one email communication associated with the campaign is not
assigned a control group, all values that rely on control group numbers become
invalid, and are omitted from the reports for a campaign. They are replaced
with the value "N/A". Specifically, values in the following columns are
omitted: Response (Rate) Lift, Incremental Sales Monetary Units (versus Control
Group), and Incremental Sales Monetary Units Per Day. To see these values,
every email communication associated with a campaign must have a control group.