This is a Direct Mail Balanced Scorecard Report, it is one of reports that Balanced Scorecard Designer can generate for Direct Mail scorecard. With this software you can also design your own KPIs, Balanced Scorecards and metrics.


Direct Mail

Report includes: 1 month(s) 49 day(s), from 24.05.2008 to 12.07.2008

  Name Start value End value Dynamic Contains
Root Direct Mail 61,58 % 39,04 % -22,54 %
Offering(28,8%, -31,66%Down)
Transactions(32,3%, -37,21%Down)
Customers(41,7%, -30,6%Down)
Sales(52,3%, 4,7%Up)
Planning(18,6%, -46,55%Down)
Mailing(59,6%, 2,98%Up)

Graph for Direct Mail

Graph for Direct Mail

Data for Direct Mail

DatesValue
24.05.200861,58
31.05.200857,11
07.06.200838,42
14.06.200854,84
21.06.200840,91
28.06.200836,72
05.07.200835,11
12.07.200839,04

Offering

  Name Start value End value Dynamic Parent Contains
Root Offering 60,43 % 28,77 % -31,66% Direct Mail
Indicators
Product Purchase Rate
Response Rate
Conversion rate

Graph for Offering

Graph for Offering

Data for Offering

DatesValueWeight
24.05.200860,432
31.05.200855,532
07.06.200832,672
14.06.200840,232
21.06.200819,032
28.06.200832,332
05.07.200858,232
12.07.200828,772

Product Purchase Rate

  Name Start value End value Dynamic Measure units Optimization method Parent
Root Product Purchase Rate 0,1546 0,2344 + 0,0798 % Maximize Offering
Description Number of Product Purchased divided by the number of offers, multiplied by 100

Graph for Product Purchase Rate

Graph for Product Purchase Rate

Data for Product Purchase Rate

DatesWeightMinMaxValue
24.05.200820,11,50,1546
31.05.200820,11,50,793
07.06.200820,11,50,3506
14.06.200820,11,50,1728
21.06.200820,11,50,2442
28.06.200820,11,50,31
05.07.200820,11,50,737
12.07.200820,11,50,2344

Response Rate

  Name Start value End value Dynamic Measure units Optimization method Parent
Root Response Rate 5,64 2,02 -3,62 % Maximize Offering
Description Number of responses divided by the number of messages sent, multiplied by 100

Graph for Response Rate

Graph for Response Rate

Data for Response Rate

DatesWeightMinMaxValue
24.05.20082165,64
31.05.20082164,445
07.06.20082161,62
14.06.20082165,225
21.06.20082163,06
28.06.20082163,3
05.07.20082165,84
12.07.20082162,02

Conversion rate

  Name Start value End value Dynamic Measure units Optimization method Parent
Root Conversion rate 22,69 18,445 -4,245 % Maximize Offering
Description Number of recipients acted on the marketing offer divided by the total number of recipients, multiplied by 100

Graph for Conversion rate

Graph for Conversion rate

Data for Conversion rate

DatesWeightMinMaxValue
24.05.20082102522,69
31.05.20082102517,23
07.06.20082102520,155
14.06.20082102514,65
21.06.20082102510,84
28.06.20082102515,4
05.07.20082102514,86
12.07.20082102518,445

Transactions

  Name Start value End value Dynamic Parent Contains
Root Transactions 69,51 % 32,3 % -37,21% Direct Mail
Indicators
Transactions Per Customer
Transactions Per Hour
Transaction Size

Graph for Transactions

Graph for Transactions

Data for Transactions

DatesValueWeight
24.05.200869,513
31.05.200856,833
07.06.200851,293
14.06.200871,743
21.06.200840,23
28.06.200820,593
05.07.200828,483
12.07.200832,33

Transactions Per Customer

  Name Start value End value Dynamic Measure units Optimization method Parent
Root Transactions Per Customer 2,492 1,56 -0,932 % Maximize Transactions
Description Number of transactions divided by the number of customers

Graph for Transactions Per Customer

Graph for Transactions Per Customer

Data for Transactions Per Customer

DatesWeightMinMaxValue
24.05.200840,52,52,492
31.05.200840,52,51,288
07.06.200840,52,52,274
14.06.200840,52,52,398
21.06.200840,52,52,132
28.06.200840,52,50,802
05.07.200840,52,50,526
12.07.200840,52,51,56

Transactions Per Hour

  Name Start value End value Dynamic Measure units Optimization method Parent
Root Transactions Per Hour 0,6816 0,12 -0,562 % Maximize Transactions
Description Number of transactions per day divided by 24 hours

Graph for Transactions Per Hour

Graph for Transactions Per Hour

Data for Transactions Per Hour

DatesWeightMinMaxValue
24.05.200830,10,90,6816
31.05.200830,10,90,8648
07.06.200830,10,90,4416
14.06.200830,10,90,2536
21.06.200830,10,90,2552
28.06.200830,10,90,1416
05.07.200830,10,90,6392
12.07.200830,10,90,12

Transaction Size

  Name Start value End value Dynamic Measure units Optimization method Parent
Root Transaction Size 37,86 40,35 + 2,49 Score Maximize Transactions
Description Dollar amount of all transactions divided by the number of transactions

Graph for Transaction Size

Graph for Transaction Size

Data for Transaction Size

DatesWeightMinMaxValue
24.05.20083306037,86
31.05.20083306042,39
07.06.20083306033
14.06.20083306058,02
21.06.20083306031,74
28.06.20083306042,99
05.07.20083306037,74
12.07.20083306040,35

Customers

  Name Start value End value Dynamic Parent Contains
Root Customers 72,3 % 41,7 % -30,6% Direct Mail
Indicators
New Customer Gains
Retention Rate

Graph for Customers

Graph for Customers

Data for Customers

DatesValueWeight
24.05.200872,33
31.05.200884,753
07.06.200828,853
14.06.200826,153
21.06.200861,83
28.06.200839,63
05.07.200811,453
12.07.200841,73

New Customer Gains

  Name Start value End value Dynamic Measure units Optimization method Parent
Root New Customer Gains 17,62 10,3 -7,32 % Maximize Customers
Description Number of new customers acquired in a period divided by the current number of customers, multiplied by 100

Graph for New Customer Gains

Graph for New Customer Gains

Data for New Customer Gains

DatesWeightMinMaxValue
24.05.20083102017,62
31.05.20083102019,88
07.06.20083102011,55
14.06.20083102011,2
21.06.20083102016,06
28.06.20083102016,05
05.07.20083102010,04
12.07.20083102010,3

Retention Rate

  Name Start value End value Dynamic Measure units Optimization method Parent
Root Retention Rate 30,26 32,06 + 1,8 % Maximize Customers
Description Number of customers who make two or more purchases in a period divided by the total number of customers, multiplied by 100

Graph for Retention Rate

Graph for Retention Rate

Data for Retention Rate

DatesWeightMinMaxValue
24.05.20083203530,26
31.05.20083203530,605
07.06.20083203526,33
14.06.20083203526,045
21.06.20083203529,45
28.06.20083203522,805
05.07.20083203523,375
12.07.20083203532,06

Sales

  Name Start value End value Dynamic Parent Contains
Root Sales 47,61 % 52,31 % + 4,7% Direct Mail
Indicators
Discounts
Straight Commission

Graph for Sales

Graph for Sales

Data for Sales

DatesValueWeight
24.05.200847,614
31.05.200867,334
07.06.200826,734
14.06.200880,764
21.06.20089,894
28.06.200836,814
05.07.200845,534
12.07.200852,314

Discounts

  Name Start value End value Dynamic Measure units Optimization method Parent
Root Discounts 29,18 31,48 + 2,3 Score Maximize Sales
Description Number of customers recieving a dicsount divided by the total number of customers, multiplied by 100

Graph for Discounts

Graph for Discounts

Data for Discounts

DatesWeightMinMaxValue
24.05.20083204029,18
31.05.20083204035,74
07.06.20083204025,06
14.06.20083204037,18
21.06.20083204022,16
28.06.20083204020,3
05.07.20083204038,1
12.07.20083204031,48

Straight Commission

  Name Start value End value Dynamic Measure units Optimization method Parent
Root Straight Commission 8,934 8,91 -0,024 % Maximize Sales
Description The comission percentage for each sale

Graph for Straight Commission

Graph for Straight Commission

Data for Straight Commission

DatesWeightMinMaxValue
24.05.200846128,934
31.05.200846129,528
07.06.200846127,668
14.06.2008461210,614
21.06.200846126,552
28.06.200846129,798
05.07.200846126,708
12.07.200846128,91

Planning

  Name Start value End value Dynamic Parent Contains
Root Planning 65,15 % 18,6 % -46,55% Direct Mail
Indicators
Market Growth
Market Share

Graph for Planning

Graph for Planning

Data for Planning

DatesValueWeight
24.05.200865,152
31.05.200814,452
07.06.200850,752
14.06.200832,92
21.06.200884,252
28.06.200854,92
05.07.200813,12
12.07.200818,62

Market Growth

  Name Start value End value Dynamic Measure units Optimization method Parent
Root Market Growth 7,195 5,24 -1,955 % Maximize Planning
Description Market Growth percentage estimates

Graph for Market Growth

Graph for Market Growth

Data for Market Growth

DatesWeightMinMaxValue
24.05.200835107,195
31.05.200835105,645
07.06.200835109,865
14.06.200835107,29
21.06.200835109,63
28.06.200835106,665
05.07.200835106,225
12.07.200835105,24

Market Share

  Name Start value End value Dynamic Measure units Optimization method Parent
Root Market Share 0,1364 0,0824 -0,054 % Maximize Planning
Description Market Share forecast

Graph for Market Share

Graph for Market Share

Data for Market Share

DatesWeightMinMaxValue
24.05.200830,050,150,1364
31.05.200830,050,150,066
07.06.200830,050,150,0542
14.06.200830,050,150,07
21.06.200830,050,150,1259
28.06.200830,050,150,1265
05.07.200830,050,150,0517
12.07.200830,050,150,0824

Mailing

  Name Start value End value Dynamic Parent Contains
Root Mailing 56,6 % 59,58 % + 2,98% Direct Mail
Indicators
Cost per piece
Marketing Cost Per Unit

Graph for Mailing

Graph for Mailing

Data for Mailing

DatesValueWeight
24.05.200856,61
31.05.200822,71
07.06.200862,141
14.06.200859,561
21.06.200861,541
28.06.200848,461
05.07.200882,061
12.07.200859,581

Cost per piece

  Name Start value End value Dynamic Measure units Optimization method Parent
Root Cost per piece 22,5 23,44 + 0,94 USD Minimize Mailing
Description Cost divided by the number of mailings produced and sent

Graph for Cost per piece

Graph for Cost per piece

Data for Cost per piece

DatesWeightMinMaxValue
24.05.20082204022,5
31.05.20082204036,06
07.06.20082204032,18
14.06.20082204023,72
21.06.20082204027,68
28.06.20082204022,1
05.07.20082204027,2
12.07.20082204023,44

Marketing Cost Per Unit

  Name Start value End value Dynamic Measure units Optimization method Parent
Root Marketing Cost Per Unit 11,4 10,59 -0,81 USD Minimize Mailing
Description Marketing Cost divided by the number units sold

Graph for Marketing Cost Per Unit

Graph for Marketing Cost Per Unit

Data for Marketing Cost Per Unit

DatesWeightMinMaxValue
24.05.2008351511,4
31.05.2008351512,53
07.06.200835157,25
14.06.2008351510,5
21.06.200835158,85
28.06.2008351512,89
05.07.200835155,59
12.07.2008351510,59
Created by: AKS-Labs
Report created with Balanced Scorecard Designer at 16.06.2008 23:05:39

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