Monitoring and measuring performance
The marketing analytics features of the iMIS Marketing Suite provide the feedback needed to plan successful campaigns on an ongoing basis. This allows you to monitor the progress and performance of a campaign at many levels. You can view a real-time summary of the campaign's performance, including:
- Tracking the progress of each solicitation, which source codes have been generated, and which source codes have been dropped.
- Tracking the number and type of responses that have resulted from each solicitation
- Measuring the progress, response, and accumulated revenues and costs derived from each source code
- Comparing the actual revenues and costs to the targeted figures for each source code and appeal.
- Using performance information to create new segments and to plan new campaigns
All statistics can be calculated for the source code, solicitation, appeal and/or campaign to provide the amount of summarization your organization requires. The available statistics include:
- Response Rate
- Average, Highest, and Lowest Transaction Amount
- Dates of First Response and Last Response
- Costs (Actual Cost, Cost per Thousand, Estimated Cost, Overhead Cost, Total Cost)
- Revenue (Total Revenue, Net Revenue, Revenue per Thousand, ROI)
Effects of Events responses and on campaign performance
Campaign performance statistics are affected by event responses in the following ways:
- Event responses are tracked through registration data, not through payment data.
- Registration for multiple event functions that have the same source code are considered one response. Registrations for multiple event functions that have different source codes are counted as multiple responses.
- Adding an event function to an event registration is counted as a response, and affects all revenue and response attributes such as response dates, response amounts, and response count.
- Removing an event function from an event registration affects total revenue but does not affect other revenue and response attributes such as response dates, response amounts, and response count. Removing an entire event registration decreases response count and revenue.
Effects of Dues responses on campaign performance
Campaign performance statistics are affected by dues responses in the following ways:
- Payments for multiple products that have the same source code are considered one response. Payments for multiple products that have different source codes are counted as multiple responses.
- Cancelling a dues fund raising item decrements total revenue, but it does not affect other Campaign Management counts.
- If you change the source code for a payment after Campaign Management response synchronization has been run, the response is not updated.