Analytics Cheat Sheet

CPP (cost per piece) (sent / distributed, not created)

• direct campaign expenses / # of pieces sent

CPR (cost per response)

• direct campaign expenses / # of responses

CPS/ CPT (cost per sale / transaction)

• direct campaign expenses / # of sales

Gross Profit (campaign specific)

• lost opportunity cost + direct campaign expenses = total direct campaign expenses
• offer generated revenue – total direct campaign expenses = gross profit

Bottom Line Profit (bottom line = can we pay our bills too?)

• total direct campaign expenses + prorated operating expenses (make sure it's for the total number of products sold) + wholesale expenses = true cost of campaign
• offer generated revenue + additional sales = total revenuetotal revenue – true cost of campaign = BLP

LTV (Lifetime Value)

• # of sales per year per customer x churn rate = number of average sales
• number of average sales x average sale value = Lifetime Revenue PotentialLifetime Revenue Potential + CPS = LTV of customer
• LTV of customer x # of customers that redeemed offer = LTV of campaign

ROI (Return on Investment)

• Revenue – Expenses = ROI (important to disclose which numbers you are using)

Campaign Milestone #3 - Metrics & Analytics

Part 1

Due March 7

1. Determine metrics required for campaign analysis specific to your campaign strategy.
2. Determine some potential tools and strategies for obtaining metrics.
3. Determine questions for Cyndy to aid in estimating and analyzing campaign appropriately.
4. Estimate offer generated revenue & total generated revenue.
5. Ballpark ROI.

Part 2

Included in Creative Brief March 28

1. Estimate CPP, CPR, CPS, GP, BLP if possible, LTV, and ROI.
2. Determine and set up appropriate metrics measuring tools.
3. Include requirements of brand / client to ensure proper reporting of results, keeping in mind the KISS strategy.

Part 3

Included in Final Analysis April 25

1. Estimate versus actual of the appropriate analytics that highlight the benefits of this campaign.
2. Include metric and analytic reports available through tools used.

Metrics & Analytics Slidedeck - Class 7

Mcom30 slidedeck- class 7 - analysis from Lindsey Fair