| Welcome to Marketing Partners ROI
Calculators! |
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| Using the Templates: |
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| Enter data into the boxes to perform
functions. |
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| Numbers in Bold will automatically
calculate. |
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| Target Households: |
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| Number of Target Households = The
selected households that match the parameters for the promotion. |
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| Control Group = A recommended way
to more accurately track promotion results and monitor consumer activity.
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| Total (Less: Control Group) = The
number of households that would receive the Direct Mail piece if the
Control Group is used. |
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| Actual Number Mailed = After subtracting
the Control Group this is the number of Direct Mail pieces sent. |
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| Net Income (per product): |
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| Avg. Annual Revenue = The total amount
of income generated by the product line. |
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| Avg. Annual Expense = The total amount
of expense generated by a product line. |
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| Net Income = The difference remaining
from the product's revenue and expense. |
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| Expenses: |
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| Direct Mail (DM) - Printing = The
cost of printing the mail piece by unit and total cost. |
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| Postage = The amount required to
mail, most often Bulk Rate or 1st Class. |
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| Mail Service / Processing = The cost
of sorting, labeling, and delivery to Post Office. |
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| Database Acquisition = The cost of
buying a community or prescored database. |
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| Total (per DM piece) = Calculates
the cost of mailing per unit (includes printing and postage) |
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| Posters / Collateral Marketing =
The cost of lobby posters and point of sale banners. |
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| ePromotion / Website Graphics = The
cost of online marketing pieces. |
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| Media (Radio, Newspaper, TV) = The
cost of advertising for all media placement related to the promotion.
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| Total Promotion Cost = The sum of
DM Cost, and separately, the entire promotion cost. |
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| Results: |
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| Breakeven - Responses Required =
The actual number of members that need to take the offer to pay for
the cost of the promotion. |
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| Breakeven (Percentage) = The breakeven
response rate in form of a percentage based on Total Promotion Cost
/ Net Income Avg. |
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| Actual Direct Responses = The number
of members that took the promoted offer. |
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| Response Rate = The total number
of actual responses that are directly related to the promotion. |
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| Promotion Profit (Dollars) = The
amount remaining after the Total Promotion Costs are subtracted from
gross profit. |
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| Promotion Profit (Percentage) = A
valuation of profit that illustrates how successful the promotion was
compared to cost. |
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