Downstream Analysis Report

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General Information

This report shows the "downstream" picture of a source key’s performance. The downstream view of a source includes all activity resulting from a customer originally responding to that source. As an example, you might rent a list and mail to the names with a particular source key. A second mailing to the customers generated by the original mailing may have a different source key.  A profit by source key report would not show the "lifetime value" or the total value of the original source, whereas downstream shows the "lifetime value" of the original source key over time.

Therefore, downstream analysis helps you evaluate the successful performance of a source key based on the quantity of leads generated and the quality of the leads generated based on buying habits of the leads, including number of re-orders, conversion rate of prospective customers to actual customers, etc. This report is ideal for the study of advertisements for catalogs; i.e., how many people who requested a catalog actually purchased from it.

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Field definitions for the Downstream Analysis Report

Total Number of Responses - This figure represents the count of responses to the source key. This figure includes both orders and non-order customer responses (i.e. Catalog requests).
Total Number of Customers - This figure represents the total customer count for the source key.
Total Customer Mailing Count - This figure represents the combined incremented mailing counter values for all customers with the source key as their original key. It is based on the customer's Mailing Counter field.
Total Number of Orders Generated - This represents the total order count for all names having the specified original source key. This figure includes repeat orders and is therefore, as a rule, a larger number than the total number of customers.
Total Order Gross from Source - This figure represents the total gross amount received from orders whose original source is the specified source key.
Above Figure Less Cost of Goods - The Total Order Gross From Source minus the cost of goods sold.
Cost of Source - This figure represents the cost of the ad or catalog.
Profit/(Loss) - This field is calculated as the Above Figure Less Cost of Goods minus the Cost of Source.