Customer Redistribution by Campaign report

The Customer Redistribution by Campaign report displays how targeted customers from one campaign may overlap with those targeted from another campaign prior to optimization and customer migration post optimization. Customer Migration is an analysis of the number of customers commonly targeted between two or more campaigns that have been lost from one to another. This report allows marketers to analyze how different campaigns may overlap in targeting recipients common to multiple campaigns and how campaigns may have cannibalized customers from other campaigns based on the optimization rules.

The information in this report appears in two tables and a three-dimensional bar chart.

The Before Optimization table displays the following information:

Column
Description
Campaign Name
The name of the campaign participating in this Optimize session.
Original Cust. Count
The number of unique customers targeted by a campaign after removal of opt-outs (that is, after the removal of customers by Exclude/Include rules).
# Shared
The total number of unique customers shared with any other campaign (the number of unique customers that are also being targeted by any other campaign in the same Optimize session).
Customers Shared With
The number of unique customers commonly targeted (shared) by each campaign.
Not Shared
The number of customers unique to the campaign (that is, the number of customers that are not targeted by any other campaign participating in the same Optimize session).

The After Optimization table displays the following information:

Column
Description
Campaign Name
The name of the campaign participating in this Optimize session.
Optimized Cust. Count
The number of unique surviving customers targeted by the campaign after optimization.
# Lost
The total number of unique customers removed from this campaign by the Optimize session.
Customers Lost To
The number of unique customers lost to each other campaign participating in the Optimize session (that is, the number of customers not permitted a contact from this campaign, yet allowed contact from another campaign).
Not Shared
The number of customers in this campaign and not contacted in any other participating campaign.

The bar chart displays the After Optimization data graphically.

Copyright IBM Corporation 2012. All Rights Reserved.