Response Curves

Path: Setup > Advertising > Response Curves

Priority: Optional

Response curves forecast total sales to be generated by a current promotion. CMS allows you to create different types of response curves based on the promotion type. Catalogs generally have a very long response time, whereas infomercials typically have a very short response time. You create response curves by examining your company’s historical sales data for past promotions.

If you wish to establish response curves, we recommend that you run the Ad Code Detail report and look at the performance of representative ads that have run their course. Be sure the report dates include the lifetime of the ad. You can then export the results to Excel, group sales by date for an ad code, and then build your curve on those results.

Fields and options on this screen:

(click italicized items for additional information)

·     Name of response curve

Enter a name to identify the response curve.

·     % by mail

The percentage of the response that is received through the mail.

·     Days / % of Total

Use these fields to define intervals subsequent to the mailing and percentages of total response that are anticipated for each interval.

To add another response curve, click in the top left corner of the window.

To save the response curves and close the Response Curve window, click .