B-liner Diagram Example: Direct Mail Analysis
 
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- Direct Mail
Pieces 20,000
Resp 150
Total Revenue $35,535
RR 0.8%
Avg Spend $236.90
CPP $0.75
Total Cost $14,900
Return $20,635
Return / Name $1.03
- Segment #1 - Current Customers
Pieces 10,000
Resp 125
Total Revenue $28,160
RR 1.3%
Avg Spend $225.28
CPP $0.66
Total Cost $6,600
Return $21,560
Return / Name $2.16
. High Recency
  (Bought in the past 3 months)
Pieces 4,000
Resp 60
Total Revenue $7,160
RR 1.5%
Avg Spend $119.33
CPP $0.78
Total Cost $3,120
Return $4,040
Return / Name $1.01
. High Frequency
  (# Visits > 20)
Pieces 6,000
Resp 65
Total Revenue $21,000
RR 1.1%
Avg Spend $323.08
CPP $0.58
Total Cost $3,480
Return $17,520
Return / Name $2.92
. Segment #2 - Prospects
Pieces 10,000
Resp 25
Total Revenue $7,375
RR 0.2%
Avg Spend $295.00
CPP $0.83
Total Cost $8,300
Return ($925)
Return / Name ($0.09)
 
 
 
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