barbara canning brown, geoffrey's birthday club spring '09 test results 062209
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CEMDirect Marketing Services
CEMDirect Marketing Services
GBC SegmentationTest Incremental Net Contribution
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INCREMENTAL 12-MONTH PROJECTED IMPACT ON BUSINESSTEST PERIOD -- MAY09 - JUL09
CAMPAIGN KICKER CATEGORY TOTAL CAMPAIGN KICKER CATEGORY TOTAL CAMPAIGN KICKER CATEGORY TOTALTOTAL MAILED - 1,038,204 530,172 1,038,204 450,000 1,038,204 530,172 1,488,204 450,000 0 0 450,000NET SALES $0 $5,943,399 $118,903 $6,062,302 $561,600 $6,990,434 $413,925 $7,965,959 $561,600 $1,047,035 $295,021 $1,903,657MERCH MARGIN $0 $3,922,643 $72,531 $3,995,174 $393,120 $4,683,591 $256,633 $5,333,344 $393,120 $760,947 $184,102 $1,338,170MARKETING EXPENSE $0 $352,989 $169,655 $522,644 $166,500 $352,989 169655.04 $689,144 $166,500 $0 $0 $166,500NET CONTRIBUTION $0 $3,533,993 -$97,837 $3,436,156 $226,620 $4,188,603 $86,978 $4,502,201 $226,620 $654,610 $184,816 $1,066,045ROI 0% 1001% -58% 657% 136% 1187% 51% 653% 136% NA NA 640%
CURRENT STATE CAMPAIGN RESULTS VARIANCE VS CURRENT STATE