Executive Focus: How to Create a Tangible Reporting System

¥ acquisition and attrition rates,
¥ number of customers who purchased for each of the last five years by first and last purchase date, and
¥ customer analysis by frequency of purchases during the last five years.

Response. Comparing campaign tests to the control is the standard measurement of response and an effective measure of individual promotions. But how are you doing overall? Is your response rate trending up or down? If your retention is increasing, your response rate normally will follow suit. If it isn’t, find out why. Maybe there’s an aggressive acquisition plan in motion that would alter the outcome.