Want to track your relationship marketing programs periodically, and make the results insightful and impactful? Do not just count responses in some tired tables or bar charts.
Here are some tips:
* Have a monthly (or weekly) forecast of estimated responses, broken out by sub-segment and promotional source as well. Track results versus the forecast.
* Use a visual, interactive dashboard to show results, not only high level vs. forecast, but drill down by segment, or by promotional source. Try to use drill down to explain why your campaign is ahead of or behind forecast.
* Show insights, interesting trends, and outliers right on the dahboard, and hyperlink them. Focus your attention on highlighting the insights, not a methodical stack of reports.
Putting this all together, here is an example, implemented in the Spotfire thin-client web player environment. Click around, interact, try the bookmarked insight, and let me know your thoughts.
