Dashboards
DM model dashboard
Dashboards
DM model dashboard
Documentation for DM model dashboard
This dashboard presents performance metrics for historical direct mail (DM) campaigns, integrating model scores and actual results from past campaigns. It provides insights into how the model’s predictions align with real outcomes, helping to evaluate and optimize future campaign strategies.
Metric Explanations (Top of the Dashboard)
Total count (As is, Optimized, & Result)
- As is: The number of letters sent in the current campaign without any optimization, representing the full audience contacted.
- Optimized: The number of letters sent after applying optimization, typically fewer as it focuses on a more targeted audience.
- Result (%): The percentage of letters sent compared to the original (As is). For example, if you send 12,307 letters instead of 18,647, the result would be 66%.
Total count (As is, Optimized, & Result)
- As is: The number of letters sent in the current campaign without any optimization, representing the full audience contacted.
- Optimized: The number of letters sent after applying optimization, typically fewer as it focuses on a more targeted audience.
- Result (%): The percentage of letters sent compared to the original (As is). For example, if you send 12,307 letters instead of 18,647, the result would be 66%.
Total Positives (As is, Optimized, & Result)
- As is: The number of positive responses received from the original campaign, such as donations or actions taken.
- Optimized: The number of positive responses after optimization. Optimization may result in slightly fewer responses but often a higher response rate due to better targeting.
- Result (%): The percentage of positive responses compared to the original number. For example, if you receive 1,518 responses after optimization compared to 1,674 initially, the result would be 91%.
Hit Rate (As is, Optimized, & Result)
- As is: The percentage of letters that resulted in a positive response, calculated as (Total Positives / Total Letters) * 100.
- Optimized: The hit rate after optimization. This metric often increases as fewer letters are sent but to a more responsive audience.
- Result (%): The percentage change in hit rate between the original and optimized scenarios. For example, if the hit rate increased from 8.98% to 12.33%, the result would be +37.40%.
Income (As is, Optimized, & Result)
- As is: The total income generated from the current campaign based on the responses received.
- Optimized: The income generated after optimization, which might be slightly lower if fewer letters are sent but still reflects efficiency.
- Result (%): The difference in income compared to the original campaign. For example, if income drops slightly from 642.4K, the result would be -$52.7K.
Total Cost (As is, Optimized, & Result)
- As is: The total cost of the campaign, which is calculated based on the number of letters sent and the cost per letter.
- Optimized: The cost after reducing the number of letters sent through optimization, which should significantly reduce overall expenses.
- Result (%): The reduction in cost between the original and optimized campaigns. For example, if the cost drops from 123.1K, the result would be -$63.4K.
Activity Result (As is, Optimized, & Result)
- As is: The activity result represents the performance of the campaign based on the actions taken (e.g., letters sent) and responses received.
- Optimized: The activity result after optimization, showing the improvement or change in campaign effectiveness.
- Result (%): The increase in activity as a result of optimization. For example, if activity increased from 508.6K to 519.3K, the result would be +10.7K.
Total ROI (As is, Optimized, & Result)
- As is: The return on investment, calculated as (Income - Cost) / Cost * 100. This reflects how much profit was earned per dollar spent on the campaign.
- Optimized: The ROI after optimization, which generally increases as costs decrease and response rates improve.
- Result (%): The percentage change in ROI after optimization. For example, if ROI improved from 273% to 422%, the result would be +55%.
Graph Explanations
Amount Split per Score Group
- Graph Explanation: This bar chart shows the distribution of letters sent across different score groups, which rank contacts based on their likelihood to respond. Each score group represents a percentage of the total letters sent and the amount generated.
- Interactive Action: Users can use this graph to visualize how many letters were sent to each score group and adjust their targeting strategy accordingly. The optimized version typically sends more letters to higher-ranked groups.
Amount Split per Score Group
- Graph Explanation: This bar chart shows the distribution of letters sent across different score groups, which rank contacts based on their likelihood to respond. Each score group represents a percentage of the total letters sent and the amount generated.
- Interactive Action: Users can use this graph to visualize how many letters were sent to each score group and adjust their targeting strategy accordingly. The optimized version typically sends more letters to higher-ranked groups.
Response Rate per Score Group
- Graph Explanation: This bar chart displays the hit rate (response rate) for each score group, showing how many contacts in each group responded positively to the campaign.
- Interactive Action: Users can analyze which score groups have the highest response rates. This helps refine targeting strategies in future campaigns by focusing on groups with higher hit rates.
Profit Curve
- Graph Explanation: This line chart shows the cumulative profit achieved from sending letters across score groups. As more letters are sent to higher-scoring groups, the profit increases.
- Interactive Action: Users can observe how the profit grows as they target more responsive score groups. The optimized scenario typically shows a faster rise in profit with fewer letters.
ROI per Score Group
- Graph Explanation: This bar chart shows the return on investment for each score group. It helps identify which groups generate the highest ROI, indicating where the campaign’s resources are most efficiently used.
- Interactive Action: By analyzing the ROI per group, users can decide whether to allocate more resources to the higher-performing score groups in future campaigns.
Interactive Element Explanations
Selection Optimization Slider
- Explanation: This slider allows users to adjust the percentage of letters sent to optimize the campaign. Moving the slider dynamically updates the metrics and graphs on the dashboard, showing the impact of optimization. A slider on 75% will mean that we are only seeing data for the best 75% of the scores.
- Interactive Action: By sliding the bar, users can see how reducing or increasing the number of letters impacts the total cost, hit rate, income, and ROI.
Selection Optimization Slider
- Explanation: This slider allows users to adjust the percentage of letters sent to optimize the campaign. Moving the slider dynamically updates the metrics and graphs on the dashboard, showing the impact of optimization. A slider on 75% will mean that we are only seeing data for the best 75% of the scores.
- Interactive Action: By sliding the bar, users can see how reducing or increasing the number of letters impacts the total cost, hit rate, income, and ROI.
Cost per Letter Input
- Explanation: This input allows users to set the cost per letter. Changing this value immediately updates the total cost and ROI, reflecting the campaign’s financial impact.
- Interactive Action: Users can enter different cost values to simulate different budget scenarios and see how varying costs affect the campaign’s profitability.
EntityID Selection
- Explanation: This dropdown lets users select specific campaign entities (e.g., different campaigns or campaign versions). Once selected, the entire dashboard updates to reflect the metrics and performance of that particular campaign.
- Interactive Action: Users can switch between different campaigns by selecting different EntityIDs, making it easier to compare the performance of various campaigns side by side.
Key Takeaways from the dashboard
- Optimized Targeting: The optimized approach significantly reduces the number of letters sent while maintaining a high number of positive responses. This indicates that the optimization successfully targets the most responsive contacts, leading to better results with fewer resources.
- Hit Rate Improvement: The hit rate increases in the optimized scenario, showing that even with fewer letters sent, the likelihood of positive responses increases due to better audience targeting. The optimized hit rate shows a substantial improvement, meaning the campaign is more effective.
- Cost Reduction: A major advantage of the optimization process is the sharp reduction in total campaign costs. By sending fewer letters to the right contacts, the total cost decreases significantly, improving the overall financial efficiency of the campaign.
- Slight Decrease in Income, but Increased ROI: While the total income may slightly decrease due to sending fewer letters, this is offset by the much lower costs. The result is a higher return on investment (ROI), meaning the campaign becomes more profitable