Hello,
I was wondering if anyone else has figured out a way to get true results from a direct mail appeal. Until last year I was using the appeal report but I found that it wasn't giving me a true picture of all the people who purchased tickets that received the direct mail piece. I'm sure a part of that is because many of the patrons purchase tickets online and thus doesn't go into the correct appeal. Anyway, to solve this, I had our IT director pull a report of the different segments that are shown by their source numbers and how many tickets they purchased to the production. Including dollar amount as well. This gave me a better picture of what segments performed best from the direct mail piece. I was last week if there was a way to do this in T-Stats and I got pretty close but I know the results aren't correct as I had our IT director pull it also and they didn't match up.
The way I did it was to put my appeal on the filter/slicer then put measures on the right including number of tickets and paid amount. On the bottom I put the production as well as ticket appeals source name to see their segment. The report pulls fine but the numbers are much lower than the real ones. What am I missing?
Any help would be greatly appreciated!
Jennifer LeeMarketing ManagerVancouver Opera
Hi Jennifer,
The only way I have found to get at this is to save groupings of segments as separate lists before I promote the extraction to the appeal. You can then add each list through the list based filter in T-Stats to see how those names performed and this picks up all sales by those names even if the wrong source code was used in the transaction. This method takes some time as you need a T-Stats report for each list but it’s fairly easy to build one and copy that report multiple times for the rest of the segments. Some of our extractions have hundreds of segments so this is only practical if you save several segments together as lists versus one list for every segment. I too would be interested to see if others have found a better way. Chuck BuchananManager, Direct Marketing and List Management92nd Street Y1395 Lexington Ave | New York, NY 10128(212) 415-5451 | http://www.92Y.org
I would add that you can take this approach, filter by a list of people who received the mainlining, with any report in Tessitura that has a list parameter, including the Performance by Appeal report. Just remember that if the report you use gives you a breakdown of sales by source, you will be seeing all sources used when people on the list purchased, not just the source for the mailing, though that allows you to see which sources were used inaccurately instead of the mailing source.
Kevin Sheehan
Senior Documentation & Learning Resources Specialist
Tessitura Network
+1 888 643 5778 x 329
ksheehan@tessituranetwork.com
Thanks Chuck! Sounds like a practical solution. I'll try that.
Hi Kevin,
Just to clarify, you mean in Tessitura, not T-stats, right?
Yes, I meant in Tessitura.