The Xerox ProfitQuick Direct Marketing ROI Planner
Xerox Profit Accelerator The Xerox ProfitQuick Direct Marketing ROI PlannerYO U R A DVA N C E D M A R K E T I N G B U S I N E S S C O M PA N IO N .
At last: A simple, quantifiableplanning resource.Taking full advantage of the Direct Marketing ROI Planner is simple. You only need to entera few important pieces of data for the ROI results to be calculated and instantly populatedin the Key Results window. The Direct Marketing ROI Planner is impressive in its results, yetis amazingly easy to navigate. The only data you need to add is in the Key Campaign Datasection. As data is added, you will see a range of customizable opportunities appear.The Direct Marketing ROI Planner is apowerful Xerox marketing tool designed todemonstrate and project the completeReturn on Investment (ROI) of a directmarketing campaign or program. It is notjust another ROI calculator, but anadvanced provider of true projections andresults to evaluate the effectiveness ofyour direct marketing projects, giving youthe ability to compare campaigns andevaluate risk.“What a fantastic tool this will be formarketers! I have seen a few ROIcalculators, but never one thiscomplete for one to one campaignsand never one that is this easy tounderstand. You have taken what oneto one marketers have been tellingtheir customers for years, and youhave turned it into a quantifiableresource. This will make it so easy totell the story!”– B ob Pente, President,Wired Pente Inc., Canada2The Direct Marketing ROI Planner is thebusiness partner of marketers to forecastand report results to their board ofdirectors. An instant score card and a truecampaign enabler that not only presentsstandard statistics, but also outlines theoverall profitability of the products orservices sold.The Direct Marketing ROI Planner enablesyou to see all the figures and results ofyour direct marketing campaign to animpressive level of business detail. It alsoallows marketers to compare differentcampaigns. Now you can quantify your riskof transitioning from conventionalmarketing to hyper-personalized directmarketing.
H AV E YO U E V E R T R I E D T O J U S T I F Y N E W M A R K E T I N G P R OJ E C T S ?If you wish to compare a current campaign that you are running with one that you are planning using hyper-personalized marketing*,now you can use this Xerox ProfitQuick Direct Marketing ROI Planner to compare campaign results.1 . L E T ’ S G E T S TA R T E DFollow these steps to enter your data in theDirect Marketing ROI Planner.Number of Targeted People/Number ofDirect Marketing Pieces Sent: Enter inthis field the number of direct marketingpieces that you have sent or plan to send,e.g., 100,000 pieces. If you plan to sendthe same number of pieces for yourhyper-personalized marketing campaign,enter the same number in both Currentand hyper-personalized Campaigncolumns.Cost of Campaign: In this field it isimportant to enter the total cost of yourcampaign including design, printing,postage and all related costs.Lead Response Rate: To be accurate,enter the percentage of responses youhave received by mail, through yourwebsite and/ or call centers; whichever wayyou have asked the lead to contact you. Asan example, a multi-channel campaignthat generated 1,000 calls, 2,000 couponsor responses by mail and 1,000 clicks onyour website (using a Personal URL totrack) would be considered as 4,000 leads,which converts to a 4% response rate. Youwould enter 4% in the current ResponseRate field.If you compare two campaigns, it is alsoimportant to enter in the hyperpersonalized Campaign field the new cost(or the estimated new cost) of thiscampaign. For an accurate comparison, besure you are calculating all the samecomponents in each column (e.g., do notinclude design or postage in one columnbut forget to include it in the other, etc.).Note: You will notice that you cannot entera response rate for the hyper-personalizedcampaign. This is simply because it will beused for forecasting different scenarios.For accurate measures, ensure that yourresponse rates are only the ones related toyour campaign and not the regular trafficof the call center or the website.If you plan to send fewer or more piecesin your new hyper-personalized campaign,simply add the new quantity.KeyHereResultsisKey Campaign DataCurrentCampaignNumber of Targeted PeopleCost of CampaignHyperPersonalizedCampaign100,000 Response Rate (Leads)62,000.00150,000 100,000.004.00%an example of the fields you could include:DesignPrinting and fulfillmentNumberDirect Marketing Pieces SentDataofprocessingCost per Direct Marketing PieceMicrosite development 15,000New Personalized Campaign:Conservative Scenario 29,000Current CampaignValuesIncrease100,000150,000 06,000 0.620.678% 12,000 0.67 62,000.00 100,000.0061% 100,000.006 281,250.00181% 450,000.0035Total Campaign CostNew Personalized CampaignOptimistic ScenarioValuesIncreas150,000Revenue per Sold Item (or per Client) 792.00 792.00Total Cost of Sold Items 100,000.00Cost per Sold Item 250.00 250.00Total Campaign Costs 162,000.00381,250.00135% 550,000.0024Total Campaign Revenue 316,800.00 891,000.00181% 1,425,600.0035Total Campaign Profit 154,800.00 509,750.00229% 875,600.0046Conversion Rate (Lead to Purchase)Estimated Value per Lead10.00% Additional Hyper-Personalized CampaignCosts (if applicable)1.00 1.00 2,000.00Response Rate Ranges for New Hyper-Personalized CampaignCost of Campaign:Total Campaign ROI 62,000 95.56%133.70%40%159.20%6Acquisition and Conversion ResultsConservative ScenarioEstimated Conservative Response Rate (Leads)5%Estimated Optimistic Response Rate (Leads)8%CurrentValuesOptimistic ScenarioIncrease3ValuesIncreasResponse Rate4.00%5.00%25%8.00%10Number of Responders (Leads)4,0007,50088%12,00020
Revenue per Sold Item (or per client): Ifyour campaign has only one product offersuch as a mobile phone at 500, enter theamount related to your product. If youhave several products, you would enter theaverage of the products’ value per item. Inother words, if you have sold one at 500,one at 800 and one at 1,075, you wouldhave an average revenue per sold item of 791.66 ( 500 800 1,075 2,375/3items 791.66). The revenue per solditem is also easy to find by taking the totalrevenue divided by the number of clientswho purchased.For the estimate of the hyper-personalizedcampaign revenue, enter the sameRevenue per Sold Item amount until yournew campaign validates higher revenueper sold item. At the forecasting stage, youdo not know yet if the new campaign willgenerate higher revenue per sold item.Cost per Sold Item: In reality, the full cost(weighted cost) of a sold item also includeselements such as the cost of the actualproduct (hard cost), shipping, warehousing,processing the order and other internalcosts related to the sale of the product(soft costs). Not all marketers have the fulldetails of their total product cost, so thebest cost per sold item is the one you knowand use regularly. If you only know thehard cost of your product, enter this valuein the relevant field. Taking the example ofthe same mobile phone at 500 and givinga cost value of 250 for the product, youwould enter 250 in the Cost per Item Soldfield. A financial or insurance institution,for example, would enter the average unitcost of processing the order in the system,the value of the commission to the broker,management fees, etc., as the cost of thesold item.For the forecasting of the hyperpersonalized campaign, you would likelyenter the same amount as the Currentcolumn since the cost of your product4should be the same. Eventually, your costof product of your new campaign mayevolve to new values considering that youmay upsell your targeted offer. If you dohave the new cost of your product, enterthis new cost in the hyper-personalizedCampaign field.Conversion Rate (Leads to Purchase):The conversion rate is the ratio that isachieved from calculating the number ofleads that became clients, i.e., the oneswho purchased the items. If you had 4,000leads and you sold 400 phones, you have aconversion rate of 10%. If you nevercalculated your conversion rate before andwish to do an estimate, you can useindustry averages such as closing one outof five leads (conversion ratio of 20%). Ifall your leads would purchase, you wouldreach a 100% conversion rate.You cannot enter a conversion rate for thehyper-personalized campaign estimatebecause it is meant for estimatedprojections.
Estimated Value per Lead: It is next toimpossible for a lead or the sum of leads tohave no value to your business. For thisreason we have set a minimum amount of 1 as a default setting in this field. A leadhas more propensities of buying yourproduct in the future or be more responsiveto your next solicitation. As well, thenames of leads that you accumulate inyour database no longer need to be rentedat a cost; hence the minimum value of alead is a valid figure that you shouldconsider in your overall tracking. Thisnumber will not influence your total ROIcalculation and will be provided separately,but we wanted to show you this figure tomake you aware of the importance ofgetting more people responding to yourcampaigns. When you do your next directmarketing campaign, the value of yourlead can be considered as an economicvalue to be applied on yournext projection.Some marketers have calculated a definedvalue of what a lead is worth for theirbusiness and should enter that real numberin the Estimated Value per lead field. Enterthe same number in each of the two fieldsfrom the Current and hyper-personalizedMarketing columns until you know theexact value of a lead coming from ahyper-personalized campaign.Additional Hyper-personalizedCampaign Costs: This field was createdfor special one-time costs that you need totrack. Examples could include a CampaignCoordinator or a Data Mining Consultantthat you perhaps never had to use before,etc. Use this space to add these one-timecosts as a lump sum (not cost per unit)such as 2,000 or 4,000. This cost will bereflected accordingly in your total cost ofcampaign in the Key Results window.If you wish to enter a cost saving value,enter “–” (minus) before the amount. Enter“0” if there are no extra costs.“Not only will this be invaluablefor planning campaigns, but I cansee it being very valuable forpost-analysis and even moreimportantly, for scenarioplanning. I want one!”– B ob PentePresidentWired Pente Inc., Canada“First, this is a terrific tool, bestI’ve seen. I deliberately did whatmost blokes do to really test itsuser friendliness. I did not readthe detailed instructions first!”–G eoff CollinsManaging PartnerWunderman, Thailand5
You have three response rate cell ranges tofinalize your data input. The first cellallows you to estimate a conservativescenario for the new hyper-personalizedcampaign. The second cell is for you tocreate a second forecast using anoptimistic scenario. The third cell isprovided to give you the flexibility ofchanging the Estimated Conversion Ratesimply because when you customize andpersonalize your campaign, it is likely thatKey CampaignData a higher conversion ofyouwill achieveleads to purchase rate.3 . K E Y R E S U LT SAll the important Direct Marketing ROIPlanner data for your campaign is nowdisplayed in the Key Results window. Notethat your Total Number of DirectMarketing Pieces Sent is repeated for eachscenario. The Cost per Piece is the totalcampaign cost divided by the number ofpieces sent, and if you previously addedAdditional Hyper-personalized CampaignCosts, this amount would be displayed as aunit cost in the Total Cost per Piece.Estimated Conversion Rate (Leads toPurchase): We have created this cell toallow you to enter a new estimatedconversation rate. If you wish to keep thesame conversion rate that you previouslyentered for your current campaign, enterthe same number. Now you have theflexibility to enter a different conversionThe Total Cost per Sold Item is calculatedKey Resultsscenario simplybecause it is very plausibleconsidering the number of clients whothat you would hit a higher conversion rateNew PersonalizedNew Personalizedhave purchasedyourCampaign:product timesyour Campaign:Hyperwith a customized hyper-personalizedConservative ScenarioOptimistic ScenarioCurrentPersonalizedEstimated Conservative Responsecost per soldValuesitem. IncreaseCampaignCampaignCurrent CampaignValuesIncreasecampaign vs. that of a generic one.Numberof Targeted IfPeopleNumber of Direct Marketing Pieces Sent100,000150,000150,000Rate(Leads):you entered 4%100,000in your 150,000TheCosts8%is the cost of0.67Cost of Campaign 62,000.00Cost per Direct Marketing Piece0.62 Total Campaign0.678%comprehensive set of Currentcampaign column, enter5% for 100,000.00Calculate: YourResponse Rate (Leads)4.00%Total Campaign Cost 62,000.00 100,000.0061% the100,000.0061%your directmarketingcampaignTotalstatistics and TotalROICostwillbe displayedtheRevenueconservativeestimate scenario.per Sold Item (or per Client) 792.00 792.00of Sold Items 100,000.00181% 450,000.00350%Cost per numberyouchooseistheoneyouper Sold Item 250.00 250.00Total Campaign Costs window. 162,000.00 381,250.00135% 550,000.00240%ConversionRate(Lead to Purchase) with. If you10.00%Total Campaign Revenue 316,800.00 891,000.00181% 1,425,600.00350%shouldfeelcomfortablewantEstimated Value per Lead1.00 1.00Total Campaign Profit 154,800.00 509,750.00229% 875,600.00466%a veryhigh number, increase the value.Additional Hyper-Personalized CampaignCosts (if applicable) 2,000.00Total Campaign ROIResponse Rate Ranges for New Hyper-Personalized Campaign95.56%Estimated Conservative Response Rate (Leads)5%Estimated Optimistic Response Rate (Leads)8%CurrentResponse RateEstimated Conversion Rate (Lead to Purchase)15%Conversion 00%50%1,800350%HyperPersonalizedCampaignROI150,000 Total Profit 0% Pieces509,750.00Number of 154,800.00Direct MarketingSent159.20%CurrentCampaign 875,600.00100,000Values150,000 0.62 Total Campaign Cost 62,000.00 15.50 155.00New Personalized Campaign: 387.00Optimistic ScenarioIncremental Valueof LeadsValuesIncreaseCost per Direct Marketing Piece1,1250.40% Acquisition Cost per ClientNew Personalized Campaign:Profit per SaleConservative ScenarioIncrease8% 0.67Total Cost of Sold Items 100,000.00 250.00Total Campaign Costs 162,000.00 Total Campaign Revenue 316,800.00 BEP- Number of Acquired891,000.00181%Leads 1,425,600.003,134350%Total Campaign Profit 154,800.00 BEP- Number of Acquired509,750.00229%Clients 875,600.00470466% 2,000.00 2019 Xerox Corporation. All Rights Reserved. Xerox and ProfitQuick are trademarks of XeroxTotal Campaign ROI95.56%Corporation in the United States and/or other countries. X-03390BR26557d Campaign281,250.00181% 450,000.00381,250.00135% 550,000.00Values133.70%40%8%Response RateNumber of Responders (Leads)15%Conversion RateNumber of Clients AcquiredFinal Client Response Rate6Optimistic159.20%Values67%Optimistic ,125181%50%1,800350%0.75%88%1.20%200%Acquisition Cost per Lead 15.50 13.33-14% 8.33-46%Acquisition Cost per Client 155.00 88.89-43% 55.56-64%Profit per Sale 387.00 453.1117% 486.4426% 3,500.0088% 8,000.00200%Incremental Value of Leads0.40%200% 8.33-46% 88.89-43% 55.56-64% 453.1117% 486.4426% 3,500.0088% 8,000.00200%Percentage240%159.20%Conservative ScenarioCurrent1.20%-14%350%Acquisition and Conversion Results5%88%13.338%792.001.000.75% 100,000.0061%100,000.00 Cost Justification61%BreakEven Point (BEP)for Incremental 181%150,0000.67 0%Increase4,000400Acquisition Cost per LeadValues8.00%Final Client Response RateKey ResultsOptimistic ScenarioIncrease25%Number of Clients AcquiredResult Summary67%5.00%000%159.20%4.00%00ve40%Acquisition and Conversion ResultsNumber of Responders (Leads)0%00133.70%Conservative Scenario0000Estimated Optimistic Response Rate(Leads): Enter a value that is higher thanyour conservative value to help you hit theEstimated Optimistic Response Rate youwish to forecast in your second scenario.2 . C A L C U L AT I N GR E S P O N S E R AT E SBEP - Lead Response Rate2.09%BEP - Final Client Response Rate0.31%
For example, as you use the Xerox ProfitQuick Direct Marketing ROI Planner,you will sometimes notice that you mayincrease your marketing production costfor a hyper-personalized marketingcampaign and yet reduce significantly yourcost of acquiring a lead and/or a client.The Total Revenue is displayed as well asthe Total Profit, which was achieved bysubtracting the Total Campaign Cost fromthe Total Campaign Revenue. The TotalRevenue reflects the number of clients whopurchased your product or service at theaverage price you had determined in yourRevenue per Sold Item field.4. BRE AK EVEN POINT FORC O S T J U S T I F I C AT I O NThe results displayed in the Break EvenPoint for Incremental Cost Justificationwindow are key to evaluate your risk inconverting your current way of doing directmarketing campaigns to the new hyperpersonalized campaign model.The Acquisition Cost of a Lead is the costof your campaign divided by the numberThe numbers displayed demonstrate howof respondents (leads). This value is themany leads and how many clients youtrue cost of each person who responded towould need to acquire in your new scenarioyour campaign. It is the cost of gettingto break even and achieve the same profitthem to react. The same logic applies foras your current campaign. It also displaysthe Acquisition Cost of a Client. Thethe percentage of lead response rate youacquisition cost is a key metric of successwould need to break even with the newwhen evaluating the ROI of a campaign.Key ResultsAcquisition and Conversion Resultsincremental cost of the hyper-personalizedNew Personalized Campaign:New Personalized Campaign:Oneof your goals wouldbeto reduce thisConservative ScenarioOptimistic ScenarioIn this window you will find veryusefulcampaign. For example, if you entered aNew Personalized Campaign:New Personalized Campaign:HyperCurrent CampaignValuesThe moreIncreaseValues the martmarketerswilltake4% response rate in your current campaignCurrent CampaignIncreaseIncrease0 CampaignNumber of Direct Marketing Pieces Sent100,000150,000 Values150,000 Valuesacquisitioncost will be.considerationinMarketingtheirPiecesdecisionCost perDirect Marketing 0.62 0.678% 0.678%and the Break Even Point percentage150,000underNumber ofPieceDirectSent100,000150,000150,000Total CampaignCost per 0.62 100,000.0061% 100,000.0061% 100,000.00makingCostDirect particularlyMarketing Piece 0.678% 0.678%processandto62,000.00validateshows4.5%, it would mean that you needTotal Cost of SoldItems 100,000.00 281,250.00181% 61%450,000.00350%TotalCampaign Cost 62,000.00 100,000.00 100,000.0061%the ROI of a campaign.an incremental 0.5% response rate toTotal Campaign TotalCostsCost of Sold Items 162,000.00 381,250.00135% 181%550,000.00240% 792.00 100,000.00 281,250.00 450,000.00350%justify the new cost of the campaign;Total Campaign TotalRevenue 316,800.00 891,000.00181% 135%1,425,600.00350% 250.00Campaign Costs 162,000.00 381,250.00 550,000.00240%Total Campaign TotalProfit Campaign Revenue 154,800.00 509,750.00229% 181%875,600.00466% 316,800.00 891,000.00 1,425,600.00350%hence, you have a very low risk. It also 1.00 154,800.00 509,750.00229% 159.20% 875,600.00466%Total Campaign TotalROI Campaign Profit95.56%133.70%40%67%helps you understand if your conservative 2,000.00Total Campaign ROI95.56%133.70%40%159.20%67%estimate of 5% was a good estimate.The Total Campaign ROI is calculated as apercentage of your return on investment inachieving the targeted campaign results.The same logic applies in the forecastingof the conservative and optimisticscenarios. You can see the ROI percentageofKeyeachscenario.ResultsAcquisition and Conversion ResultsampaignAcquisition and Conversion ResultsConservative ScenarioCurrent%%Response Rate8%ResponseRateNumber of Responders(Leads)4,000Conversion RateNumber of Responders (Leads)%15%10.00%ConversionNumber of ClientsAcquired Rate400Numberof Clients AcquiredFinal Client ResponseRateOptimistic% 0.40%Increase ScenarioConservative5.00% Values 81% 0.40%13.330.75%-14% 88%8.33 88.8913.33-43% -14% 55.56-43% 486.4455.5626%17% 8,000.00 486.44200%26%8,000.00200%10.00%400 15.50Acquisition Cost Acquisitionper Client Cost per Lead 155.00 15.50Profit per Sale Acquisition Cost per Client 387.00 155.00 453.1188.8917% 387.00 3,500.00453.1188% ValuesIncreaseClient Response RateAcquisition Cost Finalper LeadProfitper SaleIncremental Valueof Leads159.20%Values4.00% Current5%If your current campaign was attracting4,000 leads and the Break Even PointIncreaseScenarioOptimisticwindow displays 4,100, you will need onlyValues 100%Increase8.00%100%200%100 more leads to break even in your ROI12,000200%50%scenario; this is another low risk15.00%50%350%opportunity. The same logic applies for the1,800350%200%number of acquired clients and the final1.20%200%-46%8.33-46%client response rate.-64%Optimistic ScenarioIncremental Value of Leads 3,500.0088%1.20% -64%875,600.00Break Even Point (BEP) for Incremental Cost JustificationBreak Even Point (BEP) for Incremental Cost JustificationroxValuesBEP - Number of Acquired Leads- Numberof Acquired LeadsBEP - Number ofBEPAcquiredClientsBEP - Number of Acquired ClientsPercentage3,134 ValuesBEP - Lead Response Rate4703,134BEP- Lead ResponseRateBEP- Final ClientResponseRate470BEP - Final Client Response Rate2.09%Percentage0.31%2.09%0.31%e trademarks of Xerox77
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Direct Marketing ROI Planner. Number of Targeted People/Number of Direct Marketing Pieces Sent: Enter in this field the number of direct marketing pieces that you have sent or plan to send, e.g., 100,000 pieces. If you plan to send the same number of pieces for your hyper-personalized marketing campaign, enter the same number in both Current
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