response analysis

Statistical analysis of the response to a direct-mail promotion showing how the various elements of the promotion (list, package, offer) performed. The response analysis usually includes gross response by list, package, and offer and may also include net response information, such as the number of cash orders, unpaid credit orders, and paid credit orders. A thorough response analysis is the key to successful direct marketing. See also gross amount; homogenization; key code; package test; response rate.