Response Prediction Model

Where available, you specify a response prediction model for each campaign element from SAP NetWeaver Business Intelligence (SAP NetWeaver BI). The models enable the response probability to be predicted for each individual business partner.

The use of response prediction models is optional, but can increase the success of the optimization considerably.

If you do not use any response prediction models, the individual attributes of the business partner are not considered when the business partners are assigned to the campaign elements. The optimization then determines the best possible solution for the conditions specified. However, the individual business partners for the different alternatives are consequently selected randomly.

Default Response Rate

The default response rate is an assumption of the average response rate that is typically achieved with a comparable campaign element. The system applies the default response rate in the case of business partners for which no individual prediction is possible with the response rate model.

Value per Response

The value per response represents the average value of a response for the campaign element. This is typically the average gross profit or sales that you expect to make per response. Costs generated by the campaign such as contact costs or campaign-specific discounts are not usually considered at this point.

Alternatively, you can specify imaginary value approaches, such as the average prospective sales revenue expected to be obtained from each customer acquired in a customer win-back campaign.

Costs per Contact

These are the costs of contacting a customer during a campaign step (represented by a campaign element). These costs are independent of whether or not the customer responds.

Costs per Response

If a customer responds to the campaign, that response may generate additional costs that then need to be deducted from the value per response (for example, campaign-specific discounts for which there are budget limitations).

If these costs are not to be extrapolated separately or if there are no budget restrictions affecting these costs, you can incorporate them directly in the Value per Response field by simply subtracting them from the value found in this field.

The currency taken by the system for these values is the currency assigned to the predecessor element of the optimization element. If no currency is specified there, the system applies the currency used for the campaign.