Contoso, Ltd

PRODUCT: Contoso Premier

DATE PREPARED: 7/6/2008
OWNER: Scott MacDonald

Contoso, Ltd Confidential

Summary
Keyword Campaign Campaign Campaign Average per
Search Direct Mail Name 3 Name 4 Name 5 All Campaigns Campaign
Costs
Cost of campaigns $ 50,000.00 $ 32,000.00 $0.00 $0.00 $0.00 $ 82,000.00 $ 16,400.00

Results
Exposures 121,000 26,000 - - - 147,000 29,400
Responses 6,520 1,220 - - - 7,740 1,548
Actions 722 633 - - - 1,355 271

Product sales 36,000.00 $ 15,200.00 - - - $ 51,200.00 $ 10,240.00

Analysis
Response rate 5.39% 4.69% 5.27% 5.27%
Action rate 0.60% 2.43% 0.92% 0.92%
Conversion rate 11.07% 51.89% 17.51% 17.51%

Cost per response $ 7.67 $ 26.23 $ 10.59 $ 10.59

Cost per action $ 69.25 $ 50.55 $ 60.52 $ 60.52
Average purchase value $ 49.86 $ 24.01

Target Metrics
Response Rate: 30%
Action Rate: 10%
Conversion Rate: 40%

Page 1 of 9 CONFIDENTIAL | Campaign Analysis

 Exposure Analysis for Summary
5.40%

5.20%

5.00%

4.80%
Response rate

4.60%

4.40%

4.20%
Keyword
Search Direct Mail
Campaign
Name 3 Campaign
Name 4 Campaign
Name 5 All Campaigns
Average per
Campaign
 Contoso Premier
Action Rates - All Campaigns
2.50%

2.00%

1.50%

Action rate

1.00%

0.50%

0.00%
Keyword Search
Direct Mail
Campaign Name
3 Campaign Name
4 Campaign Name
5 All Campaigns
Average per
Campaign
 Contoso Premier
Conversion Rates - All Campaigns
60.00%

50.00%

40.00%

30.00% Row 23

20.00%

10.00%

0.00%
Keyword Search
Direct Mail
Campaign Name
3 Campaign Name
4 Campaign Name
5 All Campaigns
Average per
Campaign
CAMPAIGN BEGINNING: 4/1/2008
CAMPAIGN ENDING: 6/30/2008
DATE PREPARED: 7/5/2008
OWNER: Scott MacDonald

Keyword Search

COSTS
Cost of campaign $ 50,000.00

RESULTS TYPE
Exposures 121,000
Responses (choose option from list) Visited Web site 6,520
Actions (choose option from list) Completed online form or survey 722

Product sales $ 36,000.00

ANAYLSIS
Response rate 5.39%
Action rate 0.60%
Conversion rate 11.07%
Cost per response $ 7.67
Cost per action $ 69.25
Average purchase value $ 49.86
Exposure Analysis for Keyword Search

Action
0.60%
Response with no action
4.79%

No response
Response with no action
Action
No response
94.61%
CAMPAIGN BEGINNING: 5/22/08
CAMPAIGN ENDING: 7/23/08
DATE PREPARED: 8/2/08
OWNER: Scott MacDonald

Direct Mail

COSTS
Cost of campaign

RESULTS TYPE
Exposures
Responses Visited Web site
Actions Completed online form or survey

Product sales

ANAYLSIS
Response rate
Action rate
Conversion rate
Cost per response
Cost per action
Average purchase value
$ 32,000.00

26,000
1,220
633

$ 15,200.00

4.69%
2.43%
51.89%
$ 26.23
$ 50.55
$ 24.01
 Exposure Analysis for Direct Mail

Action
2.43%
Response with no action
2.26%

No response
Response with no action
Action
No response
95.31%