Analytics & Insight Terminology

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Average Number of Guests Per Check: The average number of guests on each check.


Average Number of Visits Per Month Per Guest: The number of times on average a guest visits.


Campaign: A campaign is a collection of related mailings. Campaigns can be organized by criteria such as date (e.g., "2009"), frequency (e.g., "Weekly"), content type (e.g., "Promotions"), and geography (e.g, "DC_Metro").


Cannibalization Rate: The percentage of list member visits (with coupons) that would have occurred anyway. Average cannibalization is 20%.


Check Average: The average amount, in dollars, of each check.


Clickthrough Rate: The number of total clicks divided by the number of delivered messages.


Client Average: An average determined by stats of the client. Usually refers to stores. E.g. Average store list size = Existing Members in all stores divided by total number of stores.


Database Value: Product of list size and average monthly spend per guest.


Delivery Rate: The number of messages delivered divided by the number of messages sent.


Direct Cost Rate: The hard costs to run your business. For example: Food, Beverages, Paper Products. Average direct cost is 30%.


Existing Members: The number of mailable members from the last day of the prior to the selected date (usually by month or week).


List Growth: The number of mailable members added within a date range.


List Size: The number of mailable members on a specific date.


Mailable Members: The number of members that are subscribed to a list and that have not permanently bounced or been suppressed.


Mailing: A Mailing sent from Enterprise to a specific List of Members. A Mailing can be sent at single Send Time, or can be a Triggered Mailing that is sent daily to matching Members.


Member Growth or Loss: The increase or decrease in the number of mailable members over time.


Message Volume: The number of messages sent.


Offer Value: Monetary value of the offer in the mailing.


Open Rate: The total number of opened messages divided by the total number of delivered messages.


Percentage Growth or Loss: The percent change in Mailable members over time, including members who have subscribed to or unsubscribed from a list.


Per Person Average Monthly Spend: Average guest visits per month/Average guests per check x check average.


Redemption Rate: Percent of the list the mailing was sent to that redeemed the offer.


ROI: Return on Investment.


Total Clickthroughs: Total number of clicks that were generated by the mailing, expressed by total number of clicks and as a percentage, or rate, of the total number of messages sent.


Total Redemption: Total number of offers that were redeemed.