Output

Figure 1. New dataset with response rates by postal code

A new dataset is automatically created. This dataset contains a single record (row) for each postal code. In this example, each row contains summary information for all postal codes that start with the same first three digits or characters.

In addition to the field that contains the postal code, the new dataset contains the following fields:

ResponseRate. The percentage of positive responses in each postal code. Records are automatically sorted in descending order of response rates; so postal codes that have the highest response rates appear at the top of the dataset.
Responses. The number of positive responses in each postal code.
Contacts. The total number of contacts in each postal code that contain a non-missing value for the response field.
Index. The "weighted" response based on the formula N x P x (1-P), where N is the number of contacts, and P is the response rate expressed as a proportion. For two postal codes with the same response rate, this formula will assign a higher index value to the postal code with the larger number of contacts.
Rank. Decile rank (top 10%, top 20%, etc.) of the cumulative postal code response rates in descending order.

Since we selected Response rate and capacity analysis on the Settings tab of the Postal Code Response Rates dialog, a summary response rate table and chart are displayed in the Viewer.

The table summarizes results by decile rank in descending order (top 10%, top 20%, etc.).

The cumulative response rate is the combined percentage of positive responses in the current and all preceding rows. Since results are displayed in descending order of response rates, this is therefore the combined response rate for the current decile and all deciles with a higher response rate.
The table is color-coded based on the values you entered for target response rate and maximum number of contacts. Rows with a cumulative response rate equal to or greater than 5% and 5,000 or fewer cumulative contacts are colored green. The color-coding is based on whichever threshold value is reached first. In this example, both threshold values are reached in the same decile.

Figure 3. Smart output for response rate table

The table is accompanied by text that provides a general description of how to read the table. If you have specified either a minimum response rate or a maximum number of contacts, it also includes a section describing how the results relate to the threshold values you specified.

Figure 4. Cumulative response rate chart

The chart of cumulative response rate and cumulative number of contacts in each decile is a visual representation of the same information displayed in the response rate table. The threshold for both minimum cumumlative response rate and maximum cumulative number of contacts is reached somewhere between the 40th and 50th percentile.

Since the chart displays cumulative response rates in descending order of decile rank of response rate, the cumulative response rate line always goes down for each subsequent decile.
Since the line for number of contacts represents cumulative number of contacts, it always goes up.

The information in the table and chart tell you that if you are want to achieve a response rate of at least 5% but don't want to include more than 5,000 contacts in the campaign, you should focus on the postal codes in the top four deciles. Since decile rank is included in the new dataset, you can easily identify the postal codes that meet the top 40% requirement.

Note: Rank is recorded as an integer value from 1 to 10. The field has defined value labels, where 1= Top 10%, 2=Top 20%, etc. You will see either the actual rank values or the value labels in Data View of the Data Editor, depending on your View settings.