The Estimated Response Field
The window for each promotion type, except letters and collateral, has an Estimated Response field where you can enter the number of responses you expect to receive for that promotion and an Actual Response field that displays the responses actually received. When a contact calls in response to a promotion, you enter the promotion code in the Find Account or Contact window along with the contact's name. Each time you enter a particular code, the Actual Response counter for that promotion increases by one. By comparing the estimated and actual responses for a single promotion or comparing values between several promotions, you can gauge the effectiveness of your marketing promotions.
