In the sample cost matrix figure, for a false negative, it costs your business $1500 when you do not give an affinity card to a customer who would increase spending. Each false positive (misclassification of a non-responder) would only cost $300. For a promotion campaign, a true negative count in the matrix, a ­10 represents that it will cost $10 to include a customer and you can simply eliminate those customers from your promotion.