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1994-03-29
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ADTRACKER SYSTEM GUIDE
COPYRIGHT 1994
Advertising Software
14343 Southern Pines Dr.
Dallas, TX 75234
214-827-7040
Shareware versions of this software are distributed freely.
No price or consideration should be charged for this software, unless
it is for the cost of registration with Advertising Software. Commercial
distributors may distribute this software, but they should not charge
for this software, although they commonly cover their costs with a
"distribution" fee. Files and programs on this disk should not be
modified, nor sold as part of some other inclusive software package.
*** This copy of Adtracker is for evaluation purposes only. ***
*** If you use the system please purchase a registered copy. ***
REGISTRATION
A registration form is distributed with this software.
It is named REGISTER.DOC and is a text file that can be printed.
Benefits of registration:
- Printed User Manual with more detailed information than contained
in this guide.
- Most current version of the Software.
- Registered version does not contain the Shareware Notice.
- Input to, and notification of, future system upgrades.
ADTRACKER SYSTEM GUIDE
INTRODUCTION:
Welcome to the Adtracker System. The purpose of the Adtracker
System is to help you improve the effectiveness and efficiency
of your advertising.
The general operation of the system is as follows:
- You enter data about each 'Creative' (TV or Radio Commerial, or
Print Ad) and each 'Placement' of those Creatives.
- You enter data about each 'Lead' (All new potential customers that
call or respond by mail.)
- You run 1 or more Lead Analysis Reports to determine what advertising
is the most cost effective.
The Lead Analysis Report is a highly flexible reporting tool.
You can customize it to analyze the Leads and Advertisments on many
different factors such as Time of Day, Day of Week, Carrier etc.
GENERAL SYSTEM OPERATION:
The Adtracker System was designed to be flexible and easy to use.
To access any file just find it on the appropriate menu. The system
will show you a list of all the records on the file. You may page
through this list. To add a record to a file press the <Insert>
key. To change an existing record press the <Enter> key. The record
will be updated when you complete the last field on the screen.
Several special functions are available within the system.
F1 - Displays Help Information about the screen you are on.
F2 - Displays Help Information about the field that the cursor is
in.
F3 - Displays Help Information about all Function keys and other
keys with special usage.
F4 - Not Used.
F5 - For use on the record list screens. Allows you to change the
order of the list to another key.
F6 - For use on the record list screens. Allows you to search for
a record by the key information.
F7 - For use on data entry screens. Provides a list of valid values
for the field that you are in.
F8 - Not Used.
F9 - Sends a Form Feed to the printer.
ADTRACKER SYSTEM GUIDE
SYSTEM FILES:
Company File:
The Company file contains only 1 record. It allows you to set the
name of the company and some reporting parameters.
Abbreviation Files:
Abbreviation files are for entering the valid values for fields used
elsewhere in the system. For example a sales person can be added
to the Sales Person File with abbrieviation JAS and name Joe A. Salesmen.
When entering a lead you enter JAS in the Sales Person Field. The use
of abbrieviations reduces data entry time and increases data reliability.
Carrier File:
Carriers are TV stations, Radio Stations, Newspapers, Magazines etc.
The Carrier file should contain 1 record for each Carrier you use.
Creative File:
Creatives are the Advertisements or Commercials that you run. The
Creative file contains information about the Creative that is not
dependent on when it is run. The Creative ID can contain any value
but we recommend following a pattern so that the Creative ID has
meaning when printed on a report.
Placement File:
The Placement file contains 1 record for each time a Creative is run.
For TV and Radio the time is critical and must be as accurate
as possible. (See the Lead Analysis report for more info.)
Lead File:
The Lead file contains 1 record for each original call or response
received. You may enter as much or as little information about each
lead as you like. (For example, If you do not intend to analyze the
Leads by Zip Code or City then there is no point in entering these
fields.) All leads can be entered even if they are referrals and not
received because of advertising.
Lead Control File:
The Lead Control File allows you to customize the Lead File Data
Entry Screen. You can block out fields that will never be entered
and make other fields required. It can be changed at any time.
ADTRACKER SYSTEM GUIDE
LEAD ANALYSIS REPORT:
To run a Lead Analysis Report go to the Reports Option on the Main Menu
and then to the Run a Lead Analysis Report on the report menu.
The first field on the screen in Report ID. Press F7 to see a list of
reports that are available (You can add your own reports to this list
with the Define a Lead Analysis function.)
When the screen is completed the report will run. The logic behind the
report is complex therfore it takes considerable processing to produce
each report. The processing for the report is as follows:
- The system selects each lead that is within the date range you
selected for the report.
- For each lead the Placement file is examined to determine if the
lead can be matched to 1 or more Placements. The matching logic
is described below.
- All Placements that are within the reporting dates are also selected
for the report.
- The report records are sorted in the order specified by the report
definition.
- The report is printed.
On the Lead Analysis Report Leads are categorized as:
- Designated: The lead has given us specific information about the
Ad he saw such as the Carrier Name.
- Direct: The lead is matched to 1 and only 1 placement.
- Shared: The lead is matched to more than 1 placement.
- Residual: The lead is not matched to any placment.
The logic used to match a lead to a placement is as follows:
TV and Radio Leads:
- Leads are first matched to Placements that ran 10 minutes before
to 4 minutes after the lead came in. (We consider placements that
ran after the lead because of inaccuracies in placement times.)
- If a Product ID is entered for the Creative and the Lead, they must
be identical or no match is made.
- If a Market ID is entered for the Carrier and the Lead, they must be
identical or no match is made.
- If a Carrier Id or Program ID (TV only) is entered for the Lead it
will match as a Designated Lead.
Newspapers, Magazines, Yellow Pages or Direct Mail:
- Leads are first matched to Placements that ran before the Lead.
(For Newspaper Leads the Placement must have been within the
last 2 days.)
- If a Product ID is entered for the Creative and the Lead, they must
be identical or no match is made.
- If a Carrier ID is entered for the Placement and the Lead, they must
be identical or no match is made.
- If a Print Code is entered for the Placement and the Lead, they must
be identical or no match is made.
- If a Carrier Id or Print Code is entered for the Lead it will
match as a Designated Lead.
ADTRACKER SYSTEM GUIDE
DEFINING A LEAD ANALYSIS REPORT:
The system comes supplied with several sample report definitions.
The report definition allows you to specify sort order, selection
criteria etc.
To define a new report:
1. Go to 'Define a Lead Analysis Report' on the Reports sub-menu.
2. Select the existing report that is most like the new report.
(If your not sure, select any report.)
3. Fill in all 4 pages of information.
(Most fields are optional. We suggest experimenting with simple
report definitions at first.)
4. The new report definition is added to the system after you have
entered in all 4 pages. Using the page down key to bypass pages.
Report definitions can be changed at any time. Even if you are only
changing data on page 1 you must page past all 4 pages for the update
to be applied.