It may seem premature to discuss market statistics at this
stage. After all, you have not yet put any of your individual
prospect details onto MARKETEER'S database. On the other hand,
having now set up your own sales areas and key values, you are
probably anxious to see just how a typical set of prospects
fits into the market framework you have just created.
In view of this, we have set up within MARKETEER'S database
details of a statistically significant number of sample
prospects. We have placed them in what we think is a typical
geographic distribution for a `nationwide' prospect base.
Although your own business may be biased towards a specific
part of the country, this sample base of prospect details
should provide a clear means of viewing your own market
framework which you set up in the previous chapter. When later
you embark on the once-only task of building up the database
from scratch with the details of your own existing prospects,
this sample data will be seen to have served its purpose.
THE STATISTICS OPTIONS
The first option on the Statistics Menu is for compiling
statistics. The second option enables you to print out a
report showing the statistics for all the keys together. The
next five `double' options display statistics tables and bar
charts for each of the five main keys. The last double option
provides the same details for the UK population statistics.
Now please select Option C - SALES AREA TABLE. The two-column
tabular display shows the now familiar names of your sales
areas. However, the figures shown in the adjacent REFS and %%
columns relate to the sales areas we set up originally as
examples. If during your study of Chapter 5 you altered the
configuration of the sales areas to suit your own business,
these figures are nolonger meaningful.
COMPILING THE STATISTICS
Before you can print or display any meaningful statistics, you
must first re-compile them for your own system of sales areas
and key values. MARKETEER compiles its statistics by looking
at the value of each key for each prospect currently on file,
and counting up how many of these prospects hold each possible
value of each key.
Statistics are compiled and presented specifically within a
particular market framework of sales areas and key values. We
do not know the details of the market framework which you
yourself set up during your study of the last chapter.
You must therefore compile your own statistics: we could not
compile any sample ones for you. So now please select Option A
- `COMPILE STATISTICS'.
MARKETEER now proceeds to compile the market statistics, as
confirmed by the message which appears on the screen. This can
be a quick process or a fairly long one, according to how many
prospects are currently on file.
MARKETEER compiles 5 different sets of market statistics -
geographic, relation, status, event and product. For technical
reasons, it does this in 3 separate phases. In Phase 1 it does
the Sales Area statistics. In Phase 2 it does the Relation,
Status and Event Statistics. In Phase 3 it does the Product
Statistics. The phase currently being dealt with is shown on
For each phase, MARKETEER combs through the database examining
each record in turn. The number of the record currently being
examined is also shown on the screen, together with the total
number of records currently on file. This information is
called `confidence' information. It is there primarily to show
you that MARKETEER is getting on with its job during the
delay, and that everything is working properly.
You can tell how far MARKETEER is through its current phase by
comparing the current `record number' with the `total' number
of records as shown on the screen. Once all three phases of
the compilation are complete, the `STATISTICS OPTIONS' re-
appear. The current market statistics for OUR sample
prospects expessed within YOUR market framework are now on
WHEN TO RE-COMPILE
Strictly speaking, the statistical picture of MARKETEER'S
database changes whenever a new prospect is added, an old
prospect is deleted, or the details (key values or dates) of a
prospect are altered (updated). The significance of the change
depends on the number of prospect records involved since the
In order to get the true up-to-date statistical picture of
your market, therefore, you should re-compile the statistics
whenever you wish to look at them for the first time after the
database has been significantly updated. If you merely wish to
display them again simply to remind yourself of the figures or
show them to a colleague, there is no need to re-compile them
prior to displaying or printing them.
SALES AREA POPULATIONS
Please select Option I. You now see a table listing the names
of the sales areas which you set up in the last chapter.
Against each sales area name are two numbers. The first number
(in the column headed `REFS') when multiplied by 1000 gives
the approximate number of Postal Delivery Points (ie postal
addresses) in that sales area. The second number (in the
column headed `%%') is the number of Postal Delivery Points in
the sales area concerned expressed as a percentage of the
total number of Postal Delivery Points in the United Kingdom.
Now please press the `Esc' key and when the Statistics Options
return to the screen, select Option P. The bar chart
equivalent of this table now appears. The heights of the bars
show the percentage of the total United Kingdom postal
delivery points in each of your sales areas.
The market potential of a given sales area is related to the
number of potential purchasers in that sales area. Generally,
these purchasers are not individuals in the sense of every
man, woman and child in the population, but rather they are
the households and businesses - the domestic and commercial
However, there is a vast difference in the purchasing power
between a household and a large company, so does this mean
that we also need to know the number of employees in each
company in order to measure its purchasing power accurately?
If we wish to measure the purchasing power (or potential
market) of the company itself, the answer is `yes'. But here
we are not so much interested in the company itself as a
potential market, but in the general market potential of the
sales area within which it is situated.
Suppose a sales area is populated exclusively by one-man
businesses. You can easily see that both the domestic and the
commercial market within that area is simply proportional to
the number of postal addresses in that area. This is true
anyway of the domestic market.
But what of the commercial market in an area where the
majority of people work for large companies? The answer is
that it is much the same as if they were all self-employed.
This is because the total number of addresses reflects the
amount of industrial & commercial activity (and therefore
purchasing power) in an area whether the people there `market'
their labour individually as self-employed, or collectively as
employees of large companies.
Thus, the percentage of postal delivery points in a given
sales area is a direct measure of the percentage of your
potential market it contains. This bar chart thus shows the
percentage of your overall potential market contained in each
sales area. If it shows that your sales areas are badly out of
balance, you can go back to the Market Definition Options and
re-distribute the post areas between your sales areas so that
you get a more equal `population' in each area.
SALES AREA STATISTICS
Let's now take a look at the statistics you have just
compiled. Please select Option C - `SALES AREA TABLE'. A
tabular display appears on the screen. Study this display
carefully and see exactly what it tells you about YOUR sales
Under the heading of `KEY VALUES' you see your now familiar
list of sales area names. To the left of each name are two
figures. The first figure is under a heading called `REFS'
and the second is under a heading called `%%'. For each sales
area, the `REFS' figure is the number of prospects currently
on file whose addresses fall within that sales area. The `%%'
figure is this number expressed as a percentage of all the
prospects currently on file.
This display therefore gives you a picture of the relative
distribution of your current prospects among your various
sales areas. It is useful for identifying hitherto unexploited
areas and for helping you decide where you may best deploy
more sales effort to generate more business. Perhaps you
should move your sales force around to put the stronger or
more experienced people into the areas where business could be
Notice the prominent message on the screen saying that so many
`REFS' are not postcoded. This is telling you that out of all
the prospects currently on file, the stated number have no
postcodes entered for their addresses! Thus MARKETEER does not
know in which sales area they belong. We have done this on
purpose to illustrate the point. So please put postcodes in
for all prospect addresses.
Now press the `Esc' key to return to the Statistics Options
and then select Option I. The same information is now
displayed as a bar chart. The height of each GREEN bar shows
the percentage of your prospects who are located in each
respective sales area. The bars are labelled A through to R
corresponding to the names of the sales areas shown at the
side of the bar chart. The RED bars appearing `behind' the
green ones show the percentage of the UK population located in
each respective sales area.
Having seen this `population distribution' of prospects in
tabular and bar chart form, let us now take a more detailed
look at it. To do this, we need to go back to the Map
Displays. Please press the `Esc' key to return to the
Statistics Menu, then press it again to return to MARKETEER'S
When the Main Menu re-appears, please select Option 8 to get
to the Market Definition Menu and then 8 again to get to the
Sales Area Maps display menu. Then, when the list of sales
areas appears, please select your first sales area - Sales
Area `A' for display. Now wait until the map appears and the
sales area and bar charts have been shaded in. We shall now
focus our attention on the bar charts at the left of the
Imagine the rectangle as an empty glass cylinder which can be
filled with water. The shaded area - which appears towards the
end of the display process - is water which is poured into the
cylinder. The scale down the left-hand side is in `percent'
ranging from 0% when the cylinder is empty to 100% when it is
The total volume of the left cylinder represents the total
number (100%) of the prospects currently on file. The volume
of the water (shaded part of the cylinder) represents the
percentage of those prospects who actually reside within the
sales area currently shaded in on the map.
The total volume of the right cylinder represents the total
(100% of) the United Kingdom population. In fact, the national
population is represented by the total number of postal
delivery addresses in the country (approximately 22 million).
This is more significant for sales & marketing purposes than
the actual population. The shaded portion of the right
cylinder gives the percentage of postal addresses (population)
in the displayed sales area.
These bar charts enable you to compare the percentage of your
prospects located in the sales area shown against the
percentage of the national population it contains. If the
prospect percentage is less than the national percentage it
means that you are under-exploiting that area compared with
your other areas. If the reverse is true, then you have either
saturated that area or are under-exploiting your others.
It also enables you to compare pictorially the proportion of
the country covered by a given sales area against the
proportion of your prospects (and the proportion of the
national population) who reside in that sales area. When you
have studied this display, please type QUIT (or press the
`Esc' key) to take you back to the sales area display options.
Repeat the exercise for each sales area, comparing its area
against its percentage populations.
The single sales area displays give an accurate picture of the
geographic coverage and percentage populations of one sales
area at a time. If you want a general overview of the
proportional populations of all your sales areas together,
please refer to Option I of the statistics described earlier.
Where finances permit, the displays can be shown live at sales
meetings and presentations using a projection monitor and a
large screen. Also, VDU cameras are available which can
produce a 35mm slide of the screen image directly from the
computer's video output.
Now, please select Option 7 as before to get the Statistics
Menu again. Since you have not updated the database since you
last compiled the statistics, there is no need to compile them
again now. So please go right ahead and select Option D -
Almost immediately, a display appears on the screen which is
of the same general layout as the one for sales area
statistics, except that this time, instead of the names of
your sales areas, you see the `values' that you set up for the
Relation Key during your reading of Chapter 5.
The `REFS' column gives the total number of prospects
currently on file who hold each respective value of the
Relation Key. The `%%' column expresses this number as a
percentage of the total number of prospects currently on file.
In theory, these percentages add up to 100. Sometimes,
however, they may not appear to do so due to the chopping of a
possible odd fraction of a percent from each displayed figure,
which nevertheless contributes to the total.
Of course, the sum of the individual figures in the `REFS'
column should add up to the total number of prospects
currently on file. The purpose of this display is to give you
an idea of the ratios between prospects of different types.
Now please press the `Esc' key to return to the Statistics
Menu, then select Option K - `RELATION GRAPH'. This same
information is now presented as a bar chart with the same
format as that of the sales area bar chart. After you have
studied this, please press the `Esc' key to return to the
STATUS OR PROGRESS STATISTICS
Please select Option E - `STATUS TABLE'. A similar tabular
display now appears showing the various values which you set
up for the Status Key. The `REFS' and `%%' figures have the
same significance as before.
This display gives you a statistical picture of what we call
the `temperature distribution' or `heat map' of your current
prospect base. In other words, it tells you what proportion of
your prospects are `hot', what proportion are `cold', and what
proportions are at the various stages in between. It is
intended to help you plan where and how much you should next
apply the `heat'!
After mulling over these figures, please press the `Esc' key
to return to the Statistics Menu. Then select Option K -
`STATUS GRAPH'. The bar chart version of the Status Statistics
is now displayed. Please study this and then press the `Esc'
key to return to the Statistics Menu.
Please select Option F - `EVENT TABLE'. The display which now
appears follows the same layout as the others, but shows the
values of the Event Key and the numbers and percentages of
prospects last contacted by each means. This display is
intended to give you a feel for your current preferences in
`means of contact' usage and their relative effectiveness.
When you have pondered sufficiently on this display, please
press the `Esc' key to return to the Statistics Menu. Then
select Option L to display the Event Graph. Please study this
and then press the `Esc' key again to return to the Statistics
Please select Option H - `PRODUCT TABLE'. A display of the same
familiar format now appears. However, there is something
significantly different about this one!
The difference is in the figures. The numbers of references
are significantly larger, and they add up to much more than
the total number of prospects currently on file. What is more,
the percentages add up to more than 100! This is because,
unlike the other keys, the Product Key may have more than one
(upto 15 in fact) of its values assigned to each prospect.
Each prospect can therefore contribute to the total number of
references to more than one value of the Product Key. This all
comes about because the Product Key refers not simply to
`prospects' like the other keys, but to `product/service sales
sources'. And each prospect has the potential of being a
multiple `product/service sales source'.
So what do these figures for the Product Key tell you? They
tell you what proportion of the prospects you currently have
on file are `in the market for' each of your products or
services. They are treating your total database as a separate
market for each product and evaluating that market in its own
right. This display is therefore an aid to adjusting your
product mix in the light of sales/marketing feed-back.
After you have finished pondering on this display, please
press the `Esc' key to return to the Statistics Menu. Then
select Option M to have a look at the information in bar chart
form. The fact that the percentages can add upto much more
than 100 is evident from the greater average height of the
THE PRINTED REPORT
In many cases, a quick look at a screen display of the
statistics figures for a particular key will suffice. However
should you need to browse over these figures or make
comparisons between the figures given for different keys, then
a printed report is necessary.
So let us now produce a printed report for the key statistics.
Please select Option B - `PRINT STATISTICS'. Now the display
changes and you are asked to switch on the printer. So switch
on the matrix printer. Then follow the instructions given on
the screen for printing out the report. The Statistics Report
is then printed, after which you are returned to the original
This report is a side-by-side presentation of the displayed
reports you have seen already. Please press the `FORM ADV' or
`FORM FEED' (FF) button on the printer and then carefully tear
off the report.
Thus ends your first trip through MARKETEER'S statistics
facilities. So now please press the `Esc' key to return to the
Main Menu and switch off your printer.
TIME FOR A CHANGE!
Let's put off for a little longer that inevitable donkey work
of typing in all the names, addresses and other details for
your current prospects. Instead, in the next chapter, we shall
have a complete change of subject by examining MARKETEER'S
excellent facilities for writing a good sales letter for your
direct mail exercises.