Using Leads Analysis

Managers can track valuable information on the status of sales efforts and the effectiveness of advertising and promotional efforts in generating inquiries and sales. GoldMine, then, becomes a strategic asset by providing timely and accurate information helping managers make better decisions on deploying resources.

You can use Leads Analysis to:

■ Track valuable information on the status of sales efforts and analyze the effectiveness of advertising and promotional efforts in generating inquiries and sales.

■ Generate a list of the values in any Contact1 or Contact2 field; typically, analysis is performed on values in the Source field.

■ Calculate a number of statistics for each unique value, such as the number of Contact Records (leads) containing a unique Source field value.

To Use Leads Analysis

Select Go To > Analysis > Leads Analysis. The Leads Analysis dialog box appears.

To add, edit, or delete a leads analysis, click Maintain. The Open Leads Analysis File dialog box appears.

Select the lead file you are analyzing in the File Description drop-down list.

NOTE: You can use the local menu to change display and other options.

The information pane displays these columns:

○ Source: Name of the lead source, such as Comdex. This entry appears in the Source field of the contact record. Use the source to determine the profitability of individual marketing sources or groups of campaigns. GoldMine can report the total number of leads generated from seminars, advertisements, or trade shows in the Source field; the total sales volume generated from each source value; and the potential sales pending from each source value. Then identify effective lead sources based on total leads or sales volume generated. Also, to know the cost of each lead, calculate profit and locate the most profitable lead source. For example, this tool helps you determine whether to run an ad again.

○ Leads: Total number of contact records in the database with this value in the selected field.

○ Closed: Total number of contact records with this source that have at least one purchase, as recognized by the presence of a sales activity record in the history file.

○ Ratio: Percentage of closed sales based on number of leads.

○ Sales: Total dollar amount of sales generated by this lead source. This value is a sum of all sales activity history records linked to the Contact Records with this source.

○ Potential: Total dollar amount of future sales activities scheduled on the Calendar (calculated by summing all Forecasted Sales calendar records linked to the contact records with this source).

NOTE: Also view Cost and Profit, and Cost and Price per lead. To view the other options, right-click in the information pane and select View.

To locate a source, type the first few letters of the source in the Find Source text box.

Also use these options:

○ Analyze: Displays the Leads Analysis - Analyze dialog box. Regenerates the leads analysis information for the current leads analysis database. Select the field on which to base the analysis, and the range of dates to scan for statistic calculation.

○ Sort: Displays the Leads Analysis Sort Menu dialog box to select the ordering of the records in the Leads Analysis dialog box.

○ Zoom: Displays complete information about the highlighted leads analysis record in the Leads Analysis Zoom dialog box.

Click Close to close the Leads Analysis dialog box.