Information about Squinch Report

Squinch Report

Squinch Report is a direct marketing tool used to analyse the results of a mailing.
The name is a contraction of sales per square inch, but it is more than this.
To perform the analysis the page number and space used per product, including pictures and associated text, is recorded. As sales from the mailing accumulate, one determines, by simple division the sales per square inch. This report is often prepared in a spreadsheet, so it can be sorted, e.g. to show the best sellers at the top.

Variations

As well as sales, other information can be recorded in the report, to show cost price, margin, supplier, despatches, returns, return percentages, net margin after all variable costs including order capture and product delivery costs.
Marketers then seek to maxmise their profit per mailing by selecting the most profitable per space used for the next mailing. Instead of using profit per square inch for each item which will increase as sales occur during a mailing, if the average profit per square inch is calculated and used as a base of 100, a relative score for each item can be calculated, which gives a readier guide to relative performance.
Scores over a 100 are better than average. Those with less are worse. Usually some cut off score, say 50, is used in order to decide on products to carry forward to the next campaign.
Space per item in the next mailing can be different. For high scoring products, with scores over 300, space per item may be increased or close variations on the product sourced. For items scoring less than 100 the space used should be reduced.
Note that groups of products in one picture should be analysed as a group. Mili, ex GE excutive, initiated a revolution for saving trees from cutting as its used for spreading the junk mailers.