Know-How Exchange : Strategy

I would expect that different companies use different metrics for "response rate."

Companies whose products are primarily one-off purchases would look at # of customers per M circ, while companies with consumables/multiple purchases would look at # of orders per M circ. (Actually, the latter would probably look at both # of customers per M circ AND avg # of orders per customer.)

And if the sale is typically a multi-stage process, then the company would probably measure responses per M circ, conversion rate among responders, and then, if appropriate, # of orders and average order size.

The really sophisticated ones will also consider each of these measures by source (i.e., where they first learned about the company/product) and by market segment.