Waterfall reports are produced after a list selection which contains prioritized rules, and provide the count of records dropped as each consecutive select criteria is imposed on the universe. For example:

 

	Dropped	Balance
Total Universe		3,100,000
Do Not Mail	511	3,099,489
Competitors	390	3,099,099
SIC Excludes	149,672	2,949,427
Branches	166,640	2,782,787
No Phones	206	2,782,581
Duplicate Phones	47,123	2,735,458
Employees < 2	9,171	2,726,287
Employees > 100	4,999	2,721,288
Total Output		2,721,288