Online response reporting can be achieved by the periodic loading of response information. MSC can accept Point of Sale (POS) data feeds or any other data feeds that can be used to provide reporting to the direct marketing team.

All data elements that are available can be incorporated into the online reports. Response information such as date of response and keycode can provide the basic response information that is useful for tracking the success of a campaign. Sales information, such as dollar amount sold, number of items purchased, and subsequent returns or cancellations, can add greater depth to the online reporting. And finally, if cost information can be maintained online, then the reporting can include cost of sales and margin amounts, which translates into return on investment reporting.

The reports that have been established can then be run on an entire campaign, or on sub-segments of the campaign. Whatever keycodes were used to key the mail file (or telemarketing file) can be included as a standalone line in the response reporting. Response reports can also be limited to or broken out by response dates, store numbers or any other data element that is included with the response information.