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Q: I am not quite clear on the "Relative Indicator reference"
A: Relative Indicators are a means to allocate expense relative to other segments. The base or "average" relative indicator is 100. So if all segments used the same amount of an expense per transaction / or revenue generated then all segments would have a relative indicator of 100. But if for example a segment uses 10% more of the expense than "average" to secure the transaction or revenue its relative indicator is 110. If 10% less its relative indicator is 90. If it uses none of the expense its relative indicator is 0. All calculations are relative, it does not matter what the relative indicator totals are only the relationship between each indicator is used. This allows a better indication of profit ie some customer segments may require more Marketing or Administration effort (resource) than others Relative indicators allow this to be considered.
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