Frequency is another KPI that measures effectiveness of Calls. This is used in conjunction with Calls and Reach KPI’s. Frequency indicates the number of times a customer was reached during a given time period.
Let us say that a sales employee makes 100 calls during a week and reaches 40 customers. Frequency of interaction is 2.5 (i.e 100/40). Remember that Frequency always indicates an average value and not an absolute value. In the example above, frequency should be interpreted as “an average of 2.5 calls were made for each customer during the week”.
Calls and Reach will always be whole numbers whereas Frequency will be a fractional value. This is primarily due to Frequency being derived based on two different measures. Individual call count to different customers will vary from the average and in reality one cannot make fractional calls to anyone.
From UI perspective, Calls & Reach or Calls & Frequency are represented in trend based formats. All three KPI’s in trend formats are typically not represented together due to data scaling issue with frequency always being small in value against Calls and Reach.