The beauty of Marketing Automation is that it saves you the effort of keeping track of every single customer being engaged by several campaigns across multiple channels.
It would be wonderful if you could just set it up once and forget about it, knowing it is working the way it should. But the reality is that people change over time, and so does the market in which you're operating. Plus, no matter how great your strategy is, there's always room for improvement.
This means you need to closely monitor your marketing automations' performance, making sure they're generating as much value as possible for you. And that's why we've created the new Engagement Analysis dashboard!
Click on the links below to jump straight to what you need, or keep reading to learn all about it!
To access your Engagement Analysis dashboard, log into your Mission Control and then go to REPORTS > ENGAGEMENT ANALYSIS.
The first thing you will see on the top of the page is a calendar menu. Here, you will determine the time period of all the charts shown below.
You can click the calendar icon to select a custom range, or click on the clock icon to select a predefined range. By default, the calendar will be set to the last 30 days.
The summary section shows a comparison between the automation scenarios and the newsletter campaigns. Its purpose is to give you a quick and easy overview of your marketing efforts' performance. More detailed metrics are shown on the other sections further below.
In edrone, we refer to "Newsletters" as unique campaigns, such as content, news or holiday emails. "Automation" refers to the engagement scenarios that are triggered automatically by user behavior or another predetermined rule.
The Summary section is divided into three elements:
Sent / Revenue: The Sent chart shows you how many messages were sent over the selected period across three channels: Newsletters, Automation, or Push. The Revenue chart shows you how much revenue was attributed to Newsletters and Automation.
Top Automation: This chart shows you the most profitable automation scenarios over the selected date range. Each scenario is represented by two bar graphs, one for revenue and another for orders.
Top Campaigns: This chart shows you the most profitable newsletter campaigns over the selected date range. Each campaign is represented by two bar graphs, one for revenue and another for orders.
This section will show you detailed metrics of your automation scenarios. It is divided into two elements: Cards and Metrics.
These cards display your automations' recent performance across six key metrics:
Sent: Number of messages sent.
OR (Open Rate): How many times your messages were opened, expressed as a percentage. OR = Number of open messages / Number of messages sent
CTR (Click-Through Rate): How many times your messages' content was clicked, considering only unique clicks. For example, if your message had 5 different links, and one user clicked on the same link twice, and another clicked on three separate links once, your total unique clicks would be 4 (1 from the first user and 3 from the second). CTR = Number of unique clicks / Number of messages sent
CTOR (Click-Through Open Rate): The percentage of people who opened your message and clicked on at least one link in the message. CTOR = Number of unique clicks / Number of messages opened
Revenue: Total revenue attributed to automation scenarios.
Activated Campaigns: How many automation scenarios were active over the previous 30 days.
Cards are calculated based on the last 30 days and compared to the previous period. For example, if you view your dashboard on June 30th, the cards will show you metrics from June 1st to June 30th and on the bottom of the card ("vs Last Month"), these will be compared to the period from May 2nd to May 31st. The variation from the current period to the previous one will be shown in percentages, with green arrows signaling an increase and red arrows signaling a decrease.
Since they are updated daily and have a fixed time frame, cards cannot be filtered.
This element is shown as a table containing your currently active automation scenarios. It gives you the opportunity to compare all scenarios at once across key metrics, including the total on the bottom. It is possible to filter results by column, and by clicking on the GO TO FULL VIEW button on the last column, you will be redirected to that scenario's report dashboard.
This element also allows for a more detailed comparison by selecting two or more automations using the checkbox on the left side of each scenario.
This will generate two new charts:
Overview: This is a line graph showing a comparison between the selected scenarios over time. On the top right corner of the chart you are able to choose from three metrics: Revenue, Orders or Sent.
OR / CTR / CTOR: This is a bar graph showing a comparison between the selected scenarios over time. On the top right corner of the chart you are able to choose from three metrics: Open Rate, Click-Through Rate or Click-Through Open Rate.
You can filter the time granularity of these charts by choosing Day, Week, Month or Year on the tabs below each graph.
Here, you will find six cards with the same metrics and parameters as the Automation cards, but applied to your Newsletters (Dynamic, Custom, Categories and A/B). Click here for more details.
Below the cards you will find two charts, also very similar to the Automation charts:
Overview: A line graph showing you a comparison between all Newsletter types over time. On the top right corner of the chart you are able to choose from three metrics: Revenue, Orders or Sent.
OR / CTR / CTOR: This is a bar graph showing a comparison between all Newsletter types over time. On the top right corner of the chart you are able to choose from three metrics: Open Rate, Click-Through Rate or Click-Through Open Rate.
Below the charts, you will find a table with all campaigns sent over the previous 30 days. It is possible to compare results from all campaigns at once, or you can select two or more specific campaigns for a custom comparison. By doing that, a new table will appear below with the same columns and two additional rows on the bottom, showing each metric's total and average results.
Need more help?
If you have any further questions about the Engagement Analysis dashboard, please do not hesitate to contact us at firstname.lastname@example.org