4. 5
EFFECTIVENESS
ENGAGEMENT EFFICIENCY
BUSINESS
KPIs
DIAGNOSTIC
METRICS
CHANNEL
METRICS
Market Share
Revenue Growth
Sales Growth
ROI/ROMI
Churn Reduction
Net Promoter Score
Repeat Purchase
Adherence
Customer Lifetime Value (CLV)
Customer satisfaction score
Cost per sale
Cost per leadCost per response
Traffc Sources
Keyword Performance
Engagement duration
First call resolution
Lead conversion
Basket composition
Site visit
Bounce rate
Call Volume
Open Rate
Click-through-rate
Sentiment
# Followers
Reach
# Opt-in
Page per visit
Time on site
Call disposition
Agent quality score
OPTIMIZATION
OPTIMIZATION
OPTIMIZATION
Analysis Purposes
Understand why you are doing
the analysis is key to getting
meaningful outcome.
5
5. 6
SEMI-ANNUAL /
ANNUAL
Review channel performance and category
research for roadmap planning
MONTHLY /
QUARTERLY
Deep dive into specifc program areas for
ongoing optimization
WEEKLY /
MONTHLY
Track KPI and diagnostic metrics from
multiple sources for short-term adjustments
POST LAUNCH
Monitor results of new initiatives to ensure
they function as required QUALITY CONTROL
INITIATIVE PLANNING
BUSINESS PLANNING
Analysis Frequency
Templated
Ad hoc
9. 10
Audience
Preferences
Mockups and prototypes are easy ways to gauge if your
audience fnds it easy to consume the information presented.
Some may prefer no graphical visualization at all!
10. 11
Reporting
Architecture
A centralized data mart may be useful
when:
●
Data / tactics don’t change frequently
●
Team managing the data mart can
react quickly to change
●
Resources are available to maintain
and QA data
It often is a hybrid.
sources Reports
Data martsources Reports
vs
12. 13
Niche Engaging
Noise Open Bait
Open Rate
Click-to-OpenorClickthroughRate
Benchmark or past performance
Email Insights
MapTM
This grid is my favourite
diagnostic tool for email
performance.
13. 14
Niche Engaging
Noise Open Bait
Open Rate
Click-to-OpenorClickthroughRate
Benchmark or past performance
Email Insights
MapTM
The 2x2 provides an easy way
to spot any trends by type of
campaign.
Campaigns can be grouped by
any features – ofers,
language, segments, ... that
are coded using colours and
shapes.
14. 15
Contest
No Contest
+15% likely
-5% likely
Likelihood Of Contest Segment To Further Engage
Beware of
complex visuals
However, most audience
prefer a simpler
interpretation of the results
vs the raw diagnostics.
16. 17
Benchmark
DistilleryTM
Developed in conjunction with RI,
this methodology collects and
distills benchmarks from diferent
sources to produces the most
applicable benchmark for
comparison.
Benchmarks
Benchmarks
Benchmarks
Benchmarks
Most applicable benchmarks
17. 18
Benchmark DistilleryTM
Find diferent benchmarks based on industry, batch vs triggered
email, content of emails, geography, target audience, etc.
BATCH EMAILS – INFORMATIONAL
Min Most Applicable Max
Unique Open Rate 8.0% 24.0% 35.3%
Unique Clickthrough Rate 1.1% 3.7% 11.1%
Source Get Response Global Industry Benchmarks –
Retail
BATCH EMAILS – ECOMMERCE
Min Most Applicable Max
Unique Open Rate 8.0% 33.1% 35.3%
Unique Clickthrough Rate 1.1% 3.2% 11.1%
Source Epsilon 2017 Q1 Specialty Retail – Broadcast
18. 19
Open Rate
0%
5%
10%
15%
20%
25%
Maximum across
benchmarks
Minimum across
benchmarks
Most applicable
across benchmarks
Benchmark
DistilleryTM
Can compare results against:
●
“most applicable”; or
●
min/max range
Ultimately, the most
important is to improve
against our previous!
20. 21
Link Email To
Other Sources
Getting data to track in the
appropriate system can be
complex.
Beware of on-going operational
impact to campaign setup.
Embed tracking codes in link to pass
information to websites
http://example.com/page/?
cmp=brand:promo:source:email:link:type&
utm_source=brand&utm_medium=email&
utm_campaign=campaign&utm_content=link
Embed tracking codes in link to pass
information to websites
http://example.com/page/?
cmp=brand:promo:source:email:link:type&
utm_source=brand&utm_medium=email&
utm_campaign=campaign&utm_content=link
Embed image pixel to pass information to
external servers e.g. Litmus, ad servers, DMP
<img src=...>
Embed image pixel to pass information to
external servers e.g. Litmus, ad servers, DMP
<img src=...>
Embed additional data for ESP
<a href=”link” _label=”Top_CTA”>
Embed additional data for ESP
<a href=”link” _label=”Top_CTA”>
23. 24
Actionable
Insights
Interesting facts don’t always
equate to actionable
optimization.
Interesting Facts Actionable Insights
Those who haven’t interacted
with any emails in 8 weeks
won’t interact with us at all.
●
Reduce / stop emails to
reduce CPM.
●
Switch users to re-
engagement stream.
●
Experiment with
content in frst 8 weeks
to gauge interest.
24. 25
Actionable
Insights
And never forget to keep
asking WHY?
Interesting Facts Actionable Insights
Regardless of recency of
purchase, users are equally
engaged with new product
launch information.
●
Continue sending new
product launch
announcement to all
users.
●
What does
“engagement” mean?
26. 27
All A/B test
vs
Seg A A/B test
Seg B A/B test
Automated
A/B Tests
When you use automated A/B
test feature, consider how
variables that can afect the
test results can be taken into
consideration by the
automation system.
27. 28
Email A Email B
Continue
Drip Campaign
A/B Tests
A/B tests can be incorporated as part
of the design of drip campaigns.
This is especially useful when
audience size is small.
