Marketing Insights

Marketing Insights in the Marketing Hub provide a detailed analysis of the performance of your marketing campaigns and automated workflows. Divided into Broadcast Insights and Automation Insights, this feature enables businesses to measure the effectiveness of their marketing efforts and make data-driven decisions to optimize customer engagement.

Broadcast Insights

Focuses on metrics from one-time or recurring marketing campaigns (e.g., email blasts, Viber and SMS campaigns). Key functionalities include:

• Broadcast Performance Metrics: Track open rates, click-through rates, delivery rates, and bounce rates.
• Engagement Analysis: Monitor recipient engagement, including link clicks and interactions.
• Channel Effectiveness: Compare performance across different channels (e.g., email, SMS, push notifications).
• Audience Reach: Analyze the size and demographics of the audience targeted in each campaign.
• A/B Testing Results: Evaluate which variations of campaigns performed best.
• Delivery Insights: Monitor delivery times and potential issues to ensure timely communication.

After the broadcast is finished, you can view its metrics by clicking the "Report" button located on the right side of the specific broadcast.

Report of each Viber broadcast will show you:

• Delivery metrics: the number of targeted people, number of delivered, seen and clicked messages
• Conversion rates: number of customers that bought any product, number of customers that bought products on promotional offer, number of customers that bought product(s) communicated in the broadcast message and drill down conversion rates by product (s) communicated in a broadcast
• Revenue metrics: average basket value, average basket size, revenue gained from buying any product, revenue gained from buying products on promotional offer, revenue gained from buying product(s) communicated in the broadcast message, drill down conversion rates by product(s) communicated in a broadcast.

If you did A/B/C testing for a specific broadcast, you can also see all the metrics for each group.

All of the above mentioned report metrics are based on a specific broadcast and its duration.

Report of each email broadcast will show you:

• Delivery metrics: the number of targeted people, number of delivered, seen and clicked emails and also bounced, delayed and unsubscribed
• Conversion rates: number of customers that bought any product, number of customers that bought products on promotional offer, number of customers that bought product(s) communicated in the broadcast message and drill down conversion rates by product (s) communicated in a broadcast
• Revenue metrics: average basket value, average basket size, revenue gained from buying any product, revenue gained from buying products on promotional offer, revenue gained from buying product(s) communicated in the broadcast message, drill down conversion rates by product(s) communicated in a broadcast.

If you did A/B/C testing for a specific broadcast, you can also see all the metrics for each group.

All of the above mentioned report metrics are based on a specific broadcast and its duration.

Automation Insights

Provides metrics from automated workflows, offering a deeper look into customer journey performance. Key functionalities include:

• Workflow Performance Tracking: Measure the success of automated flows, including completion and drop-off rates.
• Customer Behavior Analysis: Understand how customers interact with each step in the journey.
• Trigger Effectiveness: Analyze the performance of triggers, such as abandoned cart emails or welcome series.
• Conversion Metrics: Track key outcomes

Why Use Marketing Insights?
Marketing Insights empower businesses to track, analyze, and improve both campaign-based and automated marketing efforts. By delivering actionable metrics, it enables marketers to fine-tune strategies, boost ROI, and deliver highly targeted and effective communication.

Metrics Glossary

Targeted - customers who belong to an audience, i.e. they are eligible as candidates to enter the flow (technical description added for all: those who are a cut of the query or come through a form or api)

Sent - distinct number of customers to which the message is successfully sent. This metric is supported only for Viber and email channels. Vendors that support the Sent metric are GMD for Viber and Things Solver for email broadcasts. 

Delivered - distinct number of customers that have successfully received the message. This metric is supported by every vendor for every channel and the number 

Seen/Open - distinct number of customers that have opened the message. This metric is supported only for Viber and email channels. Vendors that support the Seen/Open metrics are Infobip, Akton GMD for Viber and Things Solver for email broadcasts. 

Clicked -  distinct number of customers that have clicked the message. This metric is supported only for Viber and email channels. Vendors that support the Clicked metric are Infobip for Viber and Things Solver for email broadcasts. 

Bounced - distinct number of customers to which messages were sent, but bounced.

Unsubscribed - distinct number of customers that have unsubscribed from receiving messages.

Complaint - distinct number of customers that have complained about their messages.

In addition to these metrics there are metrics like Delayed metric for email broadcasts or Expired, Undeliverable and Rejected for Viber (for Infobip vendor), but these metrics are not currently shown on GUI.

Entered - targeted who pass validation (have contact and placeholders, etc.)

Currently In - all who entered, and are currently waiting to be triggered (i.e. to receive a communication/failover message)

Completed - all those who passed through the defined flow

Exited - all those who entered the flow, but did not pass through the entire flow as it has been defined

Supported Broadcast metrics for channels sent through vendors

Metrics for email

Metrics for Email: Sent, Delivered, Opened, Clicked (total and per link), Complaint, Bounced, Unsubscribed.