We built Mission Control as the cockpit of marketers in managing their campaigns, and we continue to enrich it with more capabilities.
The Overview contains an addition of intuitive visualizations at the top of the page, which will help you shorten the time to insights when analyzing, monitoring, and planning your campaigns.
In this article we will explain each widget included in the overview, what they represent, and how to use these insights to optimize your marketing strategy.
Note: You can hide the Overview by clicking on the arrow in the top right-hand corner.
Increase
Get a summary of the incremental impact of all your campaigns so you can understand how much additional revenue (or any other chosen KPI) you generated from your marketing efforts. This widget aggregates the "Increase" for all the campaigns based on your chosen KPI within your chosen date range.
In this widget you will see two metrics of Increase:
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Green indicates that the test group outperformed the control group in the analyzed KPI and the difference in performance was statistically credible.
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Gray indicates that the result was not statistically credible, regardless of whether the test group outperformed the control group or not. This means the campaign had no attributable uplift to the measured KPI.
To learn more on how we calculated Increase, read here.
Response Rate
The number of customers that contributed to the uplift metric out of the total number of customers in the group (e.g., those customers who made a transaction at any time during the measurement period).
Customer Coverage
Customer Coverage shows what percentage of your customer base is receiving campaigns. Use this to get a better view of whether you are capitalizing on your entire customer base. If you are only targeting a small percentage of customers, explore your customers and target groups to understand how you can interact with a wider set of customers to boost revenue.
You can see Customer Coverage for All Customers, representing customers in all lifecycle stages. Or you can see Customer Coverage for Live Customers only. Often, this will represent customers in the New, Active, and Reactivated lifecycle stages, however, you can click on the tooltip in the widget to identify which lifecycle stages are included.
Number of Customers
Here you can see the exact number of customers being targeted by all campaigns in your chosen timeframe, split by total and unique customers. Use this metric to understand how many times you are targeting each customer.
The light blue bars show the total number of customers that received a campaign and counts each campaign they received. For example, if one customer received three campaigns, the bar would show 3 customers.
The dark blue bars show the number of unique customers that were targeted by at least one campaign. For example, if one customer received three campaigns on the same day throughout the date range the bar would show 1.
Number of Campaigns by Channel
Get a summary of which channels you use the most in your campaigns, providing insight into how you utilize your marketing stack. Use this widget to uncover new ways to interact with your customers, such as taking advantage of the opportunity to execute more multi-channel campaigns helping you reach more customers across their preferred channels.
Note, for multi-channel campaigns, each channel will be counted. In the example below, the first campaign will be counted twice: once for OptiMail and once for SMS.
