We built Mission Control as the cockpit of marketers in managing their campaigns, and we continue to enrich it with more capabilities.

Beyond the high-level Analysis view, Mission Control also includes dedicated channel dashboards that let you drill down into how a single channel is performing. You switch between views using the Overview dropdown at the top of the page:

• Analysis: the default, cross-channel view of all your campaigns
• Email (formerly OptiMail), Mobile Push (formerly OptiMobile Push), and SMS (formerly OptiText SMS): per-channel dashboards for a more granular look at each execution channel

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 Analysis overview, what they represent, and how to use these insights to optimize your marketing strategy. We then cover the Email, Mobile Push, and SMS channel dashboards.

The Analysis Dashboard

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:

• Green indicates that the test group outperformed the Control Group in the analyzed KPI and the difference in performance was statistically credible.
• 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 multichannel campaigns helping you reach more customers across their preferred channels.

Note, for multichannel campaigns, each channel will be counted. In the example below, the first campaign will be counted twice: once for Email and once for SMS.

Channel Dashboards

For a more granular analysis than the Analysis dashboard, the channel dashboards give you a high-level overview of how a single channel is performing at a glance, before drilling down into each campaign. Select a channel from the Overview dropdown to open its dashboard.

All three channel dashboards share a similar layout, with a few channel-specific differences in the rate widget, the funnel, and the other channel metrics. The main difference is in how impact is measured: the Email dashboard compares Direct Response vs Increase (a last-touch view that is only relevant for Email), while the Mobile Push and SMS dashboards use the standard Increase widget from the Analysis dashboard.

The Email Dashboard

For a more granular analysis than the Analysis dashboard, the Email dashboard provides a high-level overview of how your Email campaigns are performing at one glance, before drilling down into each campaign.

Direct Response vs Increase

The Email dashboard provides you with an instant comparison of how your campaigns are performing based on the Direct Response and the Increase. This comparison is specific to Email.

The Direct Response metric enables you to measure your Email campaigns using a last-touch attribution model. The metric summarizes how much revenue was generated (or any other KPI) from all customers that clicked and responded to the Email campaigns in your Mission Control view.

The Test Response metric calculates the total response from customers targeted by an Email campaign, regardless of whether they engaged with the campaign itself. The Direct Response metric is therefore a subgroup of the Test Response, representing those that clicked and then responded to the email.

The Increase metric enables you to measure your Email campaigns using a multi-touch attribution model. The metric provides 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 Email campaigns.

With an instant comparison of Direct Response vs. Increase, you will be able to quickly analyze the difference between using a last-touch attribution model and a multi-touch attribution model.

Open and Click Rate Trend

Another method to measure email engagement is through click and open rates.

• Open Rate: the percentage of Email campaigns that were opened each day in your chosen timeframe, calculated as total Email campaigns opened / total Email campaigns delivered.
• Click Rate: the percentage of Email campaigns that were clicked each day in your chosen timeframe, calculated as total clicks on Email campaigns / total Email campaigns opened.

Using this widget you can track trends in your open and click rates over time, to easily identify campaigns that performed well or pinpoint market-wide trends that impacted your email engagement to influence future strategy.

Main Channel Metrics

The Main Channel Metrics widget helps you visualize where you have a funnel drop-off by tracking how many emails have been "sent" all the way to how many emails had been "clicked", helping to identify how engaged your customers are. The funnel calculates:

• Sent: the total number of Email campaigns sent.
• Delivered: the total number of Email campaigns delivered out of the Email campaigns sent.
• Opened: the total number of Email campaigns opened out of the Email campaigns delivered.
• Clicked: the total number of Email campaigns clicked out of the Email campaigns opened.

Other Channel Metrics

The Other Channel Metrics widget visualizes the deliverability of your Email campaigns:

• Dropped: the number of customers removed from email eligibility, for example customers that opted out of email campaigns, out of the number of customers targeted by an Email campaign.
• Bounced: the number of customers whose email address bounced (invalid email address or account not accepting email) out of the total Email campaigns that were sent.
• Unsubscribed: the number of customers who unsubscribed (opted out) from the email out of the number of Email campaigns delivered.
• Spam reported: the number of customers who actively marked the email as spam (or dragged it from their inbox to their junk folder) out of the number of Email campaigns delivered.

The Mobile Push Dashboard

The Mobile Push dashboard provides a high-level overview of how your Mobile Push campaigns are performing at a glance, before you drill down into each campaign. It contains the following widgets.

Increase

The Increase widget is identical to the one on the Analysis dashboard. It summarizes the incremental impact of your Mobile Push campaigns so you can see how much additional revenue (or any other chosen KPI) they generated. Green indicates a statistically credible uplift; gray indicates the result was not statistically credible.

Delivery and Open Rate Trend

This widget tracks two engagement rates over time, so you can spot campaigns that performed well or market-wide trends that affected your engagement:

• Delivery Rate: the percentage of Mobile Push campaigns delivered out of those sent, calculated as total Mobile Push campaigns delivered / total Mobile Push campaigns sent.
• Open Rate: the percentage of delivered Mobile Push campaigns that were opened, calculated as total Mobile Push campaigns opened / total Mobile Push campaigns delivered.

Main Channel Metrics

The Main Channel Metrics widget helps you visualize where you have a funnel drop-off, from how many push notifications were sent through to how many were opened. Because Mobile Push has no click stage, the funnel ends at Opened:

• Sent: the total number of Mobile Push campaigns sent.
• Delivered: the number delivered out of those sent.
• Opened: the number opened out of those delivered.

Other Channel Metrics

The Other Channel Metrics widget visualizes the deliverability of your Mobile Push campaigns:

• Bounced: the number of push notifications that could not be delivered out of the total Mobile Push campaigns sent. [CONFIRM WITH PM: exact definition/denominator of Bounced for Mobile Push — e.g., unreachable or unregistered device tokens.]

The SMS Dashboard

The SMS dashboard provides a high-level overview of how your SMS campaigns are performing at a glance, before you drill down into each campaign. It contains the following widgets.

Increase

The Increase widget is identical to the one on the Analysis dashboard. It summarizes the incremental impact of your SMS campaigns so you can see how much additional revenue (or any other chosen KPI) they generated. Green indicates a statistically credible uplift; gray indicates the result was not statistically credible.

Delivery and Click Rate Trend

This widget tracks two engagement rates over time, so you can spot campaigns that performed well or market-wide trends that affected your engagement:

• Delivery Rate: the percentage of SMS campaigns delivered out of those sent, calculated as total SMS campaigns delivered / total SMS campaigns sent.
• Click Rate: the percentage of delivered SMS campaigns that were clicked, calculated as total clicks on SMS campaigns / total SMS campaigns delivered.

Main Channel Metrics

The Main Channel Metrics widget helps you visualize where you have a funnel drop-off, from how many messages were sent through to how many were clicked. Because SMS has no open stage, the funnel goes straight from Delivered to Clicked:

• Sent: the total number of SMS campaigns sent.
• Delivered: the number delivered out of those sent.
• Clicked: the number clicked out of those delivered.

Other Channel Metrics

The Other Channel Metrics widget visualizes the deliverability of your SMS campaigns:

• Dropped: the number of customers removed from SMS eligibility (for example, customers who opted out of SMS campaigns) out of the number of customers targeted by an SMS campaign.
• Bounced: the number of SMS messages that could not be delivered (for example, an invalid or unreachable number) out of the total SMS campaigns sent. [CONFIRM WITH PM: exact definitions/denominators of Dropped and Bounced for SMS.]

To learn more, check out Mission Control 101 in Optimove Courses.