Mission Control is your one-stop shop for planning, monitoring, and analyzing campaigns. Using different customization capabilities such as adding columns, filters, and grouping, you can take advantage of Mission Control’s flexibility to deepen your analysis and create custom reports.
Grouping campaigns in the Campaign List allows you to summarize and analyze campaign data to find comparisons and trends in your marketing activity. For example, you can group campaigns to analyze the Increase generated by campaigns with a certain Action.
This article will go through how to group campaigns and the different insights you can gain.
How to Use
You can group campaigns using a simple drag-and-drop motion by the following columns:
- Target Group
- Stream
- Trigger
- Current Status
- Action
- Tag
- Channels
You can also group by more than one column to create subgroups. For example, group by Target Group and then group by Action.
To remove a group, click on X on the column name.
Now you can analyze your groups against aggregated metrics.
In the example below we have grouped by Action and then created a subgroup for Target Groups. By comparing the Increase generated by each Target Group, we can see how different types of players respond differently to this type of campaign.
Understanding the calculation of aggregated metrics
The number of Targeted Customers for the entire Target Group = 60
The number of Targeted Customers for ROC Login Promo Multi Tag = 30
The number of Targeted Customers for Promo ROC Login Tag Tag = 40
The reason this doesn't add up to 60 is due to a campaign that falls into both Tag groups.
Another example can be when grouping by Channel. If you have multi-channel campaigns, they will fall into each channel group. In the example below we can see the 'OptiMobile Push' group also contains OptiMail campaigns. This because the campaigns within the group are multi-channel. As a result, the Increase metric for the 'OptiMobile Push' group will include the revenue generated for both OptiMobile Push and OptiMail campaigns.
|| Please Note
- The aggregated Increase data point will only aggregate the Credible Increase. If there is no Credible Increase, it will aggregate the Non-credible Increase
- When analyzing your Mission Control view by ‘Campaign KPI’, only groups of campaigns with the same campaign KPI can show aggregated metrics
- When exporting data from Mission Control, your groupings will not apply
Use Cases
Streamline campaign planning
As you scale up your personalization efforts, you could be sending out hundreds of campaigns a week. The Occurrences Calendar shows which day each campaign is being executed, but if your campaigns aren’t effectively organized it can be difficult to visualize which campaigns a Target Group is receiving, and when.
Now, you can get a calendar view of all the campaigns scheduled per Target Group. All you need to do is group by Target Group and add the Occurrences Calendar column.
Identify the Best Action per Target Group
As you experiment with different marketing strategies, it’s important to keep track of which group of customers are generating the most value for your brand and how.
First, group by Target Group and analyze campaigns by any chosen metric such as Increase, Response Rate, and Direct Response. Now you can easily see the Target Group that had the highest Increase.
To further optimize your campaigns you can experiment with different strategies using different Actions. For example, tailoring promotions to different customers based on their behavior is key for maximizing engagement and conversions.
To learn which Action your top-performing Target Group best responds to, organize your campaigns in Mission Control to identify the best Action for each Target Group.
To do this, create an Action subgroup. In this view, you will see the performance of different Actions for each Target Group.
Monitor and analyze campaigns within your Streams
If you’re monitoring your Stream Results in Mission Control, you can group by Stream to analyze the overall series of campaigns, as well as drill down into each one.
For running Streams, you can monitor the status of individual campaigns to ensure they’re running smoothly.
Once complete you can analyze the performance of the Stream to help you understand the impact of each campaign and highlight any optimization opportunities.
You can also compare the overall performance of each Stream to determine which journeys are more impactful.
Identify real-time customer activity that signals a high likelihood to convert
Engaging customers in real-time based on specific activities they perform helps to capture customers when they are most engaged.
Different activities can trigger a real-time campaign, from cart/deposit abandonment to a specific page view, login activity, and more.
Grouping campaigns based on their triggers provides insight into which real-time triggers generate the most revenue.
To drill down further, group Triggers by Target Group to understand which customers engage most with a specific Trigger. Using this insight, you can optimize your real-time campaigns, ensuring that your marketing efforts yield the maximum return on investment.
Compare and optimize seasonal campaigns
Seasonal campaigns come around every year, meaning it’s always important to look back at your previous campaigns to understand how you can optimize for next time.
Let’s say you want to compare how your Christmas campaigns performed compared to your Summer Sale campaigns. When using Tags, you can easily categorize campaigns based on seasons.
First, group by Tag to aggregate your relevant campaigns. To simplify your view, you can filter by Tag to see only Christmas campaigns and Summer campaigns.
You can then get instant insight into the revenue generated from your seasonal campaigns which can help determine how to allocate your marketing budget for the coming year.