Analysing Campaign Performance

Campaign analytics deliver a comprehensive view of customer activity following a campaign engagement. Users can modify campaign-specific engagement settings via the campaign preferences to customise lead-times and tracking parameters. Alternatively, system-wide configurations can be established in the account settings to serve as default parameters across all campaigns.

 ⚠️ Users require CRM campaign analytics permission to view this section of the user interface.

Campaign analytics capture every event a player performs after engaging with a campaign within a predefined lead time. Engagement criteria can be set either in the campaign preferences or globally in the account settings. Engagement is measured by interactions with a message or, if two-step engagement is enabled, by achieving a specific campaign objective.

ℹ️ E.g. If the two-step engagement objective requires a customer to make a deposit, the total number of engagers recorded in the analytics will be equivalent to the total number of depositors who successfully completed the required action.

✅ Suggested read:  Adding an Object to a Campaign

Lead Time

Lead-time is the designated period during which customer activity is monitored and attributed to a campaign following an engagement. This period is crucial for capturing the full impact of a campaign by tracking all interactions that occur within the defined timeframe after a customer action. For example, if a customer is expected to complete a specific goal within 7 days, any activity during that period is considered part of the campaign’s performance metrics.

Configuring Lead Time:

• Campaign-Level Settings:
  Lead time can be customised for individual campaigns within the campaign preferences. This allows administrators to tailor the tracking period based on the specific objectives and customer behavior associated with each campaign.

• Default Settings for All Campaigns:
  Alternatively, lead time can be set as a default parameter in the account settings. When configured at this level, the specified lead time automatically applies to all campaigns, ensuring consistency across the organisation unless overridden by campaign-specific settings.

This flexible configuration enables organisations to accurately capture and analyse customer interactions, ensuring that the campaign analytics reflect the true performance of each campaign.

Unique Attributed Activity

When customers participate in multiple campaigns simultaneously—whether by being part of the same target segment in different campaigns or belonging to multiple segments across various campaigns—their engagement and subsequent activity within the lead-time window are attributed to all campaigns they interact with. This can sometimes inflate analytics and result in duplicated performance metrics across multiple campaigns.

The Unique Attributed Activity feature ensures that any customer activity following campaign engagement is attributed only to the most recent campaign they interacted with. This feature is controlled via a toggle switch, allowing users to refine analytics based on attribution preferences:

• When enabled (default setting) – Analytics display only the activity of customers engaged with the most recent campaign. For example, if a customer engages with two campaigns within the same lead-time, enabling this option ensures that only the interaction with the most recent campaign is counted as engagement. This focus on the most recent engagement helps provide a clearer and more precise measure of campaign performance.
• When disabled – All activity is displayed, even if a customer has engaged with multiple campaigns, potentially leading to overlapping data. For example, if a customer is expected to achieve a specific goal within 7 days, and the campaign lead time is set accordingly, then all activity during that 7-day period is tracked and attributed to the journey. In this scenario, if a customer engages with two campaigns within the stipulated lead time, engagement will be listed under two campaigns.

By default, Unique Attributed Activity is set to true, ensuring that analytics reflect the most relevant engagement data.

Activity Metrics and Tabs

• General Metrics:
  Non product-specific metrics are displayed under the General tab.

• Product-Specific Metrics:
  Metrics related to specific products are organised under their respective product tabs.

• Channel Metrics:
  Metrics related to channel performance including unsubscribes, clicks and opens are displayed under the channel tab.

Drill-Down Functionality

• Accessing Detailed Metrics:
  By clicking the green drill-down button next to a metric, users can access additional details, including month-over-month comparisons and further breakdowns.

• Player-Level Data:
  Clicking the drill-down button a second time displays tracking activity at an individual player level. If the volume of data is extensive, the system offers the option to download the data in CSV format.

Report Customisation and Data Export

• Date Range Modification:
  Users can change the date range in the report to focus on specific periods of activity.

• Data Export:
  Player-level data and other detailed reports are exportable via the export button.

 ⚠️ Users require CRM campaign analytics export permission to export statistics.

Data Retention Policy

In line with the CRM data policy, data is retained for a finite period before being archived in cold storage. After an additional retention period, the data is deleted. This process ensures optimal system performance and is documented in the Knowledge Base under the Getting Started section, Data Policy.