Name: Tracking Marketing Impact with Strategic Analytics in SAP Emarsys Customer Engagement
Uploaded: 2023-9-14
Duration: 675 s
Description: Learn how to measure and optimize your marketing campaigns with strategic analytics. Discover revenue attribution, value measurement, audience reporting, event attribution, conversion reporting, and more. Watch now!

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<div><div><div><div>Learn how to measure and optimize your marketing campaigns with strategic analytics. Discover revenue attribution, value measurement, audience reporting, event attribution, conversion reporting, and more. Watch now!</div></div></div></div>

Tracking Marketing Impact with Strategic Analytics in SAP Emarsys Customer Engagement

Welcome. Measuring the impact of your campaigns is crucial in order to optimize your marketing activities. In this video, we focus on strategic analytics that includes revenue attribution and revenue analytics, value measurement, audience reporting, campaign analytics, event attribution and conversion reporting, and strategic dashboard. We cover further analytics topics in our Smart Insight and new contact registrations and email analytics videos. First, let's see how we measure and attribute revenue. Your contact, Jane, receives a marketing campaign from you with a link to a product. A nice pair of jeans catches her eye and she clicks through to view them on your web shop. Because our links have a unique tracking code, Jane can be identified and we follow her actions using WebExtend, a set of scripts on your website that collect all Jane's behavioral data. A few days later, Jane decides to buy one of the t-shirts she saw. With our attribution settings, you can decide which marketing message the revenue of her purchase is attributed to. I used the last touch model. My attribution window is seven days, and email click attribution is enabled. This means when Jane buys the t-shirt, we look back at what email she received and click the past 7 days, and attribute the revenue to the last touchpoint she made. If you have permission, you can also enable the attribution on different channels and touch points, and you can change the sales data source. Choosing Smart Insight data allows for offline revenue to also be attributed. With this being said, let's check revenue analytics. This report shows the overall revenue impact of your marketing strategies and allows you to optimize your campaigns and programs. The chart on top shows the revenue based on your sales data in your default currency. Total revenue shows the sum of all purchases during the selected time period. Below that, you see the revenue attributed to Amarsis campaigns, and the percentage of your total revenue that can be attributed based on your sales data uploaded to Amarsis. These metrics are updated every four hours. If you'd like to receive a detailed revenue impact report every week, just click the Weekly Report button and activate your email subscription. By scrolling down, you can see your top performing programs and campaigns in terms of revenue. Let's move on to Value Measurement. On this dashboard, you find the measured results of all programs containing the measurement node. At the top, you define the time period and select the programs you want to analyze. Keep in mind that programs can only be selected three days after activation. In the overview, your treatment and control groups are compared by the number of contacts and their purchase and engagement rates. The measurement node automatically splits your contacts into 90% treatment and 10% control groups. In the KPI performance box is summarized how many KPIs have a positive effect. Below you have further widgets, one for each KPI for deeper analysis, including a group comparison bar chart and success indicators showing whether your experiment was successful. If the probability is more than 60 percent that the treatment group outperforms the control group, the program is deemed to have a positive effect and is highlighted green. In yellow, we highlight probabilities ranging between 40 to 60 percent, as the clear winner cannot be determined with certainty. A probability of less than 40% is associated with a program that has a negative uplift and is highlighted red. To understand your different target audiences better, the audience reporting dashboard provides comparative reporting of different segments. I want to check how yogis like Jane engage with my marketing messages in comparison to fitness enthusiasts. This allows me to understand if my key target audiences react as expected and where to optimize my actions. Depending on the time frame and segments chosen, you see the number of contacts in each segment and their overlap. Further down, you have a comparison of the revenue generated by those segments and how they progress over time compared to each other. The Engagement Widget lets you compare the responses of contacts in these two segments towards different channels and their specific KPIs. You can also compare and switch the baseline of the most popular product categories. At the bottom, campaigns with the most interactions are listed for both segments. Now, let's see how to evaluate campaigns across different channels. Jane likes receiving emails, however, Ali prefers getting news via push messages. To know people's preferred channels and target them accordingly, compare cross-channel campaigns against each other using the same segment. The Campaign Analytics page provides cross-channel trend reports for all of your contacts or a specific segment within the selected time frame. I select a date range and a segment, then apply my filters. On the engagement widget, you can see the engagement metrics for the selected channel in the chosen view. These metrics differ by channel. Hover on the chart to get daily numbers and click this button to access campaign level reporting. Here you see an engagement widget for each channel and can filter the results for specific campaigns and compare them. Back to Campaign Analytics The engagement summary gives you the total metrics for the entire period for the selected channel. Click this drop-down to choose a channel. Lastly, the performance widget includes revenue metrics for the selected channel, such as attributed revenue and purchase rate. If you want to measure the impact of your campaigns across channels and focus on touchpoints specific to your business, you can set up your own conversion events with Event Attribution. On the Event Attribution and Conversion Report page, your created conversion goals are listed. You can edit, access the reporting, or delete them. In our use case, Jane is already registered to our web shop. Two days ago, she subscribed to a premium plan and added a leather bag to her wishlist. To measure how our marketing campaigns made an impact on Jane's actions, I set up those conversion goals earlier. Now I also want to measure what drives Jane to add products to the cart. I click Create New Conversion Goal and name it. For the conversion event, I have the following options. Single event, any event to select multiple events, and if any of them occurs, it will count as a conversion. Or a sequence, which is a series of events that must all be executed, like adding a product to the wish list and then buying it. I choose Single Event and select Add to Cart as value. Then I select my relevant touch points and set the attribution model and window before I save it. Let's check the report to see which programs and campaigns had an impact on Jane adding the leather bag to the cart. On the overview page, I click the chart icon. The conversion report is based on the launch time of the marketing activity. Here, I can see a breakdown of total number of messages sent, conversion events attributed to Amarsis campaigns, and the conversion rate for my chosen time frame. Hovering over the chart on the right provides the daily results. On the Impact Report, you see the number of the conversion events that occurred during the selected time period. Below are the programs and campaigns that had the most significant impact on Jane's Leather Bag Purchase. Let's move on to our next analysis tool. The Strategic Dashboard helps you identify opportunities to grow your account's performance. You can set specific targets based on either increased revenue or active customer numbers. Choose by how much you want it to increase, over which time period, and compared to which previous time period. Targets that have passed their target period by more than 14 days move automatically to the target history page to avoid your strategic dashboard page being overcrowded. Here, you can see all of your targets and their statuses, filter on your target metric and on recurrence, or delete targets from the target history table. In our case, we're interested in revenue. The top graph shows your revenue and active customers comparing two periods of time. I'll focus on revenue for the past 90 days, compared with the same period last year. Below, we break this down into individual strategies that can be used to increase revenue, like driving first purchase, increasing average order value, or growing the revenue stream from premium customers. Look at whether the metric is showing an increase or decrease to know how to prioritize your strategies. In our case, we can see the number of days between purchases has increased. I click on Get Better Results with Tactics to choose from a list of pre-built automation programs. These can help me drive purchase frequency from customers like Jane. To get a detailed analysis of each strategy, click this button here. You'll find a chart at the top, in this case, showing the number of days between purchases for the periods of time we're comparing. Further down, you can see, grouped by type of tactic, the generated revenue, purchases, campaign sent, opens and clicks, and also the purchases of the related programs. Programs that you have created from scratch can also be added here to compare them to our tactics. And these are our strategic analytics. What if the numbers in various systems don't match? In general, when measuring KPIs such as revenue in different systems like SAP Amarsys and Google Analytics, it's unlikely that you will see identical data. Differences occur due to the various monitored channels, data collection scripts, and the different sources. Stay consistent and always measure performance against a baseline in the same system. To check your data integrations in SAP Amarsys, go to Management, Predict Data Sources, and for Smart Insight data, go to the Data Quality Report. If problems are detected, the system offers help by providing detailed suggestions on how to fix them. We hope this video was useful. Thank you for your attention.