Reporting Capabilities

The purpose of this document is to provide a high-level overview of the report capabilities offered by Cheetah Digital.

Marketing has grown increasingly complex, with more channels, more personalization options, and more sophisticated consumers. You need to know, not just who your customers are, but how and when they want to be reached, and what types of offers are the most effective. Marketers need fast, actionable insights in order to quickly make "on-the-fly" adjustments to marketing content and campaign strategies.

The Messaging platform delivers a collection of standard operational and analytical reports that are focused on the needs and interests of the cross-channel marketer. These reports help you to identify potential problems areas in your strategy or campaign, and help you to fix those problems.

Reporting packages

The standard reports provided by Cheetah Digital are divided into two main packages:

  • Campaign Reports: These reports are "operational" in nature, and are focused on the delivery, reach, and activity associated with a Campaign.

  • Marketing Intelligence: These reports are "analytical" in nature, and are designed to provide a consolidated view of all or selected Campaigns within a date period.

Campaign reports

The Campaign Reports are intended to provide a high-level summary of a Campaign (or optionally of multiple Campaigns), and to provide insights into how and when your recipients reacted to the Campaign.

The Campaign Reports consist of multiple sub-sections (described below in more detail), each focusing on a specific Key Performance Indicator, or KPI.

Report parameters

When you define a new Campaign Report, the platform allows you to specify various options and parameters that control what information is included in the report, and how that information is presented.

Data source

The Data Source for a Campaign Report can either be a single Campaign, or multiple Campaigns that you want to compare against one another. The system supports several different methods for determining what Campaign (or Campaigns) to pull into the Report:

  • Specific Campaign: Manually select one or more Campaigns to include in the Report.

  • Folder: Select one or more Folders; all Campaigns stored in those Folders are included in the Report.

  • Tag: Select one or more Tags; all Campaigns assigned with those Tags are included in the Report.

  • Cell Codes: This feature is available for clients who split their Campaigns into multiple cells. You can select one or more Cell Codes; all Campaigns cells with those codes are included in the Report.

Date range

Optionally, the system allows you to define a define a date range to limit the desired timing of the Report. Only recipient activity that occurs within the defined range will be included in the Report.

Filter

Within Messaging, a Filter is a reusable asset that allows you to define a segment of your database based on a wide range of possible options, such as a certain value in a field, mathematical operations, or specified activity.

Optionally, you can apply custom logic by means of a Filter to refine the Campaign Report results. For example, you could define a Filter that looks for recipients who clicked on a specific tracked link.

Grouping

If you're reporting on multiple Campaigns, the Grouping option allows you to optionally define how you want to organize the reporting output -- by Campaign, or by frequency (such as "By week").

Report goal set

Report Goal Sets provide a visual method for indicating if a specific goal or Key Performance Indicator has been met. A Report Goal Set consists of one or more Goals. A Goal is defined by first selecting a metric (that is, what you want to measure, like Link Clicks or Opt-outs for example), then a mathematical comparison against either a fixed amount or against a percentage.

Once you define a Report Goal Set, you can select it to appear on the Campaign Report.

Update frequency

The Campaign Report update frequency is configured at a client account level, then applied to every Campaign and every report within the account. However, you can optionally override the account-level setting at a Report level (you can always manually refresh a Report as well, to get the most up-to-date data).

Custom responses

The Custom Responses feature allows you to bring external response information into Messaging for reporting purposes. This information could consist of data collected from "off-line" channels, such as a print Campaign or a call center, or possibly from your own internal systems, or another vendor. You can link this response data to a Messaging Campaign, and the platform will include those responses within the response reports for that Campaign.

Report descriptions

The Campaign Reports are divided into multiple report sub-sections (described below), which are available from a menu along the left-hand side of the main reporting screen. Please note that based on the selected reporting parameters, and the type of Campaign, the options available from within this menu will vary.

Comparisons

The Comparisons Report displays key reporting metrics for every Campaign included within the report, allowing you to quickly compare results and activity generated by each Campaign.