Intelligence: Campaign

1. Log into Inntopia Marketing Cloud and from the left menu, select Intelligence. The Intelligence menu expands.
2. From the Intelligence menu, select Campaign. The Campaign dashboard appears.

   

3. To determine the dashboard parameters for data display:
   1. From the Resort drop-down list, select which resorts to include in the data set, if multiple resorts are available.
   2. In the Date Sent begin and end dates fields, determine the date range for the data set.
   3. By default, all campaign names are pre-selected in the Campaign Name drop-down list. You can, however, select one or more individual campaigns to include in the data set:
      1. Click the Select All box. All campaigns are deselected.
      2. Select the individual campaign or campaigns whose data you want to include. To select multiple campaigns, press and hold the Ctrl or Command key on the keyboard while clicking on a campaign name.

         

   Note: To view the full name of a campaign, hover your mouse pointer over the campaign name.

4. To view more detailed information, use the dashboard icons in the top right corner of the map to toggle between Country, State, and County data.
5. To see a tool tip with additional data, hover your mouse pointer over an orange bubble.

   

   The map is interactive and can be dragged to view other locations. You can also zoom in or out using the wheel on your mouse or using standard zoom gestures on a track pad.

Note: The lowest level in the geographical hierarchy is county.

The Campaign dashboard displays a variety of Key Performance Indicators (KPIs) regarding your marketing efforts. The KPIs update depending on the data selected within the filters and the map.

When revenue is calculated in Inntopia Marketing Cloud, revenue is attributed to a particular email if the recipient transacts within four days of having interacted with that email.

Show Me KPI Definitions

KPI	Definition
Open Revenue Per Email	Unique Opens / Total Revenue
Clicked Revenue Per Email	Total Clicked Revenue/count of emails sent
Delivered Revenue	Total Revenue Delivered to Inbox
Delivered ROI	Total Revenue Delivered / (Total Emails Delivered * Email CPM) Email CMP (Cost Per Thousand [M = roman numeral for thousand]) is how much it costs to send one thousand email messages.
Opened Revenue	Total Revenue attributed to an opened email
Opened ROI	Total Opened Revenue / (Total Emails Delivered * Email CPM)
Clicked Revenue	Total Revenue attributed to Unique Clicks
Clicked ROI	Total Clicked Revenue / (Total Emails Delivered * Email CPM)

1. Log into Inntopia Marketing Cloud and from the left menu, select Intelligence. The Intelligence menu expands.
2. From the Intelligence menu, select Campaign. The Campaign dashboard appears.
3. On the top of the Campaign dashboard, select the Benchmark button. The Benchmark dashboard appears.

   

   The Benchmark dashboard defaults to display all available data, but can be filtered by Resort, Region (default is your region, not all regions), Vertical, Year, Month, and Revenue Type.

   Each chart within the Benchmark dashboard can be explored further using the dashboard icons. For example, to display a larger view of a chart, click the Focus Mode icon. To return to the standard view, click Back to Report.

   To view individual resort data sets, click the chart's corresponding right-facing arrow at the top of a chart. To view metrics for a particular company within a chart, click the chart’s corresponding right- or left-facing arrows and click on the company name.

Summary highlights for the Opened Rate by Year/Month, Clicked Rate by Year/Month, or Opened Revenue/Email by Year/Month metrics appear above their corresponding box and whisker chart. Each metric is defined below.

Show Me Benchmark Metric Definitions

Metric	Definition
Open Rate	Unique Opens / Total Delivered
Average Open Rate	All Average of open rates within applied filters
Open Rate Rank	Identifies how your resort’s Open Rate performance ranks against the others in your applied filters
Click Rate	(This is the Click to Open Rate) Unique Clicks / Unique Opens
Average Click Rate	All Average of Click Rates within the applied filters
Click Rate Rank	Your resort’s Click Rate performance ranked against the others in your region.
Opened Revenue/Email	Opened Revenue / Email Sent
Average Opened Revenue/Email All	Average of opened revenue/ email for applied filters
Opened Revenue/Email Rank	Your resort’s Opened Revenue/Email performance ranked against the others in the applied filters.

The Benchmark dashboard uses a “box and whisker” chart type that shows the full range of your resort’s performance against competing resorts within your region. The “whiskers” represent the top performer (upper whisker) and bottom performer (lower whisker), whereas the box displays the range of the data set.

You can hover your mouse over different areas within each chart to view specific metrics. To display the following metrics of the overall performance, hover your mouse pointer over the grey box:

Your resort will always be represented by the biggest bubble within the Benchmark dashboard. To view your resort’s performance, hover your mouse pointer over the largest orange bubble. The metrics above the charts will vary depending on which chart is selected: Opened Rate by Year/Month, Clicked Rate by Year/Month, or Opened Revenue/Email by Year/Month.

The Benchmark dashboard compares the performance of all resorts in your region. To view another resort’s performance, hover your mouse pointer over one of the smaller bubbles in the box and whisker chart. Resort names are anonymous; however, the resorts' Open Rate, Clicked Rate, or Opened Revenue/Email is displayed.

The Benchmark dashboard is a powerful tool because it can provide multiple levels of analysis. In each chart, you can drill down into additional levels of hierarchy (i.e., from years to months).

1. To view more detailed data, hover your mouse pointer over the desired chart to reveal the dashboard icons and use the icons to navigate through the hierarchy of data.

   In the below example, the user drilled down from a per-year view to a per-month view.

   

2. To view the Key Performance Indicators (KPIs) for a resort’s specific performance, click on a bubble. All other bubbles within the chart are dimmed and the KPIs above the chart change to reflect data for the selected bubble.

   

   To deselect the bubble and view the metrics for all properties again, click in the white space on the chart.

3. To narrow the data even further, select one or more parameters from the filters at the top of the Benchmark dashboard. The charts display the selected criteria, where appropriate. In the following example, the Month filter has been updated to display only May, June, July, and August.

   

   Only the Opened Rate by Year/Month chart was updated because it was already displaying the next level down in the hierarchy (per month).

4. To easily compare your performance numbers against your competition, click the More Options dashboard icon and then click Show as a Table. The table and chart open in a new window.

   

1. Log into Inntopia Marketing Cloud and from the left menu, select Intelligence. The Intelligence menu expands.
2. From the Intelligence menu, select Campaign. The Campaign dashboard appears.
3. On the top of the Campaign dashboard, select the Analyze button. The Analysis dashboard appears displaying Total Revenue Analysis and Revenue Per Email Analysis .

   

   The top quadrants of the Analysis dashboard display common analyses about total revenue and revenue per email based on Key Influencers. The bottom quadrants are used to create custom analysis.

Note: Vertical filtering and Top Segments analysis are currently unavailable and are reserved for future use.

Use the Resort and Revenue Typedashboard filters to display various data:

1. From the Resort drop-down list, select which resorts to include in the data set, if multiple resorts are available. All resorts are selected by default. To select one or more individual resorts to include in the data set:

   1. Click the Select All box. All resorts are deselected.
   2. Select the resort to include in the data set. To select multiple individual resorts, use the Ctrl or Command key on your keyboard.

      

      The data displayed changes based on your selections.

2. From the Revenue Type drop-down list, select which metric to view: Clicked, Delivered, or Opened. Opened is selected by default.

   

   The data displayed changes based on your selections.

The default view of Total Revenue Analysis is based on Key Influencers and shows data regarding increases in revenue.

• To view additional analysis bubbles, use the scroll bars to the right of the data charts.

  

• To view explanations about a particular data influence, hover your mouse over the number in its corresponding bubble.

  

• To toggle between viewing revenue increase and decrease data, from the What influences Total Campaign Revenue to drop-down list, select Decrease or Increase. The data changes to show the selected influences.

  

• To view a chart in a larger format with more detail, click its corresponding Focus Modedashboard icon. The chart appears in a new window.

  

  To return to the main Analysis dashboard, click the Back to report link in the upper left corner of the screen.

1. Open an Intelligence dashboard and click the Q&A button. On the Destination Explorer Analysis tab, click the Q&A button. The Q&A dashboard appears with pre-defined suggested questions displayed.

   

   

2. To display more or hide pre-defined suggested questions, click Show all suggestions or Show fewer suggestions.

3. Click on any of the pre-defined questions. The question text appears in the Ask a question about your data field and the data and metrics corresponding to the question you selected appear.

   

   

4. To return to the main Q&A dashboard, delete the question appearing in the Ask a question about your data field.

1. From an Intelligence dashboard, click the Q&A button. On the Destination Explorer Analysis tab, click the Q&A button. The Q&A dashboard appears.

   

   

2. In the Ask a question about your data field, begin typing a question. As you type, the question field will auto-complete and offer relevant and contextual suggestions from which to choose.

   

   

   Some words you entered may be highlighted in various ways. To further refine your question, click on the highlighted words.

   

   

   The selected analysis appears.

   

   

The contextual highlights in the Q&A are a feature of Microsoft Power BI™. A few of the more common contextual highlights are defined below. For more information, consult the Microsoft Power BI documentation.

Highlight		Meaning
Blue underline		Q&A has successfully matched this word in the data set.
Orange dotted underline		Q&A has low confidence in the in the term in respect to the data set. Click the word to see a list of suggestions.
Red double underline		Q&A does not recognize this term in respect to the data set. Continue typing to add more information or select from one of the possible suggestions.