Marketing Analytics
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Approved for development
Summary
The Marketing Analytics at AANP is designed to provide insights into the performance of various email campaigns, journeys, and overall communication efforts within Salesforce Marketing Cloud. The dashboard and reports generated from it should enable AANP to track key metrics, identify trends, and make data-driven decisions to optimize future campaigns. This capability is crucial for understanding the effectiveness of different strategies and ensuring that communications resonate with the intended audience.
Requirements
External Users
This section does not have direct requirements for external users, as it focuses on internal analytics and reporting.
Internal Users
- As an internal user, I should be able to access a centralized dashboard that displays key metrics for all active and past email campaigns, including open rates, click-through rates, conversion rates, and unsubscribe rates.
- As an internal user, I should be able to filter and segment the dashboard data based on specific journeys (e.g., Onboarding Journey, Renewal Journey, Conference Journeys) to analyze the performance of each journey individually.
- As an internal user, I should be able to generate reports that compare the performance of different campaigns over time, identifying trends and areas for improvement.
- As an internal user, I should be able to track the performance of personalized content, such as emails tailored to specific member profiles (e.g., Nurse Practitioners vs. students), to assess the effectiveness of targeted messaging.
- As an internal user, I should be able to set up automated reports that are delivered to key stakeholders on a regular basis, summarizing the performance of key metrics and highlighting any significant changes or insights.
- As an internal user, I should be able to drill down into specific metrics, such as open rates and click-through rates, to understand the engagement levels of different segments (e.g., by geography, membership type, or email content).
- As an internal user, I should be able to track the performance of A/B tests conducted within email campaigns, allowing me to identify the most effective subject lines, content, and call-to-actions.
- As an internal user, I should be able to monitor the deliverability of emails, including bounce rates and spam complaints, to ensure that communications are reaching their intended audience.
- As an internal user, I should be able to access historical data on past campaigns to inform the strategy and planning of future campaigns.
- As an internal user, I should be able to export dashboard data and reports in various formats (e.g., CSV, PDF) for further analysis or presentation purposes.
- As an internal user, I should be able to track the ROI of email campaigns by linking marketing analytics to membership renewals, event registrations, and other key conversions within Salesforce.
Assumptions
- The analytics dashboard and reporting tools will be fully integrated with Salesforce Marketing Cloud, providing real-time data and insights.
- The dashboard and reporting tools will be customizable, allowing internal users to tailor the views and reports to their specific needs.
- All data used in the analytics and reporting will be accurate and up-to-date, ensuring reliable insights and decision-making.
Appendix: Key Metrics Overview
| Metric | Description |
|---|---|
| Open Rate | Percentage of recipients who opened the email. |
| Click-Through Rate (CTR) | Percentage of recipients who clicked on a link within the email. |
| Conversion Rate | Percentage of recipients who completed a desired action (e.g., renewal, registration) after clicking through. |
| Unsubscribe Rate | Percentage of recipients who unsubscribed from the mailing list. |
| Bounce Rate | Percentage of emails that were not successfully delivered. |
| Spam Complaint Rate | Percentage of recipients who marked the email as spam. |
| A/B Test Performance | Comparison of different versions of emails to determine which performs better. |
| Deliverability | Measure of how successfully emails are delivered to recipients' inboxes. |
| Engagement by Segment | Analysis of engagement metrics broken down by audience segments (e.g., membership type, geography). |
| ROI | Measure of the return on investment for email campaigns, linked to conversions like renewals and registrations. |
Approvals / Signoffs
| Role | Name | Signature | Date |
|---|---|---|---|
| Technical Lead | Jeff Sikes | JS | 07/26/2024 |
| Stakeholder | Zeke Holliman | ZH | 08/16/2024 |