The Marketing Effectiveness dashboard gives you a comprehensive understanding of the performance of marketing engagements and campaigns that were implemented at your centers during a particular time period.
This article contains the following sections:
View the dashboard
At the organization level, click the Analytics icon.
On the Analytics Express tab, click Marketing Effectiveness.
The Marketing Effectiveness dashboard opens on a new tab or window.
By default, the Marketing Effectiveness dashboard displays data for all the centers to which you have access.
Filter the dashboard data
The Marketing Effectiveness dashboard contains the following filters that help you to focus on the required data:
Center: Filter the data to view information on all, one, or a set of centers.
Campaign Name: Filter the data to view information on all, one, or a set of campaigns.
Time Period: Specify the duration for which you want to view the data. The available options are: WTD (week-to-date), MTD (month-to-date), Previous Month, QTD (quarter-to-date), YTD (year-to-date), and Custom (enables you to set a specific start date and end date to filter the dashboard data).
To learn how to save filters and customize your default view, refer to this Tableau Help article.
Understand the anatomy of the dashboard
At the upper part of the dashboard, an overview of the data for the following KPIs during the selected time period is displayed:
Top Items with Discounts
The Marketing Effectiveness dashboard displays the following graphs depending on the selected search filters:
How many new and existing guests are visiting you?
Shows the number of new and existing guests who visited your centers. This graph also displays the percentage of new guests who did not visit again.
Referral Source for New Guests
Displays the breakup of the respective percentages of new guests who visited your centers via different referral sources such as Advertisement, Friend, and Internet.
Note: In this graph, a blank guest referral source refers to new guests who are not tied to any particular referral source.
Illustrates the comparison between the number of guests who opted to receive marketing emails or SMSs among those who visited your centers and the number of guests who opted not to receive marketing emails or SMSs.
Guest Engagement through Campaigns
Shows the following guest engagement-related parameters (filtered for one center, all centers, or a set of centers) for your email and SMS campaigns:
# of Delivered: Number of emails or SMSs that were delivered to guests.
Open %: Opened emails/Delivered emails.
Click %: Clicked emails/Opened emails.
The Open % and Click % values are only relevant for email campaigns. These values are not populated for SMS campaigns.
Campaigns with Discounts
Displays the following details of all the campaigns with discounts that you implemented at your centers:
# of Times Applied: Number of items in invoices on which the campaign has been applied.
Note: To get the count of items in invoices, export the Sales Accrual report. In the downloaded file, filter records with invoice status as 'Closed' and the required discount name.
Discount: Sum of discount for the invoice items on which the campaign has been applied.
Value before Discount: Pre-discount value of the invoice items on which the campaign has been applied.
Note: In this graph, blank campaigns refer to manual discounts that have been applied by your front-desk executives. These manual discounts are not tied to any particular campaign.
Which items are getting discounted?
Illustrates the total amount of discount that guests have availed for the corresponding product or service.
Long Term Effectiveness of Campaigns
Shows the following long-term effectiveness-related details of the campaigns that you implemented at your centers:
#Guests: Number of unique guests for whom the corresponding campaign has been applied during the selected time period.
#Guests visited post campaign: Out of #Guests, those who have a visit post the day that they used the corresponding campaign. This subsequent visit can be for any item type and it can be for any day (it need not be during the selected time period).
Value before discount for post campaign visits: For the visits made by guests after the day they used the campaign, the total pre-discount value of items they purchased.
Discount for post campaign visits: For the visits made by guests after the day they used the campaign, the total discount on items they purchased.
Discount % for post campaign visits: Discount for post campaign visits/ Value before discount for post campaign visits.
Only closed invoices are considered for all the aforementioned values.
Note: In this table, blank campaigns refer to manual discounts that have been applied by your front-desk executives. These manual discounts are not tied to any particular campaign.