Reporting for a purpose

Is it useful to know the percentage of your audience using Outlook on a mac? Probably not for most people, but it's definately important for the mac ops crafting your HTML. CME's reporting is split by role:

• Segment managers care deeploy about which segments of the customer base are engaging well and which are losing interest. They watch trends of interest in different topics and tend to view individual email deployments as the levers for increasing engagement rather than things to explore in detail. Traditionally these people are better served by research reports than campaign management.
• Content Managers have similar interests to segment managers but approach it from the other side. What content is working well? What sort of copywriting do our customers like? Traditionally these people have not been well served by reporting, with some basic multivariate testing about the only thing written specifically for them
• Campaign Managers care far more about a specific deployment. How many people did it go to? Did the audience engage well with it? It's this group that traditional email reporting has concentrated on.

Every number in its place

Is an open rate of 20% good? Probably not if it is to your best fans, but it's great if it is a last ditch effort to re-engage disinterested customers. Every number from CME is compared to the rate with CME's artiicial intelligence expects, the rate you got last time and any KPI you have set.

It's all relative

60% of all the people who clicked on your link are female? How does that compare to your database? To other links?

Only tell me what matters

Most of our clients track at least two hundred attributes about every customer, with some clients approaching ten thousand attributes. CME presents back results if they are a) critical KPIs or b) significantly different. Everything else is put into the appendix.