ROI tab
The ROI tab provides your campaign performance summary by channel.
Channels
- Direct Mail/Email: Combined in the ROI tab for higher statistical significance but not for other performance metrics.
- This is done because most direct mail communications are followed by email, which unfairly favors email.
- Display
- Mass Media
- One2One
- Organic Social
- Outbound Call
- Outdoor
- Paid Search
- Paid Social
- SMS Text
- Video
- Other & Unknown: All other channels (Digital Out of Home, Streaming Audio, etc.), along with unknown channels, which can be a quality metric to indicate you’re not capturing detail through our typical channel tracking and naming methodology ( e.g., ‘new channel’).
Performance Summary (by channel)
- Financials & ROI using [selected Financial Measure] CM
- Investment: Populated from the Cost Matrix tab.
- Leads: Consideration conversions by channel (Forms, Calls, HRAs, Custom Activities); these are not deduplicated in an individual Campaign Report.
Note: Counts are not unique until they are matched and become counted as unique patients in the patient totals. For example, if an individual fills out multiple calls to action, we will display a count of each individual call, form, or other activity received.
- Percent Matched: Percent of total leads we were able to match back to a Mastered Persons record within Ignite Growth Platform.
- Total Utilized Patients: Number of patients with downstream visits from the campaign.
- Attributed Utilized Patients: Number of patients the campaign can take credit for - these are over and above what would have come in anyway.
- Pull channels (digital): 100% credit is taken for pull channel attribution because these individuals have expressed interest in the service by calling or completing a call to action such as a form/HRA. So, you'd expect to see the same number for Total Utilized and Attributed Utilized Patients.
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- Push channels (direct mail/email): we first remove any individuals that made a phone call or filled out a form. This “hand-raising” behavior means that their utilization gets attributed at 100%.
- The remaining Attributed Utilized Patients in push channels (direct mail/email) are calculated through the control group methodology, and you’d expect to see different numbers in total and attributed.
- Push channels (direct mail/email): we first remove any individuals that made a phone call or filled out a form. This “hand-raising” behavior means that their utilization gets attributed at 100%.
- Attributed Financial Measure: displays financial results based on Campaign Report Settings selection.
- ROI: Attributed value / cost
Tip: In order for ROI by Channel to populate, a channel must have both investment and downstream financials associated (ROI = Attributed Financial Measure / Investment).
Note: You can view email activity metrics (e.g., opens, sends, click-throughs, etc.) in marketing automation (Eloqua resource: Email reporting and metrics).
