Program reporting is focused on monitoring the effectiveness of a program in terms of how well it directs incoming contacts along the right paths, and whether it presents them with the right content at the right time. It can also give helpful insights into the volume of traffic a program is processing.
Program reporting is not designed to give meaningful analysis of a particular marketing strategy. For that you need to use the reporting screens for each channel or, preferably, Smart Insight.
On this page you get an overview of the program with a clear snapshot of how well the campaign is functioning, and of the traffic passing through it.
Above each node in the program either one or two numbers are displayed:
- If no filter criteria are applied, a single number is displayed above the node showing the total number of contacts who have passed through the node.
- If the node has potential exit criteria and can therefore act as a filter, two numbers will be displayed indicating contacts in and out. The difference (A-B) is the number of contacts either currently in the wait period, or that have exited the program due to the filter condition.
These figures will depend on how you have configured the node, e.g. an entry point may be governed by the participation settings. An email may be limited by a Frequency cap, for example.
The Program Summary is useful for monitoring the throughput of the campaign and identifying areas in the flow where further attention might be needed. However, you cannot effectively measure the success of the program compared to your marketing goals.
Full program reporting, including goal definition and success criteria, is only available via the Smart Insight module. However, you can often set up some simple reporting for the messages you send in the program. Below is an example of such reporting for email, using the Trends page.
Email - trend reporting for programs
If you assign all the emails in a program to a category unique to that program (e.g. with the same name) you can select that category in the Trends analysis and view the overall responses for the entire program. Since the emails are listed in chronological order according to their first launch, this will give a broad impression of contact participation through the workflow of the program.
If you are sending messages on other channels, you can also use this approach to categorize those messages and use that channel's reporting page.