Measuring Campaign Effectiveness >
Generating Response Analyses
You can use the Campaign and Response Metrics information to generate a report to show information about recipient response and URL statistics.
To generate a response report
- Navigate to the Reports tab in Oracle CRM On Demand.
- Click the Design Analysis link.
- Under the Analytics subject area, select Campaign Response History.
- Select a campaign variable to run the report against, such as Campaign Name or Source Code.
- Add a Filter based on Campaign Status, where the field value is equal to Completed.
- Include the following Response Metrics:
- # of Recipients
- # of Hard Bounces
- # of Soft Bounces
- # of Responders
- # of Open Responses
- # of Click through
- # of Global Opt-outs
NOTE: The # of Open Responses metric only reflects opened messages that included the $(trackMsgOpen) tag and the # of Responders reflects the number of recipients that have opened the message or clicked a tracked URL. For more information, see Adding Response Links.
Using this information, you can create a combined view that includes the total number of respondents, the number of recipients who unsubscribed, as well as the calculated the response rate and the average number of clicks for each respondent.
A respondent is defined as any recipient who clicks on one or more URLs in an email message.
The response rate is defined as total respondents divided by total messages delivered.
Other Response reports that you might want to create are:
- Unsubscribe Analysis. Show the total number of recipients who have unsubscribed. You could also create a link to a list view of every recipient who has unsubscribed from the specified email campaign.
- URL Summary Analysis. Show information about the URLs and click-through responses in your email message. This report would include a list of the URLs that were embedded in your email message and the number of times each URL was clicked. You could also create a link to a list view of every recipient who has clicked on each URL.
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