Overview
Audience Activation enables dealers to generate new revenue from existing CRM customers by leveraging data, identifying new opportunities, and engaging customers with scalable, hyper-personalized, omni-channel email communication across an optimized platform.
The Audience Activation Individual Campaign Page is where you can view and track specific email campaign performance.
Navigation
- The individual campaign page is nested under the Audience Activation Campaigns in the lefthand menu.
- You can access an individual campaign by clicking on the sub-campaign from the campaign list
- https://dashboard.fullpath.com/nurture/campaigns/xx
Page Structure
The page is broken into 4 sections:
- Campaign settings
- Performance
- Email Performance Breakout
- SMS Performance Breakout
- Templates (Email, Subject, SMS)
Campaign Settings
Campaign settings is a quick view of the configuration of this specific campaign.
- For system campaigns which may not be edited and you will NOT see an edit pencil in those fields
- For custom campaigns you may click the pencil next to the fields to edit
Performance
Performance may be viewed on a graph and spliced by Shopper groups over time:
- Contacted: Contacted opportunities are known shoppers pulled from your CRM with whom we've initiated communication (i.e. sent them emails or SMS)
- Engaged Shoppers: Engaged shoppers are known shoppers pulled from your CRM who have actively engaged with Audience Activation (i.e. received an email and interacted with it in a meaningful way).
- Leads: Leads attributed to Audience Activation are Active Shoppers who within 90 days have become leads in your CRM (i.e. converted on your website, called your dealership, and/or walked into your dealership).
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Sold: Sales attributed to Audience Activation are Active Shoppers marked as SOLD in your CRM during the selected date range
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Important to note: The 90-day attribution period is based on the last "event." Events include send, open, click or sms positive reply. For attribution involving email opens + a subsequent action like, a page view, we count the 90 days starting from the email open as the primary action / event. Read more about the above definitions and Fullpath attribution here.
This data may also be viewed within different date ranges; the default is a look-back at the last 30 days.
You may click on the 'view shoppers' link to a see the corresponding audience list in the CDP for more detailed view of the Shoppers who were engaged, activated, converted etc. by this specific campaign.
SMS Performance
SMS Performance shows performance highlights of how a specific campaign's text messaging performed in the selected date range.
Email Performance
Email Performance shows performance highlights of how a specific campaign's email messaging performed in the selected date range.
Templates
The Templates section shows which email, subject line, and SMS templates a specific campaign currently uses. For each template listed, a high level view of performance is included in the row as well as an indication of whether the template used in the campaign is a system or a custom template:
Template Settings and Functions
The plus sign at the top corner of the template list allows users to add additional templates to the campaign.
These templates comes from a list of available templates - system or custom.
At end of each template row are three dots which offer additional options including:
- View (a detailed view of that specific template)
- Duplicate (make a copy of that specific template)
- Duplicate and Edit (copy and edit the copied version to make small changes in existing templates)
- Remove (remove a specific template from use in that campaign)