Dashboard: Weekly Trend and Audience Analysis

Reading Deployer Dashboards: Weekly Trend and Audience Analysis

In this tutorial, we're looking at the last two dashboards in Deployer: Weekly Trend and Audience Analysis.

First, let's take a look at the Weekly Trend dashboard. As the name suggests, this dashboard offers a great overview of how performance is trending week-to-week. 



As you can see, the KPIs in this dashboard are almost identical to those in the Audience Engagement Dashboards. For a refresher on the difference between opens and unique opens, or clicks and unique clicks, reference the Dashboard: Engagement Over Time tutorial. 

The sent count refers to how many records you sent emails to. The other four metrics are percentage values, comparing performance to the prior week. In the above example, the amount sent decreased as did the open rate. The click rate, however, increased; who doesn't like to see that?

Now, let's take a look at the Audience Analysis dashboard. 




As with the other dashboards, you can adjust the date range and mailer in the top right corner.



I selected this range in order to point out the inverse relationship between Mailable (green) and Source (orange) shown at the beginning of the graph.



This is exactly what you should see after there has been a large amount of data dropped in Source; steadily, those records will be integrated into Mailable so that as Source goes down, Mailable goes up.

In the above example, you also find a steady increase in Invalid as Source decreases. This is often the case, as no list of email addresses is perfect; even organically obtained lists will contain plenty of invalid records.

As with the other dashboards we've covered in this series, Weekly Trend and Audience Analysis serve as excellent means to see how things are looking at a glance. When something doesn't look quite right (like records remaining in Source for a prolonged period of time, or abnormally poor open rates), then it's time to do some digging. Look deeper into Reports, cross-analyze with other dashboards, and seek out the cause.

And of course, we are here to help with that process. Should you ever have any questions on Dashboards, Reports, or anything else in Deployer, please feel free to get in touch.