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email analytics platform

review

a medical marketing company needed a solution that would impact their client’s ability to analyze and optimize outbound consumer email campaigns. the challenge was that they needed to target these campaigns more accurately in order to produce a favorable roi. there were many ways that people interfaced with their email: mobile browsers, free web-based email (gmail, yahoo), desktop programs (like mac mail, or outlook) and their web-based versions. each email client measured differently to other analytics tools, so there were plenty of opportunities to misread exactly how many “clicks” and “opens” there really were. also once a user opened the email and clicked on the offer, it was difficult to determine what action(s) they took next. the system would have to be able to track the entire lifecycle from delivery of the email to redemption of the coupon code, and accurately report the real-time activity in a dashboard.

results

our challenge was clear. we planned, designed and built a custom analytics platform that allowed the client to deliver 2 million emails via a third-party email house, automatically insert “live” coupon codes, and track the email recipient’s footprint through to a website. the customer had the option to receive a coupon offer delivered via email, sms (text message), or they could call into an interactive voice response (ivr) system and have the coupon code sent to their mobile device.

the dashboard provides analytical information on: opens, deletions, bounces, clickthroughs, and coupon redemptions. the dashboard also allows the data to be filtered by: time of the action, geographic location of the action, source of coupon delivery (email, sms,ivr, web), and source of the coupon redemption. all of this data can be viewed and filtered real-time via an interactive dashboard interface that we built in microsoft silverlight.