How can I measure the success of engagement based campaigns?

To measure the success of engagement-based campaigns on the Doceree Marketing Platform, you utilize the Measure section’s Analytics page to track performance across several specialized tabs and AI-driven insights.

1. Key Engagement Metrics and Tabs

Success is primarily tracked through the following metrics and tabs:

• Engagement Funnel: Found in the Audience Engagement and Account Engagement tabs, this chart represents the flow of your target audience or accounts through different phases of interaction.

Engagement Funnel Section (Audience)

Engagement Funnel Section (Account)

• Time of Engagement: This heat map displays the specific days and hours when engagement occurred with HCPs or accounts. Deeper shades indicate higher user engagement during those times.

Time of Engagement Section

• Core Interaction KPIs: The platform tracks Clicks (total number of ad clicks) and CTR (Click-Through-Rate percentage) across all message types to quantify direct interest.
• Customer Acquisition Cost (CAC): This metric measures the financial efficiency of acquiring an engaged user for your campaign or sub-campaign.
• Unique Reach: This counts the total number of unique targeted audience members or accounts successfully reached and engaged.

Key Metrics Cards

2. Advanced Visibility and Success Indicators

For more granular analysis of competitive standing and campaign impact:

• SOM and SOV: Available for specific sub-campaigns, Share of Market (SOM) indicates the market percentage attributed to your brand, while Share of Voice (SOV) represents the visibility your brand commands relative to competitors.

Key Metrics Cards

• Account Lift: For Account-Based Marketing (ABM), success is measured by the increase in web traffic to your landing page from specified accounts, comparing Pre-Campaign and Post-Campaign Visits.

Account Lift Tab

• User Journey: In automated NEXT sequences, you can view a chart representing the audience's journey through different phases of their experience with your brand.

3. AI-Driven Quality and Optimization

The platform uses AI to ensure your engagement is coming from high-value targets:

• Audience Quality Score (AQS): The Current Prescriber AQS identifies audience members already loyal to your brand and driving engagement, while the Potential Prescriber AQS tracks those with a high probability of becoming loyal. Scores of 75 and above indicate high-quality NPIs.

Audience Quality Score Sub-section

• Dynamic Recommendations: This section provides real-time business suggestions. You can click an Optimize button on a recommendation to be navigated directly to the Activate section to adjust your sub-campaign for better performance.

Real-time Recommendations Section

4. Creative and Asset Success

You can evaluate which specific visual assets are driving the most engagement via the Creative Performance tab:

• Top Performing Ads: Identifies which ad sizes and creative options are generating the most impressions, clicks, or reach.
• Creative Lifestyle: A graph depicting the performance of different ad sizes over the duration of a sub-campaign.

Creative Performance Tab

5. Data Management and Reporting

To finalize your analysis, you can use the Flyout Menu to specify custom Date Ranges, toggle between graphics and Tabular formats, and Export the information as a downloadable Campaign Analytics Report in PDF or Excel format.