Every ESP, eCommerce platform, reporting tool, and analytics platform reports performance differently. It is important to understand how ReSci measures performance and documents reporting in comparison to other tools.
Here are things to consider when comparing performance and reporting between ReSci and other platforms:
Email marketing attribution is based on two factors: an action and a time window. The action will be an email open or an email click, and the time window is usually measured as a number of days. The default attribution model for Cortex users is CLICK + 5. More info here.
Timing and Frequency
Since Cortex is an all-in-one lifecycle marketing campaign not broken into standard, drip workflows, timing and frequency of email sends differ from almost all other ESPs. Your users are not all treated the same and based on their actions, your item's actions and the Artificial Intelligence-driven decision making, timing and frequency of sends will differ per user, giving them a very unique and personalized experience.
Each Cortex stage has it's own stage logic and each user has their own user send interval.
A user's send interval is calculated on an individual basis and is dependent on their level of activity and engagement. Cortex determines when the user should receive a message based on the user's engagement on-site and with emails. Each Cortex stage has intelligent logic powering who gets emails, who doesn't, when they should receive the emails, and at what frequency. Users can receive emails as little as one day or as many as seventeen days apart, depending on their actions, your campaign activity, and your send interval setting.
Workflow/Sequence of Messaging
Because Cortex is an all-in-one lifecycle marketing campaign, everyone isn't on the same path, and a user's path isn't set in stone. In traditional ESPs, you set up strict, standard messaging workflows every user passes through. In Cortex, users can qualify for different patterns of messaging based on user/item actions and the predicted decision making from the AI in order to produce the most engagement.
The Cortex Flow tab is a great visual representation of all the personalized paths your users are taking throughout their lifecycle. See more info here.
When comparing reporting between two or more platforms, it is important to ensure the email templates/creatives are the same in each platform. The email creatives play a big role in your engagement numbers, even a slight change in color can affect your campaign performance for the good or the bad. Consider the differences in email creatives when comparing reporting.
Email Opens and Clicks
ReSci email opens are reported as unique opens. If a user opens an email once or 100 times, it will be counted as a single unique open, which for this example, would be 1. For your reference, we do not track total opens, which would be the total number of times your campaign has been opened by all the recipients who have received it.
ReSci email clicks are reported as unique clicks. If a user clicks an email three times, it will be counted as a single unique click, which for this example, would be 1. For your reference, we do not track total clicks, which would be the total number of times users clicked within your campaigns.
ReSci does have another variable that is reported on called click to open rate. This rate looks at the total number of users who opened an email and clicked that email. This number helps identify of the users who chose to open your email, who went further and clicked die to the quality of your content.
See more info on interpreting your data here.