Exploring Insights for CI360 Scheduled Journeys

1 Like

To review, a journey is an orchestrated series of touchpoints used to further serve and engage one or more targeted customers. Whether it be to buy more, engage longer, sign up, etc., each journey has a purpose and a goal to achieve. The communications within these touchpoints may be personalized; span multiple channels; and may be initiated by a particular behavior, at a particular prescribed time or both making it the center for orchestrating all your campaigns. There are two types of journeys: scheduled journeys and real-time journeys.

A scheduled journey is a set of bulk tasks orchestrated to target a set of known contacts in an audience to meet the goals of a marketing campaign. In a previous post, I created an onboarding scheduled journey aimed at onboarding customers to a new mobile app. After your scheduled journey begins running, you’ll have access to your journey’s insights pages. In this post, we'll explore scheduled journey insights and its components. For more information on creating scheduled journeys and other use cases visit the Customer Intelligence 360 Learning Subscription and check out our course titled Creating Scheduled Journeys with SAS Customer Intelligence 360.

Performance Summary and Occurrences

The Goal Performance report, appearing on the right of your screen, (Figure 1) provides the overall summary metrics for your journey including total customers that entered, dropped, and completed the journey as well as total conversions and conversion rate. In the example below, 67,190 customers have entered the journey and this journey has a target of 10,000 conversions and progress to that target is 19%. If entry limits are configured for a journey, the total number of customers suppressed will also appear here.

Figure 1 - Performance Summary

Select any image to see a larger version.
Mobile users: To view the images, select the "Full" version at the bottom of the page.

The first full page you’ll see when accessing your journey’s insights is the Occurrences report. The first type of occurrence report includes a pie chart with occurrence status and details. The pie chart (Figure 2) indicates the percentage of journey occurrences completed, active, failed, etc. Here we can see that 60% of journeys have been completed and 40% are active. Next to that are details of the total number of customers that have entered the journey and the total number of completions. Using those two totals, the conversion rate is calculated.

Figure 2 - Occurrence Summary

The chart below the occurrence summary is the occurrence breakdown (Figure 3) providing a breakdown of your journey by occurrence. In the example shown here, the journey runs every week. The chart shows that the last completed occurrence of this scheduled journey began on November 25 and ended December 2. At this occurrence 2,071 people entered and completed the journey, and 549 customers were suppressed from the journey due to the journey’s configured entry limits. Surprisingly, there was a 100% conversion rate for this occurrence.

Two journeys are currently active, however, according to the journey's schedule, the occurrence that began on December 2 should be completed by end of day December 9th. This chart can be further filtered by date range, journey status, or by the number of customers that have entered the journey.

Figure 3 - Occurrence Breakdown

You can stop an Active occurrence by clicking the stop occurrence button in the status column. Further, click the view flow button next to each occurrence to view the flow for that occurrence.

Journey Flow

This will bring you to the historical report on the journey flow tab (Figure 4). Here you can see what has been happening since the journey started. In the example below, the date range shows that we are currently looking at the entire lifespan of this journey. This may be changed by clicking the select date range icon to choose the preset date range of the most recent 7 days or 30 days, or to select a custom date range. This example shows that 11,ooo customers were included in the audience for this journey and 50 were suppressed due to entry limits. The wait node in the High Churn Segment path had 1,200 customers and the grey indicator to the right of that shows that 400 either converted or dropped at that point.

Figure 4 - Historical Journey Flow

By clicking the Real-Time tab, another flow appears, this time telling us where customers are in their journey in real-time.

Holdout Control Groups

If a holdout control group is configured, your Occurrence Summary and Breakdown reports will look a little different (Figure 5). In this example, the current total lift for this journey is 36.4% which is statistically significant. We can see that 12,387 total customers entered this journey and 7,000 were held out. Of the 12,387 customers that entered the journey, 5,134 converted producing a 42% conversion rate. Of the 7,000 holdouts, 770 converted, producing an 11% conversion rate on holdouts. A holdout control group test is currently active. This test was activated when a holdout control group was indicated during the configuration of Journey Conditions. This test may be stopped at any time, by clicking stop test.

Figure 5 - Holdout Control Groups

Further, your Occurrence breakdown report will look slightly different as well, including the detailed breakdown of your holdouts for each journey occurrence.

Find more articles from SAS Global Enablement and Learning here.