1. TRACKING & REPORTING

2. Objectives By the end of the session you will be able to: –Leverage tracking to obtain feedback from campaigns to improve your communications. –Be aware of all reports available and how they can be applied. –Configure data extraction for the data type and events you need.

3. Tracking in ExactTarget The tracking area provides access to: –My tracking –My reports –My data

4. My Tracking

5. What is Tracking? Tracking is an aggregated collection of data that allows you to view critical elements such as: –Email opens –Clicks –Undeliverables –Forward to a Friend activity –And more! Tracking data will remain on your account for the duration of your contract.

6. Opens in Tracking How are emails tracked? By including a tracking pixel. - It is a 1x1 pixel transparent GIF included in each email to track information. - Paste HTML emails do not have the tracking pixel by default, it must be inserted from the Insert drop down menu when creating the template. When the email is opened, the tracking pixel and other images are requested from the server. If images are turned off or are not downloaded in webmail, the open may not be captured.

7. Tracking Results My tracking can be organized into folders. Some folders auto-generate, and sends auto-filter, for particular send types: –Test Send Emails –Triggered Sends –A/B Testing

8. Customized Display Columns displayed in the my tracking area can be modified. Once changes have been made to the display, they will be the same when you return to the folder. Click Set Grid Preferences. Toggle and untoggle items for display. Click the arrow icon to change the sort order.

9. Toolbar Options Move: Move the email into another folder. Delete: Remove the email tracking from the application. Cancel Send: stop a send in that is in progress. Compare Email Sends: Compares tracking data of one email to another email (more than one email must be selected). Filter Options: Change the number of emails or time since send to display. Click the hyperlinked email name to access tracking data for that email.

10. Tracking Details Workspace This workspace is divided into four areas (tabs): –Overview: includes graphs relating to email send data. –Click Activity: View the email overlay or link view. –Conversions: Information about the conversions resulting from the email send. –Surveys: View response information when surveys are included in the email.

11. Tracking Details Workspace The overview tab allows you to quickly view summary, deliverability rate, open rate, inbox activity, unengaged subscribers and Forward to a Friend activity.

12. Tracking Details Workspace The Activity tab provides two views: 1.Email Overlay View: see click percentages on the email. 2.List View: displays a list of links and clicks.

13. Tracking Details Workspace Conversions includes information on conversions resulting from the email send including: –Path name. –Unique conversions. –See all click path data links. –Number of unique conversions links.

14. Tracking Details Workspace The Survey tab displays the total number of response as well as survey response details.

15. Triggered Sends Tracking Data The Triggered Send Overview tab has an additional tracking graph displayed with send information at the top of the Overview tab. Publish DateNumber of sends per day. The date range displayed can be modified.

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17. Using Tracking Data

18. There are several ways to use data in the tracking area: –Create lists. –Export Subscriber Data from Tracking to an Excel File. –Export the Bounce Reason and Bounce Description. –Compare Tracking Results. –Manage Salesforce Data. –Create PDF and Excel files from Tracking Tabs.

19. Create Lists from Tracking Data When you drill down to see which subscribers did (or did not) take an action, you have the option to: –Create a list of those subscribers, or –Add those subscribers to an existing list. Examples Lists based on tracking data: Subscribers who clicked a specific link to send targeted communication. Bounces to attempt an alternate contact method for the subscriber to update their information. Thank survey respondents for their participation. Unengaged subscribers.

20. Create Lists from Tracking Data 1. Click the hyperlinked item you would like to create a list for. 2. Click Copy All in the toolbar. 3. Select to add to an Existing List or New List. –Existing List: Select the list from the dropdown. –New List: Enter a Name, description and visibility. 4. Click Copy.

21. Export Subscriber Data to Excel This data can also be exported to an Excel file (csv, tab delimited, or XML format). 1.Click the hyperlinked item you would like to export. 2.Click Export in the toolbar. 3.Select attributes to export. 4.Select file type, zip and if you would like the file emailed. 5.Click Export.

22. Export Bounce Reason and Bounce Description 1. In the Overview tab, click the bounce hyperlink. 2. Click Export all in the toolbar. 3. Add Undelivered Reason and Undelivered Description to the Attributes to export. 4. Click Export.

23. Compare Tracking Data Emails can be compared in the Tracking area. 1.Select the jobs you wish to compare. 2.Click Compare in the toolbar. 3.View results. You may print or export comparison results. This is a great tool to compare performance of a communication type over time.

24. Move Tracking Data Create subfolders to organize similar emails in the tracking area. 1.Toggle the job you wish to move and click Move. 2.Select the destination folder and click the Move button. 3.Confirmation of the move will be displayed on screen.

25. Delete Tracking Data 1. Select the job you want to remove. 2. Click Delete in the toolbar. 3. Confirmation is displayed when the job has been successfully deleted.

26. Manage Salesforce Data This feature allows you to control the amount of storage you are using in Salesforce and to carry out general housekeeping tasks. –Items deleted in Salesforce will remain in the ExactTarget application. If this feature is available, the Manage Salesforce Data button will be visible and active. To access this area, you must have the Administrative Data Management user permission and have Salesforce Integration.

27. Manage Salesforce Data Delete Individual Tracking in Salesforce.com. –Delete Link Detail Records Only. –Delete Link Detail and Individual Email Result Records. Individual Email Results and Link Detail records will be deleted for: –All emails. –Emails not clicked. –Emails not opened. Delete Email Results aggregate tracking record checkbox. –Select this to delete all records containing aggregate information.

28. Create PDF and Excel files from Tracking Tabs Tracking data from certain areas in my tracking can be exported to PDF or Excel for use and distribution outside the application. PDFExcel Overview Click Activity Conversion Survey

29. Create PDF and Excel files from Tracking Tabs 1. Click Export in the toolbar. 2. Select the export type, modules, delivery method and file name. 3. Click the Export button.

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31. My Reports

32. What is a Report? A report is a document that contains statistics or data, usually over a period of time. Reports can be: –Run asynchronously and delivered to your email or FTP. –Some reports can be displayed within the application.

33. Running Reports Reports have been organized into categories. –Administrator –Subscriber –Email –Tracking –Custom

34. Reports Available

37. Navigation Navigate to different reports using the menu or by selecting a report area header to view reports and descriptions in the workspace.

38. Report options When running reports you will specify: –When to run the report (immediately or scheduled). –As well as: Report Parameters. Vary depending on the report. Date Filters: The last full Week The last full Month The last full Quarter The last full Day Results Delivery: Save Report in my FTP folder Email the Report results Display Report Results On Screen File Formats: Data file (.csv) Excel (.xls) TIFF Image (.tif) Adobe (.pdf) XML (.xml) Web Archive (.mht)

39. Report Status and History Reports that have been uploaded to FTP or emailed will be listed in Report Status and History. Select report(s) you would like to run again and click Resubmit to run the report again.

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41. Administrator Reports Administrator Reports provide insight to account usage. To view these reports you must have Administrator level user credentials. Two reports are available in this section: –Email Send Report. –Email Sends by User.

42. Email Send Report Provides email send totals over a time period you specify. Supports reporting on child accounts. Use this report to view activity on Lock & Publish accounts (Enterprise), to bill child accounts (agencies), or monitor number of emails sent.

43. Email Sends by User Displays email sends per user on your account in a specified time period. –Does not contain data for Lock & Publish account. Use this report to manage the number of emails a user sends. This can help manage corporate compliance and costs.

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45. Subscriber Reports Subscriber reports can be used to learn more about subscribers including demographics, engagement, and recent activity.

46. Attribute by Tracking Event Report This report allows you to analyze the behavior of subscribers relevant to an attribute. –Enter a tracking event (All, Bounce, Open, Click, Unsubscribe) and an attribute. Examples: Evaluate campaign effectiveness for men vs. women. Clicks based on subscribers’ preferred activity.

47. List Demographics Reports on the status, subscription method, and domain of subscribers. Use this report to analyze the composition of an email list. Examples: Report on active vs. non-active subscribers. Identify successful methods of adding subscribers (application, import, etc.). Use domain breakdown to identify popular domains for your subscribers to optimize email creation accordingly.

48. List Performance Over Time Provides statistics for all sends to a list during a specified time period. Use this report to analyze the success of a list over time. Example: Evaluate a list to ensure it is still effective. Evaluate design changes to identify impacts on email performance.

49. List Size Over Time Shows how subscriber data changes over time. –Includes subscribers who have been added, bounced, undeliverable, unsubscribed and active. Use this to evaluate a list’s performance over time.

50. Subscriber Engagement Provides detail on which subscribers are most actively engaged with your email program. Use this report to identify your most engaged subscribers. This report can be exported to FTP or sent via email only.

51. Subscriber Most Recent Activity Displays the date and time of a subscriber's last open or click. Use this report to find the last time that each subscriber responded to one of your emails. This report can be exported to FTP or sent via email only.

52. Subscribers Not Sent To Displays subscribers on a list have not been sent a message from you in a certain time period. Use this report if you send emails using groups based from a list to ensure all subscribers receive communications. This report can be exported to FTP or sent via email only.

53. Unengaged Subscribers for a List Shows which subscribers are unresponsive to your email sends. Use this report to identify who your most inactive subscribers are. Examples: Clean-up lists by identifying unengaged subscribers. Use report as basis of communication to re-engage the subscriber. Use report as basis of communication to ensure the subscriber is still interested in receiving communications. This report can be exported to FTP or sent via email only.

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55. Email Reports Email Reports provide insight to email performance based on lists, attributes, domains, or over time.

56. Email Performance by Attribute Shows email performance for a list based on an attribute specified. Use this report to identify segments for which certain communications are highly effective, as well as ineffective.

57. Email Performance by Domain Provides statistics for the top 10 domains that received an email. Use this report to analyze how domains responded to a particular email send. Examples: -Identify domains that are bouncing your email so you can resolve the delivery issues. -Identify unusually low performance by domain and research to ensure email renders effectively. -Use domain data to optimize email for majority of recipients.

58. Email Performance by List Provides statistics for each of your subscriber lists that received an email, for a single email send during a specified time period. Use this report to analyze which lists responded most favorably to a particular email send. Examples: -Based on this report, target campaigns to lists which responded best to similar campaigns.

59. Email Performance for All Domains Provides statistics for each mail domain that received an email. Use this report to analyze how domains responded to a particular email send.

60. Email Performance Over Time Provides statistics for all sends of a single email during a specified time period. Use this report to analyze the success of an email over time. Examples: Evaluate performance to identify when an email is no longer effective. Track performance to any changes in the email to ensure enhancements have the desired effect.

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62. Tracking Reports Tracking Reports allow you to report on a number of actions a subscriber may take as well as recent items and summary information.

63. A-B Test Summary Provides data regarding the results of an A-B Test completed in the A-B Test area of the application. We can use this to analyze the results of A-B tests to evaluate the success based on different metrics.

64. Account Send Summary Contains all counts and rates for sends and responses for your account organized by send. Use this report to view your total send and response data for your account. –Can identify strengths as well as where you may need to work on in regard to deliverability. This report can be exported to FTP or sent via email only.

65. Conversion Tracking Statistics Provide a list of conversions and their value for links across multiple sends during a time period you choose. Use this report to compare the effectiveness of links within campaigns or the effectiveness of campaigns in number and value of conversions.

66. Forwarding Activity Details Provides a list of emails that were forwarded using the Forward-to-a-Friend feature during a time period that you specify. Use this report to analyze forwarding activity for your email sends. Examples: Offer incentives to subscribers who forward an email to a friend. Qualitative analysis of emails based on comments – are they generally positive, negative or neutral?

67. Microsite Tracking Includes view and click tracking data for the microsite you choose over a specified time period. This is a multipage report, view microsite activity, landing page activity, email related activity, web related activity and Detailed Link Click Tracking. Use this report to view tracking data from your microsite for a given time period. Examples: Evaluate the effectiveness of your email campaigns in driving traffic to your landing pages. Compare the likelihood of readers clicking one link rather than another.

68. Recent Email Sending Summary Contains summary information about your email sends in the date range you specify. Examples: Review report for corporate benchmarking. Confirm jobs have successfully completed.

69. Trend Analysis for an Email Send Tracks subscriber response to a send over a specified time period. Use this report to analyze when subscribers respond to your email relative to when you send it. Examples: Identify what time is optimal to send an email. Evaluate the time to open an email once it has been sent.

70. Send Classification by Email Tracking Provides classification of email sends within a specified time period. Use this report to review classifications used for sends. Learn more about Send Classifications.Send Classifications Examples: Audit marketing sends to ensure a commercial send classification is used for CAN-SPAM compliance.

71. Spam Complaints Over Time Displays the number of spam complaints received from several ISPs. Use this report to evaluate your success in creating emails that subscribers want to receive and list hygiene.

72. Spam Complaints Over Time The number of domains can be modified by changing the value in Top N for Chart. Some values may be displayed as green for aol.com, msn.com, hotmail.com, and yahoo.com, this indicates you are within the bounce threshold for the ISP. Red values should be investigated.

73. Triggered Sends Tracking Provides standard tracking information for a triggered send over a time period. Use this report to analyze tracking data for a triggered send. Is the Triggered Send effective? Are triggered emails being opened? What is the click through rate? Is it resulting in unsubscribes? Are sends occurring?

74. Custom Reports All Custom Reports will be found in this section. Custom Reports vary greatly in report functionality and information displayed as each is unique.

75. My Data

76. Data Extracts Data extract is a feature you can use to export your tracking information from the application database. Data is extracted in CSV format; the columns will vary depending on the extract file.

77. Subscriber Based Tracking Data Extract There are two options for extraction: 1.Subscriber Based Tracking Data 2.Send-Based Tracking Data

78. Events – Extract Files Bounce Event: Hard and soft bounces. Click Event: Instances of a link in an email being clicked. Conversions Event: all conversions (conversions must be enabled). Open Event: Instances of an HTML email being opened. Sent Event: Instances of an email being sent. Survey Response: Completed surveys. Unsubscribe Event: Subscribers who have unsubscribed. Forwarded Email: Instances when an email was forwarded. Forwarded Email Opt-In: Instances where a forwarded email recipient opts in to receive emails.

79. Events - Columns

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81. Summary

82. Track individual email sends using my tracking. Use reports to evaluate email performance over multiple sends, learn more about your subscriber base and report on various tracking data. Extract data relating to specific subscribers or sends and include events of interest for use outside the ExactTarget application.

83. Questions