Offer enhanced email performance and engagement reports

Dan_Stevens_ · ‎12-17-2014

I think it goes without saying that Marketo could use an overhaul of its reporting engine - especially when compared to competitors (and even low-cost self-service ESPs). I attended an "Email on Acid" webinar today and they were showing the many types of reports and dashboards that are available when testing the performance of emails (I highly encourage Marketo engineers/product team to attend one of these webinars to get some worthwhile inspiration).

One metric that caught my eye was the enhanced "Opens" metrics (check out the 3 levels of open value based on the open duration in the "Engagement" dashboard below). As we all know, "opens" by themselves is a very unreliable metric. But by enhancing this level of reporting like "EoA" does, we can get better insight as to who is actually opening/reading the emails. Obviously the ability to provide this metric exists. It would be great if Marketo offered this - and many of the other types of enhanced metrics/dashboards - to its customers.

Also, each of charts/metrics within the dashboard should be clickable so that you can drill-down into the underlying data (instead of having to manually create smart lists for this information).

Anonymous · ‎12-18-2014

The engagement dashboard is amazing!! I would also really like to see the ability to measure multiple opens in a dashboard like that. I know that the metric exists in Marketo, because I can see it in MSI, but I haven't been able to easily report on it in Analytics. Email clients is also very interesting! I hope this gets some likes.

Anonymous · ‎12-18-2014

I think this is an awesome idea and much needed for Marketo!

Aqeel_Akbar · ‎12-18-2014

This would be amazing!

Anonymous · ‎12-18-2014

Forwards, Print count, and heat maps would be awesome too. Just sayin' 🙂

Dan_Stevens_ · ‎12-18-2014

What I suggested was just a small sampling of the various report details that exists elsewhere, that Marketo can use for inspiration to hopefully develop this capability/enhancement to the Marketo platform. Here's the complete set of reports that Email-On-Acid provides (including heat maps, geolocation, and detailed engagement metrics):

https://www.emailonacid.com/app/analytics/share/dashboard/AEphQQmyOi25cbZApzTyCxzog4lMSLB20zywQ9D84m...

Can you imagine if we were able to offer this level of insight to our internal clients within our organizations? We actually did at one point - but that was when we used Campaign Monitor (a cheap self-service ESP).

Anonymous · ‎12-24-2014

I have been struming this harp since I got here a year back.
thanks for providing the images that put a face on the tune.
It's really silly that such a Cadillac of a tool does not drivability on this level.

Its REALLY difficult to gain buy in internally when you can't offer visibility.
More, I prefer additional visibility myself.

EDIT:
I jsut looked at some of the enguagement metrics.
It would be SO nice to know who skims and who reads.
That by itself is worth a full development.
*I also reccomend a way to eliminate the reporting of automatic opens (not done by a human hand) such as "out of office messages", etc. > These throw metrics off ver badly.

Anonymous · ‎12-24-2014

I have been strumming this harp since I got here a year back.
thanks for providing the images that put a face on the tune.
It's really silly that such a Cadillac of a tool does not drivability on this level.

Its REALLY difficult to gain buy in internally when you can't offer visibility.
More, I prefer additional visibility myself.

EDIT:
I just looked at some of the engagement metrics.
It would be SO nice to know who skims and who reads.
That by itself is worth a full development.
*I also recommend a way to eliminate the reporting of automatic opens (not done by a human hand) such as "out of office messages", etc. > these throw metrics off very badly.

Anonymous · ‎01-22-2015

I'm also looking for reporting on deliverability. In the Activity Log, you can see if an email isn't delivered due to Communication Limits, but it'd be great to be able to pull this into reporting. Communication Limits aren't my favorite feature, but some of my clients use it and need to be able to report off of it to see how it's affecting their email marketing.

Anonymous · ‎03-12-2015

I wholeheartedly agree. Marketo Reporting is in serious need of enhancements!! They could also model itself after some of what Google Analytics does so eloquently and easily.

Robert_Mullown2 · ‎06-03-2015

I have been weeping for Heat Map functionality for quite some time. It would be fantastic to pull that report to present at meetings and show the copywriter what is working, Show the creative director what is working, show the marketing VP what is working and ALL of them where in the email it worked the best, and plan accordingly for future emails. Was it the image or the text link? Which image, which text link (Assuming we had multiple areas for the one CTA).

I am currently in the process of considering pulling all click metrics for a group of emails, sending self test of all those emails, converting them to image files and then assigning the number of clicks for each text and image link in each email. A heat map would make life so much simpler.

We are such visual creatures and this would go a long way to being a "Quick Win" for all of us.