Recent pages

Edit
page

New
page

Print
page
Page last modified 08:21, 18 Oct 2011 by Admin
11
Redirect
Page Notifications Off
Documentation Wiki > ExactTarget > Subscribers > Measures

Measures

From $1

    This document contains conceptual and procedural information about measures. This document is intended for marketers, managers, and application users responsible for analyzing tracking information. Understanding of relational data structures and SQL is helpful when using measures.

    TutorialIcon.png

    If your account is integrated with a CRM system, measures cannot act on the data in your CRM account. Future enhancements will support this functionality. Until then, you can export behavioral data from your CRM system and import it into a data extension so that measures can act on the data.

    NOTE: Contact your ExactTarget representative to request the Measures feature for your ExactTarget application account.

    What Is a Measure

    A measure is a unit of subscriber behavior that you define in your account. For example, if you use dynamic from addresses on an email job, the tracking for the job is all grouped together. You cannot easily find the statistics by From address. With measures, though, you can define a statistic given the conditions of the job ID and the From address.

    After you create a measure, you can include the measure as criteria in a data filter to segment a subscriber list using the measure. measure.jpg

    Defining Measures

    You define measures based on the behavioral data tracked by the system. The following categories of behavioral data are available:

    • Bounce - The bounce data for emails sent from your account.
    • Click - The link clicks for emails from your account.
    • FTAF - The information related to email message from your account being forwarded to a friend.
    • Not Clicked - The information related to email message from your account that were not clicked.
    • Not Opened - The information related to email messages from your account that were not opened.
    • Open - The email opens for your account.
    • Sent - The information about jobs sent from your account.
    • Survey Response - The information from subscriber survey responses.
    • Unique Click - The unique link clicks for emails from your account.
    • Unique Open - The unique opens for emails from your account.
    • Unsubscribe - The unsubscribes from email lists in your account.

    Using Measures for Events that Do Not Occur

    Suppose that you send an email to five people using Job 1234. Of those five people, four people open your email at least once, and two people click through your email.

    Tracking for Job 1234

    Subscriber Opens in Tracking
    A 2
    B 1
    C 0
    D 3
    E 1

    If you create a measure to count total opens for Job 1234, the measure query behind the scenes will return data for four people, not five. Here is an example:

    Opens for Job 1234 Data Returned by Measure

    Subscriber Measure Value
    A 2
    B 1
    D 3
    E 1

    Measures calculate a total value for subscribers, where the value is greater than zero. If the value is zero, meaning there are no statistics, the value is not calculated for a subscriber. In other words, each open for a subscriber is counted. If a subscriber does not perform any Opens, they cannot be counted.

    You cannot segment based on a subscriber not opening an email by including a measure in a data filter where opens equals zero. This does not work because the open file does not contain records where open equals zero.

    Instead, use the Not Opened (or Not Clicked) event to segment on unengaged subscriber. These events count the opposite of opens and clicks. In the example of Job 1234 above, the Not Open event would have one record returned in the measure result set.

    NOTE: When using Not Opened or Not Clicked, make sure to specify in your data filter where 0 means "give me subscribers where the Not Opened count is greater than 0."

    Creating Measures and Conditions

    You create measures on the Subscribers tab. After you choose the behavioral data file to be the event source for the measure, you create conditions that the system evaluates each tracking event against to determine if it qualifies for the measure. For each condition, you select:

    • The behavioral data attribute column to evaluate
    • The operator to use to compare the values (See the list of operators.)
    • The value to compare against

    For example, you might create a condition where:

    • The behavioral data attribute is EVENT DATE
    • The operator is IS GREATER THAN
    • The value is 1/1/2008

    Only events that occurred after January 1, 2008 qualify for this measure.

    You can put multiple conditions together in a grouping using an AND or OR operator. You can also put multiple groupings together into an outer grouping that uses an AND or OR operator. When you use the OR operator, a row that meets one or more of the conditions satisfies the grouping. When you use the AND operator, a row must meet all of the conditions to satisfy the grouping. 

    Adding Data to Return Targeted Results

     To return the most specific data and to protect performance, you should provide as much information as possible to narrow the scope of your measure:

    • Give your measures a specific time range. By default, you can select records from the last 180. 
    • Use job-specific criteria for further narrowing. For example, select records where Sender Profile is X or Email Name is Y or Subject Line is Z.
    • Add job criteria to narrow the scope for the measure, enabling more indexing and more performance.
    • When qualifying a measure, ask yourself why "Clicks in the last 60 days" is valuable unless it is qualified. Click on what? A link that starts with? A particular email? Qualify to narrow the scope of exactly what it is--an Unsubscribe click is also a Click if unqualified.
    NOTE: The best way to monitor is to use a data filter, in a filter activity, tied to a program. This way, you can see status (running or completed) and display notices when running a massive segmentation.

    Why Use Measures

    Use measures to define your own tracking statistics. Some examples of measures that you might create include:

    • Total opens in last 30 days
    • Total click-throughs in last 30 days
    • Hard bounces in the last month
    • Unique unsubscribes in the last 30 days.

    How To Create a Measure

    After you complete this procedure, you can include the measure as criteria in data filter to use to segment a subscriber list. Use the following steps to create a measure.

    NOTE: You can click the words InnerGrouping.png and OuterGrouping.png to make the names editable and enter a more readable name for the grouping. 
    1. Click the Subscribers tab in the navigation bar.
    2. Click Measures. The Measures screen appears.
    3. Click the Create button from the toolbar.
      NOTE: When you create a measure, the system defaults the outer grouping to contain one condition as a starting point for your filter. You might want to use this default condition, or delete it by clicking the Delete button before adding inner groupings.
    4. Complete the information in the Properties section:
      • Name - The name of the data filter. You use this name to identify the data filter in the application. This value is not visible to your subscribers.
      • External Key - The unique identifier of the data filter. This value is not visible to your subscribers.
      • Description - The description of the data filter. You use this description to identify the filter in the application. This value is not visible to your subscribers.
    5. Create the filter conditions in the Expression section:
      • Event Source - The behavioral data file that is the basis for the measure.
      • Attribute - The attribute to evaluate. Valid values in this field are determined by the value you select in the Event Source field. 
      • Operator - The operator to use to evaluate the attribute value against the criteria value. Valid values for this field are determined by how you set up your attributes. See Appendix: Logical Operators for availability and explanation of each operator.
      • Criteria Value - The value against which the attribute value is compared to determine whether it satisfies the condition.
         
      • measure_move.jpg- Click to move a condition or grouping to a different location in the data filter.
         
      • measure_trash.jpg- Click to delete a condition or grouping.
         
      • measure_add_condition.jpg- Use the Add Condition button to add a condition to a grouping of conditions to be evaluated together.
         
      • measure_add_grouping.jpg- Use the Add Grouping button to add a grouping to contain conditions to be evaluated together.
         
      • measure_and.jpgand measure_or.jpg-  When you add more than one condition to a grouping or more than one inner grouping to an outer grouping, you can specify how the filter evaluates the grouping by clicking the blue operator button on the left side of the grouping. The button toggles between AND and OR.
    6. Click Save.

    Appendix: System Defined Measures

    The following measures are included in your account automatically if you use the Measures feature. You can select these measures as criteria in your data filters.

    • _Total Unique Opens Last 30 Days
    • _Total Unique Clicks Last 30 Days
    • _Total Marketing Sends Last 30 Days
    • _Total Transactional Sends Last 30 Days
    • _Total Hard Bounces Last 30 Days
    • _Total Unsubscribes for Marketing Sends Last 30 Days
    • _Total Emails Not Opened Last 30 Days
    • _Total Emails Not Clicked on Last 30 Days

    Appendix: Additional Data Available For Refining Measures

    Each measure contains the following job attributes you can use to further refine the measures based on the behavioral data, such as opens or clicks.

    • Delivery Profile External Key - the external key of the delivery profile used as part of the send
    • Email Name - the named of the email messages used in a send
    • Email Send Definition External Key - The external key for the email send definition used as part of a send
    • Email Subject - The subject used as part of an email send
    • From Email - The From email address used as part of an email send
    • From Name - The From name used as part of an email send
    • Job Delivered Date - Indicates when the email send was delivered
    • Job Type - Indicates whether the job was a standard send or a triggered send
    • JobID - The ID for the email send job
    • ListID - The ID for the list to which a email send was sent
    • Send Classification External Key - The external key for the send classification used as part of a send
    • Send Classification Type - The type of send classification (Marketing and Operational)
    • Sender Profile External Key - The external key for the sender profile used as part of a send
    • Triggered Send External Key - The external key for the triggered send event

    In addition, the following information is available per behavioral event:

    Bounce

    • Bounce Category - Possible values include the following:
      • Hard
      • Soft
      • Block
      • Technical/Other
      • Unknown
    • Bounce Data - Additional information about the bounce
    • Bounce Subcategory - More specific cause of the bounce; possible values include the following:
      • Network Error
      • Other
      • Server Too Busy
      • Complaints
      • High Unknown Address Pct.
      • Bad Address Syntax
      • Temporary Domain Failure
      • Spamblocked
      • Data Format Error
      • Inactive Account
      • Unknown
      • URL Block
      • Domain Unknown
      • Mailbox Full
      • User Unknown
      • Authentication
      • Content
    • Domain - Domain of the email address that experienced the bounce event

    Click

    • Click Date - Date on which the click occurred
    • Domain - Domain of email address that experienced the click event
    • IsUnique - Defines whether the click was a unique event or not
    • LinkName - Name of the link clicked
    • URL - URL of the link clicked

    FTAF

    • Domain - Domain of the email address that experienced the FTAF event
    • FTAF Event Date - Date on which the FTAF event took place
    • IsUnique - Defines whether the event was unique or not
    • JobID - JobID from which the email message used in the FTAF event was sent
    • ListID - The ID of the list to which the email message used in the FTAF event was sent

    Not Clicked

    • Domain - Domain to which the unclicked email message was sent
    • Send Date - Date the unclicked email was sent

    Not Opened

    • Domain - Domain to which the unopened email message was sent
    • JobID - ID for the send of the unopened email message
    • ListID - ID for the list to which the unopened email message was sent
    • Send Date - Data on which the unopened email message was sent

    Open

    • Domain - Domain of the email address to which the opened email address was sent
    • IsUnique - Defines whether the open event was a unique occurrence or not
    • JobID - ID of send for the opened email message
    • ListID - ID of list to which the opened email message was sent

    Sent

    • Domain - Domain to which the email message was sent
    • Sent Date - Date on which the email message was sent

    Survey Response

    • Answer - Answer returned by the subscriber in response to a survey question
    • Domain - Domain of the email address to which the survey was sent
    • Is Unique - Defines whether the response was unique or not
    • Question - Question presented as part of a survey

    Unique Click

    • Click Date - Date on which the unique click occurred
    • Domain - Domain of the email address that registered the unique click
    • Link Name - Name of the link clicked in the unique click event
    • URL - URL of the link clicked in the unique click event

    Unique Open

    • Domain - Domain of the email address that registered the unique open
    • JobID - ID of send for the unique open
    • ListID - ID of list to which the message that experienced the unique open was sent
    • Open Date - Date on which the unique open took place

    Unsubscribe

    • Domain - Domain of the email address for the unsubscribed user
    • IsUnique - Defines whether the unsubscribe event was unique or not
    • Unsubscribe Date - Date on which the unsubscribe event took place

    This page was last updated by Ryan Williams on Tue, 18 Oct 2011 12:21:37 GMT.

    If you require assistance with the ExactTarget application, please contact Global Support. If you wish to send Ryan direct feedback, fill out the form below:

     

    Was This Page Helpful?
    Suggestions or Comments:
    Name (optional):
    Email Address (optional):
    Enter 14805 backwards:
       
    Tags: (Edit tags)
    • No tags

     
    Powered by MindTouch 2010
    Admin