Cross-channel Analytics

Within Iterable, we only provided the ability to view the performance of campaigns from a single channel (such as text, email, push, etc.) at a time. This was problematic because digital marketers use a variety of different channels to reach their audiences and need to understand the performance of their marketing efforts as a whole.

Our competitors also provided the ability to view cross-channel analytics so we knew it was necessary to build this feature as soon as possible.

In less than 3 months, we were able to quickly design and build a cross-channel analytics experience that seamlessly fit into the existing single channel experience.

After a few months into the release, we received a lot of positive sentiment from our customers and also achieved our goal of having customers with cross-channel campaigns using this feature on a regular basis.

Using a research as a starting point

Before diving into design, my PM and I wanted to get some insights into what customers were trying to achieve and see within their cross-channel insights.

Due to time constraints, we conducted research in a scrappy way and were able to pull together insights from several places. We discovered the following:

• Customers want to compare the performance of their channels against each other
• The existing workaround that customers were doing was very cumbersome

Creating a new experience and merging with the old

Our existing feature allowed for the viewing of one channel at a time and we needed to figure out a way to add in a cross-channel view that wasn't too disruptive, but was also different enough to support the different goals of each view. We also needed to consider entry points from other parts of the application as well.

During this process, I made sure to design the cross-channel experience side by side with the single channel experience, repurposed existing components as much as possible, and prototyped all transitions to make sure the views were cohesive.

Showcasing channel performance comparisons

From our user research, we knew that customers needed to be able to compare metrics of channels with ease. We made sure to carry comparisons over to each view of data, from the overview to segmentation tables.

For the overview cards, I designed them with a visual to allow for the quick understanding of performance. I also surfaced both aggregate metrics and breakdown metrics by channel.

We were also able to drastically improve our charting by separating metrics so that they weren't all displayed on a single chart. This allowed customers to more clearly compare channels to one another with less noise. We also added in support to switch between time series and bar chart views.