How to measure channel engagement and effectiveness
Hi all,
I am new to braze therefore posing these questions out there. The support hitherto has been phenomenal.
We are planning a cross sell initiative to our energy customers and our customer engagement strategy is go omnichannel via email, sms and push. We are thinking to design this journey using a single canvas in Braze. In this instance how do we measure channel effectiveness (for each channel) or in other words attribute conversions to each channel? By doing a journey in a single canvas can we gather the following insights? for example:
Engagement by channel:
Email : 40% Click Through Rate (CTR ); Push : 30% CTR and SMS : 5% CTR
Conversion by channel:
Email : 15% Conversion Rate (CR); Push : 2% CR and SMS : 20% CR
Or is there a better way to measure channel effectiveness (engagement driving conversion story) in the above context?
Regards
Raj
So I think this is where the plot thickens, I've seen it done through Branch.io tracking (I'm not sure I would recommend it though), so I imagine there are other ways to capture that data.
Depending on the size of your team / your engineering support you might want to pick this up with your engineering team - or decide that you might not need a fully fledged tracking system and prioritise!
I unfortunately have no knowledge of adobe analytics so unsure of what's doable easily or not with it 🙂