Understanding what is
Tracking campaign-to-campaign metrics was simply not enabling our users to get a broader understanding of their marketing performance. The mailing score was the only metrics that enabled users to benchmark performance across campaigns.
Emma’s mailing score is an arbitrary metric consisting of quasi-mathematical weighting system that factored in everything from open rate to a/b test usage. Furthermore, the composite version across communities (industries) was even more questionable in terms of its reliability and consistency.
Furthermore, the insights experience was too rudimentary, showing basic graphs without offering the detailed analytics users were looking for.
Understanding the business landscape
The business value of investing in insights was clear. Customers were leaving Emma because analytics was lacking. Prospectives weren’t signing, because analytics was lacking.
Analytics was at the top of list of feature requests and the were at the top of support case volume. Furthermore, many companies were paying extra for professional services to build custom reports for them, reports that were readily available in other ESPs.
Initially, our goal was to simply catch up with industry expectations. After that, I aimed towards a best-in-class experience.