Metrics Mobilization

Flimp Analytics are the opposite of “analysis paralysis.”  Why? Simply because the data presented in a standard Flimp report is easy to understand, able to be quantified and immediately ties back to the key components of the landing page’s design.
Analytics are a popular theme here at Flimp.  If you were to ask the Flimp Team what their favorite feature of the FLIMP Platform is, the vote would be split 50/50 between “ease of landing page creation” and “rich analytics.”
Professionally speaking, I would hesitate to say numbers (i.e., math) are my strong suit.  My skills definitely lie more in the relationship management-communications-research realm.  While I might faint at the thought of running equations on the spot in my head, I’ve never been afraid of analyzing web trends. Over the last decade, I’ve worked with a range of analytical tools, looking for pertinent data trends that can be applied to improve a web page’s design or an email message.  Some of these tools have been easy to use, some a bit more complex.  Many of the analytical programs I’ve worked with have always left a bit to be desired – mainly the quest for more applicable information and the ability to truly understand the information you’re looking for.  In marketing, the latter can be so important if you have to present performance details to non-interactive marketers.
At face value, the Flimp reports are very robust and easy to understand.  Heck, you don’t even need to employ a web analyst to understand what the data means.  If you’re an info-geek like I am, you can readily dig into the reports to learn more about your flimp campaign.
This week I had the chance to dig deeper into a B2B campaign one of our clients is currently running.  The flimp is promoting a professional development program and the campaign consists of both email blasts and website integration.
The flimp was integrated into the client’s website on 9/2/2009 and there have been two email blasts to date:  the first on 9/3/2009 and the second on 9/21/2009.  In reviewing the data, one thing that struck me was the fact that some individuals still opened or referred to the first email weeks after it was sent out, even after the second email was sent out.  Most email messages are opened within a 72 hour period, with the highest open rate frequency occurring within the first 6 hours.
While the actual number of flimp views generated by the first email dropped off 14 days after the first email blast was sent out, I found it interesting that the first email was still generating engagement 20+ days after it was distributed.
Another interesting point was revealed in the data. The flimp integrated into the clients’ website has received solid engagement from its launch date onward.  In fact, the website flimp received its highest level of engagement to date 15 days after its launch – 2 weeks after the first email was distributed.  A second significant traffic spike occurred 11 days after the second email was distributed (which was 29 days after the first email was sent out).
This chart illustrates the traffic flow, to date, for this campaign.

Thanks to how the Flimp Report presents data, I was able to run my in-depth analysis of this campaign in a matter of minutes. What is even greater – so can every FLIMP user.  Flimp Reports give users the details to make number-phobic marketers look like web analytical superstars.
Also, the Distribution Reports for each email campaign present engagement at the individual email level (as does the Identifiable Viewer Report and Link Data Report).  How is this relevant to the campaign’s analysis? You can compare how many times an individual engaged with the flimp and if there were recipients who engaged with the flimp after each email distribution.  For this particular campaign, there were 177 individuals who engaged with the flimp after each email distribution.
If I were the marketing manager responsible for this campaign, I would check to see if the 177 individuals who engaged with the flimp each time it was distributed actually registered for the program or contacted me for more information.  If they haven’t, I would then contact them directly to see if they plan on attending.
Let metrics mobilize your campaign.  If you have any questions about how you can leverage flimp reports for your current flimp campaigns or how you can use the FLIMP Platform, I’d be happy to show you. Email me directly at jomeara AT flimp.net.

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