Understanding campaigns ROI

  •   The ROI feature is only available for One Shot/Manual campaigns.
  •   You can only generate ROI reports for campaigns that have not yet been archived.
  •   You can only use the ROI feature if your Sales data are synchronized.
  •   It is possible to apply the ROI calculation on follow-up email actions in the same campaign (only available in Scenario/specific campaigns, if those are included in the time you configure during the setup)

1 - How can I configure the ROI in Campaigns?

To be able to calculate the ROI for your campaign, go to Campaigns > New One Shot campaign > click on the starting point (if you are not using Campaigns yet, please reach out to your contact at Splio to discover it!). 

Once you have selected your dates, (note that by default, the platform will apply a 2-week period when you select the first date) you must apply a control group to be excluded from the send out, it can be:

• a random % of your campaign population 
• a population of your choice (from a filter or a group)

2 - How can I configure the ROI in Scenario?

If you are setting up the ROI of your campaign from Scenario, go to new Campaign > ROI settings:

• you can select the dates you want to apply for the calculation of your campaign ROI: 

• then, go ahead and select manual campaign > add your population and you will be able to select the control group in the options of your campaign when clicking on your action > population > control group 

3 - ROI reporting and understanding the KPIs

Once your campaign has been sent, you will be able to generate an ROI report. The ROI report is always calculated for the whole campaign, including the initial action and all its follow-ups.

If an ROI report can be generated, Splio will enable a special ROI tab as soon as the ROI time period is over for your campaign:

The population taken into account for the calculation is the total recipients of the campaign (minus the control group).

When computing the ROI report, Splio takes into account all orders dated within a specific period following the action(s) sent as part of the scenario:

• Email: 14 days
• SMS: 3 days

All monetary values are normally displayed using the universe currency. To select or change it, go to "Admin > Global settings".
Since Splio does not convert currencies, this action must be done prior to data synchronization.

Understanding the calculations

The calculations which you will find in the ROI report include different KPIs which will help you understand the success of the operation. The KPIs which you will need to look at are mostly:

• The return rate of your campaign which we will calculate based on the number of purchases of the recipients / number of contacts included as recipients
• The return rate deviation which will be the difference between the return rate of your campaign for the recipients who have received the email minus the return rate of the non-recipients (excluded from the campaign - the control group)
• The average cart deviation will show you the difference between the average cart of your recipients and of the control group
• The additional revenue generated by the campaign which include the sum of the visit effect and the cart effect (both formulas are details below in the formulas section)
• The overall ROI of your campaign will be calculated based on your profit generated (revenue - costs) / the costs.

ROI formulas explained

The calculations of the ROI are based on the order's date and not on the date of creation of the order in the database.

Below you can find the formulas used to calculate ROI reports.

Performance

Profitability