To have insights for your database based on the sent communication information, follow the steps below:
From the Modules Menu
icon, then click Insights.Click Communications.
🤓Tip: If you have multiple brands, a pop-up will appear asking you to select a brand to view. The "All Brands" option will only pull data if you have created an "All Brands" instance in SCV.
Communications Insights Summary
This section provides a a performance summary for a quick glance.
Direct and Indirect Spend - Month To Date
A clear visual breakdown to help you review the direct and indirect spend of your campaigns in a month to date view.
Total Spend in Defined Measure Month on Month (Direct and Indirect)
You can use the Month-on-Month Spend for the current year vs the last year chart to track the customers' spend pacing and growth.
The solid line shows current year spend.
The dashed line shows last year.
You can hover over the lines for exact values and variances.
To change the time period, use the slider.
Best Performing Campaigns (Last 30 Days)
This table provides a detailed breakdown of your top campaigns over the past 30 days, helping you identify which initiatives deliver the best value for the contacts who visited and the spend values.
Campaign Name | The title of each campaign. |
Contacts Visited | Total number of contacts visted on the back of receiving the campaign. |
Direct Spend | Associated direct spend. |
Indirect Spend | Associated indirect spend. |
Total Spend | Combined direct and indirect spend for each campaign. |
Email Communications Insights
The second tab named Email highlights the communications insights related to the email campaigns.
Opens / Clicks over time
This chart tracks key email engagement metrics across time, helping you monitor performance trends and identify areas for improvement:
Unique Open Rate: The percentage of recipients who opened the email.
Clicks Over Time: The percentage of recipients who clicked links.
Unsubscribe Rate: The percentage of recipients who unsubscribed.
Soft Bounce Rate: The emails that temporarily failed to deliver.
Hard Bounce Rate: The emails that permanently failed to deliver.
Email Quality: The overall quality score based on engagement and deliverability.
Campaigns
Column | Details |
Send date | The campaign's send date |
Opcode | The campaign's opcode. |
Category | The category which is associated to the campaign. |
Brand | The brand name to which the campaign is linked. |
Sent | Your initial number of recipients for the campaign. |
Dispatched | How many emails attempted to send out. |
Delivered | How many emails were actually delivered to the recipients inbox. |
Delivery rate | The number of emails delivered to an inbox divided by the number dispatched. |
Email quality score | Compares the number of unsubscribes compared to the number of recipients who engage with the email. The overall responders include unique clicks and unsubscribers. As open rates become more unreliable, email quality score provides a valuable indicator for how many people are happy to continue receiving your emails compared to those who ask to be removed from the mailing list. |
Total opens | How many times have the recipients opened the email. Counts the same recipient multiple times if they've opened it more than once. |
Unique opens | How many times have unique recipients opened the email. Only counts each recipient once, even if they open it more than once. |
Unique open rate | The rate of the distinct opens for your emails. |
Total clicks | How many times did the recipients click. This counts the same recipient multiple times if they've clicked it more than once. |
Unique clicks | How many times unique recipients clicked the email. Only counts each recipient once, even if they click more than once. |
Unique click rate | The unique number of people who clicked a link in your campaign divided by the number of emails delivered. |
Unique click to open rate | The unique number of clicks divided by the unique number of opens. |
Unsubscribers | The number of the contacts who unsubscribed |
Unsubscribe rate | The number of unsubscribes divided by the number of the delivered emails. |
Complaint rate | The percentage of contacts who have marked the email as spam or junk. |
Soft bounce rate | The number of soft bounces divided by the number of the delivered emails. |
Hard bounce rate | The number of hard bounces the number of the delivered emails. |
Cost | The cost of the campaign if applicable. |
Cost Per Click | Cost per click on the campaign if applicable. |
Contacts visited without overlap in defined measure | This removes the overlap in the scenario where a customer receives 2 email campaigns within a 14 day period. In normal cases (above), customer X’s spend would be attributed to both emails in full. These stats remove the overlap. The general rule is: we attribute the customer to the first email they received. |
Direct spend without overlap in defined measure | Same as above, except the general rule is: we attribute spend to the first email that the customer received. |
Indirect spend without overlap in a defined measure | Same as above, except the general rule is: we attribute spend to the first email that the customer received. |
Total spend without overlap in defined measure | Same as above, except the general rule is: we attribute the spend to the first email that the customer received. |
Contacts Booked | The number of customers who have made a booking within the defined measure. The default defined measure is 14 days since receiving the communication. |
SMS Communications Insights
The third tab, named Email, highlights the communications insights related to the email campaigns.
Sent
This chart displays the number of SMS campaigns sent over a selected time period, helping you track messaging activity and identify trends.
The SMS campaigns grid
Column | Details |
Sent | Your initial number of recipients for the SMS campaign. |
Dispatched | How many SMS messages attempted to send out. |
Delivered | How many SMS messages were actually delivered to the recipients inbox. |
Delivery rate | The number of SMS messages delivered to an inbox divided by the number dispatched. |
Cost | The cost of the SMS messages if applicable. |
Unit | The units number used for the SMS campaign |
Contacts visited in defined measure | The number of contacts who have subsequently visited after 14 days of the campaign being sent out. By default the defined measure is 14 days.
|
Direct spend in defined measure | All direct spend (transactions) linked to a campaign, i.e. of the customers who visited within 14 days of the campaign, those who used a voucher code, pre-paid booking. We can link the customer to the transaction file from the EPOS. |
Indirect spend in defined measure | All indirect spend (transactions) made by a customer who visited within 14 days after the campaign was sent. The sum of the most likely spend is calculated by analysing past customer data for that day, time, and location. |
Total spent in defined measure | The total indirect and direct spend combined. |
Push Notification Communications Insights
The third tab, named Push Notification, highlights the communications insights related to the email campaigns.
Campaigns
Column | Details |
Sent | Your initial number of recipients for the push notification campaign. |
Unique opens | Unique opens for the push notification campaign. |
Unique clicks | Unique clicks for the push notification campaign. |
Unique click rate | The number of push notification campaigns delivered divided by the number dispatched. |
Cost | The cost of the push notification campaigns if applicable. |
Cost per click | Cost per click for the push notification campaign. |
Contacts visited in defined measure | The number of contacts who have subsequently visited after 14 days of the campaign being sent out. By default the defined measure is 14 days.
|
Direct spend in defined measure | All direct spend (transactions) linked to a campaign, i.e. of the customers who visited within 14 days of the campaign, those who used a voucher code, pre-paid booking. We can link the customer to the transaction file from the EPOS. |
Indirect spend in defined measure | All indirect spend (transactions) made by a customer who visited within 14 days after the campaign was sent. The sum of the most likely spend is calculated by analysing past customer data for that day, time, and location. |
Total spent in a defined measure | The total indirect and direct spend combined. |
WhatsApp Communications Insights
The WhatsApp communications insights provide a clear overview of WhatsApp campaign activity.
Column | Details |
Sent | Your initial number of recipients for the push notification campaign. |
Opens | Your initial number of opens for the push notification campaign. |
Delivered | Your initial number of delivered items for the push notification campaign. |
Delivery rate | Delivery rate for the push notification campaign. |
Campaigns Count By Month Communications Insights
The Campaigns Count by Month table provides a clear overview of campaign activity across each month, enabling you to monitor trends and plan strategically.
By reviewing monthly counts, you can identify seasonal patterns, assess periods of high or low activity, and allocate resources effectively for upcoming campaigns. This data also supports workload forecasting and performance consistency evaluation, ensuring teams remain aligned with organizational goals.
For deeper analysis or reporting, you can export this table:
Click the burger menu
icon on the right side of the table.Click Export to Excel.
You can share the file with stakeholders or integrated into your planning tools.