New Name: Marketing Cloud Personalization
Interaction Studio (formerly Evergage) is now known as Marketing Cloud Personalization. The new name reflects our mission and vision for innovation in Salesforce Marketing Cloud. We wish we could snap our fingers to update the name everywhere, but you can expect to see the previous name in various places until we replace it.
Once you have determined what and how to personalize your site, Interaction Studio reports will help you determine what’s working and where improvements can be made. The robust reporting dashboard offers sophisticated yet easy-to-understand analytics, statistics and attribution reporting which puts actionable information at your fingertips.
Depending on your industry or function, the Reports Dashboard will have different sections. If your site is revenue generating, you will see Revenue first on your dashboard. If your site is for demand generation only, you will see Activity first. If your site is tracking content views or product purchases, you will see the Items section at the bottom. Regardless of the sections, you can change the lookback period from the drop-down at the top from Past Week to today, the past month or quarter, or set a custom period.
The Recent Visitors report will show all of the visitors who have been to your site since the beacon was activated, updated in real-time.
The Event Stream report provides a queue of all the events occurring within your dataset in real-time, automatically refreshed every 15 seconds. You can add filters for UserID, Company, and Event Type as well as a specific keyword.
Actions are specific events on your site or in your app (clicks, form completions, page/screen loads, message views) that have been assigned a name in Interaction Studio with a process called action mapping.
The Paths report gives you insight into the flow of visitors as they navigate through your site so you can better target your communications and content strategy. For example, if people are abandoning a demo request form, and you can see that they are going to any one of four other pages, messaging them about the demo on those four pages will help increase demo sign ups. Also, if no one enters your site on the homepage, posting a “Getting Started” video on that page might not be the best approach.
Using the Funnels report, you can select a defined “funnel” and monitor the completion of a set of desired sequential visitor actions.
The Revenue report includes a comparison of first time and returning visitors against the following metrics, which began accumulating when the beacon was installed on your site:
The Purchase Funnel report compares segments of visitors against all visitors in the following categories: number of visitors in the segment, number and percentage of segment visitors who viewed products, number and percentage of visitors in the segment who added to cart, number and percentage of visitors in the segment who made a purchase. You can add up to three additional segments to compare data across groups of visitors.
The Behavior report shows the number of new versus returning visitors based on visits, engagement, logged-in status, and purchases. You can define the date range and apply a filter to narrow the results by campaign or other criteria. For example, you could see how engagement level affects purchases. The report includes the following views:
The Technology report will give you insight into the types of browsers and devices your visitors are using when they view your site. It is important to understand this information so you are aware of how your visitors are interacting with your site so you can set-up your campaigns accordingly. For example, knowing whether your visitors are accessing your site from a mobile device will help you determine if you should be developing campaigns for mobile browsers. You can define the date range and apply a filter to narrow the results by campaign and other criteria. The report includes the following views:
Since personalization starts the moment someone arrives on your site, it’s important to know how the visitor got there. The Referring Sources report details how people arrived on your site so you can customize your messaging for each visitor.
- Use the toggle buttons to swap between the two views:
- Summary view - quickly see key statistics about visitors referred from top sources including referral percentage, number of visits, and revenue. Hover over the graph to see date, time, and revenue detail -
- List view - - group this data by referring sources like domain or search term, UTM code, or location. You’ll see information like bounce rate, average visit duration and number of pages viewed, and average and total revenue. Using this information helps you tailor your approach to targeting specific groups of visitors. For example, if the highest referring source was Facebook, but it had the highest bounce rate and the least amount of time spent on your site, you could design your campaign to provide a second-chance message with a special call to action for these visitors
- Click in list view to export the data to a CSV