Campaign Reports FAQs

Why can I only view some campaigns in the new reporting?

The new reporting is available for one-off loyalty campaigns dated from January 1, 2018. You will be able to view SMS, push, list and recurring campaigns in the original reporting mode.

How does Movio calculate incremental uplift?

The incremental uplift is calculated by:

• Calculating the average spend per member for the control group
• Calculating the average spend per member for the targeted group
• Multiplying both by the number of targeted members to get an estimate for the total spend if we had not sent the campaign to targeted group as well as the actual total spend for the targeted group
• Taking the difference between the two numbers results in the incremental uplift
  
  

What does 'Baseline Est.' mean?

The baseline estimate is the estimated spend per member if no marketing action had been taken i.e. the same as the control group spend.

• This shows the spend per member for the control group
• This number is calculated by taking the Total Control Revenue, dividing by the number of people in the control group and multiplying it by the number of people in the target group

Why are some metrics in the old reporting different to the ones in the new reporting?

There are a few reasons why you might see a difference in numbers in the old and new reporting.

• Reporting period – the reporting period is different
• Visits – the old reporting calculated financial metrics based on transactions whereas the new reporting is calculating these based on visits
• Filters – you might have applied filters to the new reporting, only showing metrics for a segment of moviegoers
• Frequency of update – the old reporting is updated once a day whereas the new reporting is updated every hour

Why are some numbers red and others blue? Why are negative numbers sometimes blue and positive numbers sometimes red?

• Red – a negative result. This doesn’t necessarily need to be displayed as a negative number, for example an increase in unsubscribes is a bad result
• Blue – a positive result. This won’t always be displayed as a positive number, for example a decrease in bounce rate is a positive result
  
  

What is a Visit?

A visit is a collection of all the transactions a moviegoer makes for a particular session date. This is useful to better understand what a moviegoer does when they visit your cinema.
Here are a few examples of a visit:

• Sebastian purchases a ticket on Monday for a Friday session of Star Wars. On Friday, he purchases a popcorn and soft drink. All these transactions are grouped together as a visit
• Michelle purchases a ticket on Saturday morning for an afternoon session. At the cinema, she purchases another ticket for a friend, along with two ice-creams. These transactions are grouped together as a visit
• If David watches two movies in one day, all transactions to both of these movies will be counted as one visit
  
  

Why is the A/B testing tab grey?

The A/B testing tab will appear grey when you did not run an A/B test for your campaign.

Why is my control group number zero?

Your control group number will appear zero if you did not use a control group in your campaign.

To confidently understand whether an offer-based campaign motivated incremental behavior or expenditure, you must use Movio’s control group functionality. This functionality randomly removes a percentage of the target group and does not send them the campaign. If you do not use a control group, campaign reports will have no data to display as a baseline against which to calculate incremental results.

By comparing those who received an offer to those similar members who did not, you can easily assess the impact of the campaigns to statistically-significant degrees of confidence and margins of error, allowing you to continuously improve your activities.

How long is the reporting period?

The reporting period is seven days after the date of campaign execution. For example, if you sent your campaign on Monday 1st June, your reporting period will be 1 June – 8 June.

What happens when I export a report?

A CSV file is created for the tab you are on in campaign reporting. If you have applied filters to the tab, it will include these in the export and add the filters to the file name.

Why can’t I export a report?

If the export button is grey, it means you do not have permission to export a report. Please speak with your manager if you need permission.

Why are there visits showing in the ‘future’?

Some moviegoers would have purchased tickets for a session that is out of the reporting period. These visits are displayed as ‘future’ visits.