Understanding the Campaign Summary Report
The Campaign Summary Report provides both Brand Managers and individual store users with a clear, high-level overview of marketing campaigns sent through YUMBI Engage via the Dashboard. This report focuses on performance within a selected time period and is designed to offer actionable insights into campaign effectiveness.
Users can also export a detailed CSV file, perfect for deeper analysis using tools like Google Sheets or Microsoft Excel.
Key Benefits of the Campaign Summary Report
- Improved visibility into how brand campaigns influence store-level performance
- Time decay marketing attribution - awarding points to campaigns for assisting sales within a 7 day window
- Revenue contribution metrics
- Integrated campaign cost and ROI
- Graphs to highlight performance trends
- Enhanced tracking of voucher usage, including costs and redemptions
- Extended customer data access with a 12-month reporting window
You can use this report to monitor your marketing impact, refine future campaigns, and ensure your messaging is driving measurable results.
You can find the Report on the YUMBI Reports Portal, under the Engage Tab and ‘Campaign Summary’. Let’s take a closer look at what the Report entails.
Filters
Figure 1
Firstly, you’re able to filter the Report by
Firstly, you’re able to filter the Report by
- Sent Date
- Brand
- Restaurant/s
Campaign Breakdown
This section breaks down your campaign performance in a table view as well as a graph.
Figure 2
Below is a breakdown of each row featured in the Campaign Breakdown (Figure 2). Each metric displays values for the selected Brand, Store, and an overall Total column to provide a comprehensive view.
Customer Database
The total number of active customers. Those who have either registered or placed an order, within the past 12 months.
Customers Reached
The number of unique customers who received a campaign message during the selected period. This includes a percentage indicating the proportion of the total database that was reached.
Campaigns
The total number of campaigns sent by both the brand and the selected store(s) within the specified reporting period.
Campaign Frequency
Indicates how many campaigns, on average, each customer received during the selected time frame.
Total Communications
The combined number of messages sent via both SMS and Push Notifications throughout the reporting period.
Order Contribution
The number of customer orders directly attributed to campaigns sent during the selected period.
Revenue Contribution
The total revenue generated from orders placed within 7 days of a campaign being sent.
Comms Cost
The total cost associated with delivering campaign messages, calculated per store or brand based on the number of messages sent and delivered.
Voucher Redemption Value
The total value of redeemed vouchers that were included in campaigns during the selected period.
Cost % of Revenue
This shows campaign-related costs as a percentage of the revenue generated, providing insight into campaign efficiency.
ROI (Return on Investment)
A calculation of the return generated from campaigns, showing how effectively the campaign spend translated into revenue.
Figure 3
The graph (Figure 3) provides a visual representation of the revenue impact generated by campaigns during the selected time period.
- The blue bars indicate the volume of communications sent at the brand or store level.
- The red line reflects the total cost of those communications.
- The green line represents the revenue generated as a result of the campaigns.
This visual helps illustrate the relationship between communication efforts, associated costs, and the revenue they drive.
Top Brand and Store Templates
Figure 4
The next section (Figure 4) highlights the Top 5 highest-performing campaigns based on Return on Investment (ROI), showcasing results from both Brand-level and Store-level campaigns.
Top Brand and Store Templates - Revenue Contribution
The next section (Figure 5) highlights the Top 5 highest-performing campaigns based on Revenue Contribution, showcasing results from both Brand-level and Store-level campaigns.
Campaign Templates
The final section of the report allows you to dive deeper into each campaign that has been sent based on the high-level template. The grid will show you an aggregated view of template performance, whilst clicking on the template name will present you with more detailed insights on each specific instances of the template that was run (Figure 7)
Figure 6
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