Broadcast Insights

VoterVoice Insights provides new, unique ways for you to visualize and understand your advocacy efforts at a level deeper than ever before. These new graphs and visualizations provide brand new data you could not previously access and reframe existing data to make it more actionable and easier to understand.

With Insights, we have a few goals:

• Provide data science driven insights unavailable anywhere else in the advocacy market.
• Allow you to benchmark against both yourself and your industry peers.
• Suggest concrete actions you can take to improve your advocacy efforts.
• Help you better understand the connections between your advocacy campaigns and your communications to advocates.
• Replace the old, dated reports (which you can still access by clicking the "view old reports" link at the top-right corner of the page). 

VoterVoice strives to make you a better advocacy professional by helping you not only understand your impact but also suggest ways to have even greater impact.

The new list of Broadcast reports allows administrators to see all of their broadcasts, search them by name, filter them by a variety of criteria, and sort them by a variety of fields. This is similar to the Campaigns index, just using broadcasts instead with Action Rate as the key metric shown in the table.

Search

New to Insights, administrators can now search their list of broadcasts by the Broadcast Name. So if we want to see all of our, for example, “FOCA” related broadcasts, we can just type that keyword and filter the list:

Other Filtering options include:

By Type: Filter by the type of broadcast. (e.g. Campaign Call to Action, Petition Call to Action, Newsletter, Informational, Staff, etc.)

By Delivery Method: Filter by which delivery method the broadcast was sent through. (e.g. Email, Text, Push Notification)

By Date Sent: Filter by the date the broadcast was sent.

These filters, along with the search, work together. You can filter by a variety of criteria, like Campaign Call-To-Action types that were only sent as email, for example:

List

The list of broadcasts includes:

• Broadcast Name: Name of the broadcast

• Type: Whether the broadcast was a call to action, informational, newsletter, etc.

• Action Rate: Action rate of the broadcast in the case of calls to action

• Date Sent: The date the broadcast was sent.

Broadcast Insights allow an organization to understand the impact of their email, text, and push notification broadcasts. Administrators can see not only how their broadcast performed by itself, but they can also compare performance with their industry peers for key metrics.

Metadata

This block provides overall identifying information on the broadcast. This includes its channel, category, sender information, send date/time, and subject. Some information remains hidden behind a ‘Show/Hide Details’ link.

This area also includes:

• Send Follow-Up: For call to action broadcast types, this allows a group to send a reminder email to only advocates who have not yet taken action. This functionality is currently referred to as “track and resend” though we will begin transitioning this name to “send follow-up” where appropriate.

• View Message: The administrator can view the actual broadcast they sent, in its various delivery method formats.

• Industry classification: Here the administrator can see their assigned Industry. We include a note in this area (the information icon) which contains more detail about where their industry comes from and why that matters.

Industry tool-tip:

Industry data allows you to see how your performance compares to organizations similar to yours.

Your industry was selected based on the Center for Responsive Politics' industry codes along with analysis by VoterVoice staff.

You can find more detail about Industry Benchmarking, what that means, and how VoterVoice clients were assigned here.

Key Performance Indicators by Delivery Method

This series of widgets shows all major broadcast KPIs in a defined block - one for each. Each percentage is based on the entire pool of advocates sent to within that broadcast, and we show the industry standard below it. For example, if a call to action broadcast was sent to 100 people and 5 take action, that makes an action rate of 5%. We display:

• Click Rate: The rate at which advocates click on the call to action link.

• Action Rate: The rate at which advocates actually take action on the campaign/petition/survey/event they were directed to.

• Open Rate: The rate at which advocates open the emails they receive.

• Failure Rate: The rate at which any emails, texts, or push notifications in the broadcast fail and do not successfully reach their intended recipient.

• Unsubscribe Rate: The rate at which advocates unsubscribe from further communications.

Open rate has never been a particularly reliable metric for email marketing. We encourage administrators to place more emphasis on reliable, actionable email metrics like Click Rate and Action Rate.

The Action Rate is calculated based on the responses versus the entire pool of advocates who received the broadcast.

Industry Benchmarks

Included within the above Key Performance Indicators you can see industry benchmark comparisons. For each KPI, for email, we show a related industry benchmark for your industry.

These industry benchmarks will show:

• green when the organization is performing better than the industry standard.

• red when the organization is performing below the industry standard.

• gray when the organization is exactly on par with the industry standard.

The industry average shown is the exact industry standard for your industry. So in the example above, if their industry is “Electronics Mfg & Equip” then the industry average action rate is 13%.

Suggestions

With Suggestions, we show the administrator how they are performing compared to their industry, and we’re also providing helpful, actionable suggestions for the organization to increase their campaign performance.

These suggestions have:

• Trigger criteria: The set of criteria we see from the report that determines whether to show the suggestion.

• Explanation: A description of the suggestion with an explainer for the trigger and how the action will help.

• Action: Something the client can do to help “solve” the suggestion. This may link to a help center article, or suggest a follow up broadcast, etc.

• A way to hide them: Each suggestion has a “hide suggestion” option per suggestion.

Here’s an example:

So here, we’ve triggered the suggestion based on seeing an Unsubscribe Rate below the industry standard. We explain that to the administrator, and offer an action they can take--in this case, learn some email tips to help them craft better broadcasts in the future to lower their unsubscribe rate.

Here’s another example:

Here we’ve trigger the suggestion based on seeing an Action Rate below the industry standard. You can easily “Send Follow-Up” from here to send a reminder to only advocates who haven’t acted yet to drive additional responses on the campaign.

Hiding a suggestion will fold them into a smaller bar within the page:

Campaign Responses from Broadcast

This graph shows, for one week since the broadcast send date, responses to the campaign from this particular broadcast. This widget only relates to call to action emails so it does not display on any other broadcast types.

Other Links Clicked

This is an improvement over the existing “Click Through Tracking” graph in the old broadcast report. This widget now directly shows each link in full with its corresponding number of clicks to the right.

Most Active States

This map shows activity on the campaign related to this broadcast, by state, for only responses on the campaign from this particular broadcast. This map does not break down by legislative districts--only by state.