Understanding the engagement habits of a specific list or audience in Marketo using Seventh Sense

Understanding the engagement habits of a specific list can be challenging.  It typically involves a lot of segmentation and work within Marketo.  Seventh Sense has now made this easier using the same process you would follow to schedule a delivery job in Seventh Sense.

The first step is to understand what list of people you'd like to understand in more detail.  Once this has been determined, you can then use Seventh Sense to schedule this list without actually delivering it.

First Navigate to "Lists" by clicking on "Marketing" in the menu bar --> click on "Lists" --> Next search for the list you'd like to analyze and click the "Personalize" button next to the list name --> In the top right of the "Schedule List" screen, you'll see "Enable Delivery?" which is turned on by default.  Uncheck this box which will also disable the ability to select a workflow since there will be no mailing associated with the analysis.

Insights that can be gleaned from this include:

• Top Aggregate Engagement Hour of a Specific Day of the Week
  • In the above list scheduler, schedule the list over a full 24 hours on the day you'd like to see your peak engagement time for.  Once the distribution graph populates, unselect "Random Scheduled" by clicking on the box next to it.

• Top Aggregate Engagement Hour of the Week
  • In the list scheduler, schedule the list over a full seven day (week) period.  Once the distribution graph populates, unselect "Random Scheduled" by clicking on the box next to it.

• The number of people on your list that have historically engaged in an email sent from your organization.
  • "Predicted" denotes the people that have historically engaged because these individuals have open and / or click data in HubSpot or Marketo which can be used to predict the send time for these individuals.  The % number represents the percent of people that are in the list that have historically engaged and the number in () denotes the actual number of people in the list that have historically engaged.

• The number of people on your list that have never engaged in an email sent from your organization.
  • "Randomized" denotes the people that have never engaged because these individuals have no open and / or click data in HubSpot or Marketo.  The % number represents the percent of people that are in the list that have never engaged and the number in () denotes the actual number of people in the list that have never engaged.

• The breakdown of activity levels of the people that are on your list which include:
  • The % number represents the percent of people that are in the list that fall within a specified activity segment and the number in () denotes the actual number of people in the list that fall within a specified activity segment. 
    • Evaluating - These are either new or relatively new people in your list where the system is building a baseline to understand their activity level with your email program.
    • Active - These are the people that are actively engaged in your email program.
    • Passive - These are people that the system has determined as being partially active in your email program. We recommend regularly suppressing these people from your email campaigns. Some exceptions might include a highly converting offer or a major product update.
    • Inactive - These are people that the system has determined as being inactive in your email program. We recommend that you suppress these people almost always with the exception of reengagement campaigns. The more you send to them the more it can hurt your domain reputation and affect reaching the inbox of the people that are actively engaged.