Campaign 360 - Using Campaign-Level Intelligence

What Is Campaign 360?

Campaign 360 is the canonical analytics view of each campaign:

• One row per campaign (plus supporting detail where needed)
• Clear objectives and lifecycle
• Contact, delivery, and engagement metrics
• Cost, discount, and product context

This is what you use to understand how campaigns perform, independent of channel or source system.

Core Campaign 360 Attributes

Based on your list, attributes group nicely into:

1. Identity & lifecycle
   • campaign_name, campaign_code
   • campaign_objective, campaign_initiative
   • campaign_status (active, completed, on hold, etc.)
   • campaign_start_date, campaign_end_date, creation_date
2. Audience structure
   • target_audience_size
   • target_group_size, control_group_size
   • users_targeted
3. Contact & delivery performance
   • total_contacts, actual_contacts_made
   • success_contact_rate
   • failed_contacts, failed_contact_rate
   • bounced_contacts, bounce_contact_rate
4. Engagement
   • total_opens, total_clicks
   • open_rate, click_through_rate, engagement_rate
   • Channel-specific: email opens/clicks, SMS clicks, push opens/clicks, WhatsApp opens, RCS clicks
5. Response
   • total_responses, response_rate, unique_responders
6. Temporal behavior
   • peak_contact_day_of_week, peak_response_day_of_week
   • peak_engagement_time
7. Offers & products
   • offers_count, offer_details
   • product_details
8. Financials
   • campaign_cost, marketing_cost, product_cost, discount

How Campaign 360 Is Used

Practical uses:

• Performance reporting & benchmarking: Compare campaigns by objective, channel mix, cost, and response rates.
• Control vs target analysis: Combine Campaign 360 with customer-level outcomes to compute uplift and ROI.
• Offer strategy: Look at offers_count and offer_details versus responses to optimize future offer design.
• Optimization for time & channel: Use peak days and times with Customer 360’s channel preferences for next campaigns.