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Communication Intelligence

Communication Analytics in FirstHive CDP provides comprehensive insights into your multi-channel communication campaigns and automated messaging performance. This powerful module enables you to track, analyze, and optimize your customer communication strategies across Email, SMS, and WhatsApp channels, helping you maximize engagement and conversion rates.

What is Communication Analytics?

Communication Analytics is a centralized dashboard that consolidates performance metrics from all your customer communication efforts. It provides real-time visibility into campaign effectiveness, delivery rates, engagement patterns, and channel performance, enabling data-driven decision-making for your communication strategy.

Accessing Communication Analytics

  1. Log into your FirstHive dashboard and click Communication on the left menu. The Communication Analytics dashboard displays your campaign performance data.
  2. You can switch between Single Channel and Automation views as needed.

Communication Types

Single Channel Communications

Single Channel communications refer to standalone campaigns sent through individual channels. These are typically one-time campaigns or broadcasts targeting specific audiences.

Available Channels

  • Email: Traditional email marketing campaigns
  • SMS: Text message campaigns for direct mobile communication
  • WhatsApp: Rich media messaging through WhatsApp Business API

Key Metrics for Single Channel

  • Total Sent: Total number of messages dispatched
  • Total Failed: Messages that failed to deliver
  • Total Opened: Messages that were opened by recipients
  • Total Clicked: Messages where recipients clicked on links or CTAs

Automation Communications

Automation communications are triggered campaigns that execute based on predefined rules, customer behaviors, or time-based triggers. These form part of your automated customer journey workflows.

Key Metrics for Automation

  • Total Sent: Total automated messages dispatched across all workflows
  • Total Failed: Automated messages that failed to deliver
  • Total Opened: Automated messages opened by recipients
  • Total Clicked: Click-through actions on automated messages

Understanding Communication Metrics

Core Performance Indicators

Total Sent

  • Definition: The total number of messages successfully dispatched from the FirstHive platform
  • Single Channel Example: 30,322 messages sent
  • Automation Example: 305,587 messages sent
  • Importance: Indicates campaign reach and volume of communications

Total Failed

  • Definition: Messages that could not be delivered due to various reasons
  • Common Failure Reasons: Invalid contact information, blocked domains, network issues, recipient opt-outs
  • Both Examples: 30,322 failed messages
  • Action Required: Review and clean contact lists, verify channel configurations

Total Opened

  • Definition: Number of messages that were opened/viewed by recipients
  • Both Examples: 115,847 opened messages
  • Calculation: Open Rate = (Total Opened ÷ Total Delivered) × 100
  • Benchmark: Varies by industry and channel

Total Clicked

  • Definition: Number of messages where recipients clicked on links, buttons, or calls-to-action
  • Both Examples: 27,801 clicked messages
  • Calculation: Click Rate = (Total Clicked ÷ Total Delivered) × 100
  • Importance: Indicates message effectiveness and engagement quality

Channel-Specific Analytics

Email Analytics

  • Deliverability Metrics: Bounce rates, spam complaints, unsubscribes
  • Engagement Metrics: Opens, clicks, time spent reading
  • Advanced Tracking: Link tracking, image loading, forwarding rates

SMS Analytics

  • Delivery Metrics: Delivered, failed, pending status
  • Response Tracking: Reply rates, opt-out rates
  • Timing Analysis: Optimal send times, response time patterns

WhatsApp Analytics

  • Message Status: Sent, delivered, read, replied
  • Rich Media Performance: Image, video, document engagement
  • Conversation Metrics: Response rates, conversation duration

Key Performance Calculations

Delivery Rate

Delivery Rate = (Total Sent - Total Failed) ÷ Total Sent × 100

Example: (305,587 - 30,322) ÷ 305,587 × 100 = 90.1%

Open Rate

Open Rate = Total Opened ÷ (Total Sent - Total Failed) × 100

Example: 115,847 ÷ (305,587 - 30,322) × 100 = 42.1%

Click-Through Rate (CTR)

CTR = Total Clicked ÷ (Total Sent - Total Failed) × 100

Example: 27,801 ÷ (305,587 - 30,322) × 100 = 10.1%

Click-to-Open Rate (CTOR)

CTOR = Total Clicked ÷ Total Opened × 100

Example: 27,801 ÷ 115,847 × 100 = 24.0%

Comparative Analysis: Single Channel vs Automation

Volume Comparison

  • Automation Volume: Significantly higher (305,587 vs 30,322 sent)
  • Scale Advantage: Automation handles 10x more communications
  • Efficiency: Automated workflows reduce manual effort

Performance Patterns

  • Consistent Metrics: Both show identical failure, open, and click numbers
  • Proportional Performance: Similar engagement rates across both types
  • Reliability: Both channels maintain consistent delivery patterns

Using Communication Analytics for Optimization

For Marketing Teams

Campaign Performance Analysis

  • A/B Testing: Compare performance across different message variants
  • Channel Optimization: Identify best-performing channels for different audiences
  • Content Optimization: Analyze which content types drive highest engagement

Audience Segmentation

  • Engagement-Based Segments: Create segments based on open/click behavior
  • Channel Preferences: Identify customer preferred communication channels
  • Timing Optimization: Determine optimal send times for different segments

For Customer Success Teams

Automated Workflow Optimization

  • Journey Performance: Track customer progression through automated sequences
  • Drop-off Analysis: Identify where customers disengage in workflows
  • Timing Adjustments: Optimize delays between automated messages

Proactive Communication

  • Engagement Monitoring: Identify customers with declining engagement
  • Re-engagement Campaigns: Design targeted campaigns for inactive segments
  • Success Metrics: Track how communication impacts customer success KPIs

For Operations Teams

Deliverability Management

  • Failure Analysis: Investigate and resolve delivery issues
  • List Hygiene: Maintain clean, updated contact databases
  • Channel Health: Monitor channel-specific performance metrics

Compliance and Quality

  • Opt-out Management: Track and respect customer preferences
  • Regulatory Compliance: Ensure communications meet legal requirements
  • Quality Assurance: Monitor message quality and customer feedback

Best Practices for Communication Analytics

Regular Monitoring

  • Daily Checks: Monitor critical metrics daily for ongoing campaigns
  • Weekly Reviews: Conduct comprehensive performance reviews weekly
  • Monthly Analysis: Deep-dive analysis of trends and patterns monthly

Performance Benchmarking

  • Industry Standards: Compare performance against industry benchmarks
  • Historical Comparison: Track performance improvements over time
  • Cross-Channel Analysis: Compare effectiveness across different channels

Optimization Strategies

  • Content Testing: Regularly test different message formats and content
  • Send Time Optimization: Experiment with different send times and frequencies
  • Personalization: Increase personalization to improve engagement rates

Troubleshooting Common Issues

High Failure Rates

Potential Causes:

  • Outdated contact information
  • Technical configuration issues
  • Domain reputation problems

Solutions:

  • Regular list cleaning and validation
  • Technical setup verification
  • Gradual volume increases for new domains

Low Open Rates

Potential Causes:

  • Poor subject lines
  • Sender reputation issues
  • Timing problems

Solutions:

  • A/B testing for subject lines
  • Authentication setup (SPF, DKIM, DMARC)
  • Send time optimization

Low Click Rates

Potential Causes:

  • Weak call-to-action
  • Irrelevant content
  • Poor message design

Solutions:

  • Clear, compelling CTAs
  • Better audience targeting
  • Mobile-optimized design

Integration with Other FirstHive Features

Campaign Management

  • Campaign Creation: Use analytics to inform campaign strategy
  • Audience Targeting: Leverage engagement data for better targeting
  • Performance Tracking: Monitor campaign success in real-time

Customer Journey Mapping

  • Touchpoint Analysis: Understand communication effectiveness at each journey stage
  • Workflow Optimization: Improve automated sequences based on performance data
  • Personalization: Use engagement history for personalized messaging

Segmentation and Targeting

  • Behavioral Segments: Create segments based on communication engagement
  • Channel Preferences: Segment customers by preferred communication channels
  • Engagement Scoring: Develop engagement scores based on communication interactions

Advanced Features

Multi-Channel Orchestration

  • Channel Coordination: Coordinate messaging across Email, SMS, and WhatsApp
  • Failover Strategies: Automatic channel switching for failed deliveries
  • Preference Management: Respect customer channel preferences

Predictive Analytics

  • Engagement Prediction: Predict likelihood of customer engagement
  • Optimal Timing: AI-powered send time optimization
  • Content Recommendations: Suggest content based on engagement patterns

Real-Time Monitoring

  • Live Dashboards: Real-time campaign performance monitoring
  • Alert Systems: Automated alerts for performance anomalies
  • Instant Insights: Immediate feedback on campaign performance

Reporting and Export Options

Standard Reports

  • Performance Summary: Overall communication performance metrics
  • Channel Breakdown: Performance analysis by communication channel
  • Time-Series Analysis: Performance trends over time

Custom Reports

  • Audience-Specific: Reports filtered by specific customer segments
  • Campaign-Specific: Detailed analysis of individual campaigns
  • Comparative Analysis: Side-by-side comparison of different campaigns

Data Export

  • CSV Export: Raw data export for external analysis
  • API Access: Programmatic access to communication metrics
  • Dashboard Sharing: Share insights with stakeholders