Campaign ROI/Summary Dashboard: Logic & Definitions

This guide documents the data logic, calculation rules, and attribution methodology used in the Strum Platform's Campaign ROI/Marketing Summary Dashboards

Data Sources

The dashboard combines data from the following primary sources:

Campaign Attribution Logic

Campaign attribution connects campaign engagement activity with product/service openings.

A product is attributed to a campaign when all of the following conditions are met:

1. The Customer received the campaign communication (Reached).
2. The Customer opened the campaign communication (Opened).
3. The product/service was opened during the campaign Influence Period.
4. The product/service appears in the Strum platform dataset.

Attribution Flow

Campaign Sent

↓

Customer Reached

↓

Customer Opens Communication

↓

Product Opened During Influence Period

↓

Product Appears in Strum Platform

↓

Conversion Recorded

Conversion Definition

A conversion represents a product or service opened by a campaign-engaged Customer during the Influence Period.

Conversion criteria:

• Customer must be reached by the campaign
• Customer must open the campaign communication
• Product/Service Flag must be opened during the Influence Period
• Product/Service Flag must exist in the Strum platform dataset

Each qualifying product is counted as one conversion.

Conversion Rate Calculation

Conversion Rate measures the proportion of Customers reached who opened a product.

Formula:

Conversion Rate =

Number of Products Opened ÷ Customers Reached

Example:

Accounts Opened = 22

Customers Reached = 5,731

Conversion Rate = 0.38%

Balance Calculation

Balances shown in the dashboard are standardized using the following rule:

Balance = Month-End Balance of the First Month the Product Was Opened

This ensures balances are measured at a consistent point in the product lifecycle.

Balance Example

Balances may differ from current balances because they represent historical month-end values.

Profit Calculation

Profit is calculated using the same timing rule as balances.

Profit = Month-End Profit Recorded During the First Month the Product Was Opened

This ensures that all conversions are evaluated using the same financial timeframe.

ROI Calculation

Return on Investment (ROI) measures the financial return generated relative to campaign cost.

Formula:

ROI = Total Profit ÷ Campaign Expenses

ROI Example

ROI = 22,754%

This indicates the campaign generated 227 times its cost in profit.

Engagement Metrics Logic

Reached

Customers who successfully received the campaign communication.

Examples:

• Email delivered
• SMS message sent
• Direct Mail delivered

Opened

Customers who opened the campaign communication.

Examples:

• Email open event
• Message view
• Notification open

Open Rate

Open Rate =

Opened ÷ Reached

Clicked

Customers who took further interaction actions such as:

• Clicking a campaign link
• Visiting a landing page
• Beginning an application

Direct Sales Definition

Direct Sales represent products opened by Customers who:

• Were reached by the campaign
• Opened the campaign communication
• Opened a product during the Influence Period

These products are directly attributed to campaign engagement.

Related Sales Definition

Related Sales represent additional products opened by campaign Customers that were not necessarily promoted in the campaign.

These products are opened during the Influence Period but may represent:

• Cross-sell activity
• Secondary product demand
• Additional Customer financial activity

Examples include:

• Savings accounts
• CDs
• Personal loans
• Checking accounts
• Credit cards

Closed Account Handling

The dashboard includes all products that were opened during the Influence Period, even if the account has since closed.

This approach ensures that the report accurately reflects all conversions generated during the campaign timeframe, rather than only currently active accounts.

Financial Standardization Rule

To ensure consistent campaign comparison:

Balances and profits are measured using the same lifecycle point for every conversion.

Standardization rule:

Month-End of the First Month the Product Was Opened

This prevents:

• Inflation from long-term balance growth
• Distortion from accounts opened earlier in the campaign
• Inconsistent ROI measurement across campaigns

Data Refresh Frequency

Dashboard data is refreshed based on the underlying data pipeline schedule.

Typical refresh schedule:

• Campaign engagement data: Daily
• Product data: Daily
• Financial data (balance/profit): Monthly month-end snapshot

Actual refresh schedules may vary depending on system integration timing.

Data Governance Notes

This dashboard is intended for campaign performance measurement and marketing analytics.

Key governance principles:

• Conversion attribution requires Customer engagement (open event).
• Financial metrics are standardized using month-end snapshots.
• Closed accounts remain included to preserve historical campaign performance accuracy.