Universal Campaign Interaction Labels

Strum Platform's marketing performance data comes from multiple systems (Braze, HubSpot, Prisma, Voice, Platform campaigns) as our platform expands the list of integrations to meet the needs of its clients.  The challenge arises when each system uses different terminology:

• “Opened” vs “Engaged” vs “Reached”
• “Delivered” vs “Sent”
• “Converted” vs “Completed”

This creates:

• Inconsistent reporting
• Difficult cross-channel comparisons
• Limited confidence in performance insights

The Solution - Universal Interaction Labels in Strum Platform

Strum Platform standardizes all engagement data into a single set of consistent labels across:

• All marketing automation systems
• All channels (Email, SMS, Voice, Platform campaigns)

Platform Availability

All Universal Interaction Labels are:

• Available in Marketing Dashboards
• Usable in Campaign Filters

Key Takeaway

Regardless of source system or channel, all interaction data is normalized into a single, consistent framework, enabling:

• Cross-channel reporting
• Simplified filtering
• Clear performance comparisons

Below is a table translating the specific Marketing Automation system’s interaction label (by MA platform and channel) to the Platform’s universal label.