Mango Office End-to-end analytics

Main article: Definition of Business Intelligence

2023: Adding the ability to track the entire chain of touches with advertising channels

Mango Office (Mango Telecom) on August 31, 2023 announced the update of the Multi-Channel Analytics service. In the summer release, functionality has appeared that allows you to track the entire chain of touches with advertising channels and show which of the combinations is more successful in attracting customers.

In the updated version of Multichannel Analytics, data on associated conversions appeared - sources that participated in attracting targeted action, but did not directly lead it. Now you can track which traffic channel introduces users to the product and company more often than others, and which channel converts visits to sales. You can use this data to plan customer attraction chains in advance.

The business initiates integrated advertizing campaigns that simultaneously involve several channels and communication formats, - commented, Marina Ivanchenko Product Director to marketing and MANGO OFFICE. - Such campaigns make it more likely to "squeeze" the target audience to the lead. But the question arises as to exactly what advertisement had a decisive impact on decision-making. The mistake of marketers is to evaluate the effectiveness of the entire campaign only on the last touch. In this case, other paid channels can be found to be ineffective and disconnected, although it was their influence that was most important in this chain. The second option is also possible: the marketer understands that the channels used affect the final result, but does not see which ones specifically and how much. In this case, the company continues to spend budgets on promotion without a clear understanding of what contribution each of the channels makes. This task is solved by connecting Multi-channel analytics: the marketer sees the entire chain of client touches with advertising and understands which channels were involved in the decision-making process and which ones were not or minimal.

All analytics data is presented in convenient reports. They show which channels participate in the attraction of bids and sales and what their degree of influence is, calculate business indicators for different attribution models. For example, how many applications the channel gave for the first and last touch, as well as for the linear attribution model. Separately, you can compare the effect of advertising channels on the buyer over different periods.

According to MANGO OFFICE, the service can reduce the cost of attracting customers by up to 70% by using only those channels that participate in attracting a targeted action.

Multi-channel analytics is part of the MarTech product line of MANGO OFFICE tools, along with collectoring and email tracking, end-to-end analytics and the Competitor Analysis service.

2021

Connection to the loop of collectoring and end-to-end analytics of eighteen systems at once

On October 21, 2021, MANGO OFFICE announced that eighteen systems were connected to the contour of collectoring and end-to-end analytics. The update will allow marketers and business leaders to increase their company's revenue and profit, professionally manage advertising activities based on indicators such as expense, sales, ROMI and LTV. All integrations are connected in your personal account and configured in a few clicks.

Our goal is to make the package of integrations as large as possible in order to open access to collectoring and end-to-end analytics tools to companies from any industry and any scale, and the MANGO OFFICE platform is adapted for a set of enterprise information systems, "explained product manager Dmitry Solodkin. - According to our data, the demand for platforms that open access to a large range of marketing automation tools has grown by 35% over the past year alone. Therefore, we regularly expand the integrations, which for October 2021 cover almost all advertising systems, CRM, analytics systems, callback services, online chats, widget designers and site designers.

The autumn update includes integrations with RetailCRM, CarrotQuest, Tilda, TapLink, TimePad, etc. Each service is configured in a couple of clicks. For example, to track calls through callbacks, just copy the webhook from the MANGO OFFICE interface to the page of the desired service. The widget and site designers are turned on even easier, through the "On" button inside the personal collectoring account. Another significant change - the download speed of the main reports increased by 5-10 times. This is especially important for large companies with a large amount of data, which need to quickly analyze important indicators for each advertising channel, source, advertising campaign. MANGO OFFICE colltracking works by automatically adding replacement numbers over real traffic.

The customer does not need to purchase a separate pool of telephone numbers to analyze advertising sources. This reduces overall costs and increases the accuracy of ad performance estimates, protecting analytics from failures when the number of user sessions from advertisements exceeds the number of idle phone numbers. The company noted that the integration hub will continue to develop. By the end of 2021, the service will have even more features and tools.

Enhanced Targeting Capabilities

The provider of cloud communication solutions for business "Mango Telecom" on May 21, 2021 presented the spring update of end-to-end analytics.

MANGO OFFICE is purposefully developing through the creation of the most effective user experience on the side of medium and large customers, - explains product manager Dmitry Solodkin. - Therefore, a different approach is applied to both the content side of the available analysis and its structure.

For example, the practice of large advertisers is often associated with the promotion in performance channels of several types of services, goods or product groups at the same time. The benchmarks in marketing and sales can vary significantly depending on the target audience, the level of real demand, cost and many other factors. A performance assessment is then necessary for each product or service category individually, and the reports themselves must be specially adapted to work in this mode.

According to this logic, the martech platform MANGO OFFICE is noticeably updated in both the functional and interface components. In the early access mode, we conducted testing with the participation of several partners with the corresponding consumption profile of analytical systems, - adds Dmitry Solodkin.

In addition, in the spring update, the possibilities for targeting have been expanded. All the necessary functionality has become available to track cases and analyze expenses at VK, Facebook, Instagram, MyTarget sites. The inventory includes work with Leads forms and also supports pixels.

In addition, the update affected the technical mechanics of colltracking. Mango Telecom has improved the script for displaying telephone numbers to the customer's website in conditions of high-intensity traffic. In the main cases, the speed of the tool increased by an average of 20%.

2020

Collectoring Service for International Companies

The operator of communication solutions for business "Mango Telecom" on October 27, 2020 offered a collection service to companies leading international activities and serving customers abroad.

The marketing analytics platform MANGO OFFICE was able to use the phone numbers of more than 50 countries, previously only the numbers of Russian cities were available on it.

Collectoring systems are used to evaluate the effectiveness of advertising. Colltracking matches phone calls on specific numbers with specific advertisements and allows you to accurately establish which ad the consumer has contacted before contacting the seller of goods or services.

Colltracking is equally applicable for advertising in the press, on television and on the radio, outdoor advertising and advertising on the Internet. Digital channels are tracked using dynamic phone number spoofing technology on the advertiser's website. In the "Contacts" block, each visitor is shown his phone number, a call to such a number unambiguously identifies the user and makes it possible to restore the history of his interactions with advertising before a visit to the site.

If collecting is integrated with the CRM system of the enterprise, then the analyst will be able to show not only the volume of requests from a particular advertising source, but also the percentage of successful transactions, as well as their parameters - up to the amount of checks and the number of repeated purchases, which will allow us to correlate not advertising and appeals, but advertising and the revenue received as a result of its placement.

- Naturally, the functioning of collecting is impossible if it does not operate with telephone numbers in the country or in the region where the advertiser is operating, - explains the product manager of Mango Telecom Dmitry Solodkin. But now companies with international practice, which in Russia work with MANGO OFFICE collectoring, will have the opportunity to use the usual tool for analyzing the effectiveness of advertising for their foreign representative offices.

The operator clarifies that telephone numbers appeared in the collectoring Australia,, Austria Argentina Bahrain Belgium,,,,,,,, Bulgaria Brazil Great Britain Hungary Venezuela Guatemala,, ,,,, of the Germany Hong Kong Greece Georgia Denmark Dominican Republic,,,,,, ,,,,,,,,, Israel Ireland Spain Italy Malta, Kazakhstan Canada,,, Kenya Cyprus PEOPLE'S REPUBLIC OF CHINA Colombia Panama, Latvia,, Lithuania, Luxembourg Mexico Puerto Rico Netherlands,,,, New Zealand Peru Poland Portugal,,,,,,,,,,,,,,,,, and. Romania Salvador Singapore Slovakia Slovenia USA Thailand Uganda Ukraine Finland France Croatia Czech Republic Chile Switzerland Sweden Estonia REPUBLIC OF SOUTH AFRICA Japan

Announcement of a robot analyst and a robot marketer

On April 28, 2020, Mango Telecom announced that robotic solutions have appeared on the MANGO OFFICE martech platform - a robot analyst and a robot marketer. These are comprehensive, multi-tasking automation systems of key, two most important components of performance marketing - quality control of online attraction and constant improvement of the sales channel on the site.

According to the company, robots reveal their value in conditions when the company has already begun to actively apply a performance approach and seeks to set up business processes for the greatest efficiency - by reducing the labor costs of marketers for routine work, the quality and accuracy of which nevertheless depends on the cash result.

Robot analyst

The robot uses end-to-end MANGO OFFICE analytics and the mechanics of constantly monitoring its main metrics - with timely notification of incidents such as an unplanned drop in traffic volume on the site, an increase in the number of cases raw by managers, or changes in other indicators that may indicate problems that require immediate attention from marketers. For example, the need to urgently find out if any advertising campaign has stopped working or to make sure that there are enough free operators on the line in the call center.

To assess the situation, the robot compares the current values ​ ​ of indicators with the averages for the previous 7 days, and also constantly checks the quality of data that is supplied to the analytical system from various sources. Including the robot is able to identify mistakes of marketers in the analytics settings and advertising campaigns.

At the same time, the robot has advanced recommendation algorithms. From the pool of advertising campaigns, he identifies those that work best and whose budget it is advisable to increase. And similarly, it points to unsuccessful ads that need to be redesigned or turned off.

The robot generates standard or individual marketing performance reports for the specified period and sends them by e-mail. The reports may include a forecast of indicators based on the dynamics of data on actual advertising expenditures (debits), impressions, CTR, sessions on the site, conversion of sessions to leads and the cost of closed transactions in retrospect over the past 5 weeks, which will allow you to notice a deviation from the plan for customers, transactions or revenue in the early stages.

Robot marketing specialist

The robot uses analysis of the user's behavioral characteristics, his current and past actions on the site, contacts with advertising, as well as historical data from CRM - about appeals, orders and purchases. Thanks to this, the robot automatically forms more targeted and highly conversive fans.

A library of pre-installed and at the same time finely customizable scenarios is available on the MANGO OFFICE platform, thanks to which the robot is turned on for a specific event and works out various interactions: shows a personalized offer, informs about current promotions, reminds about the goods remaining in the basket, makes a special offer to a doubting client or a discount - a client who is going to leave the site. In addition, the robot can use SMS or e-mail for trigger mailings - for example, about periodic repeated purchases. According to estimates cited by Mango Telecom, the use of such tools can significantly increase lead conversion, average check and re-sales.

2019

Adding Multi-Channel Analysis Features

On July 25, 2019, Mango Telecom introduced additional end-to-end analytics capabilities. The extension adds multi-channel analysis functions to the service.

This method is used when it is necessary to detail the understanding of the role and comparative value of channels in complex campaigns. If a brand, product or service is advertised on the Internet and different types of placements are used at the same time, then it is important for the marketer to know how the sequence of advertising interactions with potential customers is arranged, which channels are involved in the attraction process, and which ones actually initiate conversions, how the channels affect each other and efficiency in general.

As experts from Mango Telecom explain, it is almost impossible to form a strong and cost-balanced media plan without evaluating the function of each channel in the complex chains that modern marketing builds in order to keep the audience's attention and generate transactions.

Simplified analysis can lead to errors. For example, if you consider how effective, only channels with contact with advertising in which immediately precedes the purchase, there is a serious risk of overestimating their impact.

"Immediately preceding" does not mean "is crucial," in fact, the client could initially react to a completely different advertisement. In this case, a decrease in the budget of non-convertible channels may lead to a decrease in the total volume of conversions, Mango Telecom warns.

This is one of the many cases when data from multi-channel analytics act as a determining factor for choosing an advertising strategy. Multi-channel analytics helps to create a clearer picture by being able to track a customer's path and get insights to improve results in marketing.

An important feature of MANGO OFFICE multi-channel analytics compared to other solutions is fully customizable lead attribution. By default, the classic U-shape model is used - with priority for the first and last touches (40% of the value) and a total of 20% significance of all intermediate contacts. But also, depending on the peculiarities of the business, the user can create his own attribution model in MANGO OFFICE analytics, according to his rule, setting the value of advertising interaction depending on what place it occupies in a multi-channel sequence.

This is necessary for Mango Telecom customers from different industries to receive inventory on the MANGO OFFICE analytical platform that most fully meets their tasks and features of work to attract, the developers say.

Integration with JivoSite. Manual marking of calls. Advanced Web Analytics

On March 6, 2019, Mango Telecom, a Russian operator of cloud communications for business, announced the expansion of the functionality of its end-to-end analytics service. The platform received direct integration with JivoSite chats, updated lead markings, as well as advanced web analytics.

Integration with JivoSite

Unlike other common services, Mango Office makes it possible to process not a general array of text calls that have passed through the inventory of JivoSite business chats, but facts of communication broken down by channels: chat on the site, social networks, instant messengers, messages from search results Dialogs. " This allows you to clearly trace the connection of marketing initiatives with the reaction of potential customers and get deeper insights to strengthen strategies in different channels, according to Mango Telecom.

Manual call marking

Companies with a relatively small amount of leads and, as a result, with the ability to carefully evaluate each appeal, received at their disposal a tool for tagging calls in collectoring. The ability to manually label calls and adjust automatic lead qualification if necessary allows you to improve the quality of advertising performance analysis.

Web Analytics Inside

Another major change after the update: the analytics platform Mango Office began to take into account data about user behavior on a site for which end-to-end analytics is enabled. Statistics on device types, sessions, share of new users, viewing depth, failure rate are automatically added to the reports. This information is useful for understanding a whole pool of problems. For example, if you highlight mobile traffic and estimate the conversion rate for it, then relatively low (against others) coefficients may indicate incorrect display of landing pages on smartphones.

In turn, a high level of failures (the percentage of users who closed the site immediately after switching to advertising) may indicate inappropriate advertising traffic and the need to audit its sources. With the update of the Mango Office analytics platform, web analytics data will not need to be accessed by other resources - they can be investigated in conjunction with marketing metrics and CRM records, which will simplify the work of the marketer.

2018

Updates in terms of data exchange with CRM

On November 22, 2018, Mango Telecom presented an update to the end-to-end analytics service, including opportunities for companies that use large communication equipment and work with long sales cycles.

According to the company, technically the platform has received improvements in terms of data exchange with CRM, affecting both the procedure for collecting events from CRM and their classification.

Regular mechanics allow you to export transactions to end-to-end analytics, regardless of how records about them were created in CRM - tools offered by CRM developers, or any other systems for receiving calls. This ensures maximum data completeness and, as a result, higher accuracy of the final reports.

At the same time, you have entered a classification of transaction statuses. Previously, the analysis took into account only successfully completed transactions, and reports were built only on the basis of information about them. The updated analytics works with a wider set of characteristics and generates reports on all transactions created in CRM in total, on transactions in the work of sellers, on successfully completed and canceled transactions. This increases the detail of performance indicators - such as lead quality and funnel level, and also clarifies some synthetic metrics: the speed of accepting calls to work by sellers, the speed of closing transactions and other parameters important for evaluating performance in companies with a long sales cycle.

The ability to consider an array of transactions in terms of status helps to identify deeper patterns not only in marketing, but also in sales. For example, if, with similar indicators of the quality of attraction, different products or services show different levels of conversion to sales, this may indicate an insufficient level of training of sellers in a particular direction.

As of November 2018, MANGO OFFICE analytics are tracking more than 50 indicators.

Start

MANGO OFFICE end-to-end analytics was introduced in August 2018. More on this here. The service monitors calls, call orders, feedback forms, web chats, messages on social networks and instant messengers.

According to company representatives, when using MANGO OFFICE communication tools in CRM, not only the corresponding transactions are automatically created from fixed cases, but they are also assigned to responsible managers. When analyzing communications, they are compared with the data of advertising platforms and information from accounting systems. As a result, the user receives an assessment of the effectiveness of the channels of attraction and profitability from investments in promotion, as well as data on the basis of which it is possible to find ways to improve business results.

An important advantage of MANGO OFFICE is minimal data sampling. The information accumulated by the analytics is processed completely, not limited to saving resources by a valid piece of statistics.