MailChimp Unveils Analytics Tool
MailChimp today announced Analytics360, an add-on option to its self-service e-mail marketing system that the company claims allows its clients to track performance and measure the return on investment of campaigns.
According to MailChimp, Analytics360 is the first analytics tool to import and integrate data from Google Analytics into its user interface. Types of data provided include page views, bounce rates, revenue created, average value per visitor, goal conversion and eCommerce transactions, the company said in a statement.
Analytics360 also calculates an eCommerce campaign’s ROI by deducting the cost of the campaign from the overall revenue it generated, according to MailChimp.
“We believe that this type of detailed reporting should be part and parcel of an e-mail marketing solution, regardless of the size of the campaign,” said Ben Chestnut, CEO of MailChimp, in a statement. “The Analytics360 feature automates information such as ROI and generated revenue, which would ordinarily have to be calculated manually or via a third party solution.”
