Where the campaigns ran, and what came back.
Campaigns per channel
How many of the 50 campaigns ran in each place
Average lift by channel
Same effort, different results — Affiliate leads, Social trails
Average lift by customer type
Who responds best to a campaign on average
Average lift by campaign goal
Retention edges everything else; Reactivation trails
Channel × customer type — average lift
Each cell shows the average lift when that channel reached that customer type. Green = strong, red = weak, grey = no campaigns.
Spread of campaign lift
How returns are distributed across all 50 campaigns — note the long tail on either end
The shortlist of combinations worth running more often.
Top 10 combinations by lift
Each row is one campaign. The shortlist of templates worth running more often.
Channel × goal — average lift
Where the best pairings sit: channel paired with campaign goal
Goal × customer type — average lift
Cross-sell to High Value and Retention to broad audiences lead
Best vs portfolio average
Top single-combination peaks compared to the 8.6% average across all 50 campaigns
Repeated combinations (n ≥ 2)
Combinations the team has actually run more than once — and how they performed
Hit rate above portfolio average — by channel
% of each channel's campaigns that beat the 8.6% portfolio average. Affiliate wins more often than it loses; Email rarely does.
Campaigns to stop running on autopilot.
Bottom 10 campaigns by lift
The weakest slice of the calendar — first candidates to trim
Reactivation campaigns by channel
Where the most-used (and worst-performing) campaign goal runs
Reactivation campaigns by customer type
Reactivation aimed at Churn Risk customers is the single weakest slice
Effort vs payback by channel
Each dot is a channel. X = number of campaigns, Y = average lift. Email runs as often as Affiliate but pays back 24% less.
Email campaigns by goal
The shape of Email's calendar — Reactivation dominates
Churn Risk customers — lift by channel
How well each channel reaches the team's hardest-to-move audience
When campaigns ran, and how much it mattered.
Average lift by month launched
Strongest months in green, weakest in red. December, July, October lead. September, February, November trail.
Number of campaigns per month
Where the calendar habit puts campaign volume
Strong vs weak months
The three best months versus the three worst
Average lift by year
Year-on-year trend across the three years of campaigns
Number of campaigns per year
Volume held steady across the three years — the mix is what shifted
Average lift by length band
Short (<30 days), Medium (30–60), Long (>60). The Long lead is driven by campaign mix, not by length itself.