Gift Card analytics

One of the first rules of any marketing campaign is to understand its impact and how it works.

To gauge this impact, we track four metrics:  

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• Visited:: The total number of times a campaign was clicked or scanned.
• Installed: The total number of times an gift card was installed on a digital wallet.
• Uninstalled: The total number of times an gift card was uninstalled from a digital wallet
• Current Installed: The total number of gift cards installed at this moment.

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All these metrics do not account for whether the coupon is for the same unique code or a different one.

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Customer Journeys

The best way to understand the metric is to apply it to customer journeys:

Curious customer
A customer scanned a QR code on an airport banner but then decided not to install the card on his mobile. As a result, no other metrics will be tracked.

‍Visited: 1, Install: 0, Uninstall: 0, Current Install: 0

Engaged customer‍

A customer clicks on a private link from an email marketing campaign, installs the gift card on his phone, and shares the same link with his wife, who also installs the wallet. Always is the same unique code.

Visited: 2, Install: 2, Uninstall: 0, Current Install: 2

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Non used coupon

A gift card installed from a public campaign for a customer who is no longer interested in the promotion can simply be uninstalled from their phone.

Visited: 1, Install: 1, Uninstall: 1, Current Install: 0