How can I track Persona Engagement in Sequence Insights?

Applies To

• Outreach users
• Sequences

Answer

Persona engagement can measured using the Department and Seniority graph breakdowns.

Department: The first graph displays the percentage of prospects with positive actionable response by the prospect’s department.

Seniority: The second graph displays the percentage of prospects with positive actionable response by the prospect’s seniority level.

Analyzing engagement patterns among different persona cohorts can reveal preferences for certain types of content or messaging styles. For instance, senior executives may prefer concise and high-level content, while individual contributors may respond better to detailed and informative materials.

Formulation

1. Department and Seniority is assigned to prospects using Outreach’s existing Job Title Classification model.
2. Number of Prospects with positive actionable response is calculated by counting the number of prospects that engaged with the sequence in any one of the below forms - 
   1. Email replied with positive intent
   2. Email replied with a clear referral contact
   3. Email replied with a specific reason for objection
   4. Call longer than 300 seconds
3. The department and seniority of the prospects is retrieved using the Outreach’s machine learning classification model Outreach Job Title Classification Overview.
4. The percentages populated for both cohort graphs are calculated out of the total number of prospects with positive actionable response.

Additional Information

Frequently Asked Questions

What factors are considered for the Positive actionable response analysis by cohort? 

1. Number of Prospects with positive actionable response is calculated by counting the number of prospects that engaged with the sequence in any one of the below forms - 
   1. Email replied with positive intent
   2. Email replied with a clear referral contact
   3. Email replied with a specific reason for objection
   4. Call longer than 300 seconds
2. The department and seniority of the prospects is retrieved using the Outreach’s machine learning classification model Outreach Job Title Classification Overview.
3. The percentages populated for both cohort graphs are calculated out of the total number of prospects with positive actionable response.

What is the historical window of the engagement analysis by cohort? 

The two graphs currently display data for the last 90 days (~3 months) of activity.