The interface / Dashboard Navigation


#1

Welcome to The Interface/ Dashboard Navigation guide.

The Odyssey interface is divided into six sections. When logging in to Odyssey for the first time, you’ll see the standard Odyssey dashboard. See the following to understand how we call the different sections.

  1. Side Bar
  2. Header
  3. Bread Crum
  4. Analysis Menu
  5. Columns
  6. Source information

  1. Side Bar
    The side bar can be used to navigate through your data. You can hide/show this navigation by clicking the button on the bottom of the page, on the left side.

The navigation pane provides you with an overview of all of the different traffic sources Odyssey measured. Clicking any of these traffic sources will send you to the page of that traffic source. Also, in the navigation pane, you’ll then see all of the components of the traffic source.

  1. Header

The header shows three parts (1) analysis, (2) accounts settings and (3) view settings. Use the header to navigate through these sections.

  1. Bread Crum

The bread crumb is always visible when you’re navigating through Odyssey. The bread crumb shows you where in your data you’re, at that moment.

You can use the Bread Crum to navigate back to the parent data by clicking it.

  1. Analysis menu

In the analysis menu, you have the possibility to change several settings in order to interpret your data.

  • Date range: An adjustable range (start and end date) of a period of time you would like to take into the analysis. Odyssey includes all the customer journeys in which the transaction has taken place in the selected date range.

  • Change date range: You can change the date range by clicking on the date, or clicking the arrow next to the date. Then fill out your preferred date range.

  • Maximum media spend slider: The maximum media spend is the percentage of budget you’d like to spend on your paid media. This is one of the key features of Odyssey. Adjust the maximum media spend slider to see the effect on your traffic sources. On the right of the slider, you’ll see the total suggested media spend in your currency.

  • Change the maximum media spend: Click on the slider and move it either right or left.

  • Exclude organic channels in suggested media spend calculation: check this box if you want Odyssey to just use the paid media in the suggested media calculation.

  • Total suggested media spend: The total suggested media spend is the amount of paid media spend, suggested according to the set maximum media spend slider.

Note: this is the accumulated sum of all of the suggested media spend per paid traffic source. ‘Free’ traffic sources (like organic) are not taken into account here.

  • Export: This can be used to export your data to a .CSV file.

  • Advanced Search: This function can be used to search a traffic source.

  1. Columns

Note: when you are using Odyssey on a smaller screen you can use the arrows shown in the figure below to navigate horizontally

When logging in to Odyssey there is a thirteen columns standard. Read about adjusting the columns here.

  • Source: This is the traffic source.
  • Distribution: This distribution is a visual representation of the three main KPIs that Odyssey is using (being length, density and position).

You can sort the traffic sources on one of the variables in the columns section, by clicking on this variable in the column.

  • Length in days: The average amount of days in the customer journey of which this traffic source is a part of.

  • Length in clicks: The average number of touchpoints within a customer journey of which the respective traffic source is a part of.

  • Density: Density is the market share within a customer journey, expressed as a percentage. For example, if you have a customer journey of 5 touchpoints and an affiliate is one of these touchpoints, then the affiliate’s density is 20%. Generally, the higher the density, the more valuable the respective source is because if all touchpoints in a customer journey originate from a single source (100% density), it means that no other channels are needed to convert to a sale.

  • Position: The average position of a traffic source within the customer journey. We differentiate between positions because we believe position is related to the amount of incremental value a channel delivers in comparison to other sources. In Odyssey the average position is presented on a 0 to 1 scale (e.g. a position in the exact middle of the customer journey would, therefore, be shown as 0.5).

  • Incrementality This metric reflects the percentage of the customer journey that should be attributed to a certain channel based on Odyssey’s 3 KPIs (length, density, position). This represents the amount of incremental value of a traffic source in percentages (the higher the percentage, the greater the incremental value).

  • Suggested Commission (affiliate only) The commission this traffic source should earn, based on Odyssey’s 3 KPIs (length, density, position). If current > suggested, then this would mean that an affiliate gets overpaid: more commission than its incremental value. If current < suggested, then the affiliate gets underpaid: according to its incremental value, this source would deserve more commission. N.b.: the analysis of an affiliate expert is essential here to asses the amounts and consider taking the next steps.

  • Target ROAS: This metric is calculated by dividing the participated revenue by the suggested paid media spend. The outcome of this is a target ROAS, for you to compare to its current ROAS. The current ROAS should at the least be equal to the target ROAS for the respective traffic source to be profitable. N.b.: please take the incrementality index into account when interpreting target ROAS, for it also requires other traffic sources to achieve the participated revenue.

  • Suggested Media spend: The amount of money that should be spent on this traffic source based on both the (adjustable) maximum media spend and the suggested commission.

  • Current media spend: The amount of money that you are currently (in the selected date range) spending on this traffic source.

  • Volume: The amount of conversions (sales) of which the traffic source has been part in the customer journey (i.e. it represents one or multiple touchpoints in the converting customer journey).

  • Participated revenue: The total revenue that the traffic source has contributed to (the total revenue of all of the converting customer journeys in which the channel represents one or multiple touchpoints).

You can modify the show columns as follows:

  • In your Odyssey account look click modify columns in the columns bar.

  • You will see a pop-up screen. By clicking the box in front of the traffic source you can show or unshow a column.

  • To reorder your columns, drag and drop the column and place them in your desired order.

  1. Source

The sources show the data per traffic source, based on the variables in the columns. Right next to the traffic source you see the “I”. Clicking this will navigate you to the traffic source dashboard.