Cell Waterfall report
The Cell Waterfall report shows the falloff of audience members as cells are input and output through various processes in a flowchart. This report identifies processes that affect output volume and provides details about the output by percentage and quantity. Use Cell Waterfall reports to refine target counts by viewing the falloff that is incurred by each successive criteria.
The following example shows a flowchart for a Multi-Channel Retention campaign. The report that follows analyzes the output from the Select process named "Gold".
Cell Waterfall report example
The Cell Waterfall report that is based on this flowchart is shown in the following figure. The Gold (Select) process is analyzed because it is the one selected in the Cell list. The Path list is not relevant in this example because the Gold cell has only one path in this flowchart (from Gold to Eligible). If the Gold process box provided output to other processes in the flowchart, you could use the Path list to look at other sequences.Screen capture of a Cell Waterfall report
Each cell is identified by the Output Cell Name and Process Name (in square brackets) assigned on the General tab of the process configuration dialog.
This report shows that the IDs in the Gold cell are passed to the Merge process named Eligible. As a result of the Merge process, a number of IDs are added (from the Platinum Select process).The Removal Query columns indicate that some IDs were also removed. In this example, the Opt Outs process in the flowchart removed customers who elected not to receive email communications. Therefore, the merged result of the Gold and Platinum cells is less than the sum of the two cells. Next, the Eligible IDs are passed to a Segment process named Value Tiers. The Segment process divides the Eligible IDs into multiple contact channels.
The Total row in the Cell Waterfall report shows the total number of IDs removed from the Gold output cell. It also shows the number and percentage of Gold IDs that remain.
To generate a Cell Waterfall report
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