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A New Way to Automate Email Reporting Using AI


When we announced Mogi earlier this year we knew that we wanted to help B2B marketers get more from the mountains of data that they are sitting on. But we didn’t know yet exactly how we were going to do it.

Since then, we’ve worked with organizations big and small exploring the best ways to take data and make it useful to the team.

Here’s what we learned:

  • Dashboards often confuse more than elucidate. Even the most data-sophisticated companies don’t do enough to explain, contextualize, and extract business insights and recommendations from their data. Most initiatives stop at the creation of many dashboards, a lot of which end up misunderstood, misdirected, or even more often, unseen. They require a ton of training or expensive analysts to translate.

  • Data analysis done manually is very very time consuming. From capturing data, to storing it, joining it, aggregating it, visualizing and then analyzing and synthesizing. It’s no wonder that very few of our business decisions are actually data influenced (it’s about 50%, according to Gartner).

  • Marketers are hungry for concise and actionable insights. We met many teams who are patiently waiting for their data teams to deliver on the promise of data-informed decision making. Meanwhile, they are taking matters into their own hands and creating their own massive Excel spreadsheets and analysis. Needless to say these efforts are very inefficient and prone to copy-paste errors.

With the advancement of today’s technology, and our team’s combined expertise, we knew we had to come up with a new solution!

For the past 6 months, we’ve been working with a group of early adopters to design a way to:

  1. Design a system that can scale reporting, analysis and recommendation generation - can we deliver the right insight to the right person on our team at the right time?

  2. Create a better data “report” - a way to explain and show data that’s helpful, concise, insightful and ultimately compels action - we call this “Data Story”!

  3. Figure out the types of stories our customers wanted to tell - there is a lot of data in B2B marketing, where should we start first?

  4. Get data via APIs - and begin to slice and dice and analyze it automatically.

  5. Harness the power of AI and LLMs - to help make data more digestible and to bring it to life.

Announcing Mogi, the App!

Today we’re happy to announce that Mogi is now available!

For our first product, we’re integrating with marketing automation systems like Marketo to bring email metrics to life with the power of AI.

Here’s what Mogi does, explained in detail below:

1. Automate and Scale Email Reporting and Analysis For Your Team

With so many email campaigns and a myriad of metrics to track, manual reporting can quickly become a cumbersome task. Your email marketing team needs to be focused on crafting great emails not sifting through spreadsheets. Your analytics team needs to be sharing insights and recommendations not getting bogged down in spreadsheets. Analytics efficiency is key to speed up the cycle of campaigns –> learnings --> better campaigns.

For example, if you have Marketo - and want to report on Email effectiveness for your team, here’s what you’re likely doing:

  1. Logging into Marketo to run an email performance report

  2. Downloading the data into Excel

  3. Creating specific charts/data tables in Excel

  4. Building slides with highlights from the Excel doc

  5. Sharing the insights/findings with your team

Marketing Data Reporting Without Mogi

Marketing Data Reporting Without Mogi

Marketing Data Reporting With Mogi

That’s what it takes to extract insights from data. It takes effort and work.

This is where Mogi steps in, enabling a new era of streamlined analytics operations. By automating email reporting and analysis, Mogi eliminates the need for tedious data collation, spreadsheet creation, and manual calculations. This means your team can instantly access consistent, accurate, and up-to-date reports without investing hours into the process

Let Mogi do the heavy lifting for you by taking advantage of the latest AI capabilities and extracting insights from your email data automatically.

Specifically, by taking advantage of automation, we’re able to scale how we communicate insights with the various stakeholders on the team.

There are different people who care about email in your organization who all need to be kept informed.

Data - Segments - Data Stories - Teams

For example:

  1. For the C-Suite Management: the executive team may primarily be interested in the overall performance of the email channel. Mogi aggregates top-line metrics, offering a consolidated view of reach, engagement, and ROI.

  2. For the Demand Gen Team: Lifecycle nurture emails are instrumental in moving leads down the funnel. Mogi breaks down the performance of these emails, so the team can identify which nurturing touchpoints are the most effective and where there might be room for improvement.

  3. For the Events Team: Email invitations and follow-ups play a pivotal role in event success. Mogi provides insights on engagement with invites, and post event follow-up content This aids the team in refining their event outreach strategy and post-event engagement techniques.

  4. For the Email Content Team: Content efficacy is gauged by understanding audience interaction. Mogi segments email engagement metrics by different audience personas, allowing the content team to discern which types of content resonate with which audience segments. This granularity helps in crafting content that truly speaks to the target audience.

  5. For the Growth Team: onboarding emails set the tone for a customer's journey. Mogi offers insights that the growth team can gauge the efficacy of their onboarding strategy and iterate to ensure a smooth user experience.

  6. For the Marketing Operations Team: The health of the email channel is important. Your company’s online reputation is important. Mogi meticulously monitors deliverability rates, unsubscribe patterns, and adherence to communication limits. It provides the ops team with a holistic view of channel health, ensuring that email campaigns run seamlessly and sustainably.

Mogi generates a feed of “Data Stories” (we dive deeper into what a data story is below) - which are like analysis report told in a narrative format.

The Mogi Data Stories feed is a way to quickly dive into a specific topic of analysis - based on.

You can quickly search the feed based on:

  • Timeframe of the analysis

  • The topic of the data story

  • The list of recipients that the story was generated for

  • The segmentation that the story includes - ie it’s a story about a specific set of audiences or specific set of emails.

Imagine your team - instead of being overwhelmed with data - being insights rich!

Mogi automatically creates insights, recommendations and explains the underlying data being generated by your marketing automation system.

2. Bring email data to life with Data Stories

When we thought about automating data analysis and reporting - we didn’t want to simply create more data for your team to be buried under.

We wanted to create something useful - that anyone on the team could pick up at any time - and it would still make sense to them, and they would find it helpful, insightful and actionable.

To create actionable insights from data - we chose the format of Data Storytelling - as the way to expand how we traditionally communicate data.

In B2B marketing, we’re so accustomed to consuming data either from spreadsheets or at best from complicated dashboards that require lots of additional human work in order to analyze, explain and extract insights and create recommendations.

So we are re-imagining how analytics should work in an organization.

We want our technology to go as far as it can in interpreting, analyzing, explaining and presenting the information that your team members need to do their jobs better.

Data Stories - as we defined them - give us the tool to better communicate data insights.

Mogi’s Data Stories include:

  • The underlying data that Mogi used to create the data story

  • Calculated metrics like Open and Click rates for emails

  • Data Visualization which Mogi animates to make data come alive

  • Analysis of the data for the most common use-cases

  • Data informed insights and recommendations for the team to make improvements to the email performance.

  • Impact analysis showing the level of impact predicted if the recommendations are followed

  • And the whole thing is packed in a presentation style narrative structure that’s easy to follow and understand, even if you don’t have any subject matter expertise.

When you click on one of the Data Stories in your Mogi feed, you’ll be taken to an interactive slide show that explains the story of the data - slide by slide, visual by visual - eventually arriving at a list of recommendations that the team can implement to continue to improve email performance.

We have a growing list of Data Story templates and narrative structures that we’ve taught Mogi how to use, and are continuing to expand the list of Mogi’s capabilities based on customer feedback.

Example Use Cases

Keeping up with all Emails in general

We find that our customers send a lot of email - a lot more than is practical for analysts to keep up with. This is where Mogi is really helpful because it automatically reviews all of the emails that are going out of your marketing automation system and is proactively sending you observations, alerts and highlights from that data.

And you can then share the insights with the right people - depending on what they care about.

Staying informed about Event Emails

When you host or participate in an event like a conference or even a webinar - there are multiple stakeholders who need to be kept informed about the performance of the event.

There are invites and follow up emails the performance of which Mogi can automatically send to the appropriate set of people for review and follow up.

Nurture Email Performance

A lot of B2B marketing team have ever-green nurture email campaigns that need to be continually revisited, analyzed and optimized over time.

Often these “nurture streams” are made up of multiple email series that are sent in a specific order and achieve a specific outcome.

Mogi is able to automatically keep track of your nurture streams, and routinely (let’s say weekly) send an update to the team with analysis of the email stream performance, and ideas on how to make it more effective.

Multiple Product Lines, Multiple Teams

One of our customers has multiple product lines that are managed by different teams and keeping up with all of the different product specific email campaigns is almost impossible for the analytics team

So instead, they use Mogi to automatically send product specific email updates to the appropriate product teams on a routine basis.

Not only are the product stakeholders receiving email insights, analysis and recommendations on a regular basis, but the analytics team is no longer being inundated with data requests about product specific email performance, and can use their time for other higher value projects.

The Future of Email Analytics with Mogi

I feel like we’re just getting started with creating data stories about Emails.

There are lots of business critical insights in the email data: everything from audience insights about who the best prospects or customers are, and what someone is interested in, to content insights about which messaging is resonating with which buyers.

We can’t wait to create more helpful data stories to unlock the potential hidden in this dataset.

How we work with AI and LLMs.

1. Privacy-First Approach

At Mogi, we prioritize the security and privacy of our customers. When interfacing with state-of-the-art AI platforms like OpenAI, we utilize private API connections to ensure that customer data remains strictly confidential. Under no circumstances is customer-specific data shared with external platforms.

2. Reliable Data Analysis

The core of our analysis is performed by Mogi's own statistical algorithms - and are not performed by LLMs. Our system rigorously checks and validates data to ensure that the data we present are accurate and dependable.

3. LLMs and Explanatory Metrics

Our collaboration with LLMs primarily comes into play during the explanations phase. Once Mogi's algorithms analyze the data, LLMs assist in presenting those results in a digestible and meaningful manner, guiding users on the implications of the data and articulating actionable recommendations. That’s what LLMs are good at - they are great at generating language to explain, emphasize and highlight - all of which are components of a great data story.

4. Continuous Oversight and Refinement

We understand that trust is paramount, especially when it involves business-critical decisions. To uphold this trust, our team consistently monitors the data stories generated by the platform. We're committed to refining and training our model to ensure that our insights remain reliable and relevant in the ever-evolving business landscape.

Experience Mogi's AI-Driven Insights with Your Own Data!

Your Data, Our Expertise: We believe the best way to understand Mogi's potential is to see it in action with your own data. Start your free trial, and we'll set up an integration with your marketing automation system to bring your email campaigns to life in a way you've never seen before.

🌟 30-Day Free Trial: It's not just about access. It's about experiencing firsthand the revolution Mogi can bring to your email marketing. Watch as we transform your raw data into insightful email data stories, revealing opportunities and strategies tailor-made for your business.

🔒 Seamless and Secure Integration: Setting up is a breeze, and your data's privacy remains our utmost priority. We use private API connections, ensuring your data never exits your ecosystem and is never shared with third-party platforms.

🚀 Empower Your Decisions: Don't just analyze—understand. With Mogi's AI-enhanced reports, your team can not only see the metrics but truly comprehend what they mean, driving actionable insights and strategic pivots.


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