Marketers love dashboards—but only when the data inside them is actionable. One of the biggest advantages of MARC is that its engagement analytics aren’t vanity metrics. Every data point maps to a real behavioral signal that helps teams understand how prospects absorb, share, and respond to physical video storytelling.
Yet many teams new to MARC ask the same question: “What should we actually be looking for?” This guide breaks down each major MARC metric, how to interpret the behavior behind it, and how to use that insight to make better marketing and sales decisions.
Traditional direct mail has always been a black box. Once a mailer lands, marketers can’t see who opened it, whether anyone shared it internally, or how long someone spent with the content. MARC closes that gap by giving teams the same visibility they expect from digital—view time, replays, multi-viewer sessions, and more.
Understanding how to interpret this data is the key to transforming direct mail from a cost center into a measurable performance channel.
This tells you how many times the brochure has been opened and interacted with. High engagement count typically indicates:
Rule of thumb: Anything above 4–5 engagements per brochure is a strong buying signal; MARC’s average is over six. When an account crosses that threshold, outreach should become more targeted and timely.
View duration is one of the most important behavioral indicators. MARC’s typical campaigns see over a minute of engagement per view—far stronger than standard digital benchmarks.
Short views (under 15 seconds) often mean the messaging didn’t resonate or the recipient wasn’t the right target. Long views (60+ seconds) suggest deep attention and emotional connection to the story.
Completion rates show how well the narrative holds attention. A high completion rate means the message structure, pacing, and content are landing effectively.
When completion rate is low but view duration is high, the video may be too long or overloaded with detail. In future creative iterations, tightening the story can improve retention.
Replays are among the strongest intent signals in MARC’s analytics ecosystem. Prospects replay videos when they:
In ABM programs, replays often correlate with buying committee activation. In late-stage cycles, replays correlate with deal velocity.
MARC detects multi-viewer sessions—one of the most critical indicators in B2B selling. When several viewers engage together, it means internal collaboration is underway.
Interpretation:
When a brochure gets engagement across several days, it signals persistent interest and an active evaluation cycle. Digital channels rarely produce this level of longevity—MARC regularly does.
Analyze which accounts have the strongest engagement metrics and cluster them by vertical, persona, and messaging type. These patterns influence future segment-building and creative strategy.
Low completion rates? Simplify the narrative. High replay counts? Highlight the section being replayed more prominently. Multi-viewer sessions? Add team-focused messaging.
Sales should treat MARC metrics like intent data:
Our team can walk you through the insights and show you how to connect them to pipeline impact.