Item: Bronto Marketing Platform (discontinued)
Rating: 4
Author: Christopher Colahan, MBA

Use Cases and Deployment Scope

Bronto is used by creative to upload HTML coded emails. It is used by the email marketing manager (me) to schedule and segment those emails, as well as report on email metrics.

Pros and Cons

UI/UX

A/B testing... need to include confidence interval into the equation used to determine a winner. Currently, Bronto declares an email a winner if it has one more of the KPI, even though there's no statistical significance. Other platforms do better.
A/B testing... segmentation isn't random enough. I ran multiple AA tests and there was 95% confidence one email performed better than the other... this was based off 120,000 emails measuring sent vs received. This type of test should never result in a winner with statistical significance.
Data reporting... data that's able to be exported should be much more customizable. I literally waste hours transcribing certain data by hand.

Return on Investment

All of our metrics have either gotten worse or stayed flat since moving to Bronto

Alternatives Considered

Bronto was selected before I arrived

Other Software Used

Magento, Hootsuite Pro, Google Analytics

Likelihood to Recommend

Bronto works fine for sending email, but it lacks in A/B testing and reporting. For what it does well, much less expensive options are available.

AB testing is useless

Overall Satisfaction with Bronto Marketing Platform