Insights
What did the message achieve?
What it cost, who it reached, and what should happen next. Four short articles on what the platform makes measurable, with examples from fictional demo companies.
Article 01
Results per krone, not per click.
Opens and clicks say little about what a message was worth. iQub will measure every send in what matters to you.
ROAS is revenue divided by ad spend. A ROAS of 6 means six kroner in sales for every krone spent. But ROAS doesn’t know what the goods cost, what discounts you gave, or what it cost to send the message.
POAS (profit on ad spend) is profit divided by cost. A campaign can have a ROAS of 6 and a POAS of 0.8: six kroner in revenue, but only 80 øre of profit for every krone it cost. You lose 20 øre on every krone.
POAS is the measure for those who sell goods. Other industries put a different number at the top – renewed contracts, fewer customer-service enquiries, shifts covered faster, how many got the message. The calculation is the same: what did we get back per krone?
Every send, audience and channel will get its own number, and the platform will suggest where the next krone does the most good.
- A POAS below 1 means a loss, however high the ROAS.
- Margins come from your product data. If that’s out of date, so are the POAS figures.
ROAS versus POAS per campaign
Toppfart Sport · last 12 months
| Campaign | Cost | ROAS | POAS |
|---|---|---|---|
| Black Week (ads and messages) | NOK 84,000 | 6.1 | 0.8 Below target |
| Summer sale | NOK 32,000 | 5.2 | 2.1 |
| Members’ evening | NOK 9,500 | 4.0 | 1.6 |
| Weekly newsletter | NOK 21,000 | 3.1 | 1.2 |
Suggestion: move 20% of the Black Week budget to members’ evenings. Expected: around NOK 13,000 more in profit.
AdjustApproveSame calculation, different measures: Fjordvern – renewed before due date · Strømvik – fewer enquiries · Lindra – minutes until the shift is covered · Brekkvik – share reached
Data: orders · cost of goods · campaign cost.
Article 02
What did the message actually cost?
The price of each message will be traceable from the send to the invoice – per channel and per department.
Every message is logged with its channel and price. If it didn’t get through on RCS and went as SMS instead, that’s on the same line – with the price of the channel actually used.
You’ll be able to split costs by department or project, so operations, customer service and sales each see their own share. The invoice matches the log 1:1.
Then it’s easy to answer the finance team when they ask what the messages cost – and what they achieved.
- You only pay for the channel actually used.
Cost per department
Strømvik Energi og Service · this month
| Department | Messages | As RCS | As SMS | Cost |
|---|---|---|---|---|
| Operations (service notices) | 18,400 | 15,950 | 2,450 | NOK 7,120 |
| Customer service | 6,200 | 5,300 | 900 | NOK 2,410 |
| Sales | 3,100 | 2,900 | 200 | NOK 1,180 |
| Total | 27,700 | 24,150 | 3,550 | NOK 10,710 |
Data: message log · invoice.
Article 03
Next best action. Including doing nothing.
The question is what this person should get now. Sometimes the answer is nothing.
Traditional marketing starts with the campaign and looks for recipients. Next best action turns that around: the platform will start with the person and suggest what’s most worth doing right now – a reminder, an offer, or nothing at all.
For a home-care service, that might be a reminder about tomorrow’s visit. Or no message, because the visit is already confirmed and another reminder is just noise. Both suggestions come with a reason.
You approve, adjust or decline. Every choice is logged, and when the result comes in, the next suggestion gets a little better.
- The suggestion to do nothing is logged too, with its reason.
Next best action
Lindra Omsorg · tomorrow’s visits
Randi H. · visit tomorrow at 10:30 · not confirmed
Reminder on RCS today at 17:00
Draft: “Hi Randi! The home-care team is coming tomorrow at 10:30. Call us if the time doesn’t suit.”
AdjustApproveArne B. · visit tomorrow at 13:00 · confirmed yesterday
No message
Got a reminder yesterday and confirmed. Another message is just noise.
OKData: visit schedule · previous messages.
Article 04
Why every message must be traceable.
“Did the customer get it?” should be answerable in seconds – with the operator’s own explanation, not a guess.
When a customer calls to say the message never arrived, most tools have one answer: “It was sent.” That’s not an answer. What the customer wants to know is whether the message got through, when, and if not – why.
In iQub, every single message can be looked up by phone number today – and by email or customer ID once profiles arrive. You see it as the recipient saw it, with timestamps for sent and delivered (and read, on channels that support it), and with the failure reason straight from the operator when something failed: wrong number, phone switched off, message rejected.
When RCS or WhatsApp doesn’t get through and SMS is sent instead, you see that too – in the same log. Everything is logged per recipient, so the record holds up when a customer complains – or a regulator asks.
- The log can be exported per recipient whenever you need it.
When the message doesn’t get through
Message Search › +47 452 77 890
RCS · 10:05
Hi Lise! Your verification code is 292 830. It’s valid for 5 minutes.
Delivered 10:07Delivery · Lise Moen
Data: message log · delivery status from the operator.
Next step
Try iQub in your own AI assistant.
In a walkthrough we connect iQub to the assistant you already use. You write one sentence, approve it – and the message lands on your own phone before the meeting is over.
The team behind iQub comes from LINK Mobility, APSIS and Oracle · Meet the team →
Or write to us
hei@iqub.noWe normally reply within one working day, from the people building the platform.