What is the difference between Soft and Strict data?

When looking at the conversion data you will sometimes be presented with the terms Soft and Strict data. Here is our short but sweet explanation of these different terms and what they mean within FT CRM.

Soft Data

Soft data will take into consideration and include any player (from within the activity segment) that has fulfilled one or more of the conversion steps. Players do not need to pass through all previous conversion steps in order to be included in the next.

Example: Player X was included in the segment of a campaign. The player was sent an email, however, did not open it but still logged in and made a deposit. The data from this player's login and deposit will still be included in the login and deposit conversion data for the activity/campaign.

This is not the case when it comes to looking at strict data. For comparison please look at the example in the below section.

Strict Data

When looking at strict data, a player needs to have followed all the previous steps in order, for the data related to that player, to be included in the next. Looking at the below you have an example of a strict email funnel. To give you an idea, in order to reach the end of the funnel (deposits) a player must have followed/been a part of all the previous steps of the funnel.

Strict Email Funnel
Strict Email Funnel

Example: Player X was included in the segment of a campaign. The player was sent an email, however, did not open it but still logged in and made a deposit. This means that the data of player X would not be included in either the login or deposit data - since the player did not open the email and at that point "fell out" of the strict conversion data.

For a comparison to soft data please see the example in the above section.

The conclusion one could draw from looking at strict data is that the campaign that you ran, with more certainty, was the reason why a player was converted, or in other words, made a deposit.