Marketing attribution in MarketHype gives you an estimation of how your marketing activities have contributed to your sales revenue. Find out how many orders your last newsletter generated, or how many bottles of champagne were attributed to your Pre-stay automation, etc.
How does it work?
When an order enters MarketHype, we sync the marketing activities you have performed with the customer’s actions. An order can only be attributed once, and we always go for the last activity.
The attribution window for broadcast and automated emails is seven days, and the customer must have opened or clicked on a link.
For broadcast and automated SMS, the attribution window is 24 hours and the customer must have received the text message.
For example, if you sent an email on day one and day three, followed by an order placed on day five by a recipient who opened both emails, the order will match the activity sent on day three. However, if the customer only opened the first email sent on day one, the order will be matched to that activity instead.
ℹ️ This feature is available for all communication sent after 2023-01-01.
Two different perspectives
The attribution will be shown in two different perspectives:
In the report for each marketing activity (broadcast/automated emails and SMS), it is possible to follow up on generated sales from that specific activity.
From the Sales view (Events, Productions, and Season tickets), you can follow up on which marketing activities have contributed to sales.
ℹ️ Hospitality customers have access to parts of perspective 1 (activity reports), whilst perspective 2 (sales) only applies to Event organizations.
1: Generated sales from a performed marketing activity
Once you open the activity report for an SMS or email, you will find a summary of Generated sales at the top. To find out more, click on the Generated Sales tab.
Generated Sales tab
ℹ️ This section is available for Event organizations.
The report will show the following:
Generated sales chart
Shows generated sales during the first 7 days (emails) or 24 hours (SMS) after the message was sent. You can toggle between "Number of orders" and "Revenue".Ticket sales
All event tickets that were part of orders that have been attributed to this email.Season ticket sales
All season tickets that were part of orders that have been attributed to this email.Product sales
All products that were part of orders that have been attributed to this email.
2: Attribution for a specific event, production, or season ticket
This perspective shows what marketing activities have contributed to the specific event, season ticket, or production you enter. To find attributed sales, click on the Marketing Activities tab to the right.
There, you find two blocks. The first one displays the total generated sales, orders, tickets sold, and share of total revenue that has been attributed to marketing activities.
The second block shows which marketing activities generated orders for the event/production/season ticket. The total attribution figures from the first block are now divided to see exactly how much each activity has generated.
