New Feature: Splitting Revenue by Channel

Damian Trzebunia

Over the past few months, Bronto has added a number of new features to help you create smarter and more targeted lifecycle marketing campaigns that are based on past-purchase information. Here are a few highlights.

Order Import

New Order Import integrations with Magento, Demandware and Oracle ATG allow you to seamlessly import past-purchase data from these systems. This includes both email conversions and purchases that are not attributed to email.

It also includes detailed information about the specific products purchased, including Product Name, Category and Description.

There are two other options for importing past-purchase data into Bronto: 1) the new Orders API call, and 2) an FTP Upload service offered by Bronto Professional Services. 

RFM Metrics

This service was originally available as part of the Order Import integrations with Magento, Demandware and Oracle ATG, but RFM (Recency, Frequency, Monetary Value) metrics are now available in Bronto Labs for all Bronto users.

This is a way to automatically calculate highly valuable metrics for your customers, such as Average Order Value, Total Revenue and Last Order Total, based on their full order history. This data is refreshed daily. 

New Segmentation System 

The past-purchase information you import into Bronto feeds directly into our segment builder, allowing you to create precise segments based on product and order information. You can read more about the new segments here: 3 Reasons to Start Using the New Segments in Bronto Labs

New Feature: Splitting Revenue by Channel

Since we’re now enabling you to capture both email conversions, as well as orders that are not attributed to email, we want to make sure we’re accurately reflecting this data throughout the Bronto Marketing Platform.

Our first step in this direction was to update the Performance Over Time widget in the New Dashboards to reflect both email and non-email orders and revenue. 

Here’s a glossary of terms to help you:

  • Email Orders – Orders that have an associated contact and email delivery ID (these orders are also email conversions because the contact converted as a result of clicking through an email)
  • Email Revenue – Revenue generated from email marketing (email-driven orders) 
  • Other Orders – All orders that do not have an associated email delivery ID (these are NOT email conversions, since the contact did not convert as a result of clicking through an email)
  • Other Revenue – Revenue generated from all other orders (non-email)
  • Total Orders – Email Orders + Other Orders
  • Total Revenue – Email Revenue + Other Revenue

Like this feature? Let us know in the Comments section of this blog post. 

Damian Trzebunia (Che-BOON-ya)
Product Marketing Manager
Bronto Software