Below is a video walkthrough that details how Email, SMS, and Retention Teams can effectively use Northbeam to evaluate their impact and make decisions around lifecycle marketing.

Please note:

• It is important for Retention Teams to understand this logic as it is materially different than the rest (Email/SMS).
• Clicks-Only & Clicks+Views may discredit Email/SMS.

Walkthrough Video

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Recommended Dashboard Settings:

• Attribution Model: Last Non-Direct Touch, if you are comparing performance (also for decision-making as it gives the most credit to decision-making) OR
  • Clicks-Only, if you are trying to see an email's independent impact when it is not tied to Paid Campaigns
• Attribution Window: 1 Day
• Accounting Mode: Accrual Accounting
• Filter by: Email, SMS
• Granularity: Daily
• Time Period: 7 Days
• Time Comparison: Previous Period
• Breakdown By: Category and your designated Labels, specifically for Email & SMS.

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You can use the Model Comparison feature to compare 2 Attribution Models: Last Non-Direct Touch and Clicks-Only.

• Granularity: Campaign
• Breakdown By: Email, SMS

Northbeam's models are designed to de-weight lower-funnel channels (like Email and SMS) in favor of top-funnel touchpoints when appropriate.

By comparing these two models, you can see how much credit stays with Email/SMS and how much is reattributed to Paid Channels.

This information helps Retention Teams understand where their efforts are directly converting versus assisting Paid.

You can learn more about Norhtbeam's Model Comparison here.

TL;DR

Here are a few key metrics you can use to identify which flows or campaigns are working better so you can lean into those:

• Revenue Per Visit
• New Customer vs. Returning Customer Traffic
• New Order vs. Returning Order/ Revenue
• E-commerce Conversion Rate (ECR)

Which Dashboard is the best suited to look at this data:

• Most Retention Teams will spend time on the All Sales page to monitor campaign-level performance.
• For deeper questions (Ex: Paid vs. Lifecycle relationships), explore features like Customer Paths or Customer LTV to conduct your analysis.

When to use Custom Labels to Distinguish Campaigns from Flows:

• For cleaner reporting, set up UTM rules to segment Email/SMS traffic into Campaigns vs. Flows
  • Review and refine this Label by regularly ensuring accurate grouping.

We recommend that you create and save a custom "Email/SMS View" for yourself so you can always refer back to this data. While you won't have Spend data, tracking Clicks and Revenue from Flows and Campaigns is insightful to understanding lifecycle performance.

Please reach out to your Paid Media Strategist, Customer Success Manager, or [email protected] if you have any questions.