Transactional Responses are defined using a Responses step within the campaign Message. The New Responses step is dragged and dropped after the Delivery step within your campaign Message and here you can define what a response to your marketing message is.
When a PeopleStage system is created, a transactional table must be identified as the table to monitor for responses to your marketing. For each campaigning level (e.g. Person campaign or Transactional campaign), only one transactional table can be referenced.
The Responses step has 3 parts:
The top panel is where you define your response criteria, using transactional selections created in FastStats. In the example below, a selection of Package Holiday bookings describes the type of transaction deemed to be a response to this marketing.
- Drag and drop your transactional response selection(s) from the Response Selections folder in the Library
There are two possible types of response within a Transactional Responses step:
A Keycoded response is the most targeted. A keycode is a unique code which you can create via the Add Keycode Column… button within the Output grid view of a Message step. See Using Key Codes
The keycode for an individual is included on the delivery output and, in turn, can be sent to the individual to reference as part of the campaign. If the recipient quotes the code when transacting, PeopleStage will attribute that response to the corresponding campaign.
There must be a “response code” variable on the transactional table which also contains the keycode you have referenced in the campaign. PeopleStage looks to this variable to match any keycodes used against a transaction with those present in the campaign.
Message Recipients is an inferred response. If a campaigned individual makes a transaction which matches the specified response criteria, within the timeframe defined in the Response Time Window panel, PeopleStage will attribute that transaction as a response.
A transaction can only be a response to one campaign. Therefore, if an individual is in multiple campaigns which contain similar response definitions and timeframes, the response is allocated to the most recently run campaign.
You can include both response types and multiple response definitions within a single Responses step. For example:
Message Recipients Example
|PeopleStage monitors and attributes any bookings made by recipients of this marketing message using the communication’s keycode OR an inferred response to your marketing message||PeopleStage monitors and attributes any bookings made by any person using the communication’s keycode – i.e. the person transacting may not have been an original recipient of your marketing message||PeopleStage monitors and attributes any Package Holiday booking made by recipients of your marketing message|
PeopleStage applies a left to right priority to Response selections, just as it does with Audience selections.
Response Time Window
For your response definitions to become valid and for PeopleStage to monitor and attribute responses to your marketing, you must also apply Response Time Window definitions in the bottom panel of the window.
- Drag and drop the relevant date variable onto the Date variable drop-box; this will be present in the Responses Variables folder – e.g. Booking Date
- Specify the Time window over which PeopleStage should monitor for new transactions relating to this piece of marketing – e.g. 1 month; this becomes effective from the date and time that your campaign Delivery file is created
- When necessary – e.g. a print house may receive the Delivery file but not send the communication immediately due to fulfilment or mailing constraints - you may wish to offset the Response Time window so that monitoring and the allocation of responses is delayed until your audience can have received your marketing
The middle Revenue Variable panel provides an option to add a variable that PeopleStage can use in reporting and ROI calculations.
- Drag and drop the Revenue variable from the Response Variables folder in the Library