What is the best report to run in Tessitura that would show ticket sales that are driven by a particular email?
Appeal response or something else?
Hi Wendy,
As Heath suggested, Performance by Appeal is a good report for breaking out the sales of a performance by the source recorded on the order when it was placed. However, any direct source attribution reporting for marketing contacts requires that the source created for that communication is actually recorded on the order, which doesn't always happen, particularly if there isn't an incentive to enter the promo code (like a discount) or an automatic source application through a source embedded in the link included in an email. If you are feeling like the source usage accuracy for this email seems low, or you just want to double-check, then you can create a list of people who received the email and then use that list with any sales report that has a list parameter (or Tessitura Analytics). If you do, then the only sales that will be included in whichever report or widget you are looking at will be those from people who received the email, regardless of whether or not the source created for the email was actually used on the order. The best way to create the list is to use criteria that finds anyone with a promotion for the email source. If you didn't promote the source when you pulled the list (or ran the extraction) for the email, then you'll have to see if there is any other record you have of people that were included in the email.
-Kevin
To add on to Kevin's excellent advice, with this kind of post hoc ergo propter hoc reporting on sources, it's also probably desirable to limit the orders to order dates after the email was sent.
And even cooler (depending on how much of an email/data nerd you are) is the ability to look at sales from click throughs or opens of your promoted email using the List Criteria Promotion Response.
Closing that data loop from email out to recorded transaction in is the goal. Depending on your WordFly/eDM setup can have a variety of challenges that's a bigger conversation but worth having for the benefits. I love WordFly but it can be a tricky beast to make sing.