Commerce

Turning Customer Conversations Into Measurable Revenue

Conversational selling has an old reporting problem: the conversation lives in a messaging tool and the order lives in a store, so the link between them is somebody's recollection. Attach the order to the contact Once an order belongs to a contact rather than to an anonymous checkout, every question downstream becomes answerable. Which campaign preceded it. Which conversation it came out of. Whether this customer has bought before, and what happened last time. What becomes measurable Revenue by channel, rather than opens by channel. The conversion rate of a conversation, not just of a campaign. Repeat rate per segment, which is the number that decides what to spend. The real cost of a slow reply, in orders rather than in minutes. Be honest about attribution No model is exact, and a customer who saw a post, read an email and then messaged you is not one channel's win. Attribution is useful as a direction, not as a verdict - the moment it becomes a scoreboard, teams start optimising for the model rather than for the customer.

MarketFlow11 Jun 20261 min read

Conversational selling has an old reporting problem: the conversation lives in a messaging tool and the order lives in a store, so the link between them is somebody's recollection.

Attach the order to the contact

Once an order belongs to a contact rather than to an anonymous checkout, every question downstream becomes answerable. Which campaign preceded it. Which conversation it came out of. Whether this customer has bought before, and what happened last time.

What becomes measurable

Revenue by channel, rather than opens by channel.
The conversion rate of a conversation, not just of a campaign.
Repeat rate per segment, which is the number that decides what to spend.
The real cost of a slow reply, in orders rather than in minutes.

Be honest about attribution

No model is exact, and a customer who saw a post, read an email and then messaged you is not one channel's win. Attribution is useful as a direction, not as a verdict - the moment it becomes a scoreboard, teams start optimising for the model rather than for the customer.

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WhatsApp Automation

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1 min read30 Apr 2026

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