Marketing Operations

Run outbound campaigns, offers and codes, cross-channel attribution, sales-channel tracking, and crisis communications — and see every channel, every touch, and every conversion measured and attributed back to the work that earned it.

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Why it matters

Spend on what actually drives the visit.

Every marketing dollar is a bet, and the bet only pays when you can see which channels and touches actually earned the visit — yet across a multi-channel journey, that proof is exactly what most teams can't produce. The Park Operations Platform measures all of it: every channel, every touch, and every conversion attributed back to the work that drove it, so you commit budget on evidence instead of guesswork.

38%

of marketers measure ROI across traditional and digital together — the rest can't see the whole picture

26%

of marketing budgets wasted, on average, on channels and tactics that don't work

26%

of marketers are confident in the audience data behind their spend

Sources: Nielsen, 2024 Annual Marketing Report (holistic ROI measurement) and 2022 Annual Marketing Report (confidence in audience data); Rakuten Marketing, What Marketers Want, 2018 (wasted budget).

Who uses it

Marketing directors
Campaign managers
Channel managers
PR coordinators
CFO & CMO

What it does

Run, measure, and prove the marketing program.

Campaigns

Plan, launch and track every campaign against the goals that matter.

Campaign planning and budgeting
Multi-channel execution
Audience targeting
Goal tracking and performance reporting

Offers & codes

Know exactly which offer drove the sale, down to the code.

Offer design
Code generation — single-use, multi-use, unique
Distribution tracking
Redemption tracking

Attribution

Trace every visit back to the touch that earned it — and the dollar it returned.

First-touch, last-touch, linear, time-decay, and data-driven models
Cross-channel journey assembly
Conversion event tracking
Revenue attribution

Sales channels

See which partners and channels actually deliver, and pay them accordingly.

Channel hierarchy
Channel commission tracking
Channel performance analysis

Crisis communications

Get the right message out fast when it matters most — already approved.

Pre-approved templates
Approval workflows
Multi-channel distribution
Legal review tracking

Social listening

Hear what guests are saying the moment they say it — and be first to spot trouble.

Track brand mentions, tags, and sentiment across public social platforms
See praise, complaints, and emerging issues as they surface
Flag a concerning post to safety and security in one click
The feed that guides campaigns also catches the early warning

Connected by design

Marketing doesn't work alone.

Guest experience & CRM

Guest identity and segmentation give campaigns the audiences they need.

Point of sale

Conversions are captured at purchase and attributed back to the campaign.

Internal communications

Outbound delivery reaches guests across the channels they prefer.

Finance integration

Campaign costing flows through, so ROI is measured against real spend.

Connects to your other systems

Marketing automation platforms
Advertising platforms
Affiliate networks
Web analytics platforms

See Marketing Operations in action.

A 30-minute working conversation — we'll walk through campaigns and attribution with scenarios drawn from operations like yours.

Book a demo

Theme Park Innovations

The Park Operations Platform — unifying maintenance, labor, safety, food and beverage, retail, guest data, and thirty-one operational areas for theme parks, water parks, FECs, zoos and aquariums.

Theme Park Innovations, Houston, Texas. Building parks software since 2007.

PLATFORM

WHO IT'S FOR

CONTACT

Talk to us about your operation.

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