Bumerang Guide

Campaigns, surveys, menus, events, ads, autopilot and guest analytics

Campaigns

Bumerang is the home of the automatic campaigns that bring your guests back. The logic is in the name: send it out, watch it come back. A campaign is tied to an event (first registration, fifth visit, birthday) and the message goes out by itself once the condition is met.

How do I open this screen? From the left menu, go to Bumerang → CAMPAIGN → Campaigns.

Bumerang Campaigns screen

1. Headline figures

2. Sends & returns

A six-week chart: how many messages went out and how many brought a guest back. The gap between the two lines tells you how well your campaigns work. If sends rise but returns do not, the message or the offer is weak.

3. Return per campaign

Ranks which scenario earned what. Each row shows the campaign name, messages sent, returns, status (Active / Paused / Draft) and additional revenue.

How to read it: the campaign that produces many returns from few messages is the most efficient — shift budget there. Pause a campaign that sends a lot and returns nothing; constant sending wears out your opted-in list.

4. New Campaign

The New Campaign button sets up a trigger campaign: write your message, then add the coupon and the menu link. The campaign is tied to a condition and sends automatically when that condition is met.

Typical scenarios (as in the demo account): Welcome, Loyalty, We Missed You 💜, Welcome Gift 🎁, 5th Visit = Free Coffee ☕, Happy Birthday 🎂, Weekend Brunch 🍳.

Campaign states

Surveys

Surveys let you send satisfaction and feedback forms to your guests. Product-rating questions also appear as star badges on your digital menu — so a survey does not only measure, it enriches your menu too.

How do I open this screen? From the left menu, go to Bumerang → ENGAGEMENT → Surveys.

Surveys screen

Table columns

New Survey

The New Survey button creates a survey. Give it a name and add the questions. Product-rating questions appear as star badges on the menu, so it pays to ask questions that match the product names on your menu.

Keep it short: the guest is filling this in while connecting to Wi-Fi or paying the bill. Three to five questions usually gives the highest completion rate.

Navigating the list

The 25 / 50 / 100 / All selector sets records per page and the Search box filters instantly. The total and the page arrows sit below the table.

Events

Events lets you create event invitation pages opened by QR code: design one, turn it into a code, share it. It is the practical way to announce a concert, a brunch, an opening or a special evening to your guests.

How do I open this screen? From the left menu, go to Bumerang → BUSINESS → Events.

Events screen

The event list

The events you create are listed as cards. Each card shows:

New Event

The New Event button creates an invitation page. Enter the event's name, date and description, and add an image. Once the page is ready, generate its QR code and put it on tables, in the window or on social media.

Combine the announcement with a campaign: add the event link to Bumerang → Bulk Sending or to a campaign message and send it straight to your opted-in guests.

Advertisements

Advertisements manages the adverts and announcements shown on the captive login screen and after login. You use the screen the guest is already looking at while connecting to Wi-Fi to promote your own campaign.

How do I open this screen? From the left menu, go to Bumerang → ENGAGEMENT → Advertisements.

Advertisements screen

Table columns

How to read performance: the click-to-impression ratio is the advert's real effect. For example 8,400 impressions and 512 clicks ≈ 6%; 4,300 impressions and 190 clicks ≈ 4.4%. A low ratio means the image or the offer is weak — change the headline and the visual, then measure again.

Login or exit?

New Advertisement

The New Advertisement button opens a new record where you enter the title, type, display point, target audience, date range and the image/content.

Note: you can also manage portal adverts from the Captive Portal → Portal Settings → Advertisements tab.

Bulk Sending

Bulk Sending lets you send a one-off announcement by SMS or WhatsApp to your guests. The difference from campaigns: a campaign runs automatically off a condition, while a bulk send goes to everyone at the moment you choose.

How do I open this screen? From the left menu, go to Bumerang → CAMPAIGN → Bulk Sending.

Bulk Sending Report screen

The top of the page shows which device (NAS) the data belongs to.

Before your first send

The screen greets you with:

"📣 No bulk sends yet. Send your first bulk announcement to your guests by SMS or WhatsApp. Once you have sent one, all the statistics, charts and the delivery report will appear here."

Start with Make the first bulk send or New Bulk Send.

The report after sending

Once you have sent something, this screen becomes a reporting screen: statistics, charts and the delivery report appear here. This is where you track how many messages were delivered and how many were clicked.

Recommendations

Sending Calendar

The Sending Calendar shows, for every campaign and survey in your account, who the next run will reach, how many people, and through which channel. It answers the question "what happens if this runs now?" before anything is sent.

How do I open this screen? From the left menu, go to Bumerang → CAMPAIGN → Sending Calendar.

Sending Calendar screen

The engines run every 5 minutes. The candidate counts on screen are the estimated number of people the next run will reach — it is a live count, and opening this screen sends nothing.

The top of the page shows when each of the four engines last ran: Campaign SMS, Campaign WhatsApp, Survey SMS, Survey WhatsApp.

1. Campaigns table

Lists every active and paused campaign in your account (for each NAS). Candidate counts are calculated for active campaigns only.

If the candidate count is 0: either no guest meets the condition, the opted-in audience is empty, or the trigger window is closed. You can see all three possibilities on the same row.

2. Surveys table

Shows the next estimated candidate count for surveys with SMS/WhatsApp triggers enabled. The columns match the campaign table, with an extra PORTAL column.

Portal surveys are different: they are shown at login and do not use the sending queue, so do not expect a candidate count for them.

Opted-in Guests

Opted-in Guests shows the pool of guests who gave marketing consent on the captive portal. This is the audience your Bumerang campaigns can reach — if this pool does not grow, neither do your campaigns.

How do I open this screen? From the left menu, go to Bumerang → AUDIENCE & AI → Opted-in Guests. (It is the same as the Opted-in Guests tab on the Reports screen.)

Opted-in Guests screen

1. Filters

2. Counter cards

An important distinction: the counter cards show the all-time opted-in pool, while the list below shows new records within the selected date range. The two numbers therefore do not match — that is not a bug.

3. Growing the pool

The pool only grows if the consent box is shown on the portal. The relevant settings are:

If your WhatsApp opt-in count is higher than SMS, sending over WhatsApp is both cheaper and gets better open rates.

4. Export

You can download the list as XLSX, PDF or CSV.

Data-protection warning (also shown on screen): this pool is your own explicitly consented guest data and the report may contain personal data. Process and store it in line with data-protection law.

The other report tabs

The same screen lets you switch to the other report types: Campaign Performance, Guests Who Clicked, Return Report, Guest Lifetime Value, Menu Views, Product Performance, Survey Results Summary, Table Calls, Hotel Requests, Fault Analysis and General Summary (Manager Report).

Useroam AI · Autopilot

Useroam AI · Autopilot is the AI layer that watches your data continuously and does marketing work on your behalf. It reads survey responses, notices dormant guests, drafts the win-back message and puts it to you for approval.

How do I open this screen? From the left menu, go to Bumerang → AUDIENCE & AI → Useroam AI · Autopilot. The Review suggestions button on the Dashboard brings you here too.

Useroam AI Autopilot screen

1. Weekly summary

The top of the screen shows the status and the week's work: "AUTOPILOT ON · WATCHING YOUR DATA" and "I did X jobs for you this week. I completed Y automatically, Z are waiting for your approval."

2. Operating mode

Recommendation: if you are just starting, stay in Approved Mode. Read the suggestions for a few weeks, judge their quality, and only then increase automation.

3. What I worked on

Shows how the week's work splits across channels: Campaign, Survey, Menu, Alert and Event.

4. Who I focused on

The segment split of your opted-in guests: Dormant, New, Regular. This is where you see which audience Autopilot is aiming at.

5. What I did

A list of Autopilot's individual jobs. Each row states what was done, what data it rests on, and its estimated impact. Examples:

Approval buttons

Do not approve without reading the message. Autopilot writes the text in your brand's name; if the tone or the offer does not fit your business, press Skip and build the campaign yourself.

Summary

The Marketing Command Centre is Bumerang's one-page summary: did guests come in, did campaigns go out, were they clicked, did anyone return. This is the screen to open in the weekly meeting.

How do I open this screen? From the left menu, go to Bumerang → ANALYTICS → Summary. The Command centre button on the Dashboard brings you here too.

Marketing Command Centre screen

Switch the period with the 7d / 30d buttons at the top.

1. The Guest Cycle

Shows the marketing funnel in a single strip, with a count and a conversion rate against the previous step at each stage:

guests arrived → campaigns sent → clicked → viewed the menu → returned → estimated revenue

How to read it: whichever step the conversion collapses at is where the problem is. High sends with low clicks means a weak message; high clicks with no returns means the offer is not attractive enough. Click a step to open the matching report.

2. Summary cards

Each card shows the period's value and the change against the previous period (▲/▼):

3. Charts and breakdowns

4. Campaigns

Lists the period's campaigns with the sends · returns · revenue triple, so you can see at a glance which scenario is working.

5. Voice of the Guest

Shows the average score and response count from surveys along with recent guest comments; under each comment you see which survey it came from and when.

When the average drops, look for the reason in the comment text — the number tells you there is a problem, the comments tell you what it is.

Guest 360°

Guest 360° combines each guest's Wi-Fi visits, survey score and RFM segment into a single profile. You see who is loyal and who is drifting away, and can build a campaign for that group directly.

How do I open this screen? From the left menu, go to Bumerang → ANALYTICS → Guest 360°.

Guest 360° screen

The heading shows the total guest count and how many gave marketing consent.

1. Segment cards

Guests are split into six groups by visit frequency and recency. Each card shows the guest count, the group's definition and the recommended action:

The Build campaign (N) button under each card creates a campaign for the N opted-in guests in that segment.

Why two different numbers? The number on the card is the total guests in the segment; the number on the button is the opted-in guests who can actually be messaged. The difference is guests who have not given consent.

2. Useroam AI · Loyalty Advisor

The Get AI suggestion button looks at your segment split and prioritises which group to touch first, and with which campaign — win back the lost, reward the loyal.

3. Guest Profiles

Use the selector at the top to filter the list by segment (each shows its guest count). The Search by name or phone box finds an individual guest.

Table columns:

Live Radar

Useroam Radar is a full-screen monitoring board showing the recognised guests currently in your venue, live. A known guest appears on screen the moment they connect to Wi-Fi — so staff instantly see who has arrived.

How do I open this screen? From the left menu, go to Bumerang → ANALYTICS → Live Radar. The LIVE label in the menu marks it as a real-time screen.

Useroam Radar screen

The top bar shows your business name, the "Live Venue Monitoring" heading and the current time.

The figures

GUESTS INSIDE

Recognised guests are listed as cards in this section. When nobody is in, the screen reads:

"No recognised guests inside right now. A known guest will appear here as soon as they connect to Wi-Fi."

How to use it

Note: Radar only shows registered (recognised) guests. For the total number of connected devices, see Guests → Active Guests.

Bumerang Reports

Bumerang Reports is where all your marketing data comes together: filter it, view it, download it. There are twelve ready-made report tabs — one for every question, from campaign performance to guest lifetime value.

How do I open this screen? From the left menu, go to Bumerang → ANALYTICS → Reports.

Bumerang Reports screen

1. Report tabs

2. Filters

Start / End dates, or the 7d / 30d / 90d shortcuts. Apply runs the filter; Clear resets it.

3. General Summary (Manager Report)

This tab shows the period compared against the previous one. The table has four columns: METRIC, THIS PERIOD, PREVIOUS PERIOD, CHANGE.

The metrics measured are: unique guests (Wi-Fi), campaign sends, campaign clicks, returning guests, return rate, menu views, coupon-driven menu opens, survey responses, and estimated net revenue.

4. How it is calculated

The definitions stated on screen:

The campaign-versus-organic comparison needs enough data: without at least 30 organic and 10 campaign guests, the system does not calculate a proven effect and says so on screen. The comparison switches on automatically as data accumulates.

5. Export

Every report can be downloaded as XLSX, PDF or CSV. Reports that may contain personal data carry a data-protection warning on screen.

Staff

Business Staff manages the team working in your hotel and restaurant operation: add staff, assign roles and give them access to the mobile app (/m/). Request assignment and departmental permissions are set from this screen.

How do I open this screen? From the left menu, go to Bumerang → Staff.

Business Staff screen

Not to be confused with panel administrators: this screen manages field staff (who use the mobile app and close requests). Administrators who sign in to the panel live under Settings → Administrators.

1. Departments

Define the service points used at an event (coffee, food, cloakroom and so on). Staff can only scan QR codes for the department they are assigned to — the department is the permission boundary.

With none defined, it reads "No departments defined yet."

2. Staff App Access Security

The bottom of the screen shows the business's recognised network IP and your current connection IP — so you can check the right address before writing the rule.

Why turn it on? Even if a staff password leaks, the app cannot be opened from outside. If you do not want staff closing requests from home, this setting is exactly that control.

Confirm your changes with Save.

3. New Staff Member

4. The staff table

Opening a row lets you edit the phone, role and departments; typing into New password changes the password (leave it empty and the password stays as it is).

5. What staff see in the app

Staff only see the Hotel + Menu/Restaurant modules. The tabs depend on their department:

Jobs are assigned from the Request Management screen.