1 tracking online campaigns december 10, 2007 tom sakell design brief / edit 705 [email protected]

1

TrackingOnlineCampaigns

December 10, 2007

Tom SakellDesign Brief / EDIT 705

[email protected]

2


Tom Sakell / Design Brief / Tracking Online Campaigns / EDIT 705

Introduction

The ESI International Marketing team uses a variety of promotional and advertising campaigns to drive online users to targeted pages on the corporate website.

The online users register -- giving their names e-mail address and phone numbers -- for a variety of corporate deliverables:

• White Papers• Podcasts• Catalogs• Webinars

To ensure the team is using the best methods to run the online campaigns, a cross-departmental team has developed a online tracking code. This very specific web address (URL) will be able to follow the path an online user takes through a web site.

3



Introduction

• A typical URL for a white paper registration would be: www.esi-intl.com/whitepapers.aspx

• A Tracking URL is more complex, but could identify specific information about the user. For example, this URL

www.esi-intl.com/whitepapers.aspx?S=E0004&WPID=4

reports the user clicked on an e-mail from the PMI campaign, and registered for the white paper on Saving Troubled Projects.

4



Analysis / Needs

This is a performance support system, which will support sales lead generation in the corporation. The department now needs an Instructional Design with which to train the Marketing Managers how to create trackable data for online marketing campaigns, and how to analyze that data following the campaign.

The Marketing and IT departments have already created templates and online widgets, which will provide available information for the Marketing Managers.

The Instructional Designer will break down the information into two categories:

Non-teachable (embedded support) Create Type of delivery Create new instance Create templates in MS Access Create templates in MS Excel

Teachable How to analyze data Identify Deliverable Type Identify Deliverable Instance Identify Deliverable Source How to compile Tracking URL Access and identify templates

5



Analysis / Task

The task analysis follows the nine steps in tracking an online campaign. One task can be done out of sequence – Production, which can be started concurrently, as early as Create a Vanity URL.

Production involves additional resources, and in the interest of meeting deadlines, should be started as early as possible -- if the information is available.

Click here to launch the Task Analysis

6



Learner / Assessment

• The learners will complete a multiple-choice quiz before the lesson begins to gauge online marketing campaign success.

• The quiz will answer repetitive and non-repetitive questions, which would evaluate the learner’s:

Understanding of the concepts in an online marketing campaignAbility to lead an online user through an online web pathSuccess using web metrics.

7



Learner / Profile

Age: late 20s Mostly women College graduates View course attendance as a requirement, and will do what it takes to

complete quickly and move on Sincere intention to learn this task to employ process Need-gratification: Show how quick retention/acceptance will lead to

ROI/ data analysis.. Reading ability is above average – this group must accept large amounts

of information. Terminology: Stay in the realm of business process and project

management practices. Technology: All have excellent online research skills.

8



Learner / Deterrents

Deviating from past learning models

AttitudeMarketing Managers may see tracking campaigns as an additional chore now. Their workloads are overloaded now. While this process will not make the campaigns any simpler to run, the information will enhance the success of future campaigns.

AbilityFor this process to work successfully, the Marketing Manager will work in a step-by-step, systematic fashion. Not everyone works well in this fashion.

9



Objectives / Instructional Goals

A Marketing Manager will be able to track online prospects, based on

unique tracking information in specific web site paths, created using

programming tools and strategic processes.

Lesson Scope

Lessons are sequential, and the entire program is built to be taught in one, two-hour session.

10



Instruction / Environment

On-site conference room Up to five students High-speed Internet access Video projected on the wall Taught by Instructional Team Each student will have:

A laptop corporate with broadband connection Corporate network access

Software MS PowerPoint for presentation MS Access for database reports MS Excel for capturing, analyzing data MS Explorer to highlight locations of folders in network architecture

11



Instruction / Strategies

The training will use a direct training method, walking the learner through specific procedures, strategies to identify key data points.

The content will be chunked into nine lessons, giving the learners a better chance of absorbing the information. The content must be presented in the proper sequence, because each lesson builds a foundation for the one following it.

The instruction will employ the model of 10 and 2: 10 minutes of instruction with/ 2 minutes of feedback. Because the information will be chunked, it’s important to get 6-10 minutes of prepared information w/o interruption to the student. Review time will be available at the end of each segment.

12



Instruction / Team

The Instruction Team has three members: Database Administrator (DBA) WebmasterProject Manager

In the first training, each of the instructor’s segments will be filmed. Later, the DBA and Webmaster’s experiences may be edited, and their segments will be taught through video in following sessions. The Project Manager will always teach on-site.

Key areas of the instructor’s teachings will be converted into 5-minute Captivate episodes or video podcasts, to be used as job aids to reinforce the material.

13



Instruction / Job Aids

Use archived Captivate seminars as to reinforce/refresh the lessons learned in online campaign training.

Each step can be captured in an on-demand Captivate episode in up to 5 minutes.

The episodes would be available here: (O://interactive/captivate)

14



Flowchart

Creating a Tracking URL

• The featured module in this design brief isHow to Create a Tracking URL.

• The Task Analysis also serves as a Flowchart for this instruction. The lessons follow a sequential order.

Click here to launch the Task Analysis

15



Evaluations / Lesson

Once the Marketing Managers have completed the lesson, I would ask them to re-take the same quiz. Each of these questions will have been addressed in the instruction.

Compare the pre- and post-instruction answers in two areas:Group: To show gaps in the instructionIndividual: To show missed opportunities in that learner.

16



Evaluations / Summative

Level 1 – Reaction

Once the learners have completed the instruction, I would ask them to

complete another Survey Monkey evaluation. Among this lengthier

evaluation would be the same questions from the pre-instruction evaluation

– since addressed in the instruction.

I will focus on the non-repetitive questions, which will evaluate the learner’s

instructional experience. I would try to gauge the following:Clarity of contentEase of navigationPace of instructionLogical flow of instructionClear descriptions of termsWill you use this instruction after today?

17



Evaluations / Summative

How well has the learner transferred these new skills into their job?

A summative evaluation will be conducted on this schedule:

Immediately following instruction Three weeks following instruction Three months following instruction

This is the “money” level: Measuring the impact of training from a business perspective. Because this instruction introduces a new process and business practice, identifying the Return on Investment (ROI) could be simple, and instructive.

18



Evaluations / Formative

Because the content of my instructional design is so new and intricate, I do not want the learners to formatively evaluate the project. I’d be concerned they’d confuse the concepts with the design.

I’d concentrate my expert review team on the following metrics:

IT Subject Matter Expert (SME) Curriculum developer Content Editor (from outside the department)

The tasks analysis phase is the key – all corrections here will define the flowof the rest of the design.

1 tracking online campaigns december 10, 2007 tom sakell design brief / edit 705 [email protected]

Documents