tactics to simplify complex manual campaign tracking
Post on 14-Jul-2015
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TACTICS TO SIMPLIFY
COMPLEX
MANUAL
CAMPAIGN TRACKING
Jane Morgan
Global Marketing Director
@Jane_E_Morgan
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
Data Center Management
B2C Finance
Jane Morgan is a resourceful and passionate technology professional with 20 years’ experience and a proven track record in; marketing strategy, research, and product development. Having worked with teams from Boston to Bangalore to Billund, and Paris to Providence (RI), she founded JEM9.com to assist organizations in understanding and reaching customers online.
Supply Chain Management
Software
Hospitality
Professional Services
Start-Ups
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
Terminology • UTM Parameters
Techniques • Manual Campaign Index • Campaign Measurement
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
Click
Landing Page
Lead Prospect
Sale
Goals = Glory
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
http://jem9.com/get-started/?
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
ValentinesDay-15
Fab-Pdt-Launch
SMXW_2015
Great_New_Offer campaign
medium
source
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
campaign
medium
source
cpc
(none)
referral
organic
<custom>
display
social
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
campaigns
medium
source
t.co
ml.com
SMX14_Attendees
Purchased-last-30-days
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
free-download
CTA-20-off
728x90
content
campaign
medium
source
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
http://jem9.com/get-started/? utm_source=t.co
&utm_medium=social &utm_campaign=Great_New_Offer
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
CUSTOM CAMPAIGN EMAIL EXAMPLE
campaign
medium
source
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
Dear Jane,
Thank you for registering for SMX West 2015!
Please find your registration receipt at the below link:
https://www.eiseverywhere.com/ereg/invoice.php?id=xxxxx
First name: Jane
Last name: Morgan
Company: JEM 9 Marketing Consultancy
Type of pass: Speaker
If you are registered for a workshop on Monday, March 2nd, it will be listed below:
No, I will NOT be attending a workshop
If you’ve elected to participate in a workshop, they will be held in the San Jose Convention Center on Monday, March 2. All workshops begin at 8:30am. Ending times vary by workshop.
If you have secured accommodations through SMX, below are your hotel details:
Hotel name: Marriott San Jose
Departure date: 03/05/2015
Arrival date: 03/03/2015
Please contact us if you have any questions:
Email: registration@searchmarketingexpo.com
Phone: (877) 242-5242 (9am to 5pm, Eastern time.)
Please contact us if you have any questions:
Email: registration@searchmarketingexpo.com
Phone: (877) 242-5242 (9am to 5pm, Eastern time.)
Tell the world you are going to SMX West!
Network Before the Conference
Join the official SMX West conference group. This private Facebook group will allow you to easily connect with others before, during and after the conference.
Follow this link and submit a request to join. We’ll approve your request as soon as we can.
Follow us:
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
Dear Jane,
Thank you for registering for SMX West 2015!
Please find your registration receipt at the below link:
https://www.eiseverywhere.com/ereg/invoice.php?id=xxxxx
First name: Jane
Last name: Morgan
Company: JEM 9 Marketing Consultancy
Type of pass: Speaker
If you are registered for a workshop on Monday, March 2nd, it will be listed below:
No, I will NOT be attending a workshop
If you’ve elected to participate in a workshop, they will be held in the San Jose Convention Center on Monday, March 2. All workshops begin at 8:30am. Ending times vary by workshop.
If you have secured accommodations through SMX, below are your hotel details:
Hotel name: Marriott San Jose
Departure date: 03/05/2015
Arrival date: 03/03/2015
Please contact us if you have any questions:
Email: registration@searchmarketingexpo.com
Phone: (877) 242-5242 (9am to 5pm, Eastern time.)
Please contact us if you have any questions:
Email: registration@searchmarketingexpo.com
Phone: (877) 242-5242 (9am to 5pm, Eastern time.)
Tell the world you are going to SMX West!
Network Before the Conference
Join the official SMX West conference group. This private Facebook group will allow you to easily connect with others before, during and after the conference.
Follow this link and submit a request to join. We’ll approve your request as soon as we can.
Follow us:
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
Dear Jane,
Thank you for registering for SMX West 2015!
Please find your registration receipt at the below link:
https://www.eiseverywhere.com/ereg/invoice.php?id=xxxxx
First name: Jane
Last name: Morgan
Company: JEM 9 Marketing Consultancy
Type of pass: Speaker
If you are registered for a workshop on Monday, March 2nd, it will be listed below:
No, I will NOT be attending a workshop
If you’ve elected to participate in a workshop, they will be held in the San Jose Convention Center on Monday, March 2. All workshops begin at 8:30am. Ending times vary by workshop.
If you have secured accommodations through SMX, below are your hotel details:
Hotel name: Marriott San Jose
Departure date: 03/05/2015
Arrival date: 03/03/2015
Please contact us if you have any questions:
Email: registration@searchmarketingexpo.com
Phone: (877) 242-5242 (9am to 5pm, Eastern time.)
Please contact us if you have any questions:
Email: registration@searchmarketingexpo.com
Phone: (877) 242-5242 (9am to 5pm, Eastern time.)
Tell the world you are going to SMX West!
Network Before the Conference
Join the official SMX West conference group. This private Facebook group will allow you to easily connect with others before, during and after the conference.
Follow this link and submit a request to join. We’ll approve your request as soon as we can.
Follow us:
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
Dear Jane,
Thank you for registering for SMX West 2015!
Please find your registration receipt at the below link:
https://www.eiseverywhere.com/ereg/invoice.php?id=xxxxx
First name: Jane
Last name: Morgan
Company: JEM 9 Marketing Consultancy
Type of pass: Speaker
If you are registered for a workshop on Monday, March 2nd, it will be listed below:
No, I will NOT be attending a workshop
If you’ve elected to participate in a workshop, they will be held in the San Jose Convention Center on Monday, March 2. All workshops begin at 8:30am. Ending times vary by workshop.
If you have secured accommodations through SMX, below are your hotel details:
Hotel name: Marriott San Jose
Departure date: 03/05/2015
Arrival date: 03/03/2015
Please contact us if you have any questions:
Email: registration@searchmarketingexpo.com
Phone: (877) 242-5242 (9am to 5pm, Eastern time.)
Please contact us if you have any questions:
Email: registration@searchmarketingexpo.com
Phone: (877) 242-5242 (9am to 5pm, Eastern time.)
Tell the world you are going to SMX West!
Network Before the Conference
Join the official SMX West conference group. This private Facebook group will allow you to easily connect with others before, during and after the conference.
Follow this link and submit a request to join. We’ll approve your request as soon as we can.
Follow us:
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
campaign
medium
source
content
SMXW15 SMXW15_Registrations
anchor_logo
workshop
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
Dear Jane,
Thank you for registering for SMX West 2015!
Please find your registration receipt at the below link:
https://www.eiseverywhere.com/ereg/invoice.php?id=xxxxx
First name: Jane
Last name: Morgan
Company: JEM 9 Marketing Consultancy
Type of pass: Speaker
If you are registered for a workshop on Monday, March 2nd, it will be listed below:
No, I will NOT be attending a workshop
If you’ve elected to participate in a workshop, they will be held in the San Jose Convention Center on Monday, March 2. All workshops begin at 8:30am. Ending times vary by workshop.
If you have secured accommodations through SMX, below are your hotel details:
Hotel name: Marriott San Jose
Departure date: 03/05/2015
Arrival date: 03/03/2015
Please contact us if you have any questions:
Email: registration@searchmarketingexpo.com
Phone: (877) 242-5242 (9am to 5pm, Eastern time.)
Please contact us if you have any questions:
Email: registration@searchmarketingexpo.com
Phone: (877) 242-5242 (9am to 5pm, Eastern time.)
Tell the world you are going to SMX West!
Network Before the Conference
Join the official SMX West conference group. This private Facebook group will allow you to easily connect with others before, during and after the conference.
Follow this link and submit a request to join. We’ll approve your request as soon as we can.
Follow us:
http://searchmarketingexpo.com/west/? utm_source=SMXW15_Registrations
&utm_medium=email &utm_campaign=SMXW15
&utm_content=anchor_logo
http://searchmarketingexpo.com/west/workshops/?
utm_source=SMXW15_Registrations
&utm_medium=email
&utm_campaign=SMXW15
&utm_content=workshop
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
campaigns
medium
sources
CREATING CAMPAIGN “CAMPAIGN INDEX” CHECKLIST
Collection Of Similar Items Grouped Together
Collection Of Media, Content & Sources With Same or similar goal
Will Include Multiple ‘Media’ &/or ‘Sources’
“Case_sensitive” “case-sensitive” “case_sensitive”
Don’t U s e S pa c es
Choose Terms You’ll Recognize This Time Next Year
Avoid Ambiguous Terms
Don’t call a campaign ‘email newsletter’
Consider Using “SMART” Objectives
Specific, Measurable, Achievable, Resources, Time-Bound
Exception: Regularly newsletters
* *
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
campaigns
medium
sources CREATING CAMPAIGN INDEX “MEDIUM”
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
campaigns
medium
display
social
CREATING CAMPAIGN INDEX CUSTOM “MEDIUM”
partner
public_relations
events
paid_social
<custom>
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
campaigns
medium
Cover All Digital Marketing
Mutually Exclusive email social
Cover Multiple Campaigns
“Case_sensitive” “case-sensitive” “case_sensitive”
Do n ’t U s e S p a c e s
To Differentiate Between Earned & Paid Social
For paid use utm_medium=display and for earned utm_medium=social
Defaults Typically Suffice
If significant revenue / goals consider ‘custom’ medium
Involve Your Team
Q: A paid banner ad within a third party email: is that email or display?
CREATING CAMPAIGN INDEX “MEDIUM” CHECKLIST
*
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
campaigns
medium
sources
CREATING CAMPAIGN INDEX “SOURCE”
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
campaigns
medium
sources CREATING CAMPAIGN INDEX
“SOURCES”
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
campaigns
medium
sources CREATING CAMPAIGN INDEX
“SOURCES”
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
campaigns
medium
sources CREATING CAMPAIGN INDEX
SOCIAL “SOURCES”
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
4.
campaigns
medium
sources CREATING CAMPAIGN INDEX
“SOURCES”
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
campaigns
medium
sources CREATING CAMPAIGN INDEX
“SOURCES”
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
business.intuit.com
comcast
newswire.co.kr
m.opentable.com
opentable.com
phantomgourmet.com
openfos.com
oxint.com
tripadvisor.com
urbanspoon.com
yellowpages.com
campaigns
medium
sources CREATING CAMPAIGN INDEX
WEBSITE “SOURCES”
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
Eloqua
eloqua
newsletter
Newsweaver
MadMimi
hs_email
campaigns
medium
sources CREATING CAMPAIGN INDEX
EMAIL “SOURCES”
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
CREATING CAMPAIGN INDEX “SOURCES” CHECKLIST
Cover All Sources (Publishers, Internal & External)
Use Referral URL For Social Networks e.g. slideshare.net
Remove Duplication = Create Standardization
Compare “Referral” Sources V Paid; Consistently Use Source Names
Most Cases <name of the site>.com
“Case_sensitive” “case-sensitive” “case_sensitive”
Don’t U se Sp a ces
Sources Will Evolve As Your Campaigns Evolve
Double Check That No “Medium” Are Included
campaigns
medium
sources
*
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
SAMPLE CAMPAIGN INDEX
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
SAMPLE CAMPAIGN URLs
1. http://jem9.com/?utm_source=t.co&utm_medium=social&utm_campaign=SMXW15
2. http://jem9.com/?utm_source=facebook.com&utm_medium=banner&utm_campaign=SMXW15
3. http://jem9.com/?utm_source=email_subscribers&utm_medium=email&utm_campaign=SMXW15
4. http://jem9.com/?utm_source=smxw14_attendees&utm_medium=email&utm_campaign=SMXW15
5. http://jem9.com/?utm_source=marketingland.com&utm_medium=display&utm_campaign=SMXW15
6. http://jem9.com/get-
started/?utm_source=Facebook&utm_medium=social&utm_content=dashboards&utm_campaign=SMX
W15
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
USING YOUR CUSTOM CAMPAIGN INDEX
Shared Location = Easily Accessible => No “Rogue” Tagging
Owner
Password
=>New Campaign
Gap Review The “Master” Index
Add Any New Item Using The Three Checklists
Create A Copy For This Campaign
Delete (no adding!!) Any Items Not Used
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
SAMPLE CAMPAIGN INDEX
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
COMPARE MEDIA CUSTOM DASHBOARD
To Use This Dashboard With Your Data Click Here To Import Into Your Google Analytics Account In 2 Clicks
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
COMPARE CAMPAIGNS CUSTOM DASHBOARD
To Use This Dashboard With Your Data Click Here To Import Into Your Google Analytics Account In 2 Clicks
searchmarketingexpo.com @Jane_E_Morgan #SMX #31D
• BEST PRACTICE IS GOOD FOR INSPIRATION PERSPIRATION
• CASE STUDIES ARE BETTER FOR EXAMPLES
• PRACTICE IS BEST
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