From Basics to Brilliance
A Marketing Campaign Tracking Best Practices Webinar
04/12/2023 2
Agenda
► The Marketing Campaign Lifecycle
► The Basics: Standard Marketing Campaign Tracking
► Common Challenges
► The Road to Brilliance: Going Beyond the Basics
► Q & A
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Corporate Overview
► Technology Management Consulting Firm– Provide a unique blend of specialty IT services – Leverage proven industry expertise in strategy, technology and enterprise
performance management– Focus on middle and Global 2000 market
► Founded in 1992– Headquartered in Wakefield, MA– Large North American footprint– + 330 Employees– +700 clients– +2400 projects completed to date– Publicly Traded (NASDAQ: EDGW)
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Web Solution - Primary Offerings
Sites and Portals
SharePointWeb Analytics
BI
6 Primary Solutions•Intranets•Extranets•Public Web Site CMS•Business Process•Document Management•Project Collaboration
Migration to SP 2010
Customer Intelligence•Web Intelligence
Web Analytics Framework• Strategy• Program MGMT• Analysis•Implementation
• Integrated Portals • Custom Web Applications• E-commerce, CMS
B2B Web Rejuvenation• ROI• Web Strategy Roadmap• Redesign, Rebuild
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Marketing Campaign Tracking
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Marketing Campaign Lifecycle
Optimize
Analyze
Execute
Plan
Plan:The right message/offer, Right person, Right time, Right channel
Optimize:Content, Messaging, Creative Targeting,Landing Pages,Conversion Funnels, Marketing Spend and Media Plan
Execute:Create campaign,Enable campaign tracking
Analyze:Campaign effectiveness,Channel effectiveness,ROI, Usage trends
ROI
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3 Step Implementation to Enable Basic Marketing Campaign Reporting
► Create campaign ID schema► Add tracking parameter to campaign landing page urls► Specify campaign expiration & attribution
However, campaign IDs, especially when numerical, do not provide very friendly reports at first…
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Improve Report Usability by Adding Campaign Attributes and Creating Drilldown
► Description► Creative► Creative Type► Demand Channel► Marketing Activity
► Marketing Program► Offer► Partner► Placement
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Campaign Tracking – Common Challenges
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Common Challenges: Campaign Reports Siloed by Marketing Channels
► Inconsistent URL parameter usage across varying marketing
channels result in ► Using “?cmp=01234” on banner ads
► “aff=567” on affiliate ads
► “ggl=789” on Google Adwords
► Use one campaign parameter for all campaigns w/ unique values
for each campaign
?cid=ggl
?cid=pgrab
?cid=msa
?cid=fb
?cid=dclk
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Campaign Tracking: Campaign Management Across Multiple Tools often Results in Divided Campaign Organization
► No central responsibility for
campaign creation
► Multiple vendors each using
their own process► Causes inconsistency with url
parameters and possible
duplication
► Often forces reporting into silos
► Makes creating friendly name
campaign attributes very difficult
We’ve got to work together people!
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Campaign Tracking: Decentralized Campaign Management Across Multiple Tools Cont.
► Solution: Manage all campaigns in one central locationCampaign ID Creative Campaign Name Campaign Typesnextag_0592 PPC Shopping Ad Nextag.com Comparison Shopping Enginenextag_0593 PPC Shopping Ad Nextag.com Special Comparison Shopping Enginepg_0594 PPC Shopping Ad PriceGrabber.com Comparison Shopping Engineggl_0595 PPC Search Ad Google Adwords PPC Search Engineyho_0596 PPC Search Ad Yahoo Search Marketing PPC Search Enginemsn_0597 PPC Search Ad Microsoft AdCenter PPC Search Enginels_bn_0598 Banner Ad LinkShare Affiliate Network Affiliate Marketingls_txt_0599 Text Ad LinkShare Affiliate Network Affiliate Marketing
email_xmas121008 Email Christmas 2008 Email (Launched 12/10/08) Email Marketing
email_val20108 Email Valentine's Day 2008 Email (Launched 2/01/08) Email Marketingmsnshop_0600 PPC Shopping Ad MSN Shopping Comparison Shopping Engineshopcom_0601 PPC Shopping Ad Shopping.com Comparison Shopping Engineshopzilla_0602 PPC Shopping Ad Shopzilla.com Comparison Shopping Engine
Software and online services also exist for when managing within a spreadsheet just won’t cut it.
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Common Challenges: Internal Campaigns Override External Campaigns
► Tracking external and on-site marketing campaigns via the same
url parameter causes your on-site campaigns to overwrite your
external campaigns
If you use ?cid=upromise here……be sure to use something different hereSuch as ?icid=itechguide…
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Common Challenges: Internal Campaigns Override External Campaigns Cont.
► Real World E-Commerce Example
Before
After
“home_splash” on-site campaign highjacking a large chunk of revenue and orders
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The Road to Brilliance – Going Beyond the Basics
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Measure Campaign Activity Against KPIs to Identify Most Successful Campaigns
► Out-of-the-box campaign reports often have unclear business meaning► Customize campaign reports to track relevant metrics► Align campaign reporting with KPI framework
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Increase Report Adoption with Excel Reports
► Enable data reporting month over month► Familiar interface and interactive reports► Can be easily distributed within organization by placing in a central
location► Dynamic data connection – easy to update report
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Integrate Cost Data to Enable ROI Measurement
► Exporting to Excel► Join web analytics data with external data► Calculate ROI► Project campaign performance
Web Analytics Data Offline Data and Calculated Metrics
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Attribution Models
► Attribution ► First Touch (#1
gets credit)► Last Touch (#3
gets credit)► Multi-Touch (all
3 campaigns get credit)
You don’t have to choose just one. You CAN have it all!
12
3
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Attribution Models
Campaign Clickthroughs Last Click Revenue
First Click Revenue
Total Revenue Contribution
Shopping Engine - Shopzilla 3,526 $ 8,279 $ 11,759 $ 17,211
Affiliate - Upromise 663 $ 8,139 $ 2,842 $ 9,413
Affiliate - RetailMeNot 731 $ 6,725 $ 4,622 $ 8,674
Banner Ad - CNET 551 $ 5,701 $ 12,527 $ 14,210
Summer Email Promo 433 $ 5,596 $ 4,754 $ 7,358
► Real World E-Commerce Example
Analyzing multiple attribution methods can shed some important insight into the true performance of marketing campaigns.
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Wrap Up / Key Take-Aways
► Start with the basics and gradually add advanced reporting features
► Align campaign reporting with KPI framework
► Leverage data exports for trending and campaign performance ROI analysis
► Understand the importance of analyzing multiple attribution methods
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Q & A
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Thank You!
For more details and best practices on Marketing Campaign Tracking visit our blog at http://edgewatertech.wordpress.com/
Contact InformationOri Fishler - Director, Web Solutions, Edgewater Technology Inc. [email protected] Irena Meilutyte – Project Manager, Edgewater Technology Inc. [email protected] Al Dugan – Web Analytics Manager, Edgewater Technology Inc. [email protected]
