how campaign tracking really works
Click here to load reader
Post on 20-Aug-2015
1.196 views
Embed Size (px)
TRANSCRIPT
- 1. Campaign TrackingHow Campaign Tracking Really Works
- 2.
- Introduction
- 3. Campaign Lifecycle
- 4. Campaign Reporting Basics
- 5. Going Beyond Basic Campaign Reporting
- 6. Trending & External KPI integration
- 7. Attribution Models
- 8. Offline Conversion Tracking
- 9. Key Take Aways
- 10. Q&A
- 11. Founded in 1992
- Headquartered in Wakefield, MA
- 12. Large North American footprint
- 13. + 330 Employees
- 14. +700 clients
- 15. +2200 projects completed to date
- 16. Publicly Traded (NASDAQ: EDGW)
- Strategy
- 17. Analysis & Insight
- 18. Implementation
- 19. Process Management
- 20. Integration
- 21. Optimization
- 22. The Sower
- 23. Plan
Execute
Optimize
Analyze
Marketing Campaign Lifecycle
Execute:
Create campaign,
Enable campaign tracking
Plan:
The right message/offer, Right person, Right time, Right channel
ROI
Analyze:
Campaign effectiveness,
Channel effectiveness,
ROI, Usage trends
Optimize:
Content, Messaging,
Creative Targeting,
Landing Pages,
Conversion Funnels,
Marketing Spend and Media Plan - 24. Steps to Implement Basic Marketing Campaign Reporting
- Create campaign ID schema
- 25. CollectWT.mc_id parameter:
- 26. In URL
- 27. META tags on landing pages
- 28. Enable campaign reports
- 29. Enable visitor history & specify campaign expiration
- Going Beyond Basic Campaign Reporting
- Improving report usability by adding drilldowns and campaign attributes
- 30. Linking campaign contribution to business KPIs
- 31. Providing visibility into campaign trending over time
- 32. Integrating cost information for full ROI analysis
- 33. Managing attribution
- 34. Offline campaign tracking / CMS integration
- Description
- 35. Creative
- 36. Creative Type
- 37. Demand Channel
- 38. Marketing Activity
- 39. Marketing Program
- 40. Offer
- 41. Partner
- 42. Placement
- 43. Enable Campaign Tracking across Different Channels
- Tag URL for email, paid search, affiliate campaigns
- 44. Tag landing pages for print, radio, TV campaigns
- Measure Campaign Activity Against KPIs to Identify Most Successful Campaigns
- Out-of-the-box campaign reports track click-throughs, visits, page views, and ecommerce metrics (if applicable)
- 45. Build custom reports to enable campaign measurement against other business goals
- Export Reports into Excel and Build Graphs via Smart Reports
- Dynamic data connection easy to update report
- 46. Enable data reporting month over month
- 47. Familiar interface and interactive reports
- 48. Can be easily distributed within organization by placing in a central location
- Integrate Cost Data to Enable ROI Measurement
- SmartReports
- 49. Import external campaign cost
- 50. Pivot Table drilldown
- 51. Calculate ROI
- Attribution Models
- Attribution
- 52. First Touch (original)
- 53. Last Touch (most recent)
- 54. Multi-Touch (all campaign touches before converting)
- 55. Offline Campaign Tracking
- CMS Integration
- 56. Leverage existing Webtrends tag or reassign based on toolset
- 57. Send cost information
- 58. Send lead scoring value
- 59. Send onsite banner activity for upsell / cross sellopportunities
- 60. Other
- 61. Assign unique 800# to Landing Pages
- Wrap Up / Key Take-Aways
- Start with the basics and gradually add advanced reporting features
- 62. Align campaign reporting with KPI framework
- 63. Leverage SmartReports for trending and campaign performance ROI analysis
- 64. Understand the importance of analyzing multiple attribution methods
- 65. Integrate campaign tracking with CMS tools to better understand the complete customer life cycle
- Q & A
- 66. Thank You
Contact Information
Ori Fishler, Director, Web Solutions, EdgewaterTechnology Inc. [email protected]
Wendi Malley, Sr. Web Analyst, LexisNexis, [email protected]
Derek Fine, Webtrends, [email protected]