how campaign tracking really works

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Campaign TrackingHow Campaign Tracking Really Works


Introduction

Campaign Lifecycle

Campaign Reporting Basics

Going Beyond Basic Campaign Reporting‐ Trending & External KPI integration‐ Attribution Models‐ Offline Conversion Tracking

Key Take Aways

Q&A

Agenda


Founded in 1992• Headquartered in Wakefield, MA• Large North American footprint• + 330 Employees• +700 clients• +2200 projects completed to date• Publicly Traded (NASDAQ: EDGW)

Web Solutions and Web Analytics Services• Strategy• Analysis & Insight• Implementation• Process Management• Integration• Optimization

Edgewater Technology, Inc Technology Management Consulting Firm


The Sower


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


Steps to Implement Basic Marketing Campaign Reporting

• Create campaign ID schema• Collect WT.mc_id parameter:

• In URL • META tags on landing pages

• Enable campaign reports• Enable visitor history & specify campaign expiration


Going Beyond Basic Campaign Reporting

Improving report usability by adding drilldowns and campaign attributes

Linking campaign contribution to business KPIs

Providing visibility into campaign trending over time

Integrating cost information for full ROI analysis

Managing attribution

Offline campaign tracking / CMS integration


• Description• Creative• Creative Type• Demand Channel• Marketing Activity• Marketing Program• Offer• Partner• Placement

Improve report Usability by Adding Campaign Attributes and Creating Drilldown


Enable Campaign Tracking across Different Channels

Tag URL for email, paid search, affiliate campaigns 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) 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 Enable data reporting month over month Familiar interface and interactive reports Can be easily distributed within organization by placing in a central location


Integrate Cost Data to Enable ROI Measurement

SmartReports – Import external campaign cost– Pivot Table drilldown– Calculate ROI


Attribution Models

Attribution – First Touch

(original)– Last Touch (most

recent)– Multi-Touch (all

campaign touches before converting)

You don’t have to choose just one. You CAN have it all!


Offline Campaign Tracking

CMS Integration– Leverage existing

Webtrends tag or reassign based on toolset

– Send cost information– Send lead scoring value– Send onsite banner

activity for upsell / cross sell opportunities

Other– Assign unique 800# to

Landing Pages


Wrap Up / Key Take-Aways

Start with the basics and gradually add advanced reporting features

Align campaign reporting with KPI framework

Leverage SmartReports for trending and campaign performance ROI analysis

Understand the importance of analyzing multiple attribution methods

Integrate campaign tracking with CMS tools to better understand the complete customer life cycle


Q & A


Thank You

Contact Information

Ori Fishler, Director, Web Solutions, Edgewater Technology Inc. [email protected]

Wendi Malley, Sr. Web Analyst, LexisNexis, [email protected]

Derek Fine, Webtrends, [email protected]

mailto:[email protected]



how campaign tracking really works

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