OptimizeYour Multi-Channel Campaigns for Maximum Impact

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OptimizeYour Multi-Channel Campaigns for Maximum Impact

  1. 1. Optimize Your Multi-channel Campaigns For Maximum Impact
  2. 2. What you can track, youcan measure.What you canmeasure, you can improveupon.
  3. 3. What are you trying to achieve?Define it.
  4. 4. Events CampaignsMicro-level Micro-level Goals Departmental goals Macro-level Micro-level Macro-level Institutional goals
  5. 5. EventsBlack Tie Presidential Campaigns Event Mailing Campaign Goals Increase Annual Departmental goals Fund Contributions Increase Donations Institutional goals
  6. 6. Email Postcard Facebook Website Letter Alumni Magazine TwitterYour Marketing Hub
  7. 7. Determine• Landing page• Desired action• How success will be measured – Confirmation page – Form submission – Download PDF
  8. 8. Set Up Google Analytics Goals
  9. 9. Campaign Tracking Set up links with tracking variableshttp://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
  10. 10. Campaign Tracking Set up links with tracking variableshttp://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund What is the source in which this link appears?
  11. 11. Campaign Tracking Set up links with tracking variableshttp://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund What is the medium/channel in which this link appears?
  12. 12. Campaign Tracking Set up links with tracking variableshttp://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund What is the name of the campaign?
  13. 13. Send people to landing page.• Bit.ly/Goo.gl• QR Code• Redirect goo.gl/K7Z3jwww.convergeconsulting.org/contact-us/request-analytics-consultation/?utm_source=powetpoint&utm_medium=qr%2Bcode&utm_campaign=maximum%2Bimpact%2Bpresentation
  14. 14. Analyze results in Google Analytics
  15. 15. Compare/Analyze • Campaigns • Sources • Mediums
  16. 16. Make changesReallocate funds to what is workingEliminate what is not
  17. 17. RecapTrackSet up GoalsUse Campaign TrackingAnalyzeMake Changes
  18. 18. Questions?Go to http://goo.gl/K7Z3j tosign up for a free, 20-minuteanalytics consultation.

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