Your SlideShare is downloading. ×
How Campaigns Really Work: Campaign Tracking
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

How Campaigns Really Work: Campaign Tracking

1,207
views

Published on

Wendi Malley, LexisNexis & Ori Fishler, Edgewater Consulting …

Wendi Malley, LexisNexis & Ori Fishler, Edgewater Consulting

Ori and Wendi reveal lessons learned through years of campaign tracking, from basic methodology to attribution models and offline CMS integration. See how integrating data from multiple sources can be creative, including actionable metrics with new insights on conversions, lookup tables and smart reports.

Published in: Technology, Business

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,207
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
26
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • The role of the marketing manager is to sow the seeds to customer demand. But as you throw your marketing dollars to the four winds, what direction will provide the most yield?Campaign tracking provides the feedback and measures.
  • the business importance of tracking marketing campaigns & the ability to establish marketing ROI. Closed loop.Having a sound marketing campaign strategy will lay the ground work for a successful insights and recommendations.
  • Discuss briefly how first touch can be implemented rather easily by duplicating the main campaign report (last touch) and just changing the attribution to “original”Discuss briefly how multi-touch can implemented by utilizing custom cookies which store a string of all touches (usually limited to 5) using a delimiter such as : or |Direct attendees to our articles for more details
  • Transcript

    • 1. Campaign TrackingHow Campaign Tracking Really Works
    • 2. Founded in 1992
      • Headquartered in Wakefield, MA
      • 3. Large North American footprint
      • 4. + 330 Employees
      • 5. +700 clients
      • 6. +2200 projects completed to date
      • 7. Publicly Traded (NASDAQ: EDGW)
      Web Solutions and Web Analytics Services
      Edgewater Technology, Inc Technology Management Consulting Firm
      2
    • 13.
      • Introduction
      • 14. Campaign Lifecycle
      • 15. Campaign Reporting Basics
      • 16. Going Beyond Basic Campaign Reporting
      • 17. Key Take Aways
      • 18. Q&A
      Agenda
    • 19. The Sower
    • 20. 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
    • 21. Steps to Implement Basic Marketing Campaign Reporting
      • Create campaign ID schema
      • 22. Collect WT.mc_id parameter:
      • 23. In URL
      • 24. META tags on landing pages
      • 25. Enable campaign reports
      • 26. Enable visitor history & specify campaign expiration
    • Going Beyond Basic Campaign Reporting
      • Improving report usability by adding drilldowns and campaign attributes
      • 27. Linking campaign contribution to business KPIs
      • 28. Providing visibility into campaign trending over time
      • 29. Integrating cost information for full ROI analysis
      • 30. Managing attribution
    • Improve report Usability by Adding Campaign Attributes and Creating Drilldown
    • 39. Enable Campaign Tracking across Different Channels
      • Tag URL for email, paid search, affiliate campaigns
      • 40. 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)
      • 41. 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
      • 42. Enable data reporting month over month
      • 43. Familiar interface and interactive reports
      • 44. Can be easily distributed within organization by placing in a central location
    • Integrate Cost Data to Enable ROI Measurement
      • SmartReports
      • 45. Import external campaign cost
      • 46. Pivot Table drilldown
      • 47. Calculate ROI
    • Attribution Models
      • Attribution
      • 48. First Touch (original)
      • 49. Last Touch (most recent)
      • 50. Multi-Touch (all campaign touches before converting)
      You don’t have to choose just one. You CAN have it all!
    • 51. Wrap Up / Key Take-Aways
      • Start with the basics and gradually add advanced reporting features
      • 52. Align campaign reporting with KPI framework
      • 53. Leverage SmartReports for trending and campaign performance ROI analysis
      • 54. Understand the importance of analyzing multiple attribution methods
    • Q & A
    • 55. Thank You
      Contact Information
      Ori Fishler, Director, Web Solutions, Edgewater Technology Inc. OFishler@edgewater.com
      Wendi Malley, Sr. Web Analyst, LexisNexis, wendi.malley@lexisnexis.com
      Derek Fine, Webtrends, Derek.Fine@WebTrends.com