Campaign TrackingHow Campaign Tracking Really Works<br />
Founded in 1992<br /><ul><li>Headquartered in Wakefield, MA
Large North American footprint
+ 330 Employees
+700 clients
+2200 projects completed to date
Publicly Traded (NASDAQ: EDGW)</li></ul>Web Solutions and Web Analytics Services<br /><ul><li>Strategy
Analysis & Insight
Implementation
Process Management
Integration
Optimization</li></ul>Edgewater Technology, Inc                                                               Technology M...
<ul><li> Introduction
Campaign Lifecycle
Campaign Reporting Basics
  Going Beyond Basic Campaign Reporting
 Key Take Aways
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How Campaigns Really Work: Campaign Tracking

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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.

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  • 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 &amp; 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
  • How Campaigns Really Work: Campaign Tracking

    1. 1. Campaign TrackingHow Campaign Tracking Really Works<br />
    2. 2. Founded in 1992<br /><ul><li>Headquartered in Wakefield, MA
    3. 3. Large North American footprint
    4. 4. + 330 Employees
    5. 5. +700 clients
    6. 6. +2200 projects completed to date
    7. 7. Publicly Traded (NASDAQ: EDGW)</li></ul>Web Solutions and Web Analytics Services<br /><ul><li>Strategy
    8. 8. Analysis & Insight
    9. 9. Implementation
    10. 10. Process Management
    11. 11. Integration
    12. 12. Optimization</li></ul>Edgewater Technology, Inc Technology Management Consulting Firm <br />2<br />
    13. 13. <ul><li> Introduction
    14. 14. Campaign Lifecycle
    15. 15. Campaign Reporting Basics
    16. 16. Going Beyond Basic Campaign Reporting
    17. 17. Key Take Aways
    18. 18. Q&A</li></ul>Agenda<br />
    19. 19. The Sower<br />
    20. 20. Plan<br /> Execute<br /> Optimize<br /> Analyze<br />Marketing Campaign Lifecycle<br />Execute:<br />Create campaign,<br />Enable campaign tracking<br />Plan:<br />The right message/offer, Right person, Right time, Right channel<br />ROI<br />Analyze:<br />Campaign effectiveness,<br />Channel effectiveness,<br />ROI, Usage trends<br />Optimize:<br />Content, Messaging, <br />Creative Targeting,<br />Landing Pages,<br />Conversion Funnels, <br />Marketing Spend and Media Plan<br />
    21. 21. Steps to Implement Basic Marketing Campaign Reporting<br /><ul><li> Create campaign ID schema
    22. 22. Collect WT.mc_id parameter:
    23. 23. In URL
    24. 24. META tags on landing pages
    25. 25. Enable campaign reports
    26. 26. Enable visitor history & specify campaign expiration </li></li></ul><li>Going Beyond Basic Campaign Reporting<br /><ul><li>Improving report usability by adding drilldowns and campaign attributes
    27. 27. Linking campaign contribution to business KPIs
    28. 28. Providing visibility into campaign trending over time
    29. 29. Integrating cost information for full ROI analysis
    30. 30. Managing attribution</li></li></ul><li><ul><li> Description
    31. 31. Creative
    32. 32. Creative Type
    33. 33. Demand Channel
    34. 34. Marketing Activity
    35. 35. Marketing Program
    36. 36. Offer
    37. 37. Partner
    38. 38. Placement</li></ul>Improve report Usability by Adding Campaign Attributes and Creating Drilldown<br />
    39. 39. Enable Campaign Tracking across Different Channels<br /><ul><li>Tag URL for email, paid search, affiliate campaigns
    40. 40. Tag landing pages for print, radio, TV campaigns</li></li></ul><li>Measure Campaign Activity Against KPIs to Identify Most Successful Campaigns<br /><ul><li>Out-of-the-box campaign reports track click-throughs, visits, page views, and ecommerce metrics (if applicable)
    41. 41. Build custom reports to enable campaign measurement against other business goals</li></li></ul><li>Export Reports into Excel and Build Graphs via Smart Reports<br /><ul><li>Dynamic data connection – easy to update report
    42. 42. Enable data reporting month over month
    43. 43. Familiar interface and interactive reports
    44. 44. Can be easily distributed within organization by placing in a central location</li></li></ul><li>Integrate Cost Data to Enable ROI Measurement<br /><ul><li>SmartReports
    45. 45. Import external campaign cost
    46. 46. Pivot Table drilldown
    47. 47. Calculate ROI</li></li></ul><li>Attribution Models<br /><ul><li> Attribution
    48. 48. First Touch (original)
    49. 49. Last Touch (most recent)
    50. 50. Multi-Touch (all campaign touches before converting)</li></ul>You don’t have to choose just one. You CAN have it all!<br />
    51. 51. Wrap Up / Key Take-Aways<br /><ul><li> Start with the basics and gradually add advanced reporting features
    52. 52. Align campaign reporting with KPI framework
    53. 53. Leverage SmartReports for trending and campaign performance ROI analysis
    54. 54. Understand the importance of analyzing multiple attribution methods</li></li></ul><li>Q & A<br />
    55. 55. Thank You<br />Contact Information<br />Ori Fishler, Director, Web Solutions, Edgewater Technology Inc. OFishler@edgewater.com<br />Wendi Malley, Sr. Web Analyst, LexisNexis, wendi.malley@lexisnexis.com<br />Derek Fine, Webtrends, Derek.Fine@WebTrends.com<br />
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