Tracking Online and Offline Marketing Campaigns with Google Analytics

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Although every day is a mother’s day, here in the US we dedicate one day especially for her to show our appreciation and thankfulness. Mother’s Day is just around the corner. As a marketer or a business owner you are getting ready, like all retailers, to kick-off your Mother’s Day campaigns. Last year’s campaign did ok. You didn’t get fired , but you didn’t get a promotion either! You are a much smarter marketer now and you want to better track your initiatives, assess what channel is performing and fix what is not performing. You are planning all sorts of marketing activities: offline: TV and newspaper ads; online: paid Search, email, banners, social media, and others.

You have your messaging, promotions, copy, creative, and landing pages all ready, and soon you will go live and you have a week to figure out this “tracking, measurement and analytics” business!

No worries! Google Analytics and this post have come to the rescue!!

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Tracking Online and Offline Marketing Campaigns with Google Analytics

  1. 1. Tracking Online and Offline Marketing Campaigns with Google Analytics<br />Allaedin Ezzedin |Senior Web Analyst<br />
  2. 2. Assumptions<br />You have Google Analytics implemented on your site<br />You have a basic familiarity with URL tagging<br />You are ready and willing to be proactive and you do care about analytics and campaign ROI<br />How do I tag my links?<br />http://google.com/support/analytics/bin/answer.py?answer=55518<br />URL Builder<br />http://google.com/support/analytics/bin/answer.py?hl=en&answer=55578<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  3. 3. Disclaimer<br />All screenshots used for this presentation are created for educational purpose and are not real ads<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  4. 4. Allaedin Ezzedin<br />www.e-nor.com<br />
  5. 5. Campaign Structure<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  6. 6. Email<br />Online Marketing<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  7. 7. Email Ads<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  8. 8. Banner<br />Online Marketing<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  9. 9. Banner<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  10. 10. Banner<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  11. 11. Social Media<br />Online Marketing<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  12. 12. Twitter<br /><ul><li> Website URL: http://www.store.com/
  13. 13. Campaign Source: twitter
  14. 14. Campaign Medium: social media
  15. 15. Campaign Name: Mother’s Day 2010</li></ul>http://www.store.com/?utm_source=twitter&utm_medium=social%2Bmedia&utm_campaign=Mother%E2%80%99s%2BDay%202010<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  16. 16. Twitter<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  17. 17. Paid Search<br />Online Marketing<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  18. 18. Paid Search - Google<br />AdWords<br />Analytics<br />No need for manual tagging, we are cousins :)<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  19. 19. Paid Search - Google<br />Sign in to your AdWords account<br />Click on My account tab<br />Select Account preferences<br />Under Tracking section, click Edit<br />Check the Destination URL Auto-tagging checkbox<br />Click “Save changes”<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  20. 20. Paid Search - Google<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  21. 21. Paid Search - Yahoo<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  22. 22. Paid Search - Bing<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  23. 23. Offline<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  24. 24. Offline Campaigns<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  25. 25. Offline Campaigns: Newspapers<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  26. 26. Offline Campaigns: Newspapers<br />Include unique coupon code, website URL, and/or phone number to track effectiveness of the ad<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  27. 27. Offline Campaigns: Newspapers<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  28. 28. Offline Campaigns: Newspapers<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  29. 29. Offline Campaigns: Newspapers<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  30. 30. Reports<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  31. 31. Creating Custom Segmentation<br />Sign in to your Google Analytics account<br />Advanced Segments > Create a new advanced segment<br />Add the following dimensions:<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  32. 32. Traffic Sources<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  33. 33. Traffic Sources<br />The TV campaign has the highest conversion rate<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  34. 34. Traffic Sources<br />The newspaper campaign was not as effective as other campaigns<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  35. 35. Traffic Sources<br />Social media has the highest ROI<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  36. 36. Read More | bit.ly/iRC6jw<br />Allaedin Ezzedin<br />www.e-nor.com<br />
  37. 37. Thank You!<br />E-Nor<br />http://www.e-nor.com<br />http://www.e-nor.com/blog<br />3000 Scott Blvd Ste. 216<br />Santa Clara, CA 95054<br />Allaedin Ezzedin<br />allaedin@e-nor.com<br />linkedin.com/in/AllaedinEzzedin<br />twitter.com/AllaedinEzzedin<br />

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