How Campaign Tracking Really Works

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Campaign reporting as an essential tool for measuring marketing ROIGetting started with campaign reporting
Beyond the basics:
Improving usability with lookup tables
Trending
Adding cost information for real ROI
Addressing campaign attribution issues

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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 & 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
  • W*Salesforce allows you to send cost and lead values* Eloqua and Optify are examples of lead scoring tools
  • How Campaign Tracking Really Works

    1. 1. Campaign TrackingHow Campaign Tracking Really Works<br />
    2. 2. <ul><li> Introduction
    3. 3. Campaign Lifecycle
    4. 4. Campaign Reporting Basics
    5. 5. Going Beyond Basic Campaign Reporting
    6. 6. Trending & External KPI integration
    7. 7. Attribution Models
    8. 8. Offline Conversion Tracking
    9. 9. Key Take Aways
    10. 10. Q&A</li></ul>Agenda<br />
    11. 11. Founded in 1992<br /><ul><li>Headquartered in Wakefield, MA
    12. 12. Large North American footprint
    13. 13. + 330 Employees
    14. 14. +700 clients
    15. 15. +2200 projects completed to date
    16. 16. Publicly Traded (NASDAQ: EDGW)</li></ul>Web Solutions and Web Analytics Services<br /><ul><li>Strategy
    17. 17. Analysis & Insight
    18. 18. Implementation
    19. 19. Process Management
    20. 20. Integration
    21. 21. Optimization</li></ul>Edgewater Technology, Inc Technology Management Consulting Firm <br />
    22. 22. The Sower<br />
    23. 23. 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 />
    24. 24. Steps to Implement Basic Marketing Campaign Reporting<br /><ul><li> Create campaign ID schema
    25. 25. Collect WT.mc_id parameter:
    26. 26. In URL
    27. 27. META tags on landing pages
    28. 28. Enable campaign reports
    29. 29. 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
    30. 30. Linking campaign contribution to business KPIs
    31. 31. Providing visibility into campaign trending over time
    32. 32. Integrating cost information for full ROI analysis
    33. 33. Managing attribution
    34. 34. Offline campaign tracking / CMS integration </li></li></ul><li><ul><li> Description
    35. 35. Creative
    36. 36. Creative Type
    37. 37. Demand Channel
    38. 38. Marketing Activity
    39. 39. Marketing Program
    40. 40. Offer
    41. 41. Partner
    42. 42. Placement</li></ul>Improve report Usability by Adding Campaign Attributes and Creating Drilldown<br />
    43. 43. Enable Campaign Tracking across Different Channels<br /><ul><li>Tag URL for email, paid search, affiliate campaigns
    44. 44. 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)
    45. 45. 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
    46. 46. Enable data reporting month over month
    47. 47. Familiar interface and interactive reports
    48. 48. 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
    49. 49. Import external campaign cost
    50. 50. Pivot Table drilldown
    51. 51. Calculate ROI</li></li></ul><li>Attribution Models<br /><ul><li> Attribution
    52. 52. First Touch (original)
    53. 53. Last Touch (most recent)
    54. 54. Multi-Touch (all campaign touches before converting)</li></ul>You don’t have to choose just one. You CAN have it all!<br />
    55. 55. Offline Campaign Tracking<br /><ul><li> CMS Integration
    56. 56. Leverage existing Webtrends tag or reassign based on toolset
    57. 57. Send cost information
    58. 58. Send lead scoring value
    59. 59. Send onsite banner activity for upsell / cross sell opportunities
    60. 60. Other
    61. 61. Assign unique 800# to Landing Pages</li></li></ul><li>Wrap Up / Key Take-Aways<br /><ul><li> Start with the basics and gradually add advanced reporting features
    62. 62. Align campaign reporting with KPI framework
    63. 63. Leverage SmartReports for trending and campaign performance ROI analysis
    64. 64. Understand the importance of analyzing multiple attribution methods
    65. 65. Integrate campaign tracking with CMS tools to better understand the complete customer life cycle</li></li></ul><li>Q & A<br />
    66. 66. 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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