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How Campaign Tracking Really Works

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Campaign reporting as an essential tool for measuring marketing ROIGetting started with campaign reporting …

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
  • Transcript

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