Tracking Campaign Success From Click to Conversion, as presented by Mike Cichon at the 2010 Marketo User Summit

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Tracking Campaign Success From Click to Conversion, as presented by Mike Cichon at the 2010 Marketo User Summit

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What happens to website visitors once they leave your Marketo landing pages? Do they behave differently compared to visitors from other campaigns? And, when they convert on a particular offer or......

What happens to website visitors once they leave your Marketo landing pages? Do they behave differently compared to visitors from other campaigns? And, when they convert on a particular offer or type of offer are certain channels consistently more effective than others? In this
session we present a technique to align campaign tracking across Marketo and Google Analytics for a strategic view of campaign effectiveness.
Attendees will learn how to configure campaigns to gain campaign- and channel-level insights into website traffic, visitor behaviors, and offer conversion.

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  • 1. Tracking Campaign Success from Click to Conversion Mike Cichon, Principal Highcliff Search Engine Marketing © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 1
  • 2. What we’ll cover Detailed tracking of web visitors and views  Evaluate impact of Marketo campaigns on website traffic  Analyze the web behavior of different target segments Conversion tracking by marketing channel  Compare efficiency of email vs. website vs. CPC vs. word of mouth © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 2
  • 3. Why is this important Campaign Success Indicators  Primary: Conversions, Lead Score, Interesting Moments  Secondary: Delivery Rate, Opens, Clicks Key Questions Remain  Which communication channels converted the best?  What messages / offers / channels were most effective?  What content are visitors indicating is most interesting?  How can results be improved? © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 3
  • 4. A bit about Google cookies … Websites with Google Analytics installed place tracking cookies on the hard drives of visitors Visitor Session (2) Google Adwords Auto Tags URLs Segment Campaign (_utmz) Source Google Medium CPC Campaign Ad Campaign Keyword Keyword Ad Ad Title www.marketingsolutions.com © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 4
  • 5. Tagging URLs in this fashion enables detailed visibility of traffic and pageviews Examples  Which campaigns, ads & keywords drove the most website traffic?  What pages did visitors find most interesting?  How did visitors from campaign “A” behave on my website versus campaign “B”?  After they landed on my website, what paths did my (campaign) follow?  How much revenue was generate by campaign?  What were my conversion rates for goals and orders?  What was my average order volume by campaign? © 2009 Marketo, Inc. Marketo Proprietary and Confidential Page 5
  • 6. Tagging URLs in Marketo campaigns Using these same parameters to track your Marketo campaigns provides deep visibility into campaign effectiveness Campaign Channels Website eMail WOM CPC (Example) Share … © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 6
  • 7. Examples: Tagged URL’s Website Info.example.com email Info.example.com?utm_source=Marketo&utm_ medium=email&utm_campaign=Sept-Newsletter WOM Info.example.com?utm_source=Twitter&utm_me dium=WOM&utm_campaign=Great-Whitepaper CPC Info.example.com?utm_medium=CPC* *With auto-tagging enabled, this value will be ignored in Google © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 7
  • 8. Define custom segments in Google © 2009 Marketo, Inc. ______ __ ______ __________ ___ ___________ Marketo Proprietary and Confidential Page 8
  • 9. Traffic Sources Which sources, mediums and campaigns drove the most website traffic? How do they compare? Traffic Sources by: Source, Medium & Campaign © 2009 Marketo, Inc. ______ __ ______ __________ ___ ___________ Marketo Proprietary and Confidential Page 9
  • 10. Top Content How many visitors to my most popular pages resulted from the “Fall 2010 drip email” to customers? Content Views by: Source, Medium & Campaign © 2009 Marketo, Inc. ______ __ ______ __________ ___ ___________ Marketo Proprietary and Confidential Page 10
  • 11. Top Content: Segments Relative to other segments, how did visitors behave on my pages (time on page, bounce, exit, etc.). Comparisons by: Source, Medium & Campaign © 2009 Marketo, Inc. ______ __ ______ __________ ___ ___________ Marketo Proprietary and Confidential Page 11
  • 12. Top Content: Navigation Paths How did visitors get to a particular page and where did they go next? Page Views by: Source, Medium & Campaign © 2009 Marketo, Inc. ______ __ ______ __________ ___ ___________ Marketo Proprietary and Confidential Page 12
  • 13. Capturing channel in Marketo: Step 1 Website © 2009 Marketo, Inc. ______ __ ______ __________ ___ ___________ Marketo Proprietary and Confidential Page 13
  • 14. Capturing channel in Marketo: Step 2 © 2009 Marketo, Inc. ______ __ ______ __________ ___ ___________ Marketo Proprietary and Confidential Page 14
  • 15. Track conversions by channel Campaign This Week Life-to-Date Over Target Conversions (or Month) Lead Score Channels Website 7 65 14 Email 22 110 27 Social Media 3 37 15 CPC 7 20 6 Total 39 232 62 Establish a perpetual record of conversions by campaign / channel ____________ ______ __________ ___ ___ ___________ __ ______ __________ ___________ © 2009 Marketo, Inc. __ Marketo Proprietary and Confidential Page 15
  • 16. Design custom parameter values Channel Type Channel Campaign Website Google Offer / promotion Email Yahoo Drip program Social Media MSN Sales Insight email CPC Marketo Banner Ad Name Partner Salesforce Text Ad Ttile Industry Media Publication Name … Event Twitter … LinkedIn Facebook … © 2009 Marketo, Inc. ______ __ ______ __________ ___ ___________ Marketo Proprietary and Confidential Page 16
  • 17. Checklist Confirm Google tracking code installed Marketo form lead source by parameter Add parameters to your URL’s  Source, medium, campaign Define custom segments in Google Analytics  Source, medium, campaign Define campaign / medium lists in Marketo  Include “Add to List” Flow action to campaign  Key off value in lead source field © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 17
  • 18. Still want a better view? Establish user-defined segments … … for the more technically savvy View visitor web behavior by custom attribute  Job Title  Company  Industry How – setVar and supersetVar  http://www.googlelytics.net/using-setvar- _utmsetvarutm_setvar-for-custom-segmentation/ © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 18
  • 19. Thank You! © 2010 Marketo, Inc. Marketo Proprietary and Confidential Page 19