AOU Data Collection Process

Slide - 1
April 2018 – [AoU Analytics Framework]
Data Collection & Process
April 2018
produced by

Slide - 2
OVERARCHING PROGRAM GOALS
 Create a new model of research based on collaboration among researchers, providers, and
participants.
 Create and nurture relationships with participants, potential participants, community partners,
advocates, the research community, and providers across the country to build a national
community of people committed to enabling precision health for all.
 Develop an engaged network of national, regional, and local partner organizations supporting
and promoting All of Us.
 Facilitate participation from a diverse audience base that reflects the U.S. population, with a
special focus on communities historically underrepresented in biomedical research.
 Advance participation by researchers to use the data captured by the program.
 Develop a rich resource of data, including bio samples, to help accelerate medical
breakthroughs and advances.
 Increase knowledge leading to individualized care and improved health for future generations.

Slide - 3
PRIMARY COMMUNICATIONS AUDIENCES
Participants People from all walks of life: All races. All ethnicities. All regions. All incomes.
All education levels.
Particular emphasis on those who have been underrepresented in biomedical
research (UBR).
Providers Physicians, Nurses, Nurse Practitioners, Physician Assistants, Medical
Technicians
Partners Community Leaders, Patient Advocates, Advisors, Other Influencers
Researchers Citizen Scientists, Academic Research, Community, Everyone in Between

Slide - 4
PARTICIPANT ENGAGEMENT FUNNEL
Pre-Launch Planning View
Discovery
Participation
Consent
Consideration
Interest
Stage of Decision
Communications
Channel
Participant
Evaluation
Campaign, website, partners,
events, social media
Website, email, app, social media
Website, support center, email
Website, app, in-person
Website, app, email, in-person
Engaged with the campaign in
some way (media or community
partner)
Sign up for email, download app,
follow social media channels
Gather information, what is meaningful to
me – research and evaluate the program
Make the active commitment,
continue participation (new surveys,
visits, sync devices, etc.)
Gather more information, make final
cost benefit analysis while consenting

Slide - 5
OVERARCHING CAMPAIGN GOALS
Awareness Build awareness of the All of Us Research Program across the United States,
ensuring individuals have the opportunity to:
• Learn about the importance of research in developing more tailored
approaches to care,
• Engage in meaningful discussions at the local and community levels.
Trust Build trust with our broad audience set.
Enrollment Enroll and retain 1M+ full participants for at least 10 years.

Slide - 6
CAMPAIGN PHASES + CTA EXAMPLES
Pre-Launch
30 days leading
up to May 6th
o (7) Local Events
o Launch Day Microsite
o Live Stream Event Video
o National & Local Advertising
o National & Local Social Media
o National & Local Email
o Partner Local Event Marketing
o Press & Blogger Relations
 Attend a local launch event
 Join the online event
 Host your own educational event
 Participate in Beta
 Subscribe to news
 Follow social media channels
Launch
May 6th–July
31st, 2018
o Partner Local Marketing
 We are open for business
 Host an event
 Enroll
 Tell your friends and family
 Be one in a million
Sustain
August 1st+
o Partner Local Marketing
 Enroll
 Tell your friends and family
 Join the community
 Be one in a million
 Continue participation

Slide - 7
PRIMARY OBJECTIVES & CHANNEL KPIs
Touchpoint Objective Primary KPI
Launch Events
Create a moment to introduce All of Us to the general
public
Views of content live and post event
engagements
Paid Media
Invite targeted potential participants to learn more
about the program
Number of qualified people visiting the
website
Website Move people from curious to informed Time spent on site
Social Media
Leverage power of participants and curious public to
expand reach of messaging
Engagement
Public Relations Raise awareness and understanding of the program Message pull-through
Email Convert interest into enrollment Open rate

Slide - 8
THE DATA FRAMEWORK
How we will collect data to ensure
we are continuously optimizing marketing campaign
performance measured against achieving our
core goals and objectives.

Slide - 9
MISSION STATEMENT
Our goal is to apply an analytics framework and architecture to
deliver actionable performance insights required by AoU Research
Program stakeholders, and to document the systems, processes,
protocols, policies and responsibilities for collecting the required datasets to
advance and drive forward the AoU research program initiative in support of
the NIH goals and objectives -- as well as those of all participating
consortium marketing partners.

Slide - 10
ANALYTICS CHARTER
To implement an analytics framework to monitor, measure, optimize and report on
marketing and enrollment performance activity throughout the execution of the All of Us
Research Program.
To provide the Scripps Behavioral Research teams with participant journey information
and campaign audience insights that can be later linked (as protocols are defined) with
enrollee data to look at best practices around communications and channels that drive
participant enrollment and provide participants that commit to continual engagement.
To analyze, optimize and maximize marketing efforts to improve enrollment numbers
aligned with target diversified UBR population mixes within the DRSC database.
To connect disparate partner marketing activities, marketing channels and data sets into
one holistic analytics performance view for the NIH, as much as is possible, via enabled
national campaign and partner marketing technologies, analytic systems and platforms.
The analytics charter is to continually optimize marketing performance by delivering
actionable insights for guiding ongoing strategic directions and execution based on
four fundamental objectives.

Slide - 11
ANALYTICS UNDERPINNING ARCHITECTURE
WHY
Why do we need analytics? Why do we need to measure
our performance?
HOW
How will we gather insights? How are platforms and
systems to be integrated? How will we collaborate?
WHAT
WHAT questions do we need to answer? What
marketing metrics do we need to track and optimize
against? What is the analytic framework which will give
us valued and actionable insights for each stakeholder
group and level?
The framework is designed to leverage the Golden Circle concept via framing our
analytic requirements by working inside out to understand the Why, How and What.

Slide - 12
WHY DO WE NEED ANALYTICS?
Drawing upon the Analytics Charter, we must continually optimize marketing
performance and influence mapped to campaign KPIs and as aligned to program goals
and objectives for greater sustaining success.

Slide - 13
Domo or Datorama
Dashboard
TABLEAU
Visual
Analytics
Platform
SPRINKLR
Social
Media
Mgmt.
Platform
Owned
Social
Channels
Partner
Platforms
Partner
Platforms
HOW WILL WE GATHER INSIGHTS?
The analytics framework will leverage an integrated mar-tech platform stack and
design, which will give us the capability to continuously measure, optimize and
collaborate on campaign performance through insights that are actionable.

Slide - 14
Acquisition
Outcomes
Behaviors
STEP 1: Acquisition
What are we doing to build program
awareness and to attract traffic to
the website?
STEP 2: Behaviors
What happens before and
after people land on the
website?
STEP 3: Outcomes
What is the impact on
program conversions and
enrollments?
WHAT DO WE NEED TO ANSWER?
As the keystone to our analytics efforts, we will leverage a structured KPI and metrics
framework based on guiding strategic questions designed to deliver actionable insights
aligned to three core measurement analytic pillars.

Slide - 15
METHODOLOGY & PROCESS
Channel & Campaign performance & influence
(Measured Quantitative Analysis)
Benchmark & Document
performance and results
(Dashboard + Monthly Reporting)
Qualify & Extract Insights into
What and Why thru data segmentation
(Qualitative Analysis)
Learn & Evolve
(Apply and Test Insights)
Optimize & Develop Best Practices
(Validation & Documentation)
Our analytics methodology will leverage a five step analytical process and which when
applied will continually optimize marketing performance.

Slide - 16
MEASUREMENT PLAN
Process will translate to an emphasis placed on data + measurement + segmentation +
analysis to applyoptimizationacross alldigitaltouchpointsasalignedwithgoalsandobjectives.
AWARENESS – COMMUNITY – EXPERIENCE – EDUCATION – INFLUENCE – CONVERSION
Core
KPIs & Data
Collection
Acquisition
Owned, Earned & Paid Influence
Behaviors
Marketing Engagements
Outcomes
Marketing Influence
Enrollments
Audience Profiling Analysis Campaigns & Content Analysis Website Traffic + Conversion Events Analysis
Journey Stage Discovery & Awareness Interest & Consideration Consent & Participation
Primary
Metrics
Organic
(Earned)
Reach
+
Impressions
Paid
Reach
+
Impressions
Total
Reach
+
Impressions
Performance
Impact
x
Channel
Campaign
Engagement &
Consumption
x
Content
Community
Growth
x
Channel
Website
Traffic
x
Site Behaviors
Intent &
Events
x
Attribution
Conversion
Counts
x
Target Demos
Target Goals
6-month
Benchmark +
MoM Growth
TBD
6-month
Benchmark +
MoM Growth
TBD
6-month
Benchmark +
MoM Growth
TBD
6-month
Benchmark +
MoM Growth
TBD
6-month
Benchmark +
MoM Growth
TBD
6-month
Benchmark +
MoM Growth
TBD
6-month
Benchmark +
MoM Growth
TBD
6-month
Benchmark +
MoM Growth
TBD
6-month
Benchmark +
MoM Growth
TBD
Data Platform
Analytics
- DSP (Advertising) - DMP (Audience Profiling) - SEM - Social Media - Website - Attribution Modeling - [Mobile] App - Email - Earned Media -
Segments
Performance
& Attribution
Marketing Channels
Demographic Profile Segmentation
Geographic Market Segmentation
Desktop Mobile Cross-Device

Slide - 17
DATA + MEASUREMENT FOUNDATION
Data collection will start with understanding the primary KPI conversion events.
Marketing analytics will then optimize against our three core measurement pillars.
Acquisition
Awareness
Are we creating national awareness?
Community
Are we creating new community
followers for our social media
profiles?
Website Traffic
Are we creating new visitor site traffic
for the national website?
Behaviors
Program Interest
Is the online community discussion
growing and evolving?
Program Consideration
Is the general population engaging
with our content?
Website Visits
Are we delivering on expectations
when visitors arrive at the national
enrollment website? Are they
engaging with our content?
Are we moving audiences through the
participant journey with newsletter
sign-ups and app installs?
Outcomes
Enrollment Conversions
Are target audiences creating
accounts?
Are target audiences moving through
the conversion funnel and completing
consent?
Are target audiences completing
enrollment?
Are we realizing socio-demographic
UBR diversity target goals?

Slide - 18
Analysis and insights will also be aligned to the participant enrollment journey. Marketing
analyticswilloptimize user journeys through to Interest status.
Interest
Unregistered Interested Party
Someone who has provided their
email address to receive Program
updates, or has downloaded the
Program app and has not created an
account.
Registered Interested Party
A person who has created an account
by entering their name, email
address, chosen a language
preference, but has not yet
completed the informed consent
process.
Member
Member Status
A person who meets the eligibility and
inclusion criteria who has completed
the primary informed consent
process. Has not yet participated in
any Program activities.
Participant
Participant Status
A member who has participated in
one or more Program activities which
may include: questionnaires, physical
measurements, biospecimen samples,
EHR/Part 2 access, etc.
† Data analytics linking marketing performance andinfluence to the Participant level requires additional IRB andProtocol
permissions.

Slide - 19
Characteristics
Underrepresented in
Biomedical Research
(Over) Represented in
Biomedical Research
Race / Ethnicity
American Indian or
Alaska Native
White, non-Hispanic
Asian
Black African or
African American
Hispanic or Latino
Middle Eastern or
North African
Native Hawaiian or
Other Pacific Islander
More than One Race
Age
Children (0-11)
Adults (16-64)
Adolescents (12-17)
Older adults (65-74)
Elderly(75+)
Sex
Female
Male
Intersex
Gender Identity
Woman
Man
Non-Binary
Transgender
Two Spirit
Gender queer non-conforming
Additional Gender-variant
identifiers
Characteristics
Underrepresented in
Biomedical Research
(Over) Represented in
Biomedical Research
Sexual Orientation
Gay or homosexual
Straight or
Heterosexual
Lesbian or homosexual
Bisexual
Queer
Other Sexual
Orientations
Annual Household
Income
< $25,000 for a
household of 4
> $25,000 for a
household of 4
Educational Attainment
< High School Diploma
or GED
> High School Diploma
or GED
Geography
Urban clusters
(<50,000 people)
Urban
(>50,000)
Access to Care
Have not had a clinic visit
in the past 12 months
and cannot easily obtain
or pay for medical care.
Have had a clinic visit
in the past 12 months
and can pay for
medical care.
Disability
(according to the ADA
definition)
Physical or
mental disabilities
No physical or
mental disabilities
DV
Targets
Total
% Target
Year 1
Enroll
Non
White
50.0% 10,000
Hispanic 23.0% 4,600
Black /
AA
17.0% 3,400
AIAN 0.0% 0
Asian 6.2% 1,240
NHPI 0.8% 160
Other 0.0% 0
2+ Race 3.0% 600
Year 1
Total
20,000
After an initial benchmark period and as desired UBR audience characteristic milestone goals
are set, marketing analytics will guide tactical execution measured against target goals.
InitialdefinedUBR goals.

Slide - 20
CHANNEL MONITORING
Marketing channels, campaigns and touchpoints identified at launch:
 Email
 Social Media
 Digital Advertising
 Launch Day Microsite
 TV Public Service Announcements
 Radio Public Service Announcements
 Website and App as it applies to the participate/enrollment journey
 Partner marketing activities across channels + local in-person experiential events (e.g. Journey Bus)
The goal is to leverage the national marketing technology stack and the platform analytic tools for each partner
to aggregate the data into one central destination for ongoing analysis and extrapolation of insights.
Based on a well organized system of distributing tracking tags and pixels, we will be able to aggregate insights
across partners for a holistic view into these channels.
Please note this is not participant data and we will only be tracking campaign data through to account creation.
We will adhere to the IRB approved Digital Recruiting Protocol guidelines and adjust accordingly when we can
connect enrollment behavioral-response data.
Analytics will be applied across all active marketing channels and touchpoints.

Slide - 21
MARKETING METRIC ECOSYSTEMS
A full complement of metrics will be defined by channel. Actionable intelligence will be
extrapolated and shared by emphasizing metrics which will aid to continuously optimize
marketing performance as aligned to stakeholder group needs.
Owned Media
Channels, Campaigns & Content
 Organic reach, impressions
 UBR audience target goals
 Engagement metrics, engagement
rates
 Social community growth (owned
profiles)
 Assisted website traffic (visits,
views, duration, CTAs)
 Conversion attribution events
 Conversion attribution
performance (markets, socio-
demos)
 MoM target milestone growth
Shared & Earned Media
Content Sharing & Publicity
 Earned reach, impressions
 Blogger posts, reach,
engagements, shares, clicks,
influence
demos)
Paid Media
Advertising Campaigns
 Paid reach, impressions
 Performance metrics (clicks, CTR,
CPC, CPM, CPA, conversion rates)
demos)
† A well defined metric ecosystem will be designed for each channel andcampaign to collect actionable intelligence thru data +
segmentation + measurement.

Slide - 22
INTELLIGENCE COLLECTION
Insights will be collected via questions we need answered. Questions will help us identify
the required marketing metrics by channel, campaign and touchpoint to optimize our
strategic directions and execution for greater overall performance.
 How are overall marketing campaigns performing
across paid, earned and owned?
 What channels are performing the best?
 How is content and advertising impacting the
conversion funnel?
 What creative and messages resonate & creates the
most conversions and as applicable aligned to target
UBR populations?
 What actionable trends do we see in the channel
performance insights?
 How best can we leverage owned, earned and paid
media impressions for greater conversions?
 Which audiences are showing interest versus
enrollment?
 How many impressions and different marketing
channels is it taking to move someone from interest
to enrollment?
 What combination of national and local exposure
have locally enrolled participants come into contact
with?
 How do we create look-a-like models and employ
those into our marketing outreach and advertising
tactics?
 What connections can we make between single
media and marketing paths and the types of
participants that enroll?
 What differences or similarities do we see between
a local participant versus a direct participant and
how/where did they engage with the campaigns?
 Is one type of local partner media more effective
than others?
 Are the email drip campaigns enrolling people on
their own or is it necessary to ensure these types of
potential participants are seeing campaign
impressions and earned media?
† Starting underlying Baseline questions. The insights we will collect will be a continually evolving process based on milestone
learnings we acquire through execution and marketing performance and as stakeholder needs are further defined.

Slide - 23
PERFORMANCE OPTIMIZATION
Channel, campaign and touchpoint analysis and resulting insights will steer ongoing
optimized marketing directions and execution for maximum influence and conversions.
 Traffic Source Patterns
 Campaign Performance
 Content Resonance
 Device & Screen Preference
 Marketing Channel Influence
 Community Inspiration & Growth
 Socio-Demo Activation
 Gen Pop (Persona & UBR) Impact
 Geography Mapping & Influence
 Acquisition / Conversion Costs
 Month over Month Performance
 Milestone Targets
† Marketing optimization will continually focus on core performance attributes for maximum conversion impact.

Slide - 24
DATA COLLECTION
Datasets, Ownership & Collaboration

Slide - 25
DATASET ACCESS HIERARCHY
What datasets are available for analysis and collecting insights?
COLLECTIVE
INSIGHTS
Advertising
Performance
Social Media
Performance
Website &
Portal UX
Behaviors
Mobile App
Downloads &
UX Behaviors
Enrollment
& Survey
Behaviors
Email +
Re-Targeting
Performance
Partner
Initiative
Datasets
Earned Media
Performance
(Press + Bloggers)
Trackable
Offline
Initiatives
Performance
Socio-Demo
+ Affinity +
Geo-Location
Conversion
Characteristics
DRSC
Collection
Datasets
† A leveraged data collection ecosystem to develop comprehensive analytical views to measure and optimize program performance.

Slide - 26
DATA COLLECTION OWNERSHIP
Where does the data and analytics live? Who owns the collection of what data?
VIBRENT
 Website, portal & app
performance
 Mobile app downloads &
UX behaviors
 Web + App analytic
dashboards
 Mission control
dashboards
 Enrollment & survey
behaviors
WONDROS
 Ad performance
 Social media
performance
 Email & Retargeting
performance
 Earned media attribution
performance (blogs)
 Socio-Demo campaign
tracking insights
 Content uptake
(user engagements)
 Campaign & Media site
traffic & conversion
events attribution
 Marketing dashboards
RDR/DRSC
 Participant data
 PII
 Number of participants
 Participant
characteristics
SCRIPPS
 Participant behavioral
insights
 Participant journey
insights segmented by PII
data via merging
WONDROS + VIBRENT +
RDR data
 DV Partner oversight –
campaign marketing
insights
† User engagement levels require added IRB & Protocol approvals.

Slide - 27
Marketing
User Experience
Needs /
Platform
Digital Ad
Performance
Social Media
Performance
Audience
Profiling
Journey
Attribution
Modeling
Site Traffic
Attribution
Conversion
Attribution
Mobile Install
Attribution
Site & Mobile
UX Behaviors
Portal App
UX Behaviors
Primary
Platform
MediaMath Sprinklr Lotame Impact Radius GA UTM
Campaign &
Goal Tracking
GA UTM
Campaign &
Goal Tracking
Kochava
(mobile)
Google
Analytics
Google
Analytics
Secondary
Platforms
Kochava
(mobile)
GA UTM
Campaign &
Goal Tracking
MarTech
Platforms
(targeting
performance)
Google
Analytics
MarTech
Platforms
(attribution
performance)
MarTech
Platforms
(attribution
performance)
Google
Analytics
Kochava
(mobile)
Population
Mgmt. Systems
mission control
dashboard
Tertiary
Platforms
GA UTM
Campaign &
Goal Tracking
AoU Social
Account Profile
Datasets
Google
Analytics
DRSC + Data ID
Pairing
Marketing
User Engagement User Engagement
Needs /
Platform
Post Consent
Mobile App
Behaviors
Post Consent
Portal App
Behaviors
Email + Re-
Engagement
Performance
Partner Mktg.
Performance
Earned Media
Influence
Offline
Promotion
Performance
Mobile Tour
Performance
Conversion
Socio-Demo
Attribution
Participation
Socio-Demo
Engagement
Primary
Platform
Population
Mgmt. Systems
mission control
dashboard
Population
Mgmt. Systems
mission control
dashboard
Iterable Independent
Partner
Platforms
GA UTM
Campaign &
Goal Tracking
TBD - Trackable
Click Analytics
TBD Lotame DRSC + Data ID
Pairing
Secondary
Platforms
Kochava
(KPI event
tracking)
DRSC + Data ID
Pairing
GA UTM
Campaign &
Goal Tracking
MarTech
Platforms
(tags + pixels)
Assorted
Trackable Click
Analytics
GA UTM
Campaign &
Goal Tracking
GA UTM
Campaign &
Goal Tracking
MarTech
Platforms
(targeting
performance)
Population
Mgmt. Systems
mission control
dashboard
Tertiary
Platforms
DRSC + Data ID
Pairing
Impact Radius GA UTM
Campaign &
Goal Tracking
GA UTM
Campaign &
Goal Tracking
DATASET PLATFORM MAP
Where will the datasets be sourced? What platforms will collect the data?

Slide - 28
Pre-Consent Marketing
Post-Consent Post-Consent Engagement
MediaMath
Digital Ad
Performance
Lotame
Socio-Demo
Influences
Impact Radius
User Journey
Flows
Kochava
Mobile App
Behaviors
Sprinklr
Social Media
Influences
Email Iterable
Acquisition + Re-
engagement
Google 360
Site Attribution
+ Behaviors
Pop. Mgmt. Sys.
In-App Portal
Behaviors
DRSC
Enrollee
Behaviors
Campaign
(Placement)
Performance
Attribution
National
Marketing
Audience
Profiling
Influence +
Attribution
National Multi-
Touch Channel
Marketing
Influence +
Attribution
Mobile App
Marketing
Campaign Install
Attribution
Campaign
Performance
Influence +
Attribution
National
Campaign
Audience
Profiling
Influence +
Attribution
UX Site
Performance +
Behavior Flows
User
Participation
Mission Control
Performance
Dashboard
Post Consent
Participation
Data ID Pairing
Attribution
Audience
Profiling
Targeting
Performance
Attribution
Partner Mktg.
Audience
Profiling
Influence +
Attribution (sans
Walgreens)
Partner Mktg.
Campaign
Marketing
Influence +
Attribution
Audience
Profiling
Targeting Install
Attribution
Filterable
Campaign +
Content
Performance
Drilldowns
Partner Mktg.
Campaign
Audience
Profiling
Influence +
Attribution
Site Traffic
Audience
Profiling Tagging
Attribution
Post Consent
Participation
Demographics
Creative
(Content)
Performance
Attribution
Digital Campaign
Creative
(Content) Install
Attribution
Filterable
Targeting
Performance
Drilldowns
Site Traffic
UTM + Event
Parameter
Attribution
Device
Performance
Attribution
Device iOS Install
Attribution
Filterable
Location
Performance
Drilldowns
Conversion
Audience
Profiling Tagging
Attribution
Location
Targeting
Performance
Attribution
Location
Targeting Install
Attribution
Filterable
Channel
Attribution
Drilldowns
Conversion
UTM + Event
Parameter
Attribution
In App (Mobile)
Defined KPI
Event Behaviors
Filterable
Community
Discussion +
Sentiment
Drilldowns
Portal UX
Behavior Flows
DATASET PLATFORM METRICS MAP
What are the core datasets by platform? What insights can we collect?

Slide - 29
March 2018 – [AoU Analytics Framework]
TOUCHPOINT DATA COLLECTION MAP
What datasets will be collected and where will performance insights be hosted?
Touchpoint + Channel
Data to be Collected
Data
Owner
Dataset
Journey
Stage
Data
Platform
Start
Date
Sharable
Data Host
Location
Reporting
Format
Exportable
Raw Data
Notes, Identified
Special Needs
Launch Day Microsite +
Live Streaming Event
Wondros
Site
Performance +
Live Streams
Pre-
Consent
GA + AVM +
Iterable
4/10
GA +
DOMO
Recap +
Dashboard
Yes, Excel GA setup, AVM metrics delivery
National Recruitment
Website Traffic & Usage
Metrics
Vibrent
Site+ UX
Performance
Pre-
Consent
GA 360 Active
GA +
DOMO
Monthly +
Dashboard
Yes, Excel
GA setup (campaigns, goal
conversions, events, UTM
parameters)
Participant Portal + App Vibrent
Behavior + UX
Performance
Post
Consent
GA 360
Mission
Control
Active TBD TBD TBD GA Portal Access
National Paid Media Wondros
Ad
Performance
Pre-
Consent
MediaMath 5/1 DOMO
Monthly +
Dashboard
Yes, Excel Pixel Tagging + UTM Setup
Paid Social Media Wondros
Paid
Performance
Pre-
Consent
Facebook TBD DOMO
Monthly +
Dashboard
Yes, Excel Pixel Tagging + UTM Setup
Owned Social Media Wondros
Channel +
Content
Performance
Pre-
Consent
Sprinklr +
Channel
Insights
Active DOMO
Monthly +
Dashboard
Yes, Excel
GA integration, Pixel Tagging +
UTM Setup, campaign plan,
editorial calendar
Earned Media – Blogs Wondros
Impressions +
Attribution
Pre-
Consent
TBD Active DOMO
Monthly +
Dashboard
TBD Tracking process
Earned Media – PR HCM
Impressions +
Attribution
Pre-
Consent
TBD Active TBD TBD TBD Tracking process
National Email Vibrent
Performance
Metrics
Pre/Post
Consent
Iterable Active DOMO
Monthly +
Dashboard
Yes, Excel Iterable Admin creds – API access
Journey Bus Experience Montage
Conversion
Events
Pre-
Consent
TBD Active DOMO TBD TBD Campaign plan / tour schedule

Slide - 30
National Campaign
Data
Owner
Dataset
Journey
Stage
Data
Platform(s)
Start
Date
Sharable
Data Host
Location
Reporting
Format
Exportable
Raw Data
Notes, Identified
Special Needs
Launch Day Microsite +
Live Streaming Promotion
Wondros
Paid Media
Performance
Pre-
Consent
MediaMath
+ GA + AVM
Apr 10
GA +
DOMO
Recap +
Dashboard
Yes, Excel GA setup, DOMO API integration
National
Digital Advertising
Wondros
Paid Media
Performance
Pre-
Consent
MediaMath
+ GA
May 1 DOMO Dashboard Yes, Excel GA setup, DOMO API integration
DV Markets
Digital Advertising
Wondros
Paid Media
Performance
Pre-
Consent
MediaMath
+ GA
Apr 15 DOMO Dashboard Yes, Excel GA setup, DOMO API integration
Audience Profiling Wondros
Audience
Behaviors
Attribution
Pre-
Consent
Lotame +
MediaMath
TBD DOMO Dashboard TBD
Behaviors + Hierarchy setup,
DOMO API integration
Attribution Modeling Wondros
Journey Path
Touchpoints
Pre-
Consent
Impact
Radius
TBD DOMO Dashboard TBD
Final onboarding, DOMO API
integration
Social Media Campaign +
Promoted Post Publishing
Wondros
Channel
Performance
Pre-
Consent
Facebook
Insights + Ad
Manager
TBD DOMO Dashboard Yes, Excel
GA setup, Facebook Pixel,
Campaign & Goal Conversion setup
Campaign
Site Traffic Acquisition
Vibrent
Referral
Traffic
Attribution
Pre-
Consent
GA 360 Active
GA +
DOMO
Dashboard Yes, Excel
Campaign & Goal Conversion
setup, UTM parameters
consistency (source, channel,
campaign)
National
Email Marketing
Vibrent
Recruitment
& Retention
Performance
Pre/Post
Consent
Iterable Active DOMO Dashboard Yes, Excel DOMO API integration
Social Listening Wondros
Conversation
Amplitude +
Themes
Pre/Post
Consent
Sprinklr Active DOMO Dashboard Yes, Excel DOMO API integration
CAMPAIGN DATA COLLECTION MAP
What campaigns will be tracked and where will performance insights be hosted?

Slide - 31
Partner / Campaign
Data
Owner
Dataset
Journey
Stage
Data
Platform
Start
Date
Sharable
Data Host
Location
Reporting
Format
Exportable
Raw Data
Notes, Identified
Special Needs
Partner – Regional HPO
Facebook Launch Campaigns
Multi
Paid Media
Performance
Pre-
Consent
MediaMath
+ GA
Apr 15 DOMO
Recap +
Dashboard
Yes, Excel
GA setup, DOMO API
integration
Partner – Corporate Sponsor
Ad Campaigns
Walgreens TBD
Pre-
Consent
Conversant Active TBD TBD TBD
Campaign calendar, campaign
tagging, GA campaign UTM
attribution setup, Impact
Radius setup
Email Campaigns
Walgreens TBD
Pre-
Consent
TBD TBD TBD TBD TBD
Radius setup
Ad Campaigns
WebMD TBD
Pre-
Consent
DoubleClick Active TBD TBD TBD
attribution setup, Lotame
setup, Impact Radius setup
Email Campaigns
WebMD TBD
Pre-
Consent
TBD TBD TBD TBD TBD
Radius setup
Ad Campaigns
BCBS TBD
Pre-
Consent
TBD TBD TBD TBD TBD
Radius setup
Email Campaigns
BCBS TBD
Pre-
Consent
TBD Active TBD TBD TBD
Radius setup, Facebook pixel
setup
HPO Co-Branded Websites Vibrent
Website
Referral
Traffic
Pre-
Consent
GA 360 Active DOMO Dashboard Yes, Excel Co-branded URL site list
PARTNER DATA COLLECTION MAP
What partner campaigns will be tracked and where will performance insights be hosted?

Slide - 32
DATA COLLECTION II
UTM Taxonomy Naming Conventions

Slide - 33
UTM CAMPAIGN URL LINKS SETUP
Defining Best Practices & Use
• Use all lower case alpha-numeric characters
(please no exceptions for consistency in execution and analytics tracking)
• Use hyphens only to separate words
(please no exceptions for consistency in execution and analytics tracking)
• Always use all 5 available UTM parameters (source, medium, campaign, term, content) to aid us with effectively
tracking user attribution and behaviors (as there are many partners and campaigns active and the more data
insight granularity we can design – the better – to help us distinguish campaign marketing performance across
national efforts and multiple partners) (some parameters can be added based on individual campaign needs –
please reference the naming convention table or ask for guidance from your analytics point of contact)
• Adhere to the master design naming conventions (as outlined in the documentation) for consistent UTM creation
across all national or local marketing efforts and partners and stakeholders
• All incoming campaign links to the national enrollment site and to the participant portal should leverage UTM
codes to track greater site usage user attribution and behaviors, as well as campaign performance
• As URL links are built and implemented, we must ensure they are logged into the master National AOU Program
tracking document for the analytics teams to have ready access in times of need.
• Use the Google URL Builder Tool to create your Campaign link URLs **
Google URL Builder Tool:
** When links are public facing and there is a desire to present a shorter or Vanity URL link: URL shorteners are available within the Google URL builder tool;
Vanity URL links can be built by contacting and working with your AOU contact; or you may also use your own URL shortener tool as desired.

Slide - 34
GOOGLE URL BUILDER TOOL TUTORIAL
URL campaign tracking simply refers to the practice of adding some additional parameters to any link you use on your site (or anywhere else,
like an ad campaign) which directs people back to the All of Us National website.
When you add this extra information, your link is now referred to as a “campaign” and which will allow us to be automatically track your
campaign performance and attribution within the All of Us Google Analytics account.
Follow these steps to create your unique Campaign links for any combination of ads, email
and/or social posts using the Google URL Builder Tool: The URL Builder has six fields. We
request you use all six fields. Make sure they are unique, easily understood, and concise as
defined by our naming convention document.
1. Insert the desired Website URL: This is the base URL on the AOU website for which you will direct user
website traffic. It can be the main home page or any other CTA landing page destination such as
newsletter signup, program overview, account creation or even your own Partner Landing Page within
the AOU website (as applicable).
2. Fill in the UTM_Source field: This field identifies the source of the website traffic to give attribution to
the campaign tactical element type, i.e., for national marketing efforts, it could be display, video,
facebook, twitter, instagram, youtube, email, etc.
3. Fill in the UTM_Medium field: This parameter field narrows down the specifics of the link tracking
performance by the marketing channel used. For example, advertising, social media, email, web, kiosk,
etc. (For special use cases , consult with your AOU advisor.)
4. Fill in the UTM_Campaign field: This parameter further helps to narrow down the reporting of
website visits by identifying the specific campaign [by name or partner attribution] by unique
identifier. It allows us to track the exact, unique campaign that website visits are coming from.
5. Fill in the UTM_Term field: For you Google Analytics and UTM experts, typically this field is reserved
for paid search terms. But it can be used for other purposes. For our own use and purpose, we wish
to use it to capture the campaign targeted audiences (and as applicable campaign versions). This
allows us to further analyze how well campaigns are performing based on who is seeing our campaign
content and materials.
6. Fill in the UTM_Content field: Because we will be using bi-lingual communications at the National
level and possibly as appropriate at the Partner level (English and Spanish), we want to be able to track
and measure campaigns designed to segment Spanish-speaking audiences. For this reason, we will use
the Content field to specify the language used within the campaign content.
7. Lastly, copy and paste the Generated Campaign URL: The final URL is automatically created as the
fields are filled in. Once the URL is generated, you are able to copy and paste the Final URL link into
your own tracking document or into your campaign materials for the desired link.
https://ga-dev-tools.appspot.com/campaign-url-builder/
https://www.launch.joinallofus.org/?utm_source=facebook&utm_medium=advertising&utm_campaign=spectrum-health&utm_term=detroit&utm_content=english

Slide - 35
UTM NAMING CONVENTIONS GUIDELINES
Use the design structure below to build your UTM URL links.
• Use all lower case alpha-numeric characters (no exceptions please for consistency in execution and analytics tracking)
• Use hyphens only to separate words (no exceptions please for consistency in execution and analytics tracking)
Source Medium Campaign Content Term
Purpose
&
Use
Campaign Tactic (Outlet).
Attribution to marketing
tactical element used.
Marketing Channel Use.
Attribution to marketing
channel used.
Unique Campaign Name.
Attribution to specific
unique identifier for
campaign name, AOU
program activity, or partner
name.
Content Language.
Attribution to content
language used.
Audience Target.
Attribution by targeted
audience with or without
added identification by
location, campaign
variation and/or unique
email list name.
Available
Parameter
Choices
display
video
facebook
twitter
instagram
youtube
email-news
email-blast
email-trigger
email-mmddyy
website
in-store
brochure
publicity
app
other-tbd
advertising
email
social
social-paid
web
mobile
kiosk
press-media
real-world
other-tbd
EXAMPLES
NATIONAL LEVEL
launch-day
awareness
retention
local-event
event-date
micro-campaign-names
other-tbd
PARTNER LEVEL
partner-name
Examples
PARTNER LEVEL
walgreens, bcbs-cambria,
spectrum-health
english
spanish
EXAMPLES
national
market-name-v1
recruitment
re-engagement
re-targeting
patient
customer
event-name
email-list-name
social-followers
other-tbd
Google URL Builder Tool: https://ga-dev-tools.appspot.com/campaign-url-builder/
https://www.launch.joinallofus.org/?utm_source=facebook&utm_medium=advertising&utm_campaign=spectrum-health&utm_term=detroit&utm_content=english

Slide - 36
UTM CAMPAIGN SETUP EXAMPLE
Campaign Setup
Tracking
Mechanism
Source
(campaign type)
Medium
(channel)
Campaign
(name)
Content
(language)
Term
(audience)
Campaign
Tracking
(requirements)
Google Analytics
(goal)
Google Analytics
(event)
National Paid Media –
Banner / DSP Server Ads
UTM parameters display advertising awareness english national
Yes – Website
URL link
National Home
Page Traffic
Newsletter Signup
Pre-Roll / DSP Server Ads
UTM parameters video advertising awareness english national
Yes – Website
URL link
National Home
Page Traffic
Newsletter Signup
FB / DSP Server Ads
UTM parameters facebook advertising awareness english national
Yes – Website
URL link
National Home
Page Traffic
Newsletter Signup
Facebook (sponsored post)
UTM parameters facebook social-paid awareness english national
Yes – Website
URL link
National Home
Page Traffic
Newsletter Signup
Twitter (promoted tweets)
UTM parameters twitter social-paid awareness english national
Yes – Website
URL link
National Home
Page Traffic
Newsletter Signup
Instagram (sponsored)
UTM parameters instagram social-paid awareness english national
Yes – Website
URL link
National Home
Page Traffic
Newsletter Signup
National Email UTM parameters email-news email awareness english recruitment
Yes – Website
URL link
Account Creation
Page Traffic
Account Creation
National Email UTM parameters email-blast email retention english participant
Yes – Website
URL link
Directors-Corner
Page Traffic
Video View
Partner Paid Media –
Facebook (promoted post)
UTM parameters facebook social walgreens english chicago
Yes – Website
URL link
National Home
Page Traffic
Newsletter Signup
Partner Email UTM parameters email-041518 email webmd english retargeting
Yes – Website
URL link
National Home
Page Traffic
Newsletter Signup

Slide - 37
DMP TAXONOMY DATA COLLECTION MAP
Hierarchies & Behaviors. What data can be categorized aligned to goals and objectives?
Join All of Us
National
Website
Site Navigation
Home
Program
Overview
Newsletter
Signup
Other TBD
Portal CRM
Account
Creation
Consent
Completion
Thank You
Media
Campaigns
Video
Campaign 1
Campaign 2
Display
Campaign 1
Campaign 2
Facebook
Campaign 1
Walgreens
Website
Site Navigation
Home
Program
Overview
Account
Creation
Consent
Completion
Media
Campaigns
Video
Campaign 1
Display
Campaign 1

Slide - 38
DATA COLLECTION III
Tags & Pixels Placement

Slide - 39
(NATIONAL) UTM TAGS & PIXELS MAP
Platform Setup
Tracking
Mechanism
Source
(campaign type)
Medium
(channel)
Campaign
(name)
Content
(language)
Term
(audience)
Campaign
Tracking
(requirements)
Google Analytics
(goal)
Google Analytics
(event)
DSP / Ad Server Ads
UTM parameters display advertising recruitment english national
Yes – Website
URL link
National Home
Page Traffic
Newsletter Signup
FB DSP / Ad Server Ads
UTM parameters facebook advertising recruitment english national
Yes – Website
URL link
National Home
Page Traffic
Newsletter Signup
Facebook (promoted posts)
UTM parameters facebook social recruitment english national
Yes – Website
URL link
National Home
Page Traffic
Newsletter Signup
Twitter (promoted tweets)
UTM parameters twitter social recruitment english national
Yes – Website
URL link
National Home
Page Traffic
Newsletter Signup
Instagram (sponsored)
UTM parameters instagram social recruitment english national
Yes – Website
URL link
National Home
Page Traffic
Newsletter Signup
(all sources + mediums)
UTM parameters all all recruitment spanish national
Yes – Website
URL link
National Home
Page Traffic
Newsletter Signup
National Email UTM parameters email-news email recruitment english recruitment
Yes – Website
URL link
Account Creation
Page Traffic
Account Creation
National Email UTM parameters email-blast email retention english participant
Yes – Website
URL link
TBD TBD

Slide - 40
(WALGREENS) UTM TAGS & PIXELS MAP
Partner Setup
Tracking
Mechanism
Source
(campaign type)
Medium
(channel)
Campaign
(name)
Content
(language)
Term
(audience)
Campaign
Tracking
(requirements)
Google Analytics
(goal)
Google Analytics
(event)
Walgreens DSP Banner Ads UTM parameters display advertising walgreens english
Multiple
markets
Yes – Website
URL link
National Home
Page Traffic
TBD
Walgreens DSP Video Ads UTM parameters video advertising walgreens english
Multiple
markets
Yes – Website
URL link
National Home
Page Traffic
TBD
Walgreens Website –
Homepage Banner Ads
Learn More
Outbound Link
UTM parameters
website web walgreens TBD national
Yes – Website
URL link
National Home
Page Traffic
TBD
Walgreens Website –
All of Us Outbound Link
Learn More
Outbound Link
UTM parameters
website web walgreens TBD national
Yes – Website
URL link
National Home
Page Traffic
TBD
Walgreens Email –
Rewards Members
UTM parameters email-blast email walgreens english
Multiple
markets
Yes – Website
URL link
National Home
Page Traffic
TBD
Walgreens Email –
Banner Ads
UTM parameters email-blast email walgreens english
varied
email-list-
names
Yes – Website
URL link
National Home
Page Traffic
TBD
Walgreens In-Store
Pharmacy Slips
UTM parameters
+ Vanity URL
in-store real-world walgreens english
Multiple
markets
Yes – Website
URL link
National Home
Page Traffic
TBD
Walgreens In-Store
Rotating Ads
UTM parameters
+ Vanity URL
in-store real-world walgreens english
Multiple
markets
Yes – Website
URL link
National Home
Page Traffic
TBD
Walgreens In-Store
Brochure (en)
UTM parameters
+ Vanity URL
brochure real-world walgreens english
Multiple
markets
Yes – Website
URL link
National Home
Page Traffic
TBD
Walgreens In-Store
Brochure (sp)
UTM parameters
+ Vanity URL
brochure real-world walgreens spanish
Multiple
markets
Yes – Website
URL link
National Home
Page Traffic
TBD
Walgreens Press Media
UTM parameters
+ Vanity URL
publicity
press-
media
walgreens english national
Yes – Website
URL link
National Home
Page Traffic
TBD
Walgreens Paid Social UTM parameters facebook social walgreens english national
Yes – Website
URL link
National Home
Page Traffic
TBD

Slide - 41
DATA COLLECTION IV
GA Campaign Goals & Events

Slide - 42
GOOGLE ANALYTICS GOALS / EVENTS SETUP
Website Destination Landing Destination CTA Goal Event
National Enrollment Site
JoinAllofUs.org
Home Page Visits Subscribe to News
https://www.joinallofus.o
rg/en/thank-you?emai
Home Page Visits Join Now
https://participant.joinallo
fus.org/#/dashboard
Journey Path - LOGIN Consent
https://participant.joinallo
fus.org/#/dashboard
Home Page Visits Watch Introduction Button Clicks - Video Views
Home Page Visits Learn More Button Clicks - Pageviews
Home Page Visits How to Join Button Clicks - Pageviews
Home Page Visits Watch Director Eric… Button Clicks - Video Views
Home Page Visits Why People Are Joining Button Clicks - Video Views
Home Page Visits Explore Our Videos Button Clicks - Video Views
Home Page Visits Questions
Button Clicks (FAQs, Email,
Chat)
Home Page Visits Social Follows Button Clicks
Home Page Visits Attend Launch Events https://launch.joinallofus.org/

Slide - 43
STAKEHOLDERS
Groups & Analytic Needs Defined

Slide - 44
Group Stakeholders Primary Relevant Needs KPIs & Reporting Core Metrics Requirements
NIH
(executives)
Eric Dishman, executive staff Brand health + program
conversion milestone
benchmarking
Conversion counts + socio-
demographic activations performance
Conversation amplitude, sentiment +
overall conversion counts + socio-demo
breakouts
NIH
(marketing)
Alyssa Cotler, Director of
Communications & Marketing +
Chief of Engagement + marketing
teams
Brand health + program conversion
milestone benchmarking
breakouts
Top-line campaign marketing
performance benchmarking x
consortium marketing partner
High-level campaign KPIs x consortium
partner performance
Campaign specific marketing KPI
metrics
High-level channel
(touchpoint) marketing
performance benchmarking
Site + Portal + App UX level KPIs
performance
Site level + App performance
benchmark KPI metrics
Site + Portal + App level
Aggregated social media KPIs
performance
Aggregated social media awareness,
engagement, conversion KPI metrics
NIH
(social media)
Yasmin Kloth Social media performance
month over month tracking
Aggregated KPIs performance
Segmented channel + campaign
marketing + conversion KPIs
performance
Aggregated awareness, engagement,
conversion KPI metrics
Channel specific awareness,
Campaign specific awareness,
NIH EXECUTIVES & MANAGEMENT
Who are the primary stakeholder groups? What are their analytic needs?

Slide - 45
Wondros
(management)
Wondros team Brand health + program
milestone benchmarks
breakouts
Aggregated and Campaign
Marketing + Content + Site
High-level campaign KPIs x consortium
partner performance
Site + Portal + App UX level KPIs
performance
Wondros owned campaign marketing
KPIs performance
Comprehensive program-wide KPI
performance metrics by channel,
campaign and touchpoint
Site level + App performance
benchmark KPI metrics
Wondros owned campaign marketing
conversion KPI metrics
Wondros
(marketing)
Marketing + management team Digital Ad benchmarking
Email benchmarking
Social media benchmarking
Campaign benchmarking
Owned campaign marketing conversion
KPI s performance
Overall conversion counts + socio-
demo breakouts campaign attribution
Campaign marketing KPI metrics
Wondros
(web design)
Web design + management team Microsite user benchmarking
Enrollment site user +
UX behaviors benchmarking
Portal site user +
UX behaviors benchmarking
Site level benchmarks performance Website + Portal traffic metrics
Website + Portal UX behavior metrics
Wondros
(creative)
Creative and content production +
management team
Content engagement and
attribution influence
benchmarking
(web + digital + offline)
Content user engagement experience
behaviors (site, video, ads, social,
promo materials, et al)
Content marketing conversion
attribution counts
Content engagements + conversions x
(campaigns, media type, audiences,
channels) KPIs metrics
WONDROS MARKETING

Slide - 46
Scripps (STSI) Katie Baca-Motes and research
team
Aggregated [pre-consent]
campaign engagement metrics and
[post-consent] user behavior trend
data
TBD socio-demo data points for
aligning ongoing strategic directions
Filterable TBD (pre- and post-
consent) campaign and engagement
metrics
Vibrent Health Management & Analytics teams +
James McClain (NIH)
Site / App / Mobile engagement &
UX behaviors tracking
Site level KPI benchmark performance
Portal KPI benchmark performance
App KPI benchmark performance
UX behavior benchmark performance
Website traffic KPI metrics
Portal engagement KPI metrics
App usage KPI metrics
Site behavior KPI metrics
DV Partners
(marketing support)
Walgreens, WebMD, BCBS Owned Attributed Campaign
marketing conversion impact &
influence tracking
KPIs performance
Campaign marketing engagement &
conversion metrics
Regional Providers
(marketing support)
HPOs (RMCs, FQHCs) + VA Owned Attributed Campaign
marketing conversion impact &
influence tracking
KPIs performance
Campaign marketing engagement &
conversion metrics
CONSORTIUM MARKETING PARTNERS

Slide - 47
KPI DASHBOARDS
DOMO Design & Architecture Framework

Slide - 48
Brand Health
Dashboard
KPI Counters
(Email, Accounts,
Consents)
Website Visits
Online Discussion
Amplitude +
Sentiment
Participant Socio-
Demographic
Breakdowns
Website & App
Performance
Baseline
Milestone
Performance
Traffic
Acquisition
Goals
Conversion
Events
User (UX)
Behaviors
National
Launch Day
Microsite
Microsite
Performance
National Ad
Campaign
National Email
Campaign
Local
Partner Support
Campaigns
Site Traffic
Acquisition
Live Streaming
Results
Consortium
Marketing
National Email
Campaigns
National Ad
Campaigns
National Local
Ad Campaigns
National Social
Campaigns
DV Partner
Marketing
Walgreens
Campaigns
WebMD
Campaigns
BCBS
Campaigns
National Journey
Bus Campaign
Provider (HPO)
Marketing
Co-Branded Sites
Referral Traffic
Co-Branded Ad
Campaigns
SDBB
Campaigns
Other HPO
Campaigns
TBD
KPI PERFORMANCE DASHBOARDS
DOMO Wireframe Design & Architecture

Slide - 49
CHANNEL PERFORMANCE MEASUREMENT
National & Local Event Marketing Tracking
Data To Be Collected and Reported on by Channel
National
Ad Support
Display Ad
Performance
National Support
Facebook Ad
Performance
National Support
Local
Ad Support
Local Display Ad
Performance
Local Facebook Ad
Performance
National
Email Support
Emails Sent x
Target List
Open Rates
CTA Conversion
Rates
Local
Email Support
Emails Sent x
Location
Open Rates
CTA Conversion
Rates
Social Media
Support
AOU Channel New
Follower Counts
AOU Channel
Engagements
AOU Channel Live
Stream Views
Online Discussion
Amplitudes
Publicity
Support
Blog
Placements
Media
Placements
Radio PSA
Placements
On-Site Local
Event Activity
Local Attendance
Website
Performance
Microsite
Traffic +
Acquisition
Microsite
Welcome Video
Views
Microsite Live
Stream Views
Microsite
B-Roll Views
National Site
Attributed Visits
Bi-Directional Site
Referral Traffic

Slide - 50

AOU Data Collection Process

Recommended

Recommended

More Related Content

Similar to AOU Data Collection Process

Similar to AOU Data Collection Process (20)

More from Daniel McKean

More from Daniel McKean (20)

Recently uploaded

Recently uploaded (20)

AOU Data Collection Process