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Tactics To Simplify Complex Manual Campaign Tracking

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Tactics To Simplify Complex Campaign Tracking. PRESENTATION: Tactics To Simplify Complex Manual Campaign Tracking - Given by Jane Morgan, @Jane_E_Morgan - JEM9.com, Global Marketing Director. #SMX #31D

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Tactics To Simplify Complex Manual Campaign Tracking

  1. 1. TACTICS TO SIMPLIFY COMPLEX MANUAL CAMPAIGN TRACKING Jane Morgan Global Marketing Director @Jane_E_Morgan
  2. 2. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D Data Center Management B2C Finance Jane Morgan is a resourceful and passionate technology professional with 20 years’ experience and a proven track record in; marketing strategy, research, and product development. Having worked with teams from Boston to Bangalore to Billund, and Paris to Providence (RI), she founded JEM9.com to assist organizations in understanding and reaching customers online. Supply Chain Management Software Hospitality Professional Services Start-Ups
  3. 3. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D Terminology • UTM Parameters Techniques • Manual Campaign Index • Campaign Measurement
  4. 4. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D Click Landing Page LeadProspect Sale Goals = Glory
  5. 5. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D http://jem9.com/get-started/?
  6. 6. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D campaign medium source
  7. 7. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D campaign medium source
  8. 8. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D ValentinesDay-15 Fab-Pdt-Launch SMXW_2015 Great_New_Offercampaign medium source
  9. 9. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D campaign medium source cpc (none) referral organic <custom> display social email
  10. 10. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D campaigns medium source
  11. 11. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D campaigns medium source t.co ml.com SMX14_Attendees Purchased-last- 30-days
  12. 12. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D campaign medium source content
  13. 13. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D free-download CTA-20-off 728x90 content campaign medium source
  14. 14. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D social Great_New_Offer campaign medium source t.co
  15. 15. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D http://jem9.com/get-started/? utm_source=t.co &utm_medium=social &utm_campaign=Great_New_Offer
  16. 16. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D CUSTOM CAMPAIGN EMAIL EXAMPLE campaign medium source
  17. 17. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D Dear Jane, Thank you for registering for SMX West 2015! Please find your registration receipt at the below link: https://www.eiseverywhere.com/ereg/invoice.php?id=xxxxx First name: Jane Last name: Morgan Company: JEM 9 Marketing Consultancy Type of pass: Speaker If you are registered for a workshop on Monday, March 2nd, it will be listed below: No, I will NOT be attending a workshop If you’ve elected to participate in a workshop, they will be held in the San Jose Convention Center on Monday, March 2. All workshops begin at 8:30am. Ending tim If you have secured accommodations through SMX, below are your hotel details: Hotel name: Marriott San Jose Departure date: 03/05/2015 Arrival date: 03/03/2015 Please contact us if you have any questions: Email: registration@searchmarketingexpo.com Phone: (877) 242-5242 (9am to 5pm, Eastern time.) Please contact us if you have any questions: Email: registration@searchmarketingexpo.com Phone: (877) 242-5242 (9am to 5pm, Eastern time.) Tell the world you are going to SMX West! Network Before the Conference Join the official SMX West conference group. This private Facebook group will allow you to easily connect with others before, during and after the conference. Follow this link and submit a request to join. We’ll approve your request as soon as we can. Follow us:
  18. 18. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D Dear Jane, Thank you for registering for SMX West 2015! Please find your registration receipt at the below link: https://www.eiseverywhere.com/ereg/invoice.php?id=xxxxx First name: Jane Last name: Morgan Company: JEM 9 Marketing Consultancy Type of pass: Speaker If you are registered for a workshop on Monday, March 2nd, it will be listed below: No, I will NOT be attending a workshop If you’ve elected to participate in a workshop, they will be held in the San Jose Convention Center on Monday, March 2. All workshops begin at 8:30am. Ending tim If you have secured accommodations through SMX, below are your hotel details: Hotel name: Marriott San Jose Departure date: 03/05/2015 Arrival date: 03/03/2015 Please contact us if you have any questions: Email: registration@searchmarketingexpo.com Phone: (877) 242-5242 (9am to 5pm, Eastern time.) Please contact us if you have any questions: Email: registration@searchmarketingexpo.com Phone: (877) 242-5242 (9am to 5pm, Eastern time.) Tell the world you are going to SMX West! Network Before the Conference Join the official SMX West conference group. This private Facebook group will allow you to easily connect with others before, during and after the conference. Follow this link and submit a request to join. We’ll approve your request as soon as we can. Follow us:
  19. 19. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D Dear Jane, Thank you for registering for SMX West 2015! Please find your registration receipt at the below link: https://www.eiseverywhere.com/ereg/invoice.php?id=xxxxx First name: Jane Last name: Morgan Company: JEM 9 Marketing Consultancy Type of pass: Speaker If you are registered for a workshop on Monday, March 2nd, it will be listed below: No, I will NOT be attending a workshop If you’ve elected to participate in a workshop, they will be held in the San Jose Convention Center on Monday, March 2. All workshops begin at 8:30am. Ending tim If you have secured accommodations through SMX, below are your hotel details: Hotel name: Marriott San Jose Departure date: 03/05/2015 Arrival date: 03/03/2015 Please contact us if you have any questions: Email: registration@searchmarketingexpo.com Phone: (877) 242-5242 (9am to 5pm, Eastern time.) Please contact us if you have any questions: Email: registration@searchmarketingexpo.com Phone: (877) 242-5242 (9am to 5pm, Eastern time.) Tell the world you are going to SMX West! Network Before the Conference Join the official SMX West conference group. This private Facebook group will allow you to easily connect with others before, during and after the conference. Follow this link and submit a request to join. We’ll approve your request as soon as we can. Follow us:
  20. 20. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D Dear Jane, Thank you for registering for SMX West 2015! Please find your registration receipt at the below link: https://www.eiseverywhere.com/ereg/invoice.php?id=xxxxx First name: Jane Last name: Morgan Company: JEM 9 Marketing Consultancy Type of pass: Speaker If you are registered for a workshop on Monday, March 2nd, it will be listed below: No, I will NOT be attending a workshop If you’ve elected to participate in a workshop, they will be held in the San Jose Convention Center on Monday, March 2. All workshops begin at 8:30am. Ending tim If you have secured accommodations through SMX, below are your hotel details: Hotel name: Marriott San Jose Departure date: 03/05/2015 Arrival date: 03/03/2015 Please contact us if you have any questions: Email: registration@searchmarketingexpo.com Phone: (877) 242-5242 (9am to 5pm, Eastern time.) Please contact us if you have any questions: Email: registration@searchmarketingexpo.com Phone: (877) 242-5242 (9am to 5pm, Eastern time.) Tell the world you are going to SMX West! Network Before the Conference Join the official SMX West conference group. This private Facebook group will allow you to easily connect with others before, during and after the conference. Follow this link and submit a request to join. We’ll approve your request as soon as we can. Follow us:
  21. 21. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D campaign medium source content email SMXW15 SMXW15_Registrations anchor_logo workshop
  22. 22. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D Dear Jane, Thank you for registering for SMX West 2015! Please find your registration receipt at the below link: https://www.eiseverywhere.com/ereg/invoice.php?id=xxxxx First name: Jane Last name: Morgan Company: JEM 9 Marketing Consultancy Type of pass: Speaker If you are registered for a workshop on Monday, March 2nd, it will be listed below: No, I will NOT be attending a workshop If you’ve elected to participate in a workshop, they will be held in the San Jose Convention Center on Monday, March 2. All workshops begin at 8:30am. Ending tim If you have secured accommodations through SMX, below are your hotel details: Hotel name: Marriott San Jose Departure date: 03/05/2015 Arrival date: 03/03/2015 Please contact us if you have any questions: Email: registration@searchmarketingexpo.com Phone: (877) 242-5242 (9am to 5pm, Eastern time.) Please contact us if you have any questions: Email: registration@searchmarketingexpo.com Phone: (877) 242-5242 (9am to 5pm, Eastern time.) Tell the world you are going to SMX West! Network Before the Conference Join the official SMX West conference group. This private Facebook group will allow you to easily connect with others before, during and after the conference. Follow this link and submit a request to join. We’ll approve your request as soon as we can. Follow us: http://searchmarketingexpo.com/west/? utm_source=SMXW15_Registrations &utm_medium=email &utm_campaign=SMXW15 &utm_content=anchor_logo http://searchmarketingexpo.com/west/works utm_source=SMXW15_Registrations &utm_medium=email &utm_campaign=SMXW15 &utm_content=workshop
  23. 23. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D A. CREATE CAMPAIGN TAG INDEX 2. TECHNIQUES
  24. 24. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D campaign medium sources
  25. 25. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D campaigns medi um sou rce s CREATING CAMPAIGN “CAMPAIGN INDEX” CHECKLIST  Collection Of Similar Items Grouped Together  Collection Of Media, Content & Sources With Same or similar goal  Will Include Multiple ‘Media’ &/or ‘Sources’  “Case_sensitive”  “case-sensitive”  “case_sensitive”  Don’t U s e S pa c es  Choose Terms You’ll Recognize This Time Next Year  Avoid Ambiguous Terms  Don’t call a campaign ‘email newsletter’  Consider Using “SMART” Objectives  Specific, Measurable, Achievable, Resources, Time-Bound  Exception: Regularly newsletters * *
  26. 26. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D campaigns medium sourcesCREATING CAMPAIGN INDEX “MEDIUM”
  27. 27. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D campa igns medium CREATING CAMPAIGN INDEX “MEDIUM”
  28. 28. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D campa igns medium display social email CREATING CAMPAIGN INDEX CUSTOM “MEDIUM”  partner  public_relations  events  paid_social <custom>
  29. 29. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D campa igns medium  Cover All Digital Marketing  Mutually Exclusive email  social  Cover Multiple Campaigns  “Case_sensitive”  “case-sensitive”  “case_sensitive”  Do n ’t U s e S p a c e s  To Differentiate Between Earned & Paid Social  For paid use utm_medium=display and for earned utm_medium=social  Defaults Typically Suffice  If significant revenue / goals consider ‘custom’ medium  Involve Your Team  Q: A paid banner ad within a third party email: is that email or display? CREATING CAMPAIGN INDEX “MEDIUM” CHECKLIST *
  30. 30. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D campaigns medium sources CREATING CAMPAIGN INDEX “SOURCE”
  31. 31. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D cam gn medium sources CREATING CAMPAIGN INDEX “SOURCES”
  32. 32. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D cam gn medium sources CREATING CAMPAIGN INDEX “SOURCES”
  33. 33. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D cam gn medium sources CREATING CAMPAIGN INDEX SOCIAL “SOURCES”
  34. 34. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D 4. cam gn medium sources CREATING CAMPAIGN INDEX “SOURCES”
  35. 35. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D cam gn medium sources CREATING CAMPAIGN INDEX “SOURCES”
  36. 36. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D business.intuit.com comcast newswire.co.kr m.opentable.com opentable.com phantomgourmet.com openfos.com oxint.com tripadvisor.com urbanspoon.com yellowpages.com cam gn medium sources CREATING CAMPAIGN INDEX WEBSITE “SOURCES”
  37. 37. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D Eloqua eloqua newsletter Newsweaver MadMimi hs_email cam gn medium sources CREATING CAMPAIGN INDEX EMAIL “SOURCES”
  38. 38. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D CREATING CAMPAIGN INDEX “SOURCES” CHECKLIST  Cover All Sources (Publishers, Internal & External)  Use Referral URL For Social Networks e.g. slideshare.net  Remove Duplication = Create Standardization  Compare “Referral” Sources V Paid; Consistently Use Source Names  Most Cases <name of the site>.com  “Case_sensitive”  “case-sensitive”  “case_sensitive”  Don’t U se Sp a ces  Sources Will Evolve As Your Campaigns Evolve  Double Check That No “Medium” Are Included cam gn medium sources *
  39. 39. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D SAMPLE CAMPAIGN INDEX
  40. 40. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D SAMPLE CAMPAIGN URLs 1. http://jem9.com/?utm_source=t.co&utm_medium=social&utm_campaign=SMXW15 2. http://jem9.com/?utm_source=facebook.com&utm_medium=banner&utm_campaign=SMXW15 3. http://jem9.com/?utm_source=email_subscribers&utm_medium=email&utm_campaign=SMXW15 4. http://jem9.com/?utm_source=smxw14_attendees&utm_medium=email&utm_campaign=SMXW15 5. http://jem9.com/?utm_source=marketingland.com&utm_medium=display&utm_campaign=SMXW15 6. http://jem9.com/get- started/?utm_source=Facebook&utm_medium=social&utm_content=dashboards&utm_campaign=SMX W15
  41. 41. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D B. USING CUSTOM CAMPAIGN INDEX 2. TECHNIQUES
  42. 42. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D USING YOUR CUSTOM CAMPAIGN INDEX  Shared Location = Easily Accessible => No “Rogue” Tagging  Owner  Password =>New Campaign  Gap Review The “Master” Index  Add Any New Item Using The Three Checklists  Create A Copy For This Campaign  Delete (no adding!!) Any Items Not Used
  43. 43. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D SAMPLE CAMPAIGN INDEX
  44. 44. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D C. ACQUISITION / CAMPAIGNS 2. TECHNIQUES
  45. 45. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D DEFAULT CAMPAIGN REPORTS
  46. 46. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D D. CUSTOM DASHBOARDS 2. TECHNIQUES
  47. 47. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D COMPARE MEDIA CUSTOM DASHBOARD To Use This Dashboard With Your Data Click Here To Import Into Your Google Analytics Account In 2 Clicks
  48. 48. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D COMPARE CAMPAIGNS CUSTOM DASHBOARD To Use This Dashboard With Your Data Click Here To Import Into Your Google Analytics Account In 2 Clicks
  49. 49. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D • BEST PRACTICE IS GOOD FOR INSPIRATION PERSPIRATION • CASE STUDIES ARE BETTER FOR EXAMPLES • PRACTICE IS BEST
  50. 50. searchmarketingexpo.com @Jane_E_Morgan#SMX #31D

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