Online Marketing

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Successful campaign evaluation in practice

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Online Marketing

  1. 1. INTERNET INTELLIGENCE – Get in control of your numbers
  2. 2. Control the complexity of your online campaigns
  3. 3. A simplified example Media Landing Mail Conversion page Search Campaign site - CRM Refer a friend New rotation Social Social Social Media Media Media
  4. 4. Different data sources Media Web Analytics Tool Online Marketing Tool Landing Mail Conversion page AdWords Search Campaign site - CRM Tool CRM Refer a friend Google Analytics New rotation Social Social Social Media Media Media Social Media Monitoring- and Marketing Tools
  5. 5. Different ownership Media Inhouse Web Analyst Media Agency Landing Mail Conversion page SEM/SMO Search Agency Inhouse Campaign site - Advertising CRM CRM Refer a friend Agency New rotation Social Social Social Media Media Media SEM/SMO Agency
  6. 6. Successful campaign analysis in practice Campaign planning Campaign start Campaign running Map out all parts of the campaign All responsibility for evaluation Communicate areas of of the campaign in one place improvement based on agreed KPI´s: Identify all relevant data involved Campaign evaluation starting at Media Agency: What systems store the data campaign launch Media, banner rotation etc. Who controls the data Ad Agency: Creatives, landing pages, mail Routines for retrieving data content, campaign sites etc. Define KPI´s for the campaign Company: Adjustments on site etc.
  7. 7. Make evaluation independent of special interests Media Agency Advertising Agency Marketing department - Bought all media - Made all creatives - Responsible for the outcome Independent part - Campaign analysis
  8. 8. INTERNET INTELLIGENCE contact@internetintelligence.se +46 733 564 151

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