From Basics to BrillianceA Marketing Campaign Tracking Best Practices Webinar<br />
Agenda<br />The Marketing Campaign Lifecycle<br />The Basics: Standard Marketing Campaign Tracking<br />Common Challenges<...
Corporate Overview<br />Technology Management Consulting Firm<br /><ul><li>Provide a unique blend of specialty IT services
Leverage proven industry expertise in strategy, technology and enterprise   performance management
Focus on middle and Global 2000 market</li></ul>Founded in 1992<br /><ul><li>Headquartered in Wakefield, MA
Large North American footprint
+ 330 Employees
+700 clients
+2400 projects completed to date
Publicly Traded (NASDAQ: EDGW)</li></ul>4/26/2011<br />3<br />
Web Solution - Primary Offerings<br />4/26/2011<br />4<br /><ul><li> Integrated Portals
 Custom Web Applications
 E-commerce, CMS</li></ul>B2B Web Rejuvenation<br /><ul><li> ROI
 Web Strategy Roadmap
 Redesign, Rebuild</li></ul>6 Primary Solutions<br /><ul><li>Intranets
Extranets
Public Web Site CMS
Business Process
Document Management
Project Collaboration</li></ul>Migration to SP 2010<br />Customer Intelligence<br /><ul><li>Web Intelligence</li></ul>Web ...
 Program MGMT
 Analysis
Implementation</li></ul>BI<br />
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Best Practices in Marketing Campaign Tracking

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Best Practices in Marketing Campaign Tracking: Measure multichannel campaign ROI and address advanced analytical issues from integration to attribution. This webcast illustrates how to get started with building campaign tracking and measuring multichannel marketing ROI using web analytics tools.


In this webinar, Edgewater's experts cover: Campaign Lifecycle and measuring marketing ROI
 Campaign Reporting Basics
 Setting up multichannel campaign tracking
 Common challenges and how to address them
 Improving report readability
 Going Beyond Basic Campaign Reporting
 Trending & External KPI integration
 Offline Conversion Tracking / Offline data integration
 Attribution Models



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  • Mention Unica and Aprimo as possible service solutions to help with extensive campaign management
  • Best Practices in Marketing Campaign Tracking

    1. 1. From Basics to BrillianceA Marketing Campaign Tracking Best Practices Webinar<br />
    2. 2. Agenda<br />The Marketing Campaign Lifecycle<br />The Basics: Standard Marketing Campaign Tracking<br />Common Challenges<br />The Road to Brilliance: Going Beyond the Basics<br />Q & A<br />4/26/2011<br />2<br />
    3. 3. Corporate Overview<br />Technology Management Consulting Firm<br /><ul><li>Provide a unique blend of specialty IT services
    4. 4. Leverage proven industry expertise in strategy, technology and enterprise performance management
    5. 5. Focus on middle and Global 2000 market</li></ul>Founded in 1992<br /><ul><li>Headquartered in Wakefield, MA
    6. 6. Large North American footprint
    7. 7. + 330 Employees
    8. 8. +700 clients
    9. 9. +2400 projects completed to date
    10. 10. Publicly Traded (NASDAQ: EDGW)</li></ul>4/26/2011<br />3<br />
    11. 11. Web Solution - Primary Offerings<br />4/26/2011<br />4<br /><ul><li> Integrated Portals
    12. 12. Custom Web Applications
    13. 13. E-commerce, CMS</li></ul>B2B Web Rejuvenation<br /><ul><li> ROI
    14. 14. Web Strategy Roadmap
    15. 15. Redesign, Rebuild</li></ul>6 Primary Solutions<br /><ul><li>Intranets
    16. 16. Extranets
    17. 17. Public Web Site CMS
    18. 18. Business Process
    19. 19. Document Management
    20. 20. Project Collaboration</li></ul>Migration to SP 2010<br />Customer Intelligence<br /><ul><li>Web Intelligence</li></ul>Web Analytics Framework<br /><ul><li>Strategy
    21. 21. Program MGMT
    22. 22. Analysis
    23. 23. Implementation</li></ul>BI<br />
    24. 24. 4/26/2011<br />5<br />MarketingCampaign Tracking<br />
    25. 25. 4/26/2011<br />6<br />Marketing Campaign Lifecycle<br />Plan<br />Execute<br /> Optimize<br /> Analyze<br />Execute:<br />Create campaign,<br />Enable campaign tracking<br />Plan:<br />The right message/offer, Right person, Right time, Right channel<br />ROI<br />Analyze:<br />Campaign effectiveness,<br />Channel effectiveness,<br />ROI, Usage trends<br />Optimize:<br />Content, Messaging, <br />Creative Targeting,<br />Landing Pages,<br />Conversion Funnels, <br />Marketing Spend and Media Plan<br />
    26. 26. 4/26/2011<br />7<br />3 Step Implementation to Enable Basic Marketing Campaign Reporting<br />Create campaign ID schema<br />Add tracking parameter to campaign landing page urls<br />Specify campaign expiration & attribution<br />However, campaign IDs, especially when numerical, do not provide very friendly reports at first…<br />
    27. 27. Improve Report Usability by Adding Campaign Attributes and Creating Drilldown<br />4/26/2011<br />8<br /><ul><li> Description
    28. 28. Creative
    29. 29. Creative Type
    30. 30. Demand Channel
    31. 31. Marketing Activity
    32. 32. Marketing Program
    33. 33. Offer
    34. 34. Partner
    35. 35. Placement</li></li></ul><li>4/26/2011<br />9<br />Campaign Tracking – Common Challenges<br />
    36. 36. Common Challenges: Campaign Reports Siloed by Marketing Channels <br />Inconsistent URL parameter usage across varying marketing channels result in <br /><ul><li>Using “?cmp=01234” on banner ads
    37. 37. “aff=567” on affiliate ads
    38. 38. “ggl=789” on Google Adwords</li></ul>Use one campaign parameter for all campaigns w/ unique values for each campaign<br />4/26/2011<br />10<br />?cid=fb<br />?cid=ggl<br />?cid=msa<br />?cid=pgrab<br />?cid=dclk<br />
    39. 39. Campaign Tracking: Campaign Management Across Multiple Tools often Results in Divided Campaign Organization<br />No central responsibility for campaign creation<br />Multiple vendors each using their own process<br /><ul><li>Causes inconsistency with url parameters and possible duplication
    40. 40. Often forces reporting into silos
    41. 41. Makes creating friendly name campaign attributes very difficult</li></ul>4/26/2011<br />11<br />We’ve got to work together people!<br />
    42. 42. Campaign Tracking: Decentralized Campaign Management Across Multiple Tools Cont.<br />Solution: Manage all campaigns in one central location<br />4/26/2011<br />12<br />Software and online services also exist for when managing within a spreadsheet just won’t cut it.<br />
    43. 43. Common Challenges: Internal Campaigns Override External Campaigns<br />Tracking external and on-site marketing campaigns via the same url parameter causes your on-site campaigns to overwrite your external campaigns <br />4/26/2011<br />13<br />…be sure to use something different here<br />Such as ?icid=itechguide…<br />If you use ?cid=upromise here…<br />
    44. 44. Common Challenges: Internal Campaigns Override External Campaigns Cont.<br />Real World E-Commerce Example<br />4/26/2011<br />14<br />“home_splash” on-site campaign highjacking a large chunk of revenue and orders<br />Before<br />After<br />
    45. 45. 4/26/2011<br />15<br />The Road to Brilliance – Going Beyond the Basics<br />
    46. 46. 4/26/2011<br />16<br />Measure Campaign Activity Against KPIs to Identify Most Successful Campaigns<br />Out-of-the-box campaign reports often have unclear business meaning<br /> Customize campaign reports to track relevant metrics<br />Align campaign reporting with KPI framework <br />
    47. 47. 4/26/2011<br />17<br />Increase Report Adoption with Excel Reports<br />Enable data reporting month over month<br />Familiar interface and interactive reports<br />Can be easily distributed within organization by placing in a central location<br />Dynamic data connection – easy to update report<br />
    48. 48. 4/26/2011<br />18<br />Integrate Cost Data to Enable ROI Measurement<br /> Exporting to Excel<br /><ul><li>Join web analytics data with external data
    49. 49. Calculate ROI
    50. 50. Project campaign performance</li></ul>Web Analytics Data<br />Offline Data and Calculated Metrics<br />
    51. 51. 4/26/2011<br />19<br />Attribution Models<br />1<br />2<br /> Attribution <br /><ul><li>First Touch (#1 gets credit)
    52. 52. Last Touch (#3 gets credit)
    53. 53. Multi-Touch (all 3 campaigns get credit)</li></ul>3<br />You don’t have to choose just one. You CAN have it all!<br />
    54. 54. 4/26/2011<br />20<br />Attribution Models<br />Real World E-Commerce Example<br />Analyzing multiple attribution methods can shed some important insight into the true performance of marketing campaigns.<br />
    55. 55. 4/26/2011<br />21<br />Wrap Up / Key Take-Aways<br />Start with the basics and gradually add advanced reporting features<br />Align campaign reporting with KPI framework<br />Leverage data exports for trending and campaign performance ROI analysis<br />Understand the importance of analyzing multiple attribution methods<br />
    56. 56. 4/26/2011<br />22<br />Q & A<br />
    57. 57. 4/26/2011<br />23<br />Thank You!For more details and best practices on Marketing Campaign Tracking visit our blog at http://edgewatertech.wordpress.com/<br />Contact Information<br />Ori Fishler - Director, Web Solutions, Edgewater Technology Inc. ofishler@edgewater.com<br />Irena Meilutyte – Project Manager, Edgewater Technology Inc. imeilutyte@edgewater.com<br />Al Dugan – Web Analytics Manager, Edgewater Technology Inc. adugan@edgewater.com<br />

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