1b Tracking data AO community conference

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Most organisations try to track the source of the traffic to their campaigns: partner websites, blogs, Google Adwords, social networks, and even varied pages within the host website. Mel Andrews, Learning and Development Officer at the RSPCA will look at what this tracking information can give you, with examples from their 'Quash the Squash' factory farming campaign. The session will look at the latest tracking features in the Advocacy Online platform, and at the most effective ways to record consistent tracking values, how campaign participation based on tracking values can be viewed and help to build profiles.

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1b Tracking data AO community conference

  1. 1. Collecting and using tracking data Melanie Andrews, RSPCA
  2. 2. How did your campaigners arrive at your e-action? © Chuck Rogers
  3. 3. Introduction • Before and after • What tracking can tell you • So how is it done? • CASE STUDY: Quash the Squash campaign • Setting up tracking • What we found out • Viewing the data • Advanced: using tracking profiles
  4. 4. Before…..
  5. 5. Before….. Before we started using tracking at the RSPCA: • No way of knowing how people arrived at the campaign action • No way to know which of the activities in our communication strategy had been successful • Therefore no way to know where to best target our activities for future campaigns.
  6. 6. After… • How many people took the action, when, who, if they forwarded to a friend etc • How they arrived at the e-action – email to different contact lists, Facebook, Twitter, reminder email etc • Data to analyse success of various communication channels • Clear information on which to base future decisions about the importance of various communication channels and reminders.
  7. 7. What can tracking tell you? V’s V’s
  8. 8. What can tracking tell you? • Is Facebook better than Twitter for generating e- actions? • How important is a second reminder email? And is a third reminder email necessary? • If you have a separate list – e.g. campaigners and fundraisers / members and newsletter contacts etc – you can tell how many people from each list took the action • Over time – are Members more likely to take email to MP actions than those on the email newsletter list?
  9. 9. How is it done?
  10. 10. Case Study
  11. 11. Setting up tracking 1. Identify all your communication channels 2. Set up general tracking on e-activist 3. Apply general tracking parameters to your campaign 4. Use correct tracking URL for each source 5. Extract transactional data to view
  12. 12. Setting up tracking 1. Identify all your communication channels: • Main website • Facebook • Twitter • Blog • Other websites – e.g. campaigning website • Email list 1, 2, 3 etc • Reminder email to list 1, 2, 3 • Refer a friend email
  13. 13. Setting up tracking Click: 1. Campaigns / Tracking Parameters 2. New tracking Parameter Onlin e demo
  14. 14. Setting up tracking Create a new tracking parameter for each source that you wish to track
  15. 15. Setting up tracking Add the tracking parameters to the campaign Click: 1. Campaigns / modify / status 2. Highlight tracking Parameters
  16. 16. Distribute tracking URLs Make sure correct URL used in source you wish to track
  17. 17. Setting up tracking Find the URLs in campaigns / modify / status - as normal
  18. 18. Don’t forget refer a friend Open the ‘refer a friend’ action and edit the message content Replace the link in the email that goes to the friend, with the tracking URL that you have created for EAF, being careful to leave in the parameter marks
  19. 19. What did we find out?
  20. 20. What did we find out? Quash the Squash e-action source This shows the breakdown of different channels to achieve the 11,142 emails to Defra. It shows how valuable each channel was to the overall number of people who took part in the campaign.
  21. 21. What did we find out? Email to campaign list This shows the breakdown of the number of actions taken from the first email to our campaign list and the second reminder email to the same list. It shows how the value of sending reminder emails to the same list to increase the number of people taking the e-action.
  22. 22. After… • How many people took the action, when, who, if they forwarded to a friend etc • How they arrived at the e-action – email to different contact lists, Facebook, Twitter, reminder email etc • Data to analyse success of various communication channels • Clear information on which to base future decisions about the importance of various communication channels and reminders.
  23. 23. Outcome of the campaign? New legislation prevented a backward step for chicken welfare – Stocking density was kept at the current standard level.
  24. 24. Outcome of tracking information? • Always send reminder emails • Convinced the fundraising department to allow more campaign messages • Importance of working with partner organisations where necessary – ability to feed back to them • Always include ‘refer a friend’
  25. 25. Keep it up! • Use the tracking URLs on EVERY campaign • Use standard ones to build up profiles over time • Set up specific tracking codes where necessary • Monitor performance of each traffic source over time
  26. 26. How do I access the tracking data? Click: •Campaigns / •Modify/ •Choose campaign/ •Click on link to see total actions per source Onlin e demo
  27. 27. How do I access the tracking data? Tracking parameters in orange under: User data/ View/Export
  28. 28. How do I access the tracking data? Make sure you extract ‘Transactional data’ not ‘User data’
  29. 29. How do I access the tracking data? Tracking data is shown in column ‘Campaign Data 12’
  30. 30. Tracking and profiles Use profiles of tracking codes to: Measure the impact of one channel over time across many campaigns Personalise messages with conditional content e.g. ‘Thanks for recently taking part in a campaign via Facebook…’
  31. 31. Summary • Set up tracking codes for all communication channels • Distribute URLs • Repeat for EVERY campaign • Monitor and evaluate through profiles and data exports • Modify your communication strategy based on the most successful channels

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