Speaker: Alex Fleming, Dir. MarTech & Demand Analytics @ CA Technologies Danni Holleran, Marketing Technologist @ CA Technologies

2. Inbound Tracking with UTMs
Danni Holleran, Sn Marketing Technologist
Alex Fleming, Director Marketing Technology

3. CA Technologies
Driving innovation. Eliminating barriers. Raising the bar.
40+
YEARS MANAGING
COMPLEX IT
ENVIRONMENTS
$4B+
BILLION ANNUAL
REVENUE AND
STRONG PROFIT
Ranked #1 for our achievements
in categories such as diversity,
ethics, excellence/innovation and
health.
*Tied w/BeyondTrust
#1 Agile Lifecycle Mgmt
#2 IT Project & Portfolio Mgmt
#1 Service Virtualization
#2 API Management
#2 Application Release Automation
#2 Network Performance Monitoring
#2 Privileged Access Mgmt*Market Share
Positions
AGILE DEVOPS SECURITY
* Data current as of close of fiscal year 2017 on March 31, 2017

4. AGENDA
What are UTMS?
Marketo & UTMTracking
TheCAEnvironment
OurInboundTracking Challenge
Building ourUTMStrategy
OurFinal UTMProcess

5. What are UTMs?

6. Questions UTMs Answer
• Where is the traffic coming from?
• How is it getting to me?
• Why is it coming to me?
• What tactics generate the most leads?

7. What Are UTMs?
• Urchin Tracking Monitor
• Urchin Software Corporation
acquired by Google 2005
• Beginning of Google Analytics
• What is a UTM tagged URL?
• UTM parameters are tags attached
to the end of a URL
• Parameters include: (utm_source),
(utm_medium), (utm_campaign),
(utm_content) and (utm_term)
?utm_medium=paidsocial&utm_source=
facebook&utm_campaign=summerlaunc
h18&utm_content=eb_getbunsofsteelfor
yourinboundmarketing

8. Show Me the UTMs
https://www.ca.com/us/info/docker-container-monitoring-
essentials.html?utm_medium=paidsocial_smm-
oth&utm_source=facebook&utm_campaign=ddc_apmsaas_acquire&utm
_content=na_prodpg1-docker-container-monitoring-intro-lookalike

9. Paid Search
Paid Social
Online Ads
Digital Buyer surfing
the web clicks your
ad
Session cookie saves
UTM values
When the digital
buyer submits a form
UTM values pass into
Marketo
Your ad which is
driving leads to your
website has UTM
tags hidden in the
html
CA Website
The UTM Journey

10. Give Your Inbound Marketing
“Buns of Steel”
1. Increase the performance of your
campaigns with a fitter inbound
tracking process.
2. Target toning for your inbound
marketing ROI reporting.
3. Tracking paid media
customers becomes an act
of muscle memory.
http://www.mtv.co.uk/anchorman/news/ron-burgundy-poses-for-fhm-photoshoot
“Buns of Steel”
for your Inbound
Marketing? It’s
kind of a BIG
deal.

11. Marketo & UTM Tracking

12. Create UTM Fields
• Go to Field Management.
• Search for UTM fields, if
none exist create them.
• utm_medium, utm_source &
utm_campaign & depending on
your UTM strategy, utm_content
& utm_term
• Ensure the field name and
API name are the same.

13. UTM Tracking Script
• Add logic to capture UTMs to all pages.
• Add logic to read and pass UTMs
added to all pages with forms.
• The cookie stores the UTMs for the
browser session.
• If a person leaves the page with the
form, and clicks around the website the
cookie will hold the values and pass
them into Marketo when any form is
submitted.
Ask your “Lyle”
to help!

14. Add UTMs as Hidden Fields
• If you are adding them to a
Marketo landing page, add
those new fields to your
forms and make them
hidden.
• For non-Marketo forms, ask
your web developer to add
the extra fields to the forms
and make them hidden.
• Go to Field Management 
export field names and give the
API names to your Web
developer.

15. Setup Processing Campaigns
• Setup smart campaigns to
process UTM parameters
when a form is submitted.
• Trigger and filter based on
the specific set of UTM
parameters that correspond
to each specific tactic and
UTM tagged URL.

16. Time to Test
• Using one of your UTM tagged
URLs and visit a form on your
website, fill out and submit the
form.
• Verify that the UTM values
show up on the persons record
and validate that the lead is a
member of your UTM
processing smart campaign.
• Try a few different
combinations of UTMs.

17. The CA Environment

18. Campaigns per year7000+
Paid media campaigns
Agencies involved in paid media
2000+
3
Cross functional team members
involved in process change
Team taking the lead: MarTech
8+
1
Pulse on the CA Environment
Persons records in Marketo3M+

19. Our Inbound Tracking Challenge

20. Variety of parameters used to track
paid media:
Web Analytics = cid
Lead generation = MRM ID
Past Tracking  Present State
?mrm=502982&cid=NA-DSP-CORP-ACE-
000197-00000786-000000592
• “code-gibberish”
• High dependency on agencies for paid
media tracking & reporting
• All values are provided by agency
• Fragmented tracking difficult to link

21. Building our UTM Strategy

22. Vision Steps
• Move to a scalable inbound tracking
process
• Reduce dependency on 3rd party data
for demand activity
• Transition away from “code-gibberish”
• UTM structure must meet
requirements of various marketing
teams
“Vision without action is merely a dream.
Action without vision just passes the time.
Vision with action can change the world.”
~Joel A. Barker
- Technology & Business Futurist

23. People Dynamics
• Be flexible
• Welcome collaboration
• Involve participants in the process
• Make the process adaptable
Coordination requires
Collaboration!

24. CA’s UTM Strategy – Scalability!
Tactic Needs UTMS? Example
Paid
Search
Yes ?utm_medium=paidsearch&utm_source=google&utm_campaign=unv_ac_acquire
&utm_content=na_report1-five-criteria-agile-software
Online Ads Yes ?utm_medium=onlineads&utm_source=dzone&utm_campaign=microservices_ap
i_acquire&utm_content=na_eb1-oreilly-microservices-ddc
Paid
Social
Yes ?utm_medium=paidsocial&utm_source=twitter&utm_campaign=askac_ac_acquir
e&utm_content=na_eb1-solve-cio-challenges-engageretargeting
Email Generally no, however, links
for special events or links for
non CA Marketo sent emails
are considered.
Owned
Social
Always-on processing smart
campaigns, e.g. twitter,
Facebook, etc.
?utm_medium=social&utm_source=facebook
• Limited UTM tracking to
Paid Media tactics
• Control of UTM usage
enabled a scalable
approach
• Remember, every URL
requires a tracking
program in Marketo

25. CA UTM Tracking Timeline
Feb 2017
Mar 2017
April 2017
May 2017 Oct 2017
Evidence of
Improved
Reporting
Marketo &
AEM Setup
for UTMs
UTM Process
Standardization
Begins
UTM Pilot
Launches
Aug 2017 Dec 2017
UTM Structure
& Adobe
Mapping
Finalized
CompeteCampaign
CA Marketo
SSL Secured
Feb 2018
Refined UTM
Process is
Finalized
New UTM
Request
Process Beta
Launch
March 2018
General UTM
Training
Kicks Off

26. Reporting System Compatibility
• Establish UTM structure
compatibly in all reporting
systems
• Power BI – can query
Marketo based on URL &
UTM string and Marketo
program name
• Adobe Analytics needs
exact UTM parameter
values for distinct mapping
WebAnalyticsE2EMarketing

27. Variety of parameters used to track
paid media:
Web Analytics = cid
Lead generation = MRM ID
Past Tracking  Present State
?mrm=502982&cid=NA-DSP-CORP-ACE-
000197-00000786-000000592
?utm_medium=paidsocial_smm-
oth&utm_source=facebook&utm_campaign=ddc_
apmsaas_acquire&utm_content=na_prodpg1-
docker-container-monitoring-intro-lookalike
New system to track paid media traffic:
UTMs
• “code-gibberish”
• High dependency on agencies for paid
media tracking & reporting
• All values are provided by agency
• Fragmented tracking difficult to link
• UTMs are legible
• CA Campaign Owner provides UTM data
• Easily mapped to Adobe Analytics
• One tracking system for all stakeholders,
e.g. Brand, Integrated Mktg, Field, Digital

28. Our Final UTM Process

29. Standardized UTM Structure
• utm_medium=paidsearch_sem
• utm_source=google
• utm_campaign=msf_axasaas_land
• utm_content=ww_eb-dxi-trial
The “How”
Marketo Channel Type
and Adobe Code
The “Where”
Tactic/Promo
Channel Name
The “Why”
Campaign Name and
Product Focus and
Campaign Objective
The “What”
Geo and Asset Type-Descriptor

30. Clearly Defined Request Process
• Campaign owner fills out
Google doc
• Custom built UTM builder
• Logic spits out the
Marketo program name
and the UTM tagged URL
• Campaign owner is now
ready to hand URL to
vendor for placement in
the paid media

31. Training
• Go on a “UTM Roadshow”
• Add a knowledge check to training
• Talk to people – people and
process go hand-in-hand!

32. 
 Remember, be flexible!
No one gets “BUNS of Steel” without some flexibility!
 Setup Marketo to track UTMs
 Think in terms of output = REPORTING
 Train stakeholders on your UTM process

33. UTMS