best practices in marketing campaign tracking
DESCRIPTION
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 ModelsTRANSCRIPT
From Basics to Brilliance
A Marketing Campaign Tracking Best Practices Webinar
04/12/2023 2
Agenda
► The Marketing Campaign Lifecycle
► The Basics: Standard Marketing Campaign Tracking
► Common Challenges
► The Road to Brilliance: Going Beyond the Basics
► Q & A
04/12/2023 3
Corporate Overview
► Technology Management Consulting Firm– 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
► Founded in 1992– Headquartered in Wakefield, MA– Large North American footprint– + 330 Employees– +700 clients– +2400 projects completed to date– Publicly Traded (NASDAQ: EDGW)
04/12/2023 4
Web Solution - Primary Offerings
Sites and Portals
SharePointWeb Analytics
BI
6 Primary Solutions•Intranets•Extranets•Public Web Site CMS•Business Process•Document Management•Project Collaboration
Migration to SP 2010
Customer Intelligence•Web Intelligence
Web Analytics Framework• Strategy• Program MGMT• Analysis•Implementation
• Integrated Portals • Custom Web Applications• E-commerce, CMS
B2B Web Rejuvenation• ROI• Web Strategy Roadmap• Redesign, Rebuild
04/12/2023 5
Marketing Campaign Tracking
04/12/2023 6
Marketing Campaign Lifecycle
Optimize
Analyze
Execute
Plan
Plan:The right message/offer, Right person, Right time, Right channel
Optimize:Content, Messaging, Creative Targeting,Landing Pages,Conversion Funnels, Marketing Spend and Media Plan
Execute:Create campaign,Enable campaign tracking
Analyze:Campaign effectiveness,Channel effectiveness,ROI, Usage trends
ROI
04/12/2023 7
3 Step Implementation to Enable Basic Marketing Campaign Reporting
► Create campaign ID schema► Add tracking parameter to campaign landing page urls► Specify campaign expiration & attribution
However, campaign IDs, especially when numerical, do not provide very friendly reports at first…
04/12/2023 8
Improve Report Usability by Adding Campaign Attributes and Creating Drilldown
► Description► Creative► Creative Type► Demand Channel► Marketing Activity
► Marketing Program► Offer► Partner► Placement
04/12/2023 9
Campaign Tracking – Common Challenges
04/12/2023 10
Common Challenges: Campaign Reports Siloed by Marketing Channels
► Inconsistent URL parameter usage across varying marketing
channels result in ► Using “?cmp=01234” on banner ads
► “aff=567” on affiliate ads
► “ggl=789” on Google Adwords
► Use one campaign parameter for all campaigns w/ unique values
for each campaign
?cid=ggl
?cid=pgrab
?cid=msa
?cid=fb
?cid=dclk
04/12/2023 11
Campaign Tracking: Campaign Management Across Multiple Tools often Results in Divided Campaign Organization
► No central responsibility for
campaign creation
► Multiple vendors each using
their own process► Causes inconsistency with url
parameters and possible
duplication
► Often forces reporting into silos
► Makes creating friendly name
campaign attributes very difficult
We’ve got to work together people!
04/12/2023 12
Campaign Tracking: Decentralized Campaign Management Across Multiple Tools Cont.
► Solution: Manage all campaigns in one central locationCampaign ID Creative Campaign Name Campaign Typesnextag_0592 PPC Shopping Ad Nextag.com Comparison Shopping Enginenextag_0593 PPC Shopping Ad Nextag.com Special Comparison Shopping Enginepg_0594 PPC Shopping Ad PriceGrabber.com Comparison Shopping Engineggl_0595 PPC Search Ad Google Adwords PPC Search Engineyho_0596 PPC Search Ad Yahoo Search Marketing PPC Search Enginemsn_0597 PPC Search Ad Microsoft AdCenter PPC Search Enginels_bn_0598 Banner Ad LinkShare Affiliate Network Affiliate Marketingls_txt_0599 Text Ad LinkShare Affiliate Network Affiliate Marketing
email_xmas121008 Email Christmas 2008 Email (Launched 12/10/08) Email Marketing
email_val20108 Email Valentine's Day 2008 Email (Launched 2/01/08) Email Marketingmsnshop_0600 PPC Shopping Ad MSN Shopping Comparison Shopping Engineshopcom_0601 PPC Shopping Ad Shopping.com Comparison Shopping Engineshopzilla_0602 PPC Shopping Ad Shopzilla.com Comparison Shopping Engine
Software and online services also exist for when managing within a spreadsheet just won’t cut it.
04/12/2023 13
Common Challenges: Internal Campaigns Override External Campaigns
► Tracking external and on-site marketing campaigns via the same
url parameter causes your on-site campaigns to overwrite your
external campaigns
If you use ?cid=upromise here……be sure to use something different hereSuch as ?icid=itechguide…
04/12/2023 14
Common Challenges: Internal Campaigns Override External Campaigns Cont.
► Real World E-Commerce Example
Before
After
“home_splash” on-site campaign highjacking a large chunk of revenue and orders
04/12/2023 15
The Road to Brilliance – Going Beyond the Basics
04/12/2023 16
Measure Campaign Activity Against KPIs to Identify Most Successful Campaigns
► Out-of-the-box campaign reports often have unclear business meaning► Customize campaign reports to track relevant metrics► Align campaign reporting with KPI framework
04/12/2023 17
Increase Report Adoption with Excel Reports
► Enable data reporting month over month► Familiar interface and interactive reports► Can be easily distributed within organization by placing in a central
location► Dynamic data connection – easy to update report
04/12/2023 18
Integrate Cost Data to Enable ROI Measurement
► Exporting to Excel► Join web analytics data with external data► Calculate ROI► Project campaign performance
Web Analytics Data Offline Data and Calculated Metrics
04/12/2023 19
Attribution Models
► Attribution ► First Touch (#1
gets credit)► Last Touch (#3
gets credit)► Multi-Touch (all
3 campaigns get credit)
You don’t have to choose just one. You CAN have it all!
12
3
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Attribution Models
Campaign Clickthroughs Last Click Revenue
First Click Revenue
Total Revenue Contribution
Shopping Engine - Shopzilla 3,526 $ 8,279 $ 11,759 $ 17,211
Affiliate - Upromise 663 $ 8,139 $ 2,842 $ 9,413
Affiliate - RetailMeNot 731 $ 6,725 $ 4,622 $ 8,674
Banner Ad - CNET 551 $ 5,701 $ 12,527 $ 14,210
Summer Email Promo 433 $ 5,596 $ 4,754 $ 7,358
► Real World E-Commerce Example
Analyzing multiple attribution methods can shed some important insight into the true performance of marketing campaigns.
04/12/2023 21
Wrap Up / Key Take-Aways
► Start with the basics and gradually add advanced reporting features
► Align campaign reporting with KPI framework
► Leverage data exports for trending and campaign performance ROI analysis
► Understand the importance of analyzing multiple attribution methods
04/12/2023 22
Q & A
04/12/2023 23
Thank You!
For more details and best practices on Marketing Campaign Tracking visit our blog at http://edgewatertech.wordpress.com/
Contact InformationOri Fishler - Director, Web Solutions, Edgewater Technology Inc. [email protected] Irena Meilutyte – Project Manager, Edgewater Technology Inc. [email protected] Al Dugan – Web Analytics Manager, Edgewater Technology Inc. [email protected]