how campaign tracking really works

Download How Campaign Tracking Really Works

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  1. 1. Campaign TrackingHow Campaign Tracking Really Works
  2. 2.
    • Introduction
    • 3. Campaign Lifecycle
    • 4. Campaign Reporting Basics
    • 5. Going Beyond Basic Campaign Reporting
    • 6. Trending & External KPI integration
    • 7. Attribution Models
    • 8. Offline Conversion Tracking
    • 9. Key Take Aways
    • 10. Q&A
    Agenda
  3. 11. Founded in 1992
    • Headquartered in Wakefield, MA
    • 12. Large North American footprint
    • 13. + 330 Employees
    • 14. +700 clients
    • 15. +2200 projects completed to date
    • 16. Publicly Traded (NASDAQ: EDGW)
    Web Solutions and Web Analytics Services
    • Strategy
    • 17. Analysis & Insight
    • 18. Implementation
    • 19. Process Management
    • 20. Integration
    • 21. Optimization
    Edgewater Technology, Inc Technology Management Consulting Firm
  4. 22. The Sower
  5. 23. Plan
    Execute
    Optimize
    Analyze
    Marketing Campaign Lifecycle
    Execute:
    Create campaign,
    Enable campaign tracking
    Plan:
    The right message/offer, Right person, Right time, Right channel
    ROI
    Analyze:
    Campaign effectiveness,
    Channel effectiveness,
    ROI, Usage trends
    Optimize:
    Content, Messaging,
    Creative Targeting,
    Landing Pages,
    Conversion Funnels,
    Marketing Spend and Media Plan
  6. 24. Steps to Implement Basic Marketing Campaign Reporting
    • Create campaign ID schema
    • 25. CollectWT.mc_id parameter:
    • 26. In URL
    • 27. META tags on landing pages
    • 28. Enable campaign reports
    • 29. Enable visitor history & specify campaign expiration
  7. Going Beyond Basic Campaign Reporting
    • Improving report usability by adding drilldowns and campaign attributes
    • 30. Linking campaign contribution to business KPIs
    • 31. Providing visibility into campaign trending over time
    • 32. Integrating cost information for full ROI analysis
    • 33. Managing attribution
    • 34. Offline campaign tracking / CMS integration
    • Description
    • 35. Creative
    • 36. Creative Type
    • 37. Demand Channel
    • 38. Marketing Activity
    • 39. Marketing Program
    • 40. Offer
    • 41. Partner
    • 42. Placement
    Improve report Usability by Adding Campaign Attributes and Creating Drilldown
  8. 43. Enable Campaign Tracking across Different Channels
    • Tag URL for email, paid search, affiliate campaigns
    • 44. Tag landing pages for print, radio, TV campaigns
  9. Measure Campaign Activity Against KPIs to Identify Most Successful Campaigns
    • Out-of-the-box campaign reports track click-throughs, visits, page views, and ecommerce metrics (if applicable)
    • 45. Build custom reports to enable campaign measurement against other business goals
  10. Export Reports into Excel and Build Graphs via Smart Reports
    • Dynamic data connection easy to update report
    • 46. Enable data reporting month over month
    • 47. Familiar interface and interactive reports
    • 48. Can be easily distributed within organization by placing in a central location
  11. Integrate Cost Data to Enable ROI Measurement
    • SmartReports
    • 49. Import external campaign cost
    • 50. Pivot Table drilldown
    • 51. Calculate ROI
  12. Attribution Models
    • Attribution
    • 52. First Touch (original)
    • 53. Last Touch (most recent)
    • 54. Multi-Touch (all campaign touches before converting)
    You dont have to choose just one. You CAN have it all!
  13. 55. Offline Campaign Tracking
    • CMS Integration
    • 56. Leverage existing Webtrends tag or reassign based on toolset
    • 57. Send cost information
    • 58. Send lead scoring value
    • 59. Send onsite banner activity for upsell / cross sellopportunities
    • 60. Other
    • 61. Assign unique 800# to Landing Pages
  14. Wrap Up / Key Take-Aways
    • Start with the basics and gradually add advanced reporting features
    • 62. Align campaign reporting with KPI framework
    • 63. Leverage SmartReports for trending and campaign performance ROI analysis
    • 64. Understand the importance of analyzing multiple attribution methods
    • 65. Integrate campaign tracking with CMS tools to better understand the complete customer life cycle
  15. Q & A
  16. 66. Thank You
    Contact Information
    Ori Fishler, Director, Web Solutions, EdgewaterTechnology Inc. OFishler@edgewater.com
    Wendi Malley, Sr. Web Analyst, LexisNexis, wendi.malley@lexisnexis.com
    Derek Fine, Webtrends, Derek.Fine@WebTrends.com

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