How Campaign Tracking Really Works
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Campaign reporting as an essential tool for measuring marketing ROIGetting started with campaign reporting Beyond the basics: Improving usability with lookup tables Trending Adding cost information for real ROI Addressing campaign attribution issues
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How Campaign Tracking Really Works
- 1. Campaign TrackingHow Campaign Tracking Really Works
- 5. Going Beyond Basic Campaign Reporting
- 6. Trending & External KPI integration
- 9. Key Take Aways
- 10. Q&AAgenda
- 12. Large North American footprint
- 13. + 330 Employees
- 14. +700 clients
- 15. +2200 projects completed to date
- 18. Implementation
- 20. Integration
- 21. OptimizationEdgewater Technology, Inc Technology Management Consulting Firm
- 22. The Sower
- 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
- 25. Collect WT.mc_id parameter:
- 26. In URL
- 27. META tags on landing pages
- 28. Enable campaign reports
- 30. Linking campaign contribution to business KPIs
- 31. Providing visibility into campaign trending over time
- 32. Integrating cost information for full ROI analysis
- 35. Creative
- 36. Creative Type
- 37. Demand Channel
- 40. Offer
- 41. Partner
- 42. PlacementImprove report Usability by Adding Campaign Attributes and Creating Drilldown
- 46. Enable data reporting month over month
- 47. Familiar interface and interactive reports
- 49. Import external campaign cost
- 53. Last Touch (most recent)
- 54. Multi-Touch (all campaign touches before converting)You don’t have to choose just one. You CAN have it all!
- 56. Leverage existing Webtrends tag or reassign based on toolset
- 58. Send lead scoring value
- 59. Send onsite banner activity for upsell / cross sell opportunities
- 60. Other
- 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
- 66. Thank You Contact Information Ori Fishler, Director, Web Solutions, Edgewater Technology Inc. OFishler@edgewater.com Wendi Malley, Sr. Web Analyst, LexisNexis, wendi.malley@lexisnexis.com Derek Fine, Webtrends, Derek.Fine@WebTrends.com
Hinweis der Redaktion
- The role of the marketing manager is to sow the seeds to customer demand. But as you throw your marketing dollars to the four winds, what direction will provide the most yield?Campaign tracking provides the feedback and measures.
- the business importance of tracking marketing campaigns & the ability to establish marketing ROI. Closed loop.Having a sound marketing campaign strategy will lay the ground work for a successful insights and recommendations.
- Discuss briefly how first touch can be implemented rather easily by duplicating the main campaign report (last touch) and just changing the attribution to “original”Discuss briefly how multi-touch can implemented by utilizing custom cookies which store a string of all touches (usually limited to 5) using a delimiter such as : or |Direct attendees to our articles for more details
- W*Salesforce allows you to send cost and lead values* Eloqua and Optify are examples of lead scoring tools