This document discusses optimizing multi-channel marketing campaigns for maximum impact. It recommends defining goals, tracking campaigns across different channels and sources using utm parameters, setting up Google Analytics goals to measure success, analyzing results to compare performance of different campaigns, sources and mediums, and making changes such as reallocating funds based on what is working best.

1. Optimize Your Multi-channel Campaigns For
Maximum Impact

2. What you can track, you
can measure.
What you can
measure, you can improve
upon.

4. What are you trying to achieve?
Define it.

5. Events
Campaigns
Micro-level Micro-level
Goals
Departmental goals
Macro-level
Micro-level
Macro-level
Institutional goals

6. Events
Black Tie
Presidential Campaigns
Event
Mailing
Campaign
Goals
Increase Annual Departmental goals
Fund
Contributions
Increase
Donations Institutional goals

7. Email
Postcard
Facebook
Website
Letter Alumni Magazine
Twitter
Your Marketing Hub

8. Determine
• Landing page
• Desired action
• How success will be measured
– Confirmation page
– Form submission
– Download PDF

9. Set Up Google Analytics Goals

10. Campaign Tracking
Set up links with tracking variables
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund

11. Campaign Tracking
Set up links with tracking variables
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
What is the source in which this link appears?

12. Campaign Tracking
Set up links with tracking variables
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
What is the medium/channel in which this link appears?

13. Campaign Tracking
Set up links with tracking variables
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
What is the name of the campaign?

14. Send people to landing page.
• Bit.ly/Goo.gl
• QR Code
• Redirect
goo.gl/K7Z3j
www.convergeconsulting.org/contact-us/request-analytics-
consultation/?utm_source=powetpoint&utm_medium=qr%2Bcode&utm_campaign=maximum%2Bimpact%2Bpresentation

15. Analyze results in Google Analytics

16. Compare/Analyze
• Campaigns
• Sources
• Mediums

17. Make changes
Reallocate funds to what is working
Eliminate what is not

18. Recap
Track
Set up Goals
Use Campaign Tracking
Analyze
Make Changes

19. Questions?
Go to http://goo.gl/K7Z3j to
sign up for a free, 20-minute
analytics consultation.