Prove Marketing ROI with Campaign Tracking in #GoogleAnalytics
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Rachel Dohmann, formally of the Texas A&M Foundation and Ryan Lindsay of Converge Consulting covered campaign tracking tactics that will help you prove ROI on all marketing activities. You’ll learn how to develop a campaign strategy, report on campaigns using dashboards and segment website analytics by marketing campaign. Walk away with free resources to immediately implement a strategy at your institution. In this webinar you'll: - Develop an institutional campaign strategy (with free campaign URL builder) - Report on marketing campaigns using dashboards (with dashboard template) - Segment data by marketing activity (downloadable segments for user accounts)
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Prove Marketing ROI with Campaign Tracking in #GoogleAnalytics
- 1. PRESENTERS: Ryan Lindsay Rachel Dohmann Webinar: Prove Marketing ROI with Campaign Tracking in #GoogleAnalytics CONVERGE CONSULTING | 1.28.16
- 2. Ryan Lindsay
- 5. AGENDA 5 Campaign Tracking Overview Governance Strategy For Campaign Tracking Reporting on Campaigns Using Dashboards Segmenting Data Using Campaigns Campaign Tracking Case Study
- 6. AGENDA 6 2015 Inbound Marketing in Higher Education Survey • Methodology • Results • Trends 2016 Predictions in Three Key Areas: • Digital Advertising • Content Marketing • Measurement Campaign Tracking Overview
- 8. When Do You Use It?
- 10. In The Reporting
- 11. The Three Facets Source: “The brand name” facebook, newsletter, affiliate link, google Medium: The bucket email, social, cpc, ppc, display Campaign: The message/content date, fall2014, alumni2014-8-15
- 12. Easier Than You Think
- 14. AGENDA 14 2015 Inbound Marketing in Higher Education Survey • Methodology • Results • Trends 2016 Predictions in Three Key Areas: • Digital Advertising • Content Marketing • Measurement Governance Strategy
- 15. Make a Plan
- 16. Record Your Plan
- 17. That URL Is SO Long…
- 18. That URL Is SO Long…
- 19. All In One!
- 20. AGENDA 20 2015 Inbound Marketing in Higher Education Survey • Methodology • Results • Trends 2016 Predictions in Three Key Areas: • Digital Advertising • Content Marketing • Measurement Reporting Using Dashboards
- 21. Now What? 21 ? ?
- 22. The Data Starts Rolling In! 22
- 24. Overall or Campaign Specific 24
- 25. Takeaway: Downloadable Dashboard 25 Import Your Dashboard Here!
- 26. Takeaway: Downloadable Dashboard 26 Import Your Dashboard Here!
- 27. AGENDA 27 2015 Inbound Marketing in Higher Education Survey • Methodology • Results • Trends 2016 Predictions in Three Key Areas: • Digital Advertising • Content Marketing • Measurement Campaigns For Segmenting Data
- 28. Diving Deeper With Segmentation 28
- 29. Diving Deeper With Segmentation 29
- 30. Diving Deeper With Segmentation 30
- 32. Takeaway: Downloadable Segment 32 Import Your Segment Here!
- 33. Takeaway: Downloadable Segment 33 Import Your Segment Here!
- 34. AGENDA 34 2015 Inbound Marketing in Higher Education Survey • Methodology • Results • Trends 2016 Predictions in Three Key Areas: • Digital Advertising • Content Marketing • Measurement Campaign Tracking Case Study
- 35. CASE STUDY: TEXAS A&M FOUNDATION
- 36. Phase I • Pre-Launch Assessment and Project Planning • Domain and Sub-domain mapping • Audience prioritization and goal mapping Phase II • Google Tag Manager creation and implementation • Testing Phase III • Event tracking and goal implementation • Dashboard reporting Phase IV • User ID Integration • Dimension Widening (importing donor levels to attach to unique IDs) PROJECT TIMELINE
- 37. SUBDOMAIN AND DOMAIN MAPPING
- 38. GOAL MAPPING
- 39. GOALS 1. Donate 2. Contact Us 3. Apply for a scholarship 4. Apply for Maroon Coats
- 40. GOALS
- 41. CONVERSIONS
- 44. Proposed Solutions • Make sure it looks and functions well on mobile • 40-60% of consumers are reading email on smartphones 44
- 45. Overview: Landing Pages (top 10) 45
- 46. Education Industry Email Averages • Open Rate: 23.15% • Click Thru Rate: 3.11% • Hard Bounce: 0.60% • Unsubscribe: 0.21% 46
- 47. 47 Open Rate Click Thru Rate Bounce Rate Unsubscribe Industry Average 23.15% 3.11% 0.60% 0.21% October 2014 23.42% 3.13% 1.66% 0.69% November 2014 27.70% 3.40% 0.05% 0.48% December 2014 24.00% 3.00% 0.07% 0.45% January 2015 25.00% 3.00% 0.06% 0.37% February 2015 26.00% 3.00% 0.25% 0.29% March 2015 25.00% 4.00% 0.07% 0.22% April 2015 24.85% 3.45% 0.33% 0.23% TAMF Newsletters
- 48. Proposed Solutions: Main CTA 48 Continue to segment CTAs (role based)
- 49. Overview: Compared to All
- 50. 50
- 53. Overview: Landing Pages (top 10) 53
- 54. Tuesday, December 16th, 2014 54
- 61. Takeaways • Facebook drive the highest quality traffic • Giveaway content drive the most conversions, followed by Maroon Coats • Social is bringing in more new visitors, but they stay less time and bounce more frequently • 64% of social traffic is mobile 61
- 62. Ask Yourself Questions • Which channels are you spending the most time on? Money? Does that line up with outcomes? • Is it reasonable/worth it to match up more of the exact social examples? › Is this documented somewhere? • Are we fully utilizing the giveaway conversions? • Are the landing pages we’re driving to mobile friendly? 62
- 63. OFFLINE TO ONLINE: BUGLE CALL TRACKING
- 64. BUGLE CALL
- 65. OPPORTUNITIES
- 66. USER ID AND DIMENSION WIDENING
- 67. Additional Converge Resources 67 Converge Blog: - 7 Helpful Google Analytics Dashboards - Tracking Campaigns in Google Analytics - Converge Consulting’s Most Valuable Resources on Google Analytics Converge Webinars: - Google Analytics – Top 5 Things to Know - Why and How to Switch to Universal Analytics
- 68. NEXT WEBINAR 68
- 69. 69
Hinweis der Redaktion
- As I mentioned Converge is a digital agency for higher education We specialize in website redesign, inbound marketing and digital advertising.
- In the next hour we will be covering: Overview of Campaign Tracking Campaign Tracking Governance Reporting on Campaigns using Dashboards Segmenting Data Using Campaigns
- Talk about website redesign and its goals. What do we want people to DO on the site?
- We used the subdomain mapping exercise to decide which subdomains and domains to include in our new Property.
- We did the strategic exercise to map our goals. Here’s what that looked like. We had to think about “what we want our website to do” and it helped us evaluate things like CTAs.
- Which resulted in these goals.
- Which resulted in these goals.
- Which resulted in these goals.
- You can do this RIGHT now.
- Once we had the basics in place, we could start using the data to start analyzing our projects; Background on planned giving newsletter; Saturday send, not mobile friendly response; not relatable or segmented content;
- Based on regular GA settings, can see stuff like mobile traffic
- Because campaign tracking and goals in place, could provide recommendations based on content and even layout; kept a table
- What’s pulling your people in? What type of content and which platforms?
- Platform versus platform
- Within Facebook – what types of content are bringing people in?
- What types of conversions are we getting from Facebook?
- **All regular conversions, not assisted conversions; properly tagged, you can tell which content performed best; don’t forget your spreadsheet of all of you codes so you can trace them.
- Analysis can lead to overall takeaways for your social media program
- Then ask yourself if what you’re doing is worth it.
- Pull in the video from the football game to show how it all worked. Mention vanity url to cover campaign tracking; only if it’s going to be used one place or is easily identifiable based on dates.
- Questions?