Post on 20-Aug-2015
transcript
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Campaign TrackingHow Campaign Tracking Really Works
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Founded in 1992• Headquartered in Wakefield, MA• Large North American footprint• + 330 Employees• +700 clients• +2200 projects completed to date• Publicly Traded (NASDAQ: EDGW)
Web Solutions and Web Analytics Services• Strategy• Analysis & Insight• Implementation• Process Management• Integration• Optimization
Edgewater Technology, Inc Technology Management Consulting Firm
2
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Introduction
Campaign Lifecycle
Campaign Reporting Basics
Going Beyond Basic Campaign Reporting
Key Take Aways
Q&A
Agenda
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
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
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Steps to Implement Basic Marketing Campaign Reporting
• Create campaign ID schema• Collect WT.mc_id parameter:
• In URL • META tags on landing pages
• Enable campaign reports• Enable visitor history & specify campaign expiration
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Going Beyond Basic Campaign Reporting
Improving report usability by adding drilldowns and campaign attributes
Linking campaign contribution to business KPIs
Providing visibility into campaign trending over time
Integrating cost information for full ROI analysis
Managing attribution
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
• Description• Creative• Creative Type• Demand Channel• Marketing Activity• Marketing Program• Offer• Partner• Placement
Improve report Usability by Adding Campaign Attributes and Creating Drilldown
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Enable Campaign Tracking across Different Channels
Tag URL for email, paid search, affiliate campaigns Tag landing pages for print, radio, TV campaigns
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
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) Build custom reports to enable campaign measurement against other business goals
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Export Reports into Excel and Build Graphs via Smart Reports
Dynamic data connection – easy to update report Enable data reporting month over month Familiar interface and interactive reports Can be easily distributed within organization by placing in a central location
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Integrate Cost Data to Enable ROI Measurement
SmartReports – Import external campaign cost– Pivot Table drilldown– Calculate ROI
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Attribution Models
Attribution – First Touch
(original)– Last Touch (most
recent)– Multi-Touch (all
campaign touches before converting)
You don’t have to choose just one. You CAN have it all!
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
Wrap Up / Key Take-Aways
Start with the basics and gradually add advanced reporting features
Align campaign reporting with KPI framework
Leverage SmartReports for trending and campaign performance ROI analysis
Understand the importance of analyzing multiple attribution methods
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@webtrends #wtengage
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