eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
Performance
CONTENTS
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
WE ARE ONE 3
CAMPAIGN PARAMETERS 6
CUSTOM EVENTS 10
OFFLINE 14
THE FUTURE 16
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
WE ARE ONEEach person at eROI plays a part in our Performance. From start to finish each step of a project plays into our ROI. Our success as a team depends on proper Planning, informed Strategy, intelligent Design, efficient Development, and diligent Measurement.
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
ASK WHY75% of our name is defined by ROI.
We always ask the questions.Now let’s solve the problems with facts.
PARTNER’S PASSIONS
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 5
WHY?Do 3 emails and a landing page make sense for this Partner?Do the numbers back up what we are recommending?
Think strategically.Who is the target? DemographicsWhat are they doing? ConversionsWhen are they receptive? Temporal EngagementWhy are they doing it? Performance is Art
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
NO NAKED LINKSROI is near IMPOSSIBLE without Campaign TaggingHow do we measure the effectiveness of Outbound?
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 7
CAMPAIGN PARAMETERS
Campaign parameters are added after the “?”. Everything after that has no bearing on destination. These allow us to better identify and classify the visitors entering our sites
eroi.com?utm_source=exacttarget&utm_medium=email&utm_campaign=holiday13&utm_term=20off
CAMPAIGN PARAMETERS
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 8
Campaign parameters identify, slice, and dice traffic.
Parameter Example
SOURCE exacttarget, emailroi
MEDIUM email,banner, social, guestpost
CAMPAIGN newlebrons, holiday13
TERM 20off, 30off
CONTENT animated, static, leftsidebar
Email going out without campaign tagging causes visitors to be attributed as a “Direct” visitBanners and other links in the wild that do not have campaign tagging get attributed as a “Referral” Visit
Coding Best Practices1. lower case2. no spaces3. no special characters4. no quotes5. short6. descriptive but not personal
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 9
CAMPAIGN PARAMETERSSOURCE MEDIUM CAMPAIGN TERM CONTENTexacttarget email holiday13 20off
exacttarget email holiday13 30off
affiliate1 display holiday13 20off
affiliate2 display holiday13 30off
This could be a basic structure for a campaign testing 2 different discounts across email and display. Using this tagging we could view conversions as a whole across the “holiday13” campaign. We could look at how “display” as a whole drove conversions. We could look at how “email” as a whole drove conversions. We could look at how “20off” vs. “30off” performed. We could then choose the tactics that were the most successful and ramp up that channel with more marketing dollars or kill off non-performers.
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
SHATTERING GOALSMACRO AND MICRO
ROI extends beyond revenue. How else is success measured?
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 11
CUSTOM EVENTSCustom events allow us to measure visitor actions. Macro conversions like sales are identified by eCommerce tagging. Micro conversions such as email signups, clicks on important links, downloads, video plays are only trackable through custom event tagging. These allow us to better identify and classify the actions of our visitors on our sites
onClick=”_gaq.push(['_trackEvent', pdf, download, etorderform,30])onClick=”ga('send', 'event', 'Category', 'Action', 'Label,30);”
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 12
CUSTOM EVENTS
Parameter Example
CATEGORY video, pdf, form
ACTION play, click, download, submit
LABEL name of file, name of video, name of form, name of page
VALUE monetary, lead scoring
NON-INTERACTION is it a bounce?(blank or true)
Coding Best Practices1. lower case2. no spaces3. no special characters4. no quotes5. short6. descriptive but not personal
Custom events identify, slice, and dice actions.
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 13
CUSTOM EVENTSCATEGORY ACTION LABEL VALUE NON-INTERACTIONpdf download ethowto 15
pdf download etorderform 30
video play homepageintro 10
form submit footernewsletter 25
This could be a basic structure for a site offering a service. There are PDF’s available for download with the “etorderform” being twice as valuable as the “ethowto.” There is a “video” on the homepage that is used for lead generation that is not as valuable as a “download”. The site also offers a monthly newsletter that someone can sign up for and “submit” the “form” from the footer which is slightly less in value than an actual order “download” We could then choose the tactics that were the most successful and refine that channel.
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
MEASURE ALL THE THINGSIf we make it or recommend it, we track itHow do we measure what’s not clickable?
Determine ROI and offline effectiveness of varying non-digital marketing
OFFLINE ASSETS
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 15
Redirected Domains +Campaign Parameters
BIGSALE.COM---301-->?utm_source=poster&utm_medium=print&utm_campaign=bigsale---301-->OURPARTNER.COM
Coupon Codes Enter “BIGSALE” to receive the discount
PURL’s OURPARTNER.COM/CUSTOMER_NAME
Call Centers 800 numbers
PPC Campaign Non-competitive keyword buy with near guaranteed impressions for all search
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
THE FUTUREProactive, Cross-Platform, Segmented, Data-Deluge
How do we get in front of the wave?
THE FUTURE IS NOW
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 17
Display Enabled Tracking Code● Provides more detailed information on visitors utilizing Google’s
Doubleclick acquisition information. Over time the new tracking script allows us to get demographics of our visitors.○ Interests○ Gender○ Age
Universal Analytics● Cross Platform tracking for users that are logged in
○ Desktop to Mobile and back for Logged-In users● Imported offline actions
○ In-store sales○ Customer appreciation card swipes○ Literally anything we can measure and import○ Sky’s the limit provided we have the know-how
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
THANK YOU