+ All Categories
Home > Marketing > HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

Date post: 22-Jan-2018
Category:
Upload: highroad-solution
View: 306 times
Download: 2 times
Share this document with a friend
34
NOVEMBER: Campaign Measurement
Transcript
Page 1: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

NOVEMBER:Campaign

Measurement

Page 2: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

• Campaign Measurement:

GOAL: Capture ALL of the touchpoints around a particular initiative to try and assess:

1) where did the spend go

2) what worked/didn’t

3) what was the return on the spend

4) what to do next

Page 3: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

Campaign Measurement Tips

1) Begin with the end in mind

2) Get familiar with the concept of tagging

3) Decide how often to measure

4) Decide the level of measurement and stakeholders

5) Decide start and end dates

Page 4: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

Campaign Components

1) Name

2) Date Period to Run

3) Budget Allocation

4) Targeted Personas

5) Selected Channels *

6) Goals

7) Reporting Criteria/Format

Page 5: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

Selected Touchpoints—Think Digital & Non-Digital (especially for events!)

• Website

• Social Media

• Purchased Banner Ads

• Keywords

• Blogs

• Email

• Landing Pages

• Booth Scans

• Registrations

• Tag Clicks

• Referrals

• Coupon Codes

• Survey Participation…….

Page 6: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

• Campaign Measurement

Page 7: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

The need for comprehensive reporting is #1 reason that organizations moving to inbound marketing:

• It’s not the automation of emails that’s making the impact, it’s the insights garnered from the tool

putting the data together so you can turn it into information

Page 8: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

Each area needs a plan for how you will report and what it actually means to the organization

Page 9: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

• Traffic Generation focuses on ATTRACT

• Key metric for showing if you’re finding NEW people

• Least understood/focused on by most organizations

Page 10: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

1) Traffic Generation

Page 11: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement
Page 12: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement
Page 13: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement
Page 14: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

• What I Really Care About on Web Traffic is…

• Am I Getting the Right People

• Are My Sources Working

• Are People Getting to the Right Pages

• Are People Interested

Page 15: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement
Page 16: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement
Page 17: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement
Page 18: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement
Page 19: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

• One Issue…this is at aggregate level

• I want Campaign Level

You Need Google Tag Manager

Page 20: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement
Page 21: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement
Page 22: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

• Lead Generation focuses on getting someone to DO something on your site

• We need to know• Who they are• Where they came from• What they used• What they did• What was valuable

• Second least understood area

• Websites not typically designed for lead gen

Page 23: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

• Lead Gen:

?

Page 24: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement
Page 25: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

Lead Generation by Campaign

Page 26: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement
Page 27: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

• Customer Generation

We need to know transaction details $$$ & tie to campaign

• Integration to ecommerce (AMS) & do reporting within to tie together digital & $$

• Google Tags on ecommerce cart for some counts

• Use conversion tracker in email platform (only shows email as channel)

• Use transactional email tied back into inbound to assess entire experience

Page 28: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement
Page 29: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

• Brand Equity Campaign Metrics

• WOM/Referrals

• RFM Reports (recency, frequency, monetary)

• Net Promotor Score

• Survey Responses

• Automated Lead Scoring

Page 30: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement
Page 31: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement
Page 32: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

• Campaign Measurement:

GOAL: Capture ALL of the touchpoints around a particular initiative to try and assess:

1) where did the spend go

2) what worked/didn’t

3) what was the return on the spend

4) what to do next

Need a data mining tool to assess at all angles

Page 33: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

Campaign Measurement in Summary:

• It’s a TON of work without an inbound platform

• With an inbound platform, can get to amazing results that C-Suite care about quickly & easily

• Focus on tying communication to marketing to sales

• Use tools that help you fill in the gaps

• Integrate & automate

• Be consistent in your methodology

• Believe the data!

Page 34: HighRoad Solutions November 2015 Inbound Lunch Bunch on Campaign Measurement

DO GOOD WORK.MAKE TODAY GREAT.


Recommended