Tactics To Simplify Complex Manual Campaign Tracking

TACTICS TO SIMPLIFY

COMPLEX

MANUAL

CAMPAIGN TRACKING

Jane Morgan

Global Marketing Director

@Jane_E_Morgan

searchmarketingexpo.com @Jane_E_Morgan #SMX #31D

Data Center Management

B2C Finance

Jane Morgan is a resourceful and passionate technology professional with 20 years’ experience and a proven track record in; marketing strategy, research, and product development. Having worked with teams from Boston to Bangalore to Billund, and Paris to Providence (RI), she founded JEM9.com to assist organizations in understanding and reaching customers online.

Supply Chain Management

Software

Hospitality

Professional Services

Start-Ups

http://www.twitter.com/Jane_E_Morgan

http://jem9.com/


Terminology • UTM Parameters

Techniques • Manual Campaign Index • Campaign Measurement



Click

Landing Page

Lead Prospect

Sale

Goals = Glory


http://jem9.com/get-started/?

http://jem9.com/get-started/





campaign

medium

source


campaign

medium

source


ValentinesDay-15

Fab-Pdt-Launch

SMXW_2015

Great_New_Offer campaign

medium

source


campaign

medium

source

cpc

(none)

referral

organic

<custom>

display

social

email


campaigns

medium

source


campaigns

medium

source

t.co

ml.com

SMX14_Attendees

Purchased-last-30-days


campaign

medium

source

content


free-download

CTA-20-off

728x90

content

campaign

medium

source


social

Great_New_Offer

campaign

medium

source

t.co


http://jem9.com/get-started/? utm_source=t.co

&utm_medium=social &utm_campaign=Great_New_Offer







CUSTOM CAMPAIGN EMAIL EXAMPLE

campaign

medium

source


Dear Jane,

Thank you for registering for SMX West 2015!

Please find your registration receipt at the below link:

https://www.eiseverywhere.com/ereg/invoice.php?id=xxxxx

First name: Jane

Last name: Morgan

Company: JEM 9 Marketing Consultancy

Type of pass: Speaker

If you are registered for a workshop on Monday, March 2nd, it will be listed below:

No, I will NOT be attending a workshop

If you’ve elected to participate in a workshop, they will be held in the San Jose Convention Center on Monday, March 2. All workshops begin at 8:30am. Ending times vary by workshop.

If you have secured accommodations through SMX, below are your hotel details:

Hotel name: Marriott San Jose

Departure date: 03/05/2015

Arrival date: 03/03/2015

Please contact us if you have any questions:

Email: [email protected]

Phone: (877) 242-5242 (9am to 5pm, Eastern time.)




Tell the world you are going to SMX West!

Network Before the Conference

Join the official SMX West conference group. This private Facebook group will allow you to easily connect with others before, during and after the conference.

Follow this link and submit a request to join. We’ll approve your request as soon as we can.

Follow us:

http://searchmarketingexpo.com/west/workshops

mailto:[email protected]

tel:(877) 242-5242

tel:(877) 242-5242

tel:(877) 242-5242


tel:(877) 242-5242

tel:(877) 242-5242

tel:(877) 242-5242

http://twitter.com/home/?status=I+am+going+to+SMX+West+2014+in+San+Jose!+See+you+there!+http://smxwest.com+@SMX







https://www.facebook.com/groups/1559947260895327/





http://www.facebook.com/searchmarketingexpo

http://www.linkedin.com/groups?gid=38900&mostPopular=

https://foursquare.com/smx

http://www.flickr.com/photos/searchmarketingexpo

http://www.youtube.com/user/searchmarketingexpo


Dear Jane,




First name: Jane

Last name: Morgan




















Follow us:



tel:(877) 242-5242

tel:(877) 242-5242

tel:(877) 242-5242


tel:(877) 242-5242

tel:(877) 242-5242

tel:(877) 242-5242



















Dear Jane,




First name: Jane

Last name: Morgan




















Follow us:



tel:(877) 242-5242

tel:(877) 242-5242

tel:(877) 242-5242


tel:(877) 242-5242

tel:(877) 242-5242

tel:(877) 242-5242



















Dear Jane,




First name: Jane

Last name: Morgan




















Follow us:



tel:(877) 242-5242

tel:(877) 242-5242

tel:(877) 242-5242


tel:(877) 242-5242

tel:(877) 242-5242

tel:(877) 242-5242



















campaign

medium

source

content

email

SMXW15 SMXW15_Registrations

anchor_logo

workshop


Dear Jane,




First name: Jane

Last name: Morgan




















Follow us:

http://searchmarketingexpo.com/west/? utm_source=SMXW15_Registrations

&utm_medium=email &utm_campaign=SMXW15

&utm_content=anchor_logo

http://searchmarketingexpo.com/west/workshops/?

utm_source=SMXW15_Registrations

&utm_medium=email

&utm_campaign=SMXW15

&utm_content=workshop



tel:(877) 242-5242

tel:(877) 242-5242

tel:(877) 242-5242


tel:(877) 242-5242

tel:(877) 242-5242

tel:(877) 242-5242



















A. CREATE CAMPAIGN TAG INDEX

2. TECHNIQUES


campaign

medium

sources


campaigns

medium

sources

CREATING CAMPAIGN “CAMPAIGN INDEX” CHECKLIST

Collection Of Similar Items Grouped Together

Collection Of Media, Content & Sources With Same or similar goal

Will Include Multiple ‘Media’ &/or ‘Sources’

“Case_sensitive” “case-sensitive” “case_sensitive”

Don’t U s e S pa c es

Choose Terms You’ll Recognize This Time Next Year

Avoid Ambiguous Terms

Don’t call a campaign ‘email newsletter’

Consider Using “SMART” Objectives

Specific, Measurable, Achievable, Resources, Time-Bound

Exception: Regularly newsletters

* *



campaigns

medium

sources CREATING CAMPAIGN INDEX “MEDIUM”


campaigns

medium

CREATING CAMPAIGN INDEX “MEDIUM”


campaigns

medium

display

social

email

CREATING CAMPAIGN INDEX CUSTOM “MEDIUM”

partner

public_relations

events

paid_social

<custom>



campaigns

medium

Cover All Digital Marketing

Mutually Exclusive email social

Cover Multiple Campaigns


Do n ’t U s e S p a c e s

To Differentiate Between Earned & Paid Social

For paid use utm_medium=display and for earned utm_medium=social

Defaults Typically Suffice

If significant revenue / goals consider ‘custom’ medium

Involve Your Team

Q: A paid banner ad within a third party email: is that email or display?

CREATING CAMPAIGN INDEX “MEDIUM” CHECKLIST

*



campaigns

medium

sources

CREATING CAMPAIGN INDEX “SOURCE”


campaigns

medium

sources CREATING CAMPAIGN INDEX

“SOURCES”


campaigns

medium


“SOURCES”


campaigns

medium


SOCIAL “SOURCES”


4.

campaigns

medium


“SOURCES”


campaigns

medium


“SOURCES”


business.intuit.com

comcast

newswire.co.kr

m.opentable.com

opentable.com

phantomgourmet.com

openfos.com

oxint.com

tripadvisor.com

urbanspoon.com

yellowpages.com

campaigns

medium


WEBSITE “SOURCES”



Eloqua

eloqua

newsletter

Newsweaver

MadMimi

hs_email

campaigns

medium


EMAIL “SOURCES”



CREATING CAMPAIGN INDEX “SOURCES” CHECKLIST

Cover All Sources (Publishers, Internal & External)

Use Referral URL For Social Networks e.g. slideshare.net

Remove Duplication = Create Standardization

Compare “Referral” Sources V Paid; Consistently Use Source Names

Most Cases <name of the site>.com


Don’t U se Sp a ces

Sources Will Evolve As Your Campaigns Evolve

Double Check That No “Medium” Are Included

campaigns

medium

sources

*



SAMPLE CAMPAIGN INDEX



SAMPLE CAMPAIGN URLs

1. http://jem9.com/?utm_source=t.co&utm_medium=social&utm_campaign=SMXW15

2. http://jem9.com/?utm_source=facebook.com&utm_medium=banner&utm_campaign=SMXW15

3. http://jem9.com/?utm_source=email_subscribers&utm_medium=email&utm_campaign=SMXW15

4. http://jem9.com/?utm_source=smxw14_attendees&utm_medium=email&utm_campaign=SMXW15

5. http://jem9.com/?utm_source=marketingland.com&utm_medium=display&utm_campaign=SMXW15

6. http://jem9.com/get-

started/?utm_source=Facebook&utm_medium=social&utm_content=dashboards&utm_campaign=SMX

W15


http://jem9.com/?utm_source=t.co&utm_medium=social&utm_campaign=SMXW15

http://jem9.com/?utm_source=t.co&utm_medium=social&utm_campaign=SMXW15

http://jem9.com/?utm_source=facebook.com&utm_medium=banner&utm_campaign=SMXW15



http://jem9.com/?utm_source=email_subscribers&utm_medium=email&utm_campaign=SMXW15

http://jem9.com/?utm_source=smxw14_attendees&utm_medium=email&utm_campaign=SMXW15

http://jem9.com/?utm_source=marketingland.com&utm_medium=display&utm_campaign=SMXW15

http://jem9.com/?utm_source=marketingland.com&utm_medium=display&utm_campaign=SMXW15

http://jem9.com/get-started/?utm_source=Facebook&utm_medium=social&utm_content=dashboards&utm_campaign=SMXW15





B. USING CUSTOM CAMPAIGN INDEX

2. TECHNIQUES


USING YOUR CUSTOM CAMPAIGN INDEX

Shared Location = Easily Accessible => No “Rogue” Tagging

Owner

Password

=>New Campaign

Gap Review The “Master” Index

Add Any New Item Using The Three Checklists

Create A Copy For This Campaign

Delete (no adding!!) Any Items Not Used



SAMPLE CAMPAIGN INDEX



C. ACQUISITION / CAMPAIGNS

2. TECHNIQUES


DEFAULT CAMPAIGN REPORTS


D. CUSTOM DASHBOARDS

2. TECHNIQUES


COMPARE MEDIA CUSTOM DASHBOARD

To Use This Dashboard With Your Data Click Here To Import Into Your Google Analytics Account In 2 Clicks

https://www.google.com/analytics/web/template?uid=6wCylCqTSbubE_kK948v0A



COMPARE CAMPAIGNS CUSTOM DASHBOARD

To Use This Dashboard With Your Data Click Here To Import Into Your Google Analytics Account In 2 Clicks

https://www.google.com/analytics/web/template?uid=v8wNhaoGQI-3OOMNo4kNUQ


https://www.google.com/analytics/web/template?uid=v8wNhaoGQI-3OOMNo4kNUQ


• BEST PRACTICE IS GOOD FOR INSPIRATION PERSPIRATION

• CASE STUDIES ARE BETTER FOR EXAMPLES

• PRACTICE IS BEST
