NOVEMBER: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

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

Campaign Components

1) Name

2) Date Period to Run

3) Budget Allocation

4) Targeted Personas

5) Selected Channels *

6) Goals

7) Reporting Criteria/Format

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…….

• 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

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

• Traffic Generation focuses on ATTRACT

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

• Least understood/focused on by most organizations

1) Traffic Generation

• 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

• One Issue…this is at aggregate level

• I want Campaign Level

You Need Google Tag Manager

• 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

• Lead Gen:

?

Lead Generation by Campaign

• 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

• Brand Equity Campaign Metrics

• WOM/Referrals

• RFM Reports (recency, frequency, monetary)

• Net Promotor Score

• Survey Responses

• Automated Lead Scoring

• 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

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!

DO GOOD WORK.MAKE TODAY GREAT.