Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.
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Transcript of Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.
![Page 1: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/1.jpg)
Trackable Inbound Marketing
Presented by:
Jeff StolarcykE-mail Marketing Manager
![Page 2: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/2.jpg)
Trackable Inbound Marketing
THE major benefit of online advertising is the ability to track data.
Hundreds of billions of Google searchesBillions of hours of YouTube video watched
![Page 3: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/3.jpg)
Trackable Inbound Marketing
Using web analytics, site owners can see:
• Where their visitors live
• What operating system they use
• What they searched to arrive at their destination
And much, much more.
![Page 4: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/4.jpg)
Trackable Inbound Marketing
BUT
![Page 5: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/5.jpg)
Trackable Inbound Marketing
Analytics hits a wall once whenyour traffic leaves your domain.
You can see referring domains,but not always which events ledto clickthrough.
![Page 6: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/6.jpg)
Trackable Inbound Marketing
This is especially common with social media and e-mail.
• Proliferation of apps and platforms• Incalculability of content reach• Can’t track specific calls to action
![Page 7: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/7.jpg)
Trackable Inbound Marketing
SO
![Page 8: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/8.jpg)
Trackable Inbound Marketing
How can you get reliable, actionable
traffic metrics from inbound links?
![Page 9: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/9.jpg)
Trackable Inbound Marketing
![Page 10: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/10.jpg)
Trackable Inbound Marketing
• Advanced Segments• UTM Tags• Annotations
![Page 11: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/11.jpg)
Trackable Inbound Marketing
Advanced Segments
• Filter traffic from specific sources• Compare and contrast data• Isolate and drill down
![Page 12: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/12.jpg)
Trackable Inbound Marketing
Advanced Segments
![Page 13: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/13.jpg)
Trackable Inbound Marketing
Advanced Segments
![Page 14: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/14.jpg)
Trackable Inbound Marketing
Advanced Segments
* you can alsoexclude data.
![Page 15: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/15.jpg)
Trackable Inbound Marketing
• Advanced Segments • UTM Tags• Annotations
![Page 16: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/16.jpg)
Trackable Inbound Marketing
UTM Tags
http://bootcamp.solidcactus.com/?utm_source=jeff&utm_medium=powerpoint&utm_content=slide16&utm_campaign=trackable
![Page 17: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/17.jpg)
Trackable Inbound Marketing
UTM Tags
SOURCEMEDIUM
CAMPAIGN
Referrer (Twitter, Facebook)
Medium (e-mail, social)
Unique ID (promo, coupon)=
![Page 18: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/18.jpg)
Trackable Inbound Marketing
UTM Tags
TERMCONTENT
Paid Keyword (PPC only)
Differentiate links=
Optional Tags
![Page 19: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/19.jpg)
Trackable Inbound Marketing
UTM Tags
Compare & Contrast:• Sources• Content • Campaigns
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Trackable Inbound Marketing
UTM Tags
![Page 21: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/21.jpg)
Trackable Inbound Marketing
• Advanced Segments• UTM Tags• Annotations
![Page 22: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/22.jpg)
Trackable Inbound Marketing
Annotations
![Page 23: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/23.jpg)
Trackable Inbound Marketing
Annotations
Use Annotations to:• Observe trends• Mark anomalous behavior• Track high-value links or press mentions
![Page 24: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/24.jpg)
Trackable Inbound Marketing
Social Measurement Tips
Link shorteners (bit.ly) and some social sites (Tumblr, Facebook) offer their own metrics.
Export your GA data to Excel and append it with this datafor more aggregate data at your disposal.
![Page 25: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/25.jpg)
Trackable Inbound Marketing
Social Measurement Tips
• Use Content tags to A/B test variables such as message, time of day and more.
• Compare social sites against one another, against paid search or against e-mail.
![Page 26: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/26.jpg)
Trackable Inbound Marketing
E-mail Measurement Tips
• Tag each link in an e-mail with unique content tags to see what part of each blast drives the most traffic or converts best.
• Use Visitor data to optimize your e-mail designs.
![Page 27: Trackable Inbound Marketing Presented by: Jeff Stolarcyk E-mail Marketing Manager.](https://reader036.fdocuments.us/reader036/viewer/2022062321/56649e4f5503460f94b45d72/html5/thumbnails/27.jpg)
Trackable Inbound Marketing
Bonus Tip
Driving a lead generation campaign from social or e-mail?
In addition to tagging your inbound links, add this script to your download/signup link:
onclick="pageTracker._trackPageview('/name')
Create a goal from landing page to download with (/name)As the final step in the goal – track using your Social segment.
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Trackable Inbound Marketing
Questions