eroi is performance | google analytics

eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART

Performance

CONTENTS


WE ARE ONE 3

CAMPAIGN PARAMETERS 6

CUSTOM EVENTS 10

OFFLINE 14

THE FUTURE 16


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.


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


NO NAKED LINKSROI is near IMPOSSIBLE without Campaign TaggingHow do we measure the effectiveness of Outbound?


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


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


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.


SHATTERING GOALSMACRO AND MICRO

ROI extends beyond revenue. How else is success measured?


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);”


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.


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.


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


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


THE FUTUREProactive, Cross-Platform, Segmented, Data-Deluge

How do we get in front of the wave?

THE FUTURE IS NOW


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


THANK YOU

eroi is performance | google analytics

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