trackable inbound marketing presented by: jeff stolarcyk e-mail marketing manager

Trackable Inbound Marketing

Presented by:

Jeff StolarcykE-mail Marketing Manager


THE major benefit of online advertising is the ability to track data.

Hundreds of billions of Google searchesBillions of hours of YouTube video watched


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.


BUT


Analytics hits a wall once whenyour traffic leaves your domain.

You can see referring domains,but not always which events ledto clickthrough.


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


SO


How can you get reliable, actionable

traffic metrics from inbound links?


• Advanced Segments• UTM Tags• Annotations


Advanced Segments

• Filter traffic from specific sources• Compare and contrast data• Isolate and drill down


Advanced Segments


Advanced Segments

* you can alsoexclude data.


• Advanced Segments • UTM Tags• Annotations


UTM Tags

http://bootcamp.solidcactus.com/?utm_source=jeff&utm_medium=powerpoint&utm_content=slide16&utm_campaign=trackable


UTM Tags

SOURCEMEDIUM

CAMPAIGN

Referrer (Twitter, Facebook)

Medium (e-mail, social)

Unique ID (promo, coupon)=


UTM Tags

TERMCONTENT

Paid Keyword (PPC only)

Differentiate links=

Optional Tags


UTM Tags

Compare & Contrast:• Sources• Content • Campaigns


UTM Tags


• Advanced Segments• UTM Tags• Annotations


Annotations


Annotations

Use Annotations to:• Observe trends• Mark anomalous behavior• Track high-value links or press mentions


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.


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.


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.


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.


Questions

trackable inbound marketing presented by: jeff stolarcyk e-mail marketing manager

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