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Learn how the best brands master campaign tracking

Marketing success begins with good data. This guide shares the steps any organization can take to implement campaign tracking best practices and optimize spend based on richer insights.

This guide will cover important topics including:

  • How to align campaign measurement with strategic marketing objectives
  • How to enforce a consistent classification taxonomy across teams and channels
  • How to optimize digital marketing based on reported performance metrics

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Learn how we can help you instantly standardize your tracking and improve your data quality in ways that drive better decisions.

7 Questions Your Campaign Data Should be Answering

If a campaign launches without a way to measure data, does it ever actually get off the ground?

We typically pour all of our energy (and money!) into efforts such as campaign themes, content calendars, and ad buys, but find our results lacking. It’s difficult to understand the impact of our campaign assets when they’re muddled with inaccuracies or incomplete data. And much of the data gathered by companies today is incompatible due to inconsistent tracking or structures within various department and technology solutions. This hinders customer insights as well as future campaign and budget decisions.  

Although there are thousands of marketing platforms and tools today that attempt to address these issues, many of them can’t solve the bad data problem. If you start with incorrect data, you’re going to end up with it too. That’s why it’s so important to track your data correctly and consistently throughout your enterprise. It can’t be contained within a marketing silo – data governance has to cross department lines to truly make an impact. Unifying your tracking codes is the first step in centralizing your processes and systems.

Of course, marketers should own the implementation and outcomes of their campaigns efforts. Once you’ve synced your tracking data, you can govern it across multiple channels to monitor progress and measure the results.  When you tag and input data correctly from the beginning, you can verify clear successes or failures throughout all campaign components. And when that kind of data-driven marketing is in place, you’ll be able to answer the following seven questions based on your campaign data:

  1. What was your top campaign content? What engaged consumers the most? A unified campaign tracking code can help consolidate and collect data throughout different channels so you can compare engagement rates.  
  2. How many unique visitors did you have? This measures how many consumers are getting to your website. Did it increase during the campaign period?
  3. Where are your referral sources? What content, sites or links drove traffic to your website? This helps determine where to focus your efforts for the next campaign.
  4. What content converted the most leads? Of those who came to your website, how many actually made it to the shopping cart checkout?
  5. How much revenue did this campaign bring in? By analyzing data based on campaign content and conversion rates, you can determine the monetary value of your campaign.
  6. Who is your ideal customer? Get accurate data on who’s clicking, visiting and engaging – it may not be who you think, which will help to hone your marketing efforts across all channels.
  7. What was your ROI? Was this a successful campaign? This general, over-arching question will let you know if you hit your metric marks – and what your return on investment was. Did you make more than you spent? What about the time and resources put in?

Data-driven marketing delivers clear and actionable results. When you have clean, trusted campaign data, you can be confident in your business insights, decisions, and outcomes. Plus, better tracking and analytics for your online marketing campaigns means that you won’t have to waste time sorting thousands of incorrect tracking codes or marketing system errors.

Claravine centralizes tracking code management to ensure accurate and consistent data. In fact, our customers have reported a 90 percent decrease in time spent managing and integrating tracking data. Claravine integrates with campaign solutions – such as DoubleClick, Eloqua, and Spredfast – to make it easier to launch and track campaigns. We can also be set up to flow directly into analytic tools to further streamline your campaign management.

To learn more about Claravine, and see how we can help you improve the outcomes of your campaigns, contact us or request a demo today.

Author: Bruce Law
August 20, 2018

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