5 Replies Latest reply on Dec 30, 2016 10:58 AM by Emily Dick

    Channel based vs. Campaign based tracking

    Robb Barrett PRD

      Hi folks -

       

      I've been thinking a lot about how we create and track programs in Marketo. Right now, everything is very tactical - we track an email. We track a webinar. We track a gated asset. We track a digital ad. What we do a poor job of doing is tracking these at a campaign level and I'm starting to think that our tracking structure and methodology and naming conventions might be completely wrong.

       

      So I'd love to know how you're all tracking.  Right now, we use a code that's basically Channel-Date-Business-Description.  It works well when you think of everything as a separate campaign and tactic but it does a very poor job of showing overall attribution of a campaign.

       

      What I'm starting to think is more effective is something along the lines of:

       

      Campaign.Channel.Description.Date

       

      Let's say I'm marketing my product line called VividIQ

       

      VividIQ.DigitalAd.Google.TrySomethingNew.Dec2016

      VividIQ.Webinar.ProductExpertDemo.Jan2017

       

      Something along these lines, as opposed to

       

      AD-16-12-VividIQ-GoogleTrySomethingNew

      WR-17-01-VividIQ-ProduceExpertDemo

       

      And, to that point, when it comes to folders and organization does it make sense to have a folder for Campaigns in addition to channel based tactical folders?

       

      Looking for thoughts, opinions, and examples of what works well.

        • Re: Channel based vs. Campaign based tracking
          Josh Hill

          So you mean Naming Convention?

           

          Yes, a shorter code based system is better, but more like the one you said last. I've seen firms use outdated "promo" codes as the only descriptor.

           

          I would use the full YYYY-MM-DD.

           

          I would use a Channel, Region, and perhaps Asset code. Ideally you want all of these in the Name or tracked in some way through Programs, Tags, and SFDC Campaigns.

          • Re: Channel based vs. Campaign based tracking
            Digital Pi

            We've been experimenting with tracking product/application interest.  So it's a bit more long term than a campaign but based on your example of product line, we are using product/application interest scoring.  This allows the tracking of folks and their engagement along a product across multiple channels and assets.  So if someone is downloading a data sheet on VividIQ and then attends a webinar on that product and attends a tradeshow, it aggregates all of that not the product interest score.  It also helps us identify if someone is interested in more than one product and to what degree.  This may or may not be what you are looking for but wanted to just throw that out there for you to chew on. 

            2 of 2 people found this helpful
            • Re: Channel based vs. Campaign based tracking
              Emily Dick

              Tricky one. I've seen some larger companies (with inhouse Marketing Analysts) use a code system for all the campaign and channel tracking. I'm a small team so I use Marketo to track channel/asset and SFDC Campaigns for the bigger picture of campaign effectiveness. For a Webinar I may use Marketo programs for the webinar event, email invitations, paid search/advertising for promotion. But then SFDC tracks the campaign effectiveness which is attendees.