This is an outline of my talk on Adobe Digital Marketing Summit in London April 24th 2013
We have a big share of sales coming through “always on” digital presence and minimal conversions through campaigns. Despite this, I noticed that local marketers focused on tracking local Display Advertising instead of the other 99%. I wanted to shift the focus onto the real revenue drivers and the synergies between them: PPC, organic search and email marketing.
Challenge: Instead of looking at website totals and individual campaigns, I needed a bird’s eye view of all incoming streams.
Marketing channels in SiteCatalyst
The consumer path to purchase within Travel is very complex. We have many digital partners, affiliates and ad placements. Firstly, we decided that SiteCatalyst was our “single source of truth” for measuring results.
Marketing Channels is a report that treat all digital touchpoints equally based on last touch. This includes direct traffic, referring domains and browser timeout.
Goal: Focus on digital channels’ changes over time, peaks and low points, extremes and trends – in order to make effective business decisions.
Marketing Channels in SiteCatalyst
Firstly, we revised and redefined the Processing rules for Marketing Channels – reordered them, defined Brand and Generic search traffic and made sure no visits ended up in the “Other” bucket. We also set up advanced Report Builder templates that can be updated easily at the click of a button at the end of each month. This really was the key for better overview.
- I can now see month-by-month trends of all channels and their metrics.
- I can monitor the mix of Paid vs Earned traffic.
- I can identify which channels perform consistently in absence of campaigns
- I can see how Direct Traffic and Branded Search is affected when experimenting with Generic Adwords-campaigns.
- The use red flag/ green light formatting helps identify areas of concern.
Do’s and don’ts – Processing rules are not retroactive, so if you redefine them and you’re a seasonal business you’ll have to wait 1 full year until you can compare like-for-like.