Marketing Optimization & Link Tracking Workshop

1. Analytics Workshop: Beyond the Basics Marketing Optimization & Link Tracking

2. Today’s Session • Purpose:to enable users to better understand how external traffic is driven to the site, and how links and real estate within the site influence conversion. • Objectives: At the end of this course participants will be able to: • Locate and interpret data within the Marketing, Real Estate, and Site Promotions Reports • Understand and use Coremetrics’ Attribution Reports • Use the Tracking Code Generator to generate URL parameters for external and internal tracking • Utilize additional Coremetrics link-tracking tools

3. Lesson 1: Marketing Reports

4. Lesson 1: Objectives • At the end of this lesson participants will be able to: • Understand the data and metrics within the Marketing reports • Create URL Parameters for Marketing Campaigns

5. Marketing Programs Report • Overview: Displays the activity of visitors who click on a Marketing Management Campaign (MMC) link. • Examples of Usage: • Compare campaigns to better understand how well campaigns drive visitor response • Analyze paid search terms to improve the performance of existing keywords

6. MMC Parameters • Overview: Used to track external traffic arriving from campaigns. • Examples of Usage: • Paid Search • Email Campaigns • Affiliate Links • Banner Ads

7. Tracking Code Generator • Overview: Generates URL parameters that are appended to marketing campaigns. • Examples of Usage: • Generate tracking codes for banners, links, and ads on affiliate sites • Create parameters for paid search terms • Append links within email campaigns

8. Paid Search Naming Conventions

9. Email Naming Conventions

10. Affiliate Naming Conventions

11. MMC Best Practices • Keep involvement centralized • Use common business language and consistent naming conventions • Upload examples of internal naming conventions • Create and document a process for naming conventions • Contact Coremetrics’ Support and/or Best Practices Teams as needed for further guidance

12. Natural Search Report • Overview: Displays traffic arriving from a recognized search engine without MMC parameters. • Examples of Usage: • Evaluate search strings to better understand how keywords are performing • Search for specific terms also used in paid campaigns • Gain insight into how visitors are “speaking” about the term

13. Paid Search vs. Natural Search

14. Referring Sites Report • Overview: Displays traffic arriving from any domain not recognized as a search engine and/or without MMC parameters. • Examples of Usage: • Sort by sessions to provide insight to sites that are sending significant traffic • Search for affiliates that did not allow MMC marketing parameters

15. Marketing Channels Report • Overview: Displays traffic referred to your site from all channels. • Examples of Usage: • Determine which marketing channels drive the highest conversion rates • Compare the performance of channels across time periods • Analyze paid and unpaid channels side by side

16. Lesson 2: Attribution

17. Lesson 2: Objectives • At the end of this lesson participants will be able to: • Utilize the standard Attribution Reports • Recognize the components of Attribution • Build a backward-looking Attribution window

18. Did You Know?

19. Attribution • Overview: Better understand the effectiveness of marketing campaigns. • Examples of Usage: • Associate site activities with the programs that drove them • Measure the true value of marketing activities • Reassign credit to previous touch points in the conversion process Email Paid Search Banner Conversion

20. Channel Venn Report • Overview: View the affinity and lift associated with each possible combination of up to three marketing channels. • Examples of Usage: • Understand which campaign channel combinations drive the highest lift • Determine channels to use for your next campaign

21. Channel Stream Reports • Overview: View which channels visitors used on their final session or final converting session. • Examples of Usage: • Expand the tree backwards to understand the preceding sessions in sequence • Analyze the amount of time between marketing channel touch points and adjust customer contact strategy • Evaluate which channels commonly start and finish conversion cycles

22. Visitor Journey Reports • Overview: View channel details for the top 1000 visitors on your site. • Examples of Usage: • Use the Top Visitors and Top Converters Reports to access journey details for your top visitors and top converters • Understand how top visitors and convertors behave

23. Attribution Windows & Metrics

24. Joe’s Experience 14 days ago: Joe comes to our site via an email campaign 30 days ago: Joe Googles our product and lands on our site Yesterday: Joe visits the site via bookmark and makes his purchase

25. Lesson 2 Wrap-Up: True or False? Attribution windows only re-assign credit from the Direct Load Channel. Custom windows may extend backward up to 120 days. Contact your account representative for customized solutions.

26. Lesson 3: Real Estate & Site Promotions

27. Lesson 3: Objectives • At the end of this lesson participants will be able to: • Understand the data within the Real Estate and Site Promotions Reports • Create URL Parameters for internal tracking purposes

28. Real Estate Report • Overview: Compare the performance of multiple links on one page. • Examples of Usage: • Identify and optimize page versions, content, or areas • Evaluate multiple versions of a page • Determine high value real estate Note: A page must be activated in order to deploy Real Estate Tags. Please contact Support to initiate this process.

29. Real Estate Reporting Process

30. RE Parameters & Naming Conventions

31. Site Promotions Report • Overview: Compare promotional initiatives across your site. • Examples of Usage: • Analyze effectiveness of on-site links or banner ads • View aggregated data for navigational tools such as static tool bars

32. Site Promotions Reporting Process

33. Site Promotions Naming Conventions

34. Lesson 4: Additional Link Tracking

35. Lesson 4: Objectives • At the end of this lesson participants will be able to: • Create ad-hoc link tracking with Inbound and Onsite Link Analysis • Track onsite link performance using LIVEview

36. Inbound Link Analysis • Overview: An ad-hoc, URL-based tracking tool used to analyze the activity of visitors arriving at your site. • Examples of Usage: • Examine the impact a campaign has on acquisition via the New Visitor report tab • Determine number of unique visitors driven by any Marketing Program and subsequent follow-on behavior

37. On-Site Link Analysis • Overview: An ad-hoc, URL-based tracking tool that allows you to analyze activity of visitors who click specified links within your site. • Examples of Usage: • View cross-page link performance together in one report • Compare and evaluate performance for selected links • Determine high value real estate and/or visitor intent

38. LIVEview • Overview: Browse your site to view page and link performance. • Examples of Usage: • Identify links with low click-through and high conversion • Identify links with high click-through and low conversion • Ensure key links are utilized and space is optimized

39. Lesson 4 Wrap-Up: Use Case

40. SESSION REVIEW

41. Session Recap • In today’s session we discussed: • Locating and interpreting data from external campaigns • Understanding Real Estate and Site Promotions Links • Coremetrics’ Attribution Logic • Additional link-tracking options • Using the Tracking Code Generator to create URL parameters

42. Next Steps • Discuss potential uses for Marketing, Real Estate and Site Promotions Reporting • Create URL Parameters for internal and external campaigns you are interested in tracking

43. Post-Class Support • On-Demand Training: • Marketing Channels • Marketing Programs • Marketing Channels: Attribution Reports • Natural Search Report • Inbound Link Analysis • Site Promotions Report • Documentation: • Participant Guide • Expert Analysts: • Submit a ticket or chat live for assistance

44. Thank You For Attending