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OCM u Tracking Ads and more

The Office of Communications & Marketing (OCM) at the University of Louisville focuses on advancing the university's brand through strategic marketing initiatives. This presentation emphasizes the importance of tracking traditional and digital marketing efforts to measure success. Attendees will learn how to apply modern tracking technologies to analyze print ads, online campaigns, and social media engagement. Insights from historical data help in determining campaign effectiveness and optimizing future strategies.

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OCM u Tracking Ads and more

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  1. OCMu • Tracking Ads and more • The Office of Communications & Marketing (OCM) • louisville.edu/ocm

  2. About OCM • OCM is under the Advancement Office for the University. • OCM is charged with maintaining and promoting theuniversitybrand and strategic marketing mission, as a whole. • louisville.edu/ocm/ • Find ALL of the material from this presentation at: • louisville.edu/ocm/ocm-u-training

  3. What are you doing? • Are you advertising (a product, service or offer)? • Are you branding (a company or product)? • Are you promoting (an event or offer, usually time-based)

  4. Be Big Brother • Modern technology lets us track (almost) everything • Print (invites, post cards, fliers, posters) • Print ads (newspaper, want-ads, penny savers) • Media – radio, T.V. and rich internet media • Crowd sourcing – online and traditional • Outdoor, movie theater or other display ads • Word of mouth – events, training, socializing • The difference between a successful marketing campaign and failure is usually in the numbers. • Learn to track everything from today on… • Example traffic reports…

  5. Traffic Report - sample

  6. Tracking non-digital in a digital age • Track traditional media - directly • Print (invites, post cards, fliers, posters) • Costs vs. # sent or printed • Print ads (newspaper, want-ads, penny savers) • Costs vs. total or estimated viewership • Media – radio, T.V. and rich internet media • Cost vs. mass-viewership (usually estimates) • Crowd sourcing – online and traditional • Costs vs. engagement # • Outdoor, movie theater or other display ads • Cost vs. impressions • Word of mouth – events, training, socializing • Cost vs. impressions

  7. Tracking non-digital in a digital age • Track traditional media – indirectly • Print (invites, post cards, fliers, posters) • Print ads (newspaper, want-ads, penny savers) • Media – radio, T.V. and rich internet media • Crowd sourcing – online and traditional • Outdoor, movie theater or other display ads • Word of mouth – events, training, socializing • Indirect tracking demands that you have historical data so you can compare trends such as; • Lift in sales • Increased visitors • Increased mentions • Increased donors, likes, etc.

  8. Track EVERYTHING online • If it’s digital, it’s traceable! • No matter what (marketing) you do online, be sure you track it. • There are many forms of tracking • Product-based tracking • Web-based tracking (Google Analytics) • Email-based tracking (Campaign Monitor, Mail Chimp, Constant Contact, etc.) • Log-based tracking (for the die-hard nerds)

  9. Start with the basics • Use Google Analytics: http://google.com/analytics (show it) • Anything driving to a web property should use a tracking URL • When marketing, pay to get tracking for email campaigns • All online advertising comes with tracking (or don’t buy it)

  10. Start with the basics • Use Google Analytics: http://google.com/analytics (show it) • Anything driving to a web property should use a tracking URL • When marketing, pay to get tracking for email campaigns • All online advertising comes with tracking (or don’t buy it)

  11. Digital Tracking in Two Minutes • Have a link or page you want to drive traffic to. • Copy the link and go here: http://support.google.com/analytics/bin/answer.py?&answer=1033867 • Your new URL will look like this: • http://louisville.edu/?utm_source=KY%2BFairgrounds&utm_medium=Billboard&utm_term=Our%2Bads%2Bcause%2Baccidents&utm_content=LOOK%2C%2BDon't%2BDrive&utm_campaign=Cause%2BAccidents • Minify the URL if you need to: use UofL.me, Goo.gl or Ow.ly

  12. Determining effectiveness • Look at your reports • Did you succeed? • Traditional media • Did it increase your benchmarks? • Are you getting anecdotal feedback? • Email – over 11% open rate and over 11% click rate • Website lift? Did you spend less than $1.00/click or less than $1-$6/thousand impressions? • Social media - varies

  13. Contact • OCM Online Contact(s) • Jeff Rushton – digital media • Office of Communications & Marketing (OCM) • jeff.rushton@louisville.edu • 502-852-8119

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