Transcript Trackable Inbound Marketing Presented by

Trackable Inbound Marketing
Presented by:
Jeff Stolarcyk
E-mail Marketing Manager
Trackable Inbound Marketing
THE major benefit of online advertising is the ability to track data.
Hundreds of billions of Google searches
Billions of hours of YouTube video watched
Trackable Inbound Marketing
Using web analytics, site owners can see:
• Where their visitors live
• What operating system they use
• What they searched to arrive at their
destination
And much, much more.
Trackable Inbound Marketing
BUT
Trackable Inbound Marketing
Analytics hits a wall once when
your traffic leaves your domain.
You can see referring domains,
but not always which events led
to clickthrough.
Trackable Inbound Marketing
This is especially common with social media and e-mail.
• Proliferation of apps and platforms
• Incalculability of content reach
• Can’t track specific calls to action
Trackable Inbound Marketing
SO
Trackable Inbound Marketing
How can you get
reliable, actionable
traffic metrics from inbound links?
Trackable Inbound Marketing
Trackable Inbound Marketing
• Advanced Segments
• UTM Tags
• Annotations
Trackable Inbound Marketing
Advanced Segments
• Filter traffic from specific sources
• Compare and contrast data
• Isolate and drill down
Trackable Inbound Marketing
Advanced Segments
Trackable Inbound Marketing
Advanced Segments
Trackable Inbound Marketing
Advanced Segments
* you can also
exclude data.
Trackable Inbound Marketing
• Advanced Segments
• UTM Tags
• Annotations
Trackable Inbound Marketing
UTM Tags
http://bootcamp.solidcactus.com/?utm_source=jeff&utm_medium=powerpoint&utm_content=slide16&utm_campaign=trackable
Trackable Inbound Marketing
UTM Tags
SOURCE
MEDIUM
CAMPAIGN
=
Referrer (Twitter, Facebook)
Medium (e-mail, social)
Unique ID (promo, coupon)
Trackable Inbound Marketing
UTM Tags
Optional Tags
TERM
CONTENT
=
Paid Keyword (PPC only)
Differentiate links
Trackable Inbound Marketing
UTM Tags
Compare & Contrast:
• Sources
• Content
• Campaigns
Trackable Inbound Marketing
UTM Tags
Trackable Inbound Marketing
• Advanced Segments
• UTM Tags
• Annotations
Trackable Inbound Marketing
Annotations
Trackable Inbound Marketing
Annotations
Use Annotations to:
• Observe trends
• Mark anomalous behavior
• Track high-value links or press mentions
Trackable Inbound Marketing
Social Measurement Tips
Link shorteners (bit.ly) and some social sites
(Tumblr, Facebook) offer their own metrics.
Export your GA data to Excel and append it with this data
for more aggregate data at your disposal.
Trackable Inbound Marketing
Social Measurement Tips
• Use Content tags to A/B test variables
such as message, time of day and more.
• Compare social sites against one
another, against paid search or against email.
Trackable Inbound Marketing
E-mail Measurement Tips
• Tag each link in an e-mail with unique
content tags to see what part of each blast
drives the most traffic or converts best.
• Use Visitor data to optimize your e-mail
designs.
Trackable Inbound Marketing
Bonus Tip
Driving a lead generation campaign from social or e-mail?
In addition to tagging your inbound links,
add this script to your download/signup link:
onclick="pageTracker._trackPageview('/name')
Create a goal from landing page to download with (/name)
As the final step in the goal – track using your Social segment.
Trackable Inbound Marketing
Questions