Information Technology Reference
In-Depth Information
Once you deploy campaign tracking, a set of new dimensions, as presented in
table 3.2, becomes available throughout the system. most important are the new cam-
paign categories just discussed.
P
Table 3.2
Campaign Groups (Dimensions)
Group
Definition
Campaign
The name of the external campaign
Campaign Category
(#1 through #10 if enabled)
The category the campaign has been located in
Internal Campaign
The name of the internal campaign
Paid Search Listings
Paid search campaign keyword
Paid Search Phrases
Search phrases used to initiate a paid search keyword
Let me ask some fairly simple marketing questions. Do my online campaign ven-
dors provide leads of different product interest? if so, where do i have unique product
marketing opportunities? to answer these, i set up a simple custom report, shown in
Figure 3.8, with the campaign category Vendor as a top group, and then apply the
merchandising group product name in the left column, and finally add two interest
metrics, such as Visits and amount (revenue).
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Figure 3.8
Custom campaign categories
Using our new campaign categorization, we immediately determine that we
make about the same amount of revenue off google, Yahoo!, and shopping Compari-
son, but that some products—and that's just in the top ten—are completely missing
from some vendors. now you have instant insight and instant opportunity for action,
as your first task after spotting this is asking the person in charge of the specific vendor
why some products are left out, when you know they sell great with marketing efforts
through other vendors.
Beyond categorizing the campaign, we need to know how to differentiate
between web traffic generated by a campaign and traffic that is not generated by a
