You may think you’ve had a successful online marketing campaign, but unless you track and measure results you’ll never know for sure, says Screen Pilot, a Charlotte, NC-based digital marketing and technology firm. If you don’t have analysts to decipher your web marketing results, they say, there are five easy ways to add clout to your tracking capabilities:

• Determine ‘must-haves’: Marketing professionals need to customize the way they track their digital marketing campaigns, says the firm. “They should take a look at what kind of measuring tools they currently use,” and ask the following question: Are the goals set for a web reporting platform meeting the organization’s needs? “By creating a list of must-haves, it’ll be easier to narrow down what the needs are and how they can be fulfilled and by which products,” the firm explains.
• Add Tracking To Your E-mail Campaigns: You can add tracking parameters to your e-mail marketing activity so marketers can start tracking visits that are driven by e-mail efforts, as well as what those visitors do once in your web site, says Screen Pilot. “Setting up to measure conversions, from shopping carts or other areas of your site that are important to you, will enable you to see which e-mail campaigns have higher returns on investment (ROI) than others,” they say. “With this tip, you can now test scientifically based on the ROI and not solely on the click-through rates and engagement factors.”
• Are Your PPC Campaigns Set-Up Correctly? If you have potential customers click on your Pay-Per-Click (PPC) ads and immediately leave your site, your advertising money is wasted, says the digital marketing firm. “You could be missing opportunities if your web statistics aren’t giving you the whole picture about the visitors you get from paid search channels like Google, Yahoo! and Bing,” they say. “Reporting from search engines only goes halfway in educating you on how effective your PPC actually is. Set up your reporting to measure key performance indicators from paid channels. It can help you increase ROI and make intelligent decisions about how and where to spend your marketing dollars.”
• Don’t Rely on 3rd Party Reporting: It is all-too-common that the number of clicks the advertisers say you have is different than what you receive. “Countless times we are requested to create audit trails for costly marketing channels that report higher numbers of clicks from their networks than you actually receive,” Screen Pilot shares. “Using your web statistics platform correctly will tell you exactly what traffic you received from a specific campaign and the value of that traffic.”
• Track Calls from Campaigns: If you generate business offline, you need to track call volumes generated from each specific digital campaign, says Screen Pilot. “This will easily tell you how effective a campaign’s response is when people go online but don’t convert,” they explain. “Quickly learn what channels such as PPC, e-mail, banner ads and others create calls and which don’t. By adding this new dimension it might make you adjust some efforts for best returns.”

Source: Earth Times

Posted December 22nd, 2009 under Intellectual Property Marketing

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