Tracking Marketing Campaigns in SiteCatalyst
My opening line in a recent post needs to be repeated here – “in order to optimise spend and time invested in marketing activity, all traffic that a company has some control over should be identified within their web analytics tool”. That post was regarding Google Analytics but the exact same principle applies to Adobe (Omniture) SiteCatalyst.
It is simpler with SiteCatalyst to track marketing links, you only need to add a single URL query parameter to the landing page URL. And the web analytics tool offers the potential to be much more powerful, particularly through the level of granularity that can be captured. But with more complexity comes greater requirements for setting up and maintaining the tracking of marketing channels.
I have created a SiteCatalyst Campaign URL Builder using Excel to make all this a lot easier. It is:
- a useful guide to the required configuration of SiteCatalyst for tracking campaigns
- a tool for generating landing page URLs that contain the SiteCatalyst campaign parameter
- a tool for generating campaign data to be uploaded into SiteCatalyst via SAINT
- a means to implementing a process that allows for marketing campaigns to be tracked and performance analysed in detail
The tool is freely available for download here in either Excel 2007 or Excel 97-2003 versions. A full set of instructions on using this tool are included within the Excel file. Macros will need to be enabled for the SiteCatalyst Campaign URL Builder to work.
I do request that if you use the tool, that you do not remove my my logo crediting L3 Analytics with the creation of this Excel tool and that you spread the word via a tweet or other social media.
The remainder of this blog post supports the SiteCatalyst Campaign URL Builder through describing the various steps required in tracking marketing campaign using Marketing Channels in SiteCatalyst. I do intend to extend this further in the future with detailed instructions on the configuration of Marketing Channels and SAINT classifications.
Identifying all Channels
Through painful experience, I have discovered that your first step needs to be to identify and list out all marketing channels for your organisation. This forms the initial stage of the planning process. The investment in time now will eliminate the need to return and add additional fields and channels that were missed initially.
The obvious marketing channels to identify include email, display, affiliates, social media and paid search. This needs to be extended to cover all links that you have some control over such as operational emails (thank you for purchasing/registering), social media sharing buttons, offline marketing (via QR codes or vanity URLs) and links on corporate or micro websites.
Defining Channel Parameters
Now that you have a list of channels, you need to detail out the various parameters that can be associated with each channel. This is equivalent to the additional campaign parameters available in Google Analytics but without the limitation of only three to four parameters. Some potential lists of channel parameters are:
This table is required for the set up of the SiteCatalyst Campaign URL Builder, defining the channels it will contain along with the list of fields for each channel. The structure I recommend and used within the tool is to include two common parameters for all channels. These do not have to be populated for all channels but allow for cross channel analysis of performance and saves on space. Note that additional channels can be added later.
Adding campaign codes
Each link then needs to have a SiteCatalyst campaign URL query parameter added to the landing page URL. The common default for this parameter is cid but you can choose your own. This campaign parameter is populated with a tracking code consisting of a prefix relating to the marketing channel and then a unique identifier for each link tracked for that channel.
As an example, the landing page URL for the L3 Analytics homepage for a link from an email (using the prefix of eml) would be http://www.l3analytics.com/?cid=eml_00017. The SiteCatalyst Campaign URL Builder is an easy way to generate these URLs containing the required campaign parameter.
For some channels, this will be a one off task to generate and insert the new URLs containing the SiteCatalyst campaign parameter. For other channels, it will be an ongoing task with new URLs required for each new campaign. Either way, this is simply the investment in resources required to understand and improve your marketing performance.
Note that the campaign parameter can be included as part of a redirect if it is not practical to have 3rd parties change the links on their websites. This is the approach to be used for adding campaign tracking to offline marketing via QR codes or Vanity URLs.
Configuring Marketing Channels
While the URLs are being added, SiteCatalyst needs to be set up to record the marketing correctly. The first step for this is to enable and configure the Marketing Channels reports. These reports were added to SiteCatalyst last year and are a great addition to the tool. Further information regarding them can be found at this SiteCatalyst blog post and I have previously written on my vision for how the reports could be improved.
The set up for Marketing Channels is actually very easy and it comes with a wizard to do most of the work for you. I was going to provide instructions for doing this here but that will be better in a separate blog post. A few key points to note now though:
- If nothing else, use the wizard and accept the default settings, it puts you a lot further ahead in SiteCatalyst than you are now.
- You do need to specify the campaign URL query parameter that you (will) use with your marketing campaigns.
- You also need to specify the prefix that you are using for each channel e.g. eml for Email, dis for Display, smc for Social Media Campaigns, etc.
- Ensure the output for each tagged marketing channel is the campaign URL query parameter (the Channel detail becomes the campaign tracking code)
- New channels can be added immediately the wizard is completed or at later date.
Setting up SAINT classifications
The other piece of configuration work required with SiteCatalyst is to set up SAINT Classifications for Marketing Channels. These are linked to the First/Last Touch Channel Detail field (doesn’t matter which one) containing the campaign tracking code for all tagged campaigns. By doing this, we are able to upload all the details of each campaign link based on the unique campaign tracking codes.
Details of SAINT classifications, how to set up and upload data can be found in another SiteCatalyst blog post. Again I do intend to provide detailed instructions on how to do this specific to Marketing Channels and my Excel tool but it will need to wait on a separate blog post. Key points to note here are:
- Classifications for SAINT are set up through the Marketing Channels menu option in Report Suite Manager as per the screenshot above.
- Ensure the classifications are linked to the First or Last Touch Channel Detail.
- The classifications to be entered can be found in row 5 of the SiteCatalyst Campaign URL Builder tool.
Uploading SAINT classifications
The final step is to upload the SAINT classifications file to SiteCatalyst. Details on how to do this are included within the SiteCatalyst blog post previously referenced.
The SAINT data to be uploaded is generated within the SiteCatalyst Campaign URL Builder. When you wish to do an upload (either as soon as a new set of URLs is generated or on a periodic basis), simply press the Update SAINT Classifications button in the SAINT Classifications worksheet. Copy all the new rows of data (old rows are greyed out) to your SAINT Classifications data file, save and upload.
Please, do send through your feedback and thoughts. Will this be a useful tool for companies to manage their marketing campaigns with SiteCatalyst? Are there any missing features you would like to see included? I admit that I haven’t set up much error handling so there is a risk of issues there, particularly if users don’t include two classifications fields per channel.
Please get in touch with L3 Analytics if you would like some help with any of:
- configuring Marketing Channels in SiteCatalyst
- implementing a process for tracking campaigns within your organisation
- reviewing the performance of your marketing and optimising spend/performance
I can be contact via phone on 07843617347 or through emailing firstname.lastname@example.org.