Campaign tracking tools Agency briefing 240507

1
Campaign tracking toolsAgency briefing 240507

• Viki Stirling Online Services

2
Context

• Model for all web traffic
• Source
• Attributable/non-attributable
• Online offline channels
• Flow
• Into/between OU sites
• To conversion points
• Visitor behaviour
• Link to CIRCE

3
Source
25
75
86
0.3
3.6
93
6
1
0
0.4
9.4
66
33
1
67
99
33
0
0
Web Traffic Flow Apr 2007
4
Flow OU Home (Oct 2006)
5
Flow campaign
6
Behaviour visit type
8 Both
Depth of visit
Propensity to visit
20 days
7
Behaviour - correlation

• Pages visited
• Campaigns
• Conversions

8
Key tracking/reporting tools

• Site Intelligence
• Web analytics
• Campaign tracking
• Campaign analysis
• Inceptor
• Campaign tracking
• Provision of tidy visible URLs
• BidCentre
• PPC submission/tracking tool

9
Media tracking

• Offline gt Online (visible URLs)
• DM, press, TV
• Inceptor Site Intelligence
• Online
• Email, banners, links
• Site Intelligence only (not quite there yet)
• PPC
• BidCentre Site Intelligence
• Organic
• Site Intelligence

10
Offline gt Online (visible URLs)

• Tracked using combination of Inceptor tracking
  link with SI
• parameters appended to the redirect
• Use Inceptor URL
• http//www.openuniversity.co.uk/unlock
• Inceptor re-directs to
  SI parameters http//www.open.ac.uk
  /new/unlock/index.shtml?OFFTPIAT1001MEDIAUNLOCK
  
• SI collects parameter information
• Offline parameter types
• Press OFFAD (advert), OFFINS (insert)
• TV OFFTV
• Direct Marketing OFFDM (direct mail), OFFTPI
  (third party insert)
• These parameters are followed by job number of
  parent campaign
• Media parameter used to describe creative

11
Online

• Tracked using SI only
• SI tracking link
• Absolute URL of campaign landing page SI
  parameters
• http//css2.open.ac.uk/outis/1a/O1AProspChoice.as
  p?catcodeTTFW05ONBANAT2006MEDIAPGCE5_22
• SI collects parameter information
• Offline parameter types
• Advertising ONBAN
• Email Campaigns ONEML
• Link Campaign LKCAMPAIGN
• These parameters are followed by job number of
  parent campaign
• Media parameter used to describe creative
  placement

12
Example

• Using additional tracking parameters with SI
• http//css2.open.ac.uk/outis/1a/o1aprospchoice.asp
  ?catcodekshwaeonemlat2012
• mediamasters3_eb04extclkidt1179307591697h0

13
PPC

• Tracked using combination of BidCentre tracking
• URLs with SI parameters in redirect
• BidCentre URL
• http//cust011.pool001.bidcenter-14.inceptor.com/
  74764/adultbasiclearningskill/Google?sourceif
  searchsearchifcontentcontentplacementplace
  mentcreativecreativekeywordkeyword
• Re-directs to
  http//www3.open.ac.uk/courses/bin/p12.dll?A
  02kwcampaignGC_GENkeywordidUKGGL_access_furthe
  r_education
• SI collects parameter information
• These parameters are followed by agency code
  adword group
• Keywordid can be used to track down to individual
  keywords

14
Online ServicesThe Open UniversityWalton
HallMilton KeynesMK7 6AA

• www.open.ac.uk/online