brent dykes | evangelist, analytics aaron hadley | product ... · i haven’t heard of marketing...
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
Best Practices for Marketing Channels Reports Brent Dykes | Evangelist, Analytics Aaron Hadley | Product Specialist, Adobe Analytics
1
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
Why am I here? I haven’t heard of Marketing Channels. Tell me more.
I use other channel reporting. Why should I use Marketing Channels?
My Marketing Channels reports are not working as I expected. How can I improve them?
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
Agenda
1. What are marketing channels?
2. Evolution of channel reporting
3. Marketing Channels – What do I get?
4. Marketing Channels setup – Tips & tricks
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Marketing channels
Web Properties
keyword
Natural Search
URL
keyword
Ad
Paid Search
Ad
Display Ads
Social Networks
Email Affiliate
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
Evolution of Channel Reporting
Traffic Sources
Only paid & natural search
No other channels
Campaign Tracking
Driven by tracking codes
Emphasis on classifications
Not holistic
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Basic Elements of Campaign Tracking
External Site
Ad
Your Site
example.com?cid=DSP_ABC123
Query String
URL Parameter = cid Tracking code = DSP_ABC123 Tracking prefix = DSP
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Evolution of Channel Reporting
Traffic Sources
Only paid & natural search
No other channels
Campaign Tracking
Driven by tracking codes
Emphasis on classifications
Not holistic
Unified Sources (VISTA)
Cost No visibility into
code Requires
manual updates
Channel Manager
Plugin More visibility
and control over updates
IT resources required
Adds weight to the JavaScript file
Marketing Channels
Marketer controlled with no additional tagging required
No additional cost
Leverages managed lists for search engines
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Where Marketing Channels Data is Processed
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Marketing Channels Report Overview
First Touch Last Touch
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Marketing Channels Report Overview Ch
anne
l Bre
akdo
wn
Channel Detail
Channel
First-Touch Last-Touch
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Marketing Channels Set-up
Configure Rules Add Channels
1 2
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Marketing channels?
Web Properties
keyword
Natural Search
URL
keyword
Ad
Paid Search
Ad
Display Ads
Social Networks
Email Affiliate
Other Channels
???
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Marketing channels?
One of these things is not like the other”
“
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Marketing Channels Setup
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Auto Setup – First-time Only
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Channel detail breakdown
Rename channels
Color options
Override allocation
Warning when rules not configured
Marketing Channel Manager
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Marketing Channels is Unique
eVar (Original value)
30 days
Marketing Channels (First-touch)
30 days 30 days
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Marketing Channels Set-up
Configure Rules Add Channels
2
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2 1
Marketing Channel Processing Rules
1. Adobe detected
2. Hit attributes 3. Conversion
variables
Processing Rules
Channels keyword
Ad Ad
Website
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Wellington, NZ
© Matt Boulton
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© Brett Taylor
Marketing Channel’s Waterfall Approach
Incoming Traffic Rule #1 Paid Search?
Rule #2 Natural Search?
Rule #3 Email?
Rule #4 Social Network?
© Brett Taylor
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Order is important
Paid Search 1 Natural Search 2 Campaigns (w/ tracking codes) 3 Display Ads Email Affiliates Other campaigns (catch-all)
Social Networks 4 Affiliates/Partners (referring domains) 5 Internal (session refresh) 6 Direct (typed/bookmarked) 7 Referring Domains 8
© Brett Taylor
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Why Overrides Matter (Last-touch)
Direct (Typed/bookmarked)
Internal (Session refresh)
Website
keyword
Ad
Paid Search Website
URL
Direct Access
Website
keyword
Ad
Paid Search Website
Session Refresh
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Basics of Marketing Channel Rules
IF Adobe detected Hit attributes Conversion variables
Criteria
Internal referrers Search detection First page of visit
Adobe detected Page URL Referring domain Query string parameter
Hit attributes Tracking code Any eVar variables
Conversion variables
OR OR
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Basics of Marketing Channel Rules
IF Adobe detected Hit attributes Conversion variables
Criteria
THEN 1. Identify channel 2. Set value for channel detail
breakdown
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It’s time to roll up our sleeves
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Paid Search 1 Natural Search 2
Search Channels (Paid & Natural)
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Paid Search 1 Natural Search 2
Paid Search Detection :: Admin Tools > Report Suites > (choose report suite) > Edit Settings > General > Paid Search Detection
Search Channels (Paid & Natural)
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Paid Search 1 Natural Search 2
Search Channels (Channel Details) 1
Search Type (MC) = Paid Search Search Engines (MC) = google Search Keywords (MC) = powerpoint tips
Default channel details isn’t useful.
p:google:powerpoint tips
2 Use Classification Rule Builder to parse the data into more useful breakdowns.
Create separate search buckets via classifications
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30
Paid Search 1 Natural Search 2
Search Channels – Branded and Unbranded Search
OR
Add additional rule to isolate branded (and unbranded) paid/natural search
: Branded
: Unbranded
Due to the waterfall approach, the unbranded rule doesn’t need additional logic other than the default search detection.
2
1
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Campaigns (w/ tracking codes) 3 Display Ads Email Affiliates
Campaign Channels (w/ Tracking Codes)
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Campaigns (w/ tracking codes) 3 Display Ads Email Affiliates
Requires a channel-specific parameter OR channel-specific tracking code prefix
pid = email xid = display cid = affiliates
pid = EML_1234 (email) pid = DSP_1234 (display) pid = AFF_1234 (affiliate)
OR
Campaign Channels (w/ Tracking Codes)
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Campaigns (w/ tracking codes) 3 Display Ads Email Affiliates
Campaign Channels – Catch-all “Other Campaigns”
Checks to see if a query string parameter is present and buckets as other campaigns.
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Social Networks 4 Affiliates/Partners (referring domains) 5
Social Networks and Other Referring Sources
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Social Networks 4 Affiliates/Partners (referring domains) 5
Social Networks and Other Referring Sources
Audit social network list periodically to keep it up-to-date. Add industry-specific or local social media sites.
t.co
youtubevideo download.com
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Social Networks 4 Affiliates/Partners (referring domains) 5
Social Networks and Other Key Referring Sources
Referrer www.example.com/path/page.htm?abc=123&xyz=456
Referring Domain Referring Parameter Referring Domain & Path
Root Domain
1 2 3 4 5
1
2
3
4
5
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Social Networks 4 Affiliates/Partners (referring domains) 5
Social Networks and Other Key Referring Sources
Add rule to capture Google+ traffic.
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Internet Email by Referring Domain
Look at referring domains for web-based email providers.
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Internal (session refresh) 6 Direct (typed/bookmarked) 7 Referring Domains 8
Internal, Direct, and Other Referring Domains
No Channel Identified
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Internal (session refresh) 6 Direct (typed/bookmarked) 7 Referring Domains 8
Internal (Session Refresh)
Internal URL Filters :: Admin Tools > Report Suites > (choose report suite) > Edit Settings > General > Internal URL Filters
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Four Common Session Refresh Scenarios
1 2
3 4
Scenario #1 - Timeout Scenario #2 – URL Redirect
Scenario #3 – Untagged Page
TAG TAG
Scenario #4 – Multisuite Tagging
TAG TAG
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Internal (session refresh) 6 Direct (typed/bookmarked) 7 Referring Domains 8
Direct (Typed / Bookmarked)
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Internal (session refresh) 6 Direct (typed/bookmarked) 7 Referring Domains 8
Referring Domains (Last Chance Channel)
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Marketing Channels in Action
Cost data
Classifications
Marketing Channels Reports Reports & Analytics Breakdowns Segments Dashboards Report builder Data extracts Data warehouse APIs
Ad-hoc Analysis
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1. Order is important
2. Carefully consider rule settings
3. Don’t just set and forget
4. Changes are not retroactive
5. Don’t compare to other channel reports
Key Marketing Channel Takeaways