Digital/Online/Web/Internet Marketing Campaign Management will look lucrative and fascinating but the analytics of the same can be a challenging task. Reason being - you have to fetch data from various ad network tools such as Google AdWords, Yahoo Advertising, Microsit AdCenter, Zemanta, Outbrain & any other digital/email marketing tools.
Basically, every campaign scorecard should constitute of the below the KPI(s):
1) Campaign names in the form of the tag used in the web analytics tool
2) Campaign tactics whether it was a SEM, Banner Ad, Video Ad & more
3) Campaign statistics such as impressions, clicks, cpc/e/a
4) Campaign traffic such as visits, page views,
5) Campaign engagement such as avg.time spent, downloads, video play & more
6) Campaign conversions such as enquiries, ecommerce purchase & more
7) Campaign ROI which can be pulled from the CRM(if you are a offline & online business) or directly from the web analytics tool if you are online business only
Below is the snapshot of 1 of the campaign scorecard alongside KPI(s):
Basically, every campaign scorecard should constitute of the below the KPI(s):
1) Campaign names in the form of the tag used in the web analytics tool
2) Campaign tactics whether it was a SEM, Banner Ad, Video Ad & more
3) Campaign statistics such as impressions, clicks, cpc/e/a
4) Campaign traffic such as visits, page views,
5) Campaign engagement such as avg.time spent, downloads, video play & more
6) Campaign conversions such as enquiries, ecommerce purchase & more
7) Campaign ROI which can be pulled from the CRM(if you are a offline & online business) or directly from the web analytics tool if you are online business only
Below is the snapshot of 1 of the campaign scorecard alongside KPI(s):
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