5. 2. Tips & Tricks
# 2 – Use the power of controlled experiments
• Test campaign to BetaGroup
• Evaluate Impact before Campaign
Correlate the data to your offline sources
Pre-launch Campaign Measurement
6. 2. Tips & Tricks
# 3 – Use standardized cross-plateform messages
• Use consistent images/promotions/words accross medium
• Eliminate silos
• Create guidelines
Pre-launch Campaign Measurement
7. 2. Tips & Tricks
# 4 – Use Clear Calls-to-Action
• Make it clear
• Make it relevant
• Make it valuable
Reedem Buy
Visit Sign Up
Pre-launch Campaign Measurement
8. 2. Tips & Tricks
# 5 – Use Vanity URL’s
• Easy to remember
• Short & catchy Drinkitnow.com
• Permanent redirect (301)
Pre-launch Campaign Measurement
9. 2. Tips & Tricks
# 6 – Use Unique Redeemable Coupons/Offer Codes
• Unique promotion typed on the website
• Track visits as external motivation
• Use the same message
• Use different codes according to the Channel
Understand channel preference by media type
Pre-launch Campaign Measurement
10. 2. Tips & Tricks
# 7 – Use QR Codes
Offline Situation
Mobile Phone
Online Situation
Pre-launch Campaign Measurement
11. 2. Tips & Tricks
# 8 – Use Hashtags for Events/Promotions
Make a specific offline related campaign hashtag
#OffOn12
#BetaGroup
#SU412
Monitor word-of-tweet
Pre-launch Campaign Measurement
12. 2. Tips & Tricks
# 9 – Use Online Surveys
• What is your gender?
• How old are you?
• Where did you hear about us?
Pre-launch Campaign Measurement
13. 2. Tips & Tricks
# 10 – Correlate traffic patterns + Use Annotations
Correlate website traffic with offline campaigns:
• Create Analytics Annotations
• Compare All Traffic Sources with Direct and Search Traffic
Pre-launch Campaign Measurement
15. 3. Case Studies
A. Mailing
C2A : « Visit our Website… »
• No particular boost in Visits (+1% than average)
• Avg. Visit Duration higher (+8% than average)
• No particular boost in Conversions (-1% than average)
16. 3. Case Studies
B. Billboards
Branding Direct Traffic
Supporting Effect (Mailing)
+ QR Code
+80%
+11%
17. 3. Case Studies
C. Radio
C2A: « Benefit from 20% off via online… »
Supporting Effect (Mailing)
+45%
+38%
18. 3. Case Studies
D. Press
C2A: « Win Online… »
Vanity URL: /motorblad
+37%
+10%
19. 3. Case Studies
E. Television
Vanity URL: /download
C2A: « Download our free software… »
+73%
+97%