Best Practices in Marketing Campaign Tracking: Measure multichannel campaign ROI and address advanced analytical issues from integration to attribution. This webcast illustrates how to get started with building campaign tracking and measuring multichannel marketing ROI using web analytics tools. In this webinar, Edgewater's experts cover: Campaign Lifecycle and measuring marketing ROI  Campaign Reporting Basics  Setting up multichannel campaign tracking  Common challenges and how to address them  Improving report readability  Going Beyond Basic Campaign Reporting  Trending & External KPI integration  Offline Conversion Tracking / Offline data integration  Attribution Models

1. From Basics to BrillianceA Marketing Campaign Tracking Best Practices Webinar

2. Agenda The Marketing Campaign Lifecycle The Basics: Standard Marketing Campaign Tracking Common Challenges The Road to Brilliance: Going Beyond the Basics Q & A 4/26/2011 2

4. Leverage proven industry expertise in strategy, technology and enterprise performance management

6. Large North American footprint

7. + 330 Employees

8. +700 clients

9. +2400 projects completed to date

10. Publicly Traded (NASDAQ: EDGW)4/26/2011 3

12. Custom Web Applications

14. Web Strategy Roadmap

16. Extranets

17. Public Web Site CMS

18. Business Process

19. Document Management

21. Program MGMT

22. Analysis

23. ImplementationBI

24. 4/26/2011 5 MarketingCampaign Tracking

25. 4/26/2011 6 Marketing Campaign Lifecycle Plan Execute Optimize Analyze Execute: Create campaign, Enable campaign tracking Plan: The right message/offer, Right person, Right time, Right channel ROI Analyze: Campaign effectiveness, Channel effectiveness, ROI, Usage trends Optimize: Content, Messaging, Creative Targeting, Landing Pages, Conversion Funnels, Marketing Spend and Media Plan

26. 4/26/2011 7 3 Step Implementation to Enable Basic Marketing Campaign Reporting Create campaign ID schema Add tracking parameter to campaign landing page urls Specify campaign expiration & attribution However, campaign IDs, especially when numerical, do not provide very friendly reports at first…

28. Creative

29. Creative Type

30. Demand Channel

31. Marketing Activity

32. Marketing Program

33. Offer

34. Partner

37. “aff=567” on affiliate ads

38. “ggl=789” on Google AdwordsUse one campaign parameter for all campaigns w/ unique values for each campaign 4/26/2011 10 ?cid=fb ?cid=ggl ?cid=msa ?cid=pgrab ?cid=dclk

40. Often forces reporting into silos

41. Makes creating friendly name campaign attributes very difficult4/26/2011 11 We’ve got to work together people!

42. Campaign Tracking: Decentralized Campaign Management Across Multiple Tools Cont. Solution: Manage all campaigns in one central location 4/26/2011 12 Software and online services also exist for when managing within a spreadsheet just won’t cut it.

43. Common Challenges: Internal Campaigns Override External Campaigns Tracking external and on-site marketing campaigns via the same url parameter causes your on-site campaigns to overwrite your external campaigns 4/26/2011 13 …be sure to use something different here Such as ?icid=itechguide… If you use ?cid=upromise here…

44. Common Challenges: Internal Campaigns Override External Campaigns Cont. Real World E-Commerce Example 4/26/2011 14 “home_splash” on-site campaign highjacking a large chunk of revenue and orders Before After

45. 4/26/2011 15 The Road to Brilliance – Going Beyond the Basics

46. 4/26/2011 16 Measure Campaign Activity Against KPIs to Identify Most Successful Campaigns Out-of-the-box campaign reports often have unclear business meaning Customize campaign reports to track relevant metrics Align campaign reporting with KPI framework

47. 4/26/2011 17 Increase Report Adoption with Excel Reports Enable data reporting month over month Familiar interface and interactive reports Can be easily distributed within organization by placing in a central location Dynamic data connection – easy to update report

49. Calculate ROI

50. Project campaign performanceWeb Analytics Data Offline Data and Calculated Metrics

52. Last Touch (#3 gets credit)

53. Multi-Touch (all 3 campaigns get credit)3 You don’t have to choose just one. You CAN have it all!

54. 4/26/2011 20 Attribution Models Real World E-Commerce Example Analyzing multiple attribution methods can shed some important insight into the true performance of marketing campaigns.

55. 4/26/2011 21 Wrap Up / Key Take-Aways Start with the basics and gradually add advanced reporting features Align campaign reporting with KPI framework Leverage data exports for trending and campaign performance ROI analysis Understand the importance of analyzing multiple attribution methods

56. 4/26/2011 22 Q & A

57. 4/26/2011 23 Thank You!For more details and best practices on Marketing Campaign Tracking visit our blog at http://edgewatertech.wordpress.com/ Contact Information Ori Fishler - Director, Web Solutions, Edgewater Technology Inc. ofishler@edgewater.com Irena Meilutyte – Project Manager, Edgewater Technology Inc. imeilutyte@edgewater.com Al Dugan – Web Analytics Manager, Edgewater Technology Inc. adugan@edgewater.com