EXTERNAL CAMPAIGN TRACKING & JUMPID GENERATOR -2

Transcription

1 EXTERNAL CAMPAIGN TRACKING & JUMPID GENERATOR -2 Deepak Bahree Digital Analytics July 8, 2014 The information contained herein is subject to change without notice.

2 CAMPAIGN TRACKING AT HP.COM Jumpid Generator Vision & Current Status Enhancements New Features Reporting Tips Transition Deadline 2

3 VISION END TO END CAMPAIGN MEASUREMENT Aprimo: Marketing Resource Management System that defines the marketing campaign, scope, $ & tactics Aprimo SFDC: Sales Management Pipeline Tool Eloqua: Lead Nurturing System Integrations Status Aprimo SFDC Exists Aprimo Eloqua Planned/Exists Eloqua Omniture Aprimo Omniture Enabled via Jumpid Generator for all campaigns SFDC 3

4 JUMPID GENERATOR - STATUS The tool went live 3 months back and has since been adopted by many groups worldwide More than 5,000 jumpids have been created via the tool till date More than $4 Million worth of revenue has been attributed to campaigns utilizing the new codes 4

5 CAMPAIGN TRACKING AT HP.COM Jumpid Generator Vision & Current Status Enhancements New Features Reporting Tips Transition Deadline 5

6 ENHANCEMENTS Feedback Wrong Aprimo ID values are being entered Aprimo Activity ID and Aprimo Campaign ID are now mandatory 6 digit numeric fields If the IDs are not available for a campaign, select Not Available Feedback Affiliate needs to be added as campaign type Affiliate is now recognized as a stand-alone campaign type and is now integrated with all backend variables Feedback My site does not have Web Section ID An exception value - Externally Hosted - can now be selected for web section id if it is not available Feedback - Many EMEA and APJ countries are missing All countries listed under ISO 3166 have been added to the tool 6

7 ENHANCEMENTS Feedback My regional report suite is not integrated with the tool The tool is now fully integrated with 24 report suites including the 3 global report suites hphqglobal, hpcsglobal and hpcstsg APJ hphpap hphqapcn hphqapjp hphqapin hphqapmy hphqaphk hphqapkr hphqapnz hphqapau hphqapsg EMEA hphqemea hphqemeauk hphqemeade hphqemeach hphqemeafr hphqemease hphqemeaes hphqemearu hphqemeait hphqemeanl hphqwwiscsonlinestore 7

8 ENHANCEMENTS Feedback I want the tool to allow me to search with fields other than creator name The tool now allows search using any of these fields (individually or in any combination): Creator Name Campaign Name Product Detail Landing Page URL Aprimo Campaign ID Aprimo Activity ID Feedback Search functionality does not allow me to download the complete results The tool allows you to download complete search results in Excel format (csv file) Feedback Not all users have Site Catalyst id to fill in Creator Name field 8 Creator Name does not necessarily have to be SiteCatalyst ID. You can use any unique id SC Id, ID, Company name etc. From a privacy perspective, however, please note that this value will get uploaded to Omniture SC.

9 CAMPAIGN TRACKING AT HP.COM Jumpid Generator Vision & Current Status Enhancements New Features Reporting Tips Transition Deadline 9

10 GENERATE MULTIPLE JUMPIDS SIMULTANEOUSLY Support for Excel Based Upload Jumpid creation data can now be aggregated offline in an Excel Sheet The excel template will ensure adherence to all tagging standards Simultaneous creation of up to 300 jumpids The process will allow for simultaneous creation of up to 300 jumpids All jumpids created via this process will integrate automatically with Omniture Fully compatible with current web process Excel upload is an added capability the web interface will continue to work even after the introduction of this new feature Both Excel based upload and Web Interface will produce the same end result 10

11 GENERATE MULTIPLE JUMPIDS SIMULTANEOUSLY-CONTD. Step 1 : Go and click on the download template button: 11

12 GENERATE MULTIPLE JUMPIDS SIMULTANEOUSLY-CONTD. Step 2 : Download the template & fill out the information requested: 12

13 GENERATE MULTIPLE JUMPIDS SIMULTANEOUSLY-CONTD. Step 3 : After entering the jumpid information, upload by clicking Upload File button: 13

14 GENERATE MULTIPLE JUMPIDS SIMULTANEOUSLY-CONTD. Step 4 : Enter the Creator Name, browse for the file and click on Send 14

15 GENERATE MULTIPLE JUMPIDS SIMULTANEOUSLY-CONTD. Step 5 : If the upload is successful, you will get the following message click OK : 15

16 GENERATE MULTIPLE JUMPIDS SIMULTANEOUSLY-CONTD. Step 6 : The following screen will show up download the CSV output file (contains new jumpids): 16

17 GENERATE MULTIPLE JUMPIDS SIMULTANEOUSLY-CONTD. Step 7 : Within the CSV file, column A contains Short Form Jumpid and column M contains Jumpid URL. Use column M (or column A) values for your campaigns: 17

18 GENERATE MULTIPLE JUMPIDS SIMULTANEOUSLY-CONTD. Step 8 : If any cell in the upload document contains error, the following message is displayed clearly telling which cells have error. All errors need to be corrected before any entry gets uploaded: 18

19 CAMPAIGN TRACKING AT HP.COM Jumpid Generator Vision & Current Status Enhancements New Features Reporting Tips Transition Deadline 19

20 KEY TRACKING VARIABLES evar15 Captures all external campaign tracking codes Utilizes last touch attribution 30 day expiration period evar17 Identical to evar15 except but it also captures DART macro values appended to campaign tracking codes. DART values are stripped from evar15. event80 Captures external campaign landings Triggered whenever external jumpid is found in the url Answers how many visitors landed on hp.com with a specific jumpid? 20

21 EVAR15 VS. EVAR17 DART MACROS ba_fx8wpi34bh ba_fx8wpi34bh/dm:_n5823.tmn_ _ _ _ Evar15 - ba_fx8wpi34bh Evar17 - ba_fx8wpi34bh/dm:_n5823.tmn_ _ _ _

22 REPORTING (EVAR15) POSSIBLE LOCATION 1 22

23 REPORTING (EVAR15) POSSIBLE LOCATION 2 23

24 WHICH CAMPAIGN TYPES ARE MOST POPULAR? 24

25 WHICH CAMPAIGN TYPES DRIVE MOST QUALIFIED TRAFFIC? 25

26 WHICH CAMPAIGN DOES A PARTICULAR JUMPID BELONG TO? 26

27 WHICH JUMPIDS ARE LANDING ON MY PAGE? 27

28 MOST POPULAR CAMPAIGNS IN CHINA? 28

29 MOST POPULAR CAMPAIGN TYPES IN INDIA? 29

30 WHICH CHANNEL PERFORMED BEST FOR HP CLOUD CAMPAIGN? 30

31 CAMPAIGN TRACKING AT HP.COM Jumpid Generator Vision & Current Status Enhancements New Features Reporting Tips Transition Deadline 31

32 TRANSITION DEADLINE & IMPACTS What is the date of transition deadline? The transition deadline date is July 31, What will happen after the deadline? Our analytics code will stop recognizing/capturing jumpids that are not generated via the tool. This change will be a worldwide change and will impact all external campaigns. My campaigns are currently live do I need to update their jumpids? Yes - if the campaign is expected to drive in traffic to hp.com beyond July 31, No - if the campaign is not expected to drive in traffic to hp.com beyond July 31,

33 QUESTIONS? Live participants, please complete this short feedback survey at (should pop-up on your screens) Recording of the training available at: (1 business day after training) The information contained herein is subject to change without notice.

34 TRACKING GOOGLE MERCHANT FEED (AND OTHER SIMILAR APPLICATIONS) Tracking would be similar to how we track DART Macros Create base jumpids for every country+campaign combination using the tool Append feed specific information to the jumpid using the following format: ba_fx8wpi34bh/sf:_<feed specific information> Like with DART, full jumpid will go to evar17 and short form will go to evar15. 34