Digital marketing is penetrating deep within the territories of global business ecosystem, and it is showing no sign of slowing down. Startups and organizations alike are embedding social media campaigns in tandem with their growth strategies to increase their brand awareness, reputation, traffic, and eventual ROI. This being said, digital marketing requires systematic planning, execution, and tracking without which campaigns can derail from their desired results.
The complete timeline of marketing campaigns can be divided into five segments—planning, tracking, validating, monitoring, and evaluating. To achieve desired results from your marketing campaign, it is imperative to understand and master these bedrock aspects.
Once the validation is done, continue to monitor the campaign. This step could alert you if there are breaks in the tracking system or any inconsistencies that may have been missed during the validation stage.
Set up automated reports or dashboards to monitor the data during regular intervals. You can also use analytics tool based alerts to know if something breaks down as soon as such an event happens.
Evaluate the quality of the tracking data after the campaign has ended. This step is important as it helps in answering questions such as :
You can use the Google Analytics Campaign URL Builder, to help you add parameters to URLs you use in custom web-based or email ad campaigns.
Campaign tracking in Adobe Analytics is different from Google Analytics and uses Campaign tracking IDs. Generally, s.campaign parameter is set to capture the campaign data. You can further use Saint Classifications or marketing channel processing rules to categorize this data.