The Roadmap to Campaign Data Management

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2 C O N T E N T S Digital Analytics Disasters: Campaign Management Challenges The Roadmap to Campaign Data Management Integrating Your Data Web Analytics Integration ª ª Google Analytics Integration ª ª Adobe Report and Analytics Integration ª ª Other Analytics Systems Data Governance with User Flexibility Why is Data Governance Critical Different Users, Different Needs 7 Tips to Solve Campaign Management Challenges Data Management: Our Approach to Campaign Management About TMM Data Appendix: Campaign Management How To s

3 THE CHALLENGES FACING TODAY S MARKETING CAMPAIGN MANAGERS Half the money I spend on advertising is wasted; the trouble is I don t know which half. - John Wanamaker ( ), Retailing and Advertising Pioneer Technology has changed quite a bit since John Wanamaker expressed his marketing challenge in the early 1900 s but the problem still exists. The promise of hundreds of digital marketing systems that are supposed to tell you where to spend your advertising dollar is obstructed due to campaign data management. Our experience is that most organizations still face common challenges getting the most out of their marketing systems and campaign investments. These challenges include: Gathering the right data in a rapidly changing environment Complexity of integrating different sources, systems, and people Human error driven by manual processes or workarounds Determining best practices Limited IT and other resources, which make it difficult to access resources It s our goal to share some best practices in campaign data management we have discovered during our time managing digital marketing, starting in the early dotcom days. Although at first overwhelming, taking control of your data is really just focusing on the next step in the process. THE ROADMAP TO CAMPAIGN DATA MANAGEMENT If you are going to take charge of your campaign data you will need a roadmap. You will need to know what your goals are, who will be affected, and what pre-existing systems and processes will be impacted. In short, just like anything else you do, it requires some planning. Let s organize this roadmap into the why, what, who, and how. Campaign Management Best Practices 3

4 The WHY This is where you identify the campaign management goals you are trying to accomplish. Some of the more common primary goals are: Decrease the time and effort it takes to produce accurate campaign data analysis Improve the efficiency and consistency of campaign creation and information sharing Improve the data governance surrounding the various marketing channels at the company Clean up the mess we have in our analytics system of record However, there are many secondary goals that you will want to work out. What data do you need to capture in your campaigns to improve decision making? What questions do your analysts or executives struggle to answer? What KPIs are you going to keep track of? How will you measure these goals? Putting a small amount of time to setting up the roadmap will save you significant time in the long run. The WHAT In order to answer the questions above you re going to need data from a few different sources. We will go into more detail on system integrations in the next section but it is important to lay out, based on your goals, what systems will need integrating. This is a very important step. Trying to integrate a system mid-stream is very difficult and usually results in using a band-aid approach that can be difficult to maintain and creates complexity. A few common systems to consider include 3rd party marketing systems, like marketing tools, search management systems, or social media platforms. The WHO In some ways this is the most important step to plan out on your roadmap. People don t like change and some will fight it every step of the way even if it is beneficial for them. Getting buy-in is crucial and this really varies by organization. Understanding the pain points of executives, as well as users will help ensure a successful implementation. People respond to incentives and the primary goal of campaign management should be improving data quality and decision making, which in turn helps people improve their job performance. Some common groups that have a stake in improving data quality are marketing channel managers, IT staff, or even marketing agencies or partners. The HOW Once the why, what, and who questions are answered, you can begin to think about the logistics of campaign data management. What will be the process that users will go through? How do you make it easy for people creating campaigns, but ensure accurate data for the analysts and executives? How will your organization implement these best practices across its people, processes, and other technology? Spending time laying out a roadmap prior to implementing campaign best practices is recommended in order to save time, ensure adoption, and communicate the benefits across the organization. Campaign Management Best Practices 4

5 CHALLENGE - NEW DATA CREATED EVERY 60 SECONDS INTEGRATING YOUR DATA You ve probably been in the situation where you are trying to access data to answer a question and you have to copy and paste data from multiple sources to try to answer the question. Or even worse, be in the position to not trust the data from a system or person because it looks wrong. Integrating the right data sets provides more consistent reporting and gives you a 360 degree view of your customers and markets. If done correctly, you can analyze at a high level while still allowing for deeper drill-downs. When starting a marketing data integration project, there are a few common principles and terms that you will consistently work with. Campaign Management Best Practices 5

6 Common Marketing Data Concepts and Terms Tracking code or key: A unique identifier that represents all of the meta data associated with a campaign, creative, or another level of granularity. Meta data: All of the data associated with a campaign, creative, or another level of granularity of a campaign. These include data like campaign name, marketing channel, and site the campaign is placed on. Classifying data: The act of assigning meta data to a tracking code or key ETL (Extract-Transform-Load): A platform that pulls data from a source, manipulates it, and sends it to another platform. Data governance: All of the rules and processes involved in the gathering, storing, manipulating, and exporting data. Mash-up: A data set that is created out of two or more data sources. Examples of Common Data Integrations Business Intelligence or Reporting Systems Web analytics such as Google Analytics and Adobe Reports and Analytics (we will be discussing these later) Internal systems such as an Enterprise Data Warehouse that contain financial or other critical enterprise data Third party BI systems too many to mention Prospect or Customer Touchpoint systems CRM systems such as SalesForce Call center or phone IVR systems Chat technology systems Survey systems such as SurveyMonkey and Foresee Advertising or Marketing specific systems marketing such as Eloqua, Silverpop, and Responsys Search marketing systems or companies such as Google and Bing Ad serving systems or banner advertising placements This is one of the major challenges facing companies today. They have a bunch of data, but it is difficult to get to the right data and make meaning of the information. In campaign management data integration, ensuring you have the right data integrated with your business intelligence systems will ensure that you can trust the data. Campaign Management Best Practices 6

7 DATA ENABLED OVERVIEW Web Analytics Integration Any analyst will tell you that to be successful in marketing you need to get the right message to the right people at the right time. This requires a complete picture of the potential customer that can only be attained from combining the data in your company s many different data silos. This is where integrating different systems into your web analytics platform comes into play and is critical in ascertaining answers to critical marketing questions. Each platform is unique with different areas of strength and weaknesses. Google Analytics Google Analytics uses UTM parameters in their URL to classify each campaign variable. These variables are: Source source of traffic the campaign is driving Medium marketing channel Campaign Term keywords Campaign Content used to differentiate ads Campaign Name name of campaign While this makes data management simple there is one great danger: once the URL parameters are out there, you can t change them in Google Analytics. Campaign Management Best Practices 7

8 For instance, if you have a typo in one of your parameters, utm_source=gogle, and attach that to your PPC campaigns, you will not be able to change the traffic associated with those campaigns from gogle to google later on. This illustrates the importance of making sure your data management processes are airtight when using Google Analytics. Google Analytics Benefits Free (unless using Google Analytics Premium) Strict parameter definitions Simple integration with Google Adwords  URL builder tool Limitations  Limited number of UTM parameters One time shot to classify data Does not integrate well with other systems Adobe Reports and Analytics Adobe s Report and Analytics (formerly Omniture SiteCatalyst) great strength comes from using a tracking code that associates as much meta data as you want with it. This means that you can overwrite campaign classifications at any time and the changes will be reflected accurately in the online tool. While this makes mistakes easier to correct, it leads to a more complicated form of data management. For instance, you can have a tracking code, abc123, that has associated with it other variables, such as campaign name, creative name, start date of campaign, source, You decide what this tracking code looks like (in this case we ve decied on abc123) and you decide the number and types of meta data. You upload this to Adobe s data base via a text, tab delimited file and then attach the tracking code to a URL to track traffic. Because the rules are much more wide-open than Google Analytics, you have the ability to capture a lot more information. However, there is also the chance of data errors, so data governance is more critical to ensure good quality information. Adobe Reports and Analytics Benefits Completely customized based on business needs More flexible Ability to capture more data Ability to re-write meta data Integrations with other Adobe products Limitations May rely on manual processes that cause errors With more flexibility comes more complicated data management Campaign Management Best Practices 8

9 Other Analytics Systems or Methodologies Although we only cover Google and Adobe in this overview, there are other good analytics vendors in the marketplace like Webtrends and Coremetrics. Both of these follow a more limited meta data approach, meaning you need to get the key right up front prior to implementation. In other cases, individuals may try to set up a unique set of rules based on their campaign code structure and then have the analytics system read the code and assign the right information. This makes sense to many organizations, but it doesn t allow the type of flexibility as your marketing strategies evolve. This also requires people to remember the rules or if you have a system that follows the rules errors can still creep into the process. For example, in a rush people may put in incomplete information that creates more time for the analyst to figure out how to assign the right credit to the right campaign. Finally, some companies may not want to provide their competitors clues to their marketing channels. DATA GOVERNANCE WITH USER FLEXIBILITY Often in data management you have to walk a fine line between data governance and user flexibility. Often one comes at the expense of the other. Marketers want something easy that they don t have to think about and are resistant to changing their process. The more technical crowd wants strict rules governing the data and everyone to follow them. Though everyone will not be completely satisfied, with planning and some creativity you can make sure that the most critical aspects of data governance and user flexibility are met. Why is Data Governance Critical? It is important to understand the role of data governance in campaign management. Essentially, data governance, as cumbersome as it may be at times, is what keeps data clean and accurate. For instance, if your data input process allows any kind of data to be submitted, you will get all sorts of typos and redundancies. In this situation it might be better to have limited choices that the user can pick from. Though a simple example, it shows how integral data governance is to keeping data clean and reliable. Campaign Management Best Practices 9

10 Different Users, Different Needs Part of the difficulty around campaign data management is that there are different users in the process that all require different things. In our experience there are typically three user groups: campaign creators, analysts, and administrators. for the CAMPAIGN CREATORS Campaign creators can be internal marketing channel owners, agencies, or both. Most of the time what these users want is just a way to create a URL that tracks their campaigns for them. Many are creating and processing these codes manually, which creates poor quality data. Or, in some scenarios they are ing the analyst a request for codes, which is time consuming and inefficient. Additionally, campaign creators are busy and have, sometimes, several hundred campaigns that they need to manage at once. They need a way to create and manage several campaigns without it taking up half of their day while still being accurate enough for the analysts. for the ANALYSTS Much of an analyst s time and frustration is spent on questioning and investigating the accuracy of data. In digital analytics conferences people consistently report that up to 80% of an analysts time may be acquiring and cleaning up data. What is needed for this user group is an easy way to access and manipulate the data. The key for this group is that an analysts time is spent analyzing marketing campaigns and not dealing with data clean-up or cumbersome processes. for the ADMINS The admin and the analyst may be the same person, but the admin is focused on data governance. Making sure the infrastructure is in place to allow the type of consistent reporting that the business needs is the admins prime responsibility. Consistency is important for this group; however they will need ways to easily adjust the data strategy as the business needs evolve. Campaign Management Best Practices 10

11 7 TIPS TO SOLVE CAMPAIGN MANAGEMENT CHALLENGES We first started this journey back in 2002 trying to understand which marketing campaigns worked best and our system of record was an antiquated web analytics software. We ve learned a lot over 10 years, and we wanted to share some of our best practices based on this experience: YOU CAN T MANAGE WHAT YOU CAN T MEASURE Getting this right takes time. Ensure that you have your business goals clearly defined and bought into prior to implementing a measurement methodology. You also don t want to cut corners. Too often we see the approach of, we ll go back and fix it later, which almost never happens. Technology resources are limited, so if you have the right measurements in place up front, you will eliminate making tradeoffs that limit your ability to find answers to your questions. DON T MEASURE EVERYTHING This may sound counterintuitive to the first point, however this is something that we ve seen on most engagements. When business users see the types of data they can get with a well-thought out campaign management strategy with the right tools, they go overboard. Try to focus on the key data points that are going to be required for most of your analysis. Once you have the primary analysis needs met, then you can add to your campaign data strategy through new data points or customizations. MANUAL IS BAD This goes for human, as well as ad hoc technical processes. Try not to use a set of rules that is cumbersome for your team to follow to create and manage campaign data. It will not work over the long-term. Trying to use software or tools that were not designed for data management will save you time in the short run, but cost you dearly long term. We understand this is the place where most of us had to start, but always start from a position of manual is bad. GET IT RIGHT UP FRONT AND AUTOMATE ONLY WHEN YOU HAVE TO There are some tools out there that can automate data manipulation with business processes after the fact. Automating data after the fact usually takes place with a Campaign Management Best Practices 11

12 larger data set or third party systems that may not have an easy way to share data. In most other instances, getting the data right at the beginning of the process, instead of trying to clean it up after the fact, makes the picture so much clearer for analysts. STANDARDIZATION AND DATA GOVERNANCE Standardization is an analyst s best friend. It is also a must if you want any semblance of clean data. To not have some sort of rules regarding data entry is leaving it too wide open for human error and will cause you more time fixing the problem than it would have getting it right up front. BE FLEXIBLE IT or enterprise technology staff love consistency and process. Marketing people tend to be more nimble and less process-driven. You need to balance both. This is difficult to manage, and the first step in the process is communication of clear business needs with your team and partners. Sounds basic, but at times these priorities are too fluid and this constant state of change is frustrating to team members who are responsible for the organizational infrastructure. Second, you need to have the right resources to allow for customization. When trying to automate and integrate multiple sources together, you will be faced with different technologies, different vendor opinions (depending on the day), and different requirements. Without a nimble set of tools, you will be faced with large data gaps, creating holes in your analysis that are difficult to plug or create a lack of confidence in the data. BE CREATIVE There are limitations to every process, technology, or team. Be creative with your approach to the data, as well as to your technologies. For example, some major web analytics platforms only allow you to track a certain set of meta-data. This limitation is one that is easily overcome with the right tools, and provides a greater level of customization which leads to better insight. At the end of the day being inquisitive and pushing the organization forward will lead to bigger insights and better performance. The Bottom Line Is... The issues of poor quality data or confusing marketing campaign information still exist in most organizations. Approaching one of your more strategic assets, data, with a consistent methodology will ensure that you can trust the data. Clean, well-maintained data that is integrated with the right systems will lead your organization to spending more time analyzing information and less time chasing bad data. This, of course, is a major reason that online marketing is so interesting. The ability to take things that we learn from customers and apply it to better the organization and yourself will ensure a winning strategy and a rewarding career. Campaign Management Best Practices 12

13 DATA MANAGEMENT: OUR APPROACH TO CAMPAIGN MANAGEMENT This approach was born from a web analytics system implementation failure to easily create new marketing campaigns, failure over how to easily integrate campaigns with other systems, and the desire to simplify the day-to-day complexity for the marketing team. The design was to fnd a better way to create and manage campaign data instead of working with shared spreadsheets or closed vendor systems. The impact of this technology has been cleaner data throughout the organization leading to better decision making with campaigns, as well as a streamlined process across multiple stakeholder groups. Primary Benefits: Flexible, web-based tools to create, integrate, process, and manage your data Customize data structures, reports, charts, data mashups, and even code Integrations and Data Processing made easy through its custom API and Business Rules Engine A few examples of flexible data integrations include Adobe Products, Google Analytics, Webtrends, Coremetrics, Data Warehouses, Social platforms, and more. For screenshots and how-to s on campaign management best practices, you can go to the appendix. About TMM Data Started in 2008, TMM Data s initial vision was to help companies manage and integrate accurate marketing data. This experience led to the launch of a better way to manage and integrate all types of data. The TMM platform is a realization of years of experience and development to enable companies to simplify their data allowing them to shorten their time to answer pressing business questions and improve their company s performance. TMM Data is based in Central Pennsylvania with offices in Salt Lake City, Utah. Feel free to visit our website and sign up for a demo. Campaign Management Best Practices 13

14 APPENDIX: CAMPAIGN MANAGEMENT TOOLS Campaign Creators This is the most simple and common use of the tool. One that agencies and channel or campaign managers will see. Use forms to create tracking URLs that will integrate with any major web analysis platform. Through standardization you can obtain marketing data you can trust and it s an easy, one-step process. Simply enter in all of the fields of the form and hit Submit. Campaign Management Best Practices 14

15 Use the pasting feature to create hundreds of tracking codes at once: Analysts With the power of a database and the flexibility and ease of excel, your analysts will be able to utilize the interface to accomplish what they need to. There are many tools within the interface to help analysts see and edit any data they want so they spend less time fixing data and more time analyzing. Campaign Management Best Practices 15

16 Group by 1. Add rows 2. Copy row(s) 3. Edit row(s) 4. Import row(s) to text 5. Export data 6. Paste multiple row(s) 7. Import data 8. Delete row(s) 9. Search 1. Freeze View 2. Find & Replace 3. Search Admins The admin features are really what set it apart from any other data tool out there today. The Basics. Tables: Creating tables in the database is an easy task that any marketing analyst can do with no prior knowledge of database technologies. Create any table in two easy steps: Campaign Management Best Practices 16

17 1. Create Fields 2. Edit Fields Forms: Standardize your data by creating and customizing your own forms: Campaign Management Best Practices 17

18 User Groups: We understand that protecting your data is priority #1. The system makes the creation of user group permissions simple: 1. Create Group 2. Decide Access 3. Assign Users to Group API Builder: Don t rely on IT for your API creations anymore. In two easy steps you can build your own API that send whatever data you need it to. 1. Choose API Return Columns 1. Choose API Specifications Campaign Management Best Practices 18

19 The Heavy Lifting. Business Processes: Use business process to clean and manage your data. You can use simple conditional statements or enter your own PHP code. AutoImporter: The AutoImporter allows you to integrate 3rd party data and store all your information in one platform. Campaign Management Best Practices 19

20 The Visuals. Reports and Charts To learn more about how to solve your specific marketing data needs, please contact us: w: e: sales.com p: DATA Campaign Management Best Practices 20

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