September 14,

Transcription

1 September 14,

2 Coremetrics Coremetrics offers reports that will help your company collect, manage, and analyze all of the data that is generated by your web site s visitors and customers. This document is designed to help you better use these three Coremetrics analyses: Marketing Management Center Reports (MMC) Real Estate Analysis Reports (RE) Site Promotions Reports (SP) Why is it important to my business? Effectively setting up reports will provide for better comparison analysis. With these reports, you can set up pages in hierarchical order and organize categories to gain critical understanding about your web site activities. After reading through this guide you will: Know how to attach Coremetrics parameters to your links Be able to effectively set up reports on the interface to ensure optimal performance tracking and Be better equipped in analyzing your data Creating Coremetrics Reporting Links In order for Coremetrics to receive session activity, parameters must be appended to links. The process of appending parameters is straightforward. Depending on the type of desired reports, one of three types of URL query string parameters must be appended to the end of the desired link. Tagging links will not only enable tracking, it will also allow you to differentiate between links on the interface. cm_mmc cm_re cm_sp Web behavior is automatically detected and compiled for reports. There are different ways to tag links: Coremetrics Link Generator: Coremetrics provides an easy to use link generator tool for faster link generation. If a copy of the Coremetrics Link Generator does not accompany this document you can download a copy of the Excel spreadsheet link generator from the Coremetrics support site ( or ask for a Coremetrics Client Executive for a copy of this tool. While the process of defining and tagging is straightforward Coremetrics provides some conventions and best practices for multiple types of media in the following section. Conventions and Best Practices The following section is divided into three sections: MMC, RE, and SP. Each section illustrates examples of best practices for certain marketing mediums. IBM Corporation 2

3 Marketing Management Center The Coremetrics Marketing Management Center (MMC) is the industry's first independent unified measurement solution. MMC auto-sensing technology identifies incoming links and allows for seamless tracking of all keywords, banners, affiliates, and s presented in a single interface. This comprehensive view enables comparison, optimization, and revenue-based pricing for your acquisition marketing. If a URL for a page view contains a cm-mmc parameter, session activity is tracked within the MMC and allows the user to specify the vendor, category, placement, and item information shown in the report. Each one of these values is placed within the parameter, separated by the string -_-. Spaces between words are represented by %20. MMC categories 1) Vendor 2) Category 3) Placement 4) Item As you can see the MMC is in hierarchical order. This allows accurate tracking of the source of sales in one location. MMC reports are run every day, week, month, quarter, and year. Below are some common values assigned to each MMC category. These conventions are not mandatory rather, they are recommendations. Please keep in mind to use these values consistently and in parallel with current business models to ensure optimal tracking and analysis. PAID SEARCH: Coremetrics recommends these paid search tagging conventions IBM Corporation 3

4 CAMPAIGNS: Coremetrics recommends these campaigns tagging conventions IBM Corporation 4

5 NEWS FEEDS: Coremetrics recommends these news feed tagging conventions IBM Corporation 5

6 MMC Conventions for Affiliates These affiliate conventions are not mandatory rather, they serve as examples. Please keep in mind to use these values consistently and in parallel with current business models to ensure optimal tracking and analysis. CAMPAIGNS: Below are some conventions used by our affiliates when tagging parameters to marketing. Digital Impact creates and executes campaigns across multiple media channels, including: personalized , targeted websites, banner and other web advertisements, search engines, and direct mail (print). CheetaMail is an and customer intelligence solutions firm, with capabilities to send highly targeted and relevant messages to their permission-based subscriber list. LinkShare pioneered online affiliate marketing, with more than 10 million partnerships, it runs the largest pay for performance affiliate marketing network on the Internet. IBM Corporation 6

7 PAID SEARCH: Below are some conventions used by our affiliates when tagging parameters to paid search links. Commission Junction provides advanced performance-based online marketing solutions that allow ebusinesses to automatically track and measure every marketing program. Performics is an online marketing company that works on a pay-for-performance basis. It offers a wide range of products from Web site advertising to search management to opt-in prospecting. IBM Corporation 7

8 Real Estate Analysis The Real Estate Report allows you to compare performance of all links on a particular page. The format and link tagging of a real estate parameter is similar to appending a cm_mmc parameter. The real estate tracking parameter will contain cm_re and will track page version, area, and specific links. Please note that those categories should all be separated by -_- as with the cm_mmc parameter. Spaces between words are represented by %20. Real Estate Categories: 1) Version 2) Page Area 3) Link In the Real Estate Analysis report, the page name is automatically detected from the tags on that page and should not be included in the parameter value. IBM Corporation 8

9 Site Promotions Analysis The Site Promotions report detects aggregate activity of particular links or banners across websites. This hierarchical categorization allows you to track impressions for dynamic promotions as well as allowing for side by side A/B testing. By appending cm_sp, the site promotions parameter tracks promotion groups, promotion, and link name. Like the Real Estate Analysis report, the page name is automatically detected from the tags on the page. Site Promotions categories 1) Promotion Type 2) Promotion 3) Link NOTES: When writing your parameters please be aware not to use ampersands (&) in the HTML code. Having an ampersand in your code signals to HTML that a new argument is beginning and forces a premature cut off of the parameter. When the application is cut off midway, only parts of the required parameters are present and in effect will break the link. As a result, data will not show up in the desired report. To ensure the integrity of your data Coremetrics encourages periodic error checking. IBM Corporation 9