Campaign Configuration Guide SmartMPM version: 4.5 Revised: March 2014

SmartMPM version: 4.5 Revised: March 2014

Depending on the type of SmartMPM plan you purchased, you may not have access to some of the features described in this configuration guide. For a complete list of features available for each license visit http://smartmpm.com/solution/smartmpm-plans 2 P a g e

Contents 1 Welcome to SmartMPM... 4 2 Campaign Configuration... 4 2.1 Step 1 - General Settings... 5 2.2 Step 2 - Setup Goals... 7 2.3 Step 3 - Offline Conversions... 8 2.4 Step 4 - Attribution Model... 9 3 Channel Configuration... 11 3.1 Web Channel Configuration... 11 3.2 Email Channel Configuration... 16 3.3 Organic Search Channel Configuration... 22 3.4 Online Ads... 24 3.5 Social... 37 3.6 Traditional... 45 4 Report Configuration... 51 4.1 Marketing Mix Configuration... 51 4.2 Brand Summary Configuration... 53 4.3 Channel Performance Configuration... 55 4.4 Channel Summary Configuration... 57 5 Manage Cost Data... 58 5.1 Generate a Cost Template... 59 5.2 Edit Cost Template... 60 5.3 Upload Cost Template... 60 6 Manage Metric Data... 61 6.1 Generate Metric Template... 61 6.2 Edit Metric Template... 61 6.3 Upload Metric Template... 62 7 Suggested Click-through URL Formats... 1 3 P a g e

1 Welcome to SmartMPM SmartMPM is marketing performance measurement for integrated campaigns. The holistic approach of visualizing all your marketing tactics within a comprehensive dashboard gives your team actionable, datadriven insights. The purpose of this guide is to get your integrated campaign configured successfully so that you can start measuring what s working, in real-time. This guide, and SmartMPM, breaks down your integrated campaign by the channels you use, and then by the services, in some cases. To aid you on your journey, let s take a look at some common terminology. Channel These are the various marketing channels, or tactics, you may use. That would be your website(s), email, organic search, online ads, social media, and traditional. Goal The specified action you are driving your audience to take. Examples are filling out a form, buying a product, or downloading an article. Conversion When you drive traffic toward your goal, and your audience performs the desired action, this is a conversion. Service Providers Depending on which channel being referred to, this typically means the vendor or outlet you re using to perform your tactics. Service providers in Search Ads are Google Adwords and Bing Ads. Service providers for Email could be ExactTarget or Constant Contact. Brand Administrator A user with admin access to a SmartMPM campaign for a brand. This brand may be managing their own account, or jointly alongside their marketing firm, which manages multiple brands, or clients, in SmartMPM. The brand administrator would only have access to their specific brand s campaign(s). Agency Administrator A user with admin access at the agency level. If the SmartMPM campaigns are being managed by a marketing agency, for example, on behalf of their clients, then the agency administrator would see all the brands (clients) that they are managing. 2 Campaign Configuration First step in using SmartMPM application is configuring a Campaign. A SmartMPM campaign can be defined as an integrated campaign that uses multiple digital and traditional channels for marketing a specific product/service, with a clearly defined goal for conversions on a website. A new campaign can be created from the Edit Brand screen, which can be opened by: 4 P a g e

Brand Administrators can go to Account Edit Brand menu option from the flyout menu. Agency Administrators can go to Account Edit Agency menu option and then click on Edit link against a Brand name displayed on the screen. In the bottom section of the Edit Brand screen, click on Add new campaign link. A page opens as shown in the following image. SETTINGS (SECTION 2.1) GOOGLE ANALYTICS (SECTION 2.2) The campaign creation screen has four steps. 2.1 Step 1 - General Settings 2.1.1 Settings In this section, enter following basic campaign settings. 1. A name for the campaign 2. Start date 3. End date You can leave this blank, if the campaign does not a fixed tenure. 4. Choose the source of Revenue data field is applicable if you would like to get revenue data into SmartMPM. 5 P a g e

SmartMPM can automatically get revenue data if your campaign involves an online Ecommerce web site. In that case, select the ecommerce (via Google Analytics) option in this field. You should make sure that ecommerce tracking is enabled in Google Analytics and transaction value (revenue) is passed to Google Analytics, so that Revenue and Transactions data flows through Google Analytics & SmartMPM correctly. Alternatively, you could choose the Manual Import option, in which case transaction data can be imported from Excel sheets. 2.1.2 Google Analytics In order for SmartMPM to measure the effectiveness of the website directly or from other media, such as search engines or social media, a Google Analytics account is required. This account would include a profile configured to track the campaign website traffic, with the tracking code enabled. DEFINITION: Google Analytics tracking code is a block of Javascript code included on all your webpages. This code collects the data about page visits and sends it back to the Google Analytics server. A Single Top Level Domain In this scenario, you have just one main website ( e.g. www.example.com) you need to track. There are no other websites or subdomains. The default tracking code provided by Google Analytics handles this scenario just fine. All you have to do is copy the tracking code Google Analytics provides to the bottom of every web page that you want to track. Multiple Top Level Domains If multiple top level domain names exist in the navigation path to your conversion goal, then all those sites must be tracked together in one Google Analytics profile and configured in SmartMPM as one primary website. This will help SmartMPM understand the real channels of traffic to your conversion page. Without the cross domain tracking code, when users go from one top level domain to the other the Google parameters will be lost. Multiple Sub-Domains If multiple sub-domains exist in the navigation path to your conversion goal, then all those sites must all have the same tracking code. For example, website.com, east.website.com and west.website.com. You will not have to make any adjustments to the links or forms between these three sites, since they can all share the same cookies due to the fact that you set the domain name to the top-level domain (example-agency.com). BLOG POST: Additional information on Google Analytics configuration. In this second section of the campaign creation screen, you configure the SmartMPM campaign to access your Google Analytics account by following these simple instructions. 1. Click on Generate Access Token button. 2. You will be redirected to Google s web pages where you can perform following actions: 6 P a g e

a. Enter Google Analytics credentials that have administrative privileges. b. Click Accept button when prompted to provide access to SmartMPM. 3. You will be navigated back to the SmartMPM campaign creation screen. A message will confirm successful generation of the access token. 4. If your Google login has access to multiple Google Analytics accounts & profiles, choose the correct Google Analytics account name & profile related to the primary website of the current campaign. After completing Step 1, click on Save & Next button to proceed to 2 nd step. 2.2 Step 2 - Setup Goals A goal is a website page or event that serves as conversions for your site. Some examples of good conversion goals are: A Thank You page after a user has submitted information through a form. This can track newsletter signups, email list subscriptions, course application forms, or contact forms, to name a few. A purchase confirmation page or receipt page. Download of a particular document/software from your website. BLOG POST: How to take advantage of different types of Google Analytics goals. 7 P a g e

Google Analytics lets you configure up to 20 Goals. In SmartMPM you can select two of the goals which are already configured in Google Analytics and designate them as primary and secondary goals to your campaign. The primary goal is reported as a conversion in the Marketing Mix report and several other reports. The secondary goal is reported in the Channel Summary reports. In addition to conversions that happen online as discussed above, several conversions may happen offline. For example, a Television, Radio or Print Ad may give out a phone number for customers to call and make a purchase offline. An Ad may include a promo code/coupon directing people to the store. SmartMPM lets you import these offline conversions from an excel spreadsheet. Offline conversion numbers imported will be displayed in various reports to give you a complete picture of your integrated campaign. Enter information in the following fields in this section to complete Goals configuration. 1. Select your primary goal from the list of goals populated in the field, select a primary goal for your campaign. 2. Edit the default goal name populated in the text field, what do you want to call your primary goal?, if needed. 3. Choose Yes/No for the question Does this goal have offline conversions?. 4. Enter the number of conversions you are targeting to achieve through this campaign in the field, what is the goal of the campaign? How many? 5. Select an optional secondary goal from the list of goals populated in the field, select the secondary goal for your campaign. 6. Edit the default goal name populated in the text field, what do you want to call your secondary goal?, if needed. 2.3 Step 3 - Offline Conversions Step 3 of Campaign Configuration is applicable only if you have selected Yes for Offline Conversions for one of the Goals in the previous step. In this step, you list down In order to include Offline conversions in the reporting system, you must define Offline conversion names and associate them with a Goal defined in Step 2. Enter the following details for each conversion channel 1. Conversion Channel Name A unique name for an offline conversion channel. A phone number or a promo code will be good examples of a channel name. This name is expected to be in the excel data while importing offline conversions manually. 2. Conversion Channel Display Name More descriptive name for a conversion channel. You may chose any name as you want it to appear in reports. 8 P a g e

3. Goal Choose Primary or Secondary goal defined in Step 2 to associated with the conversion channel being defined. 4. Integration Method Even though Offline conversions are generally imported manually from an excel file, it is also possible to route offline conversions to Google analytics to automate the offline conversions process. This automation is possible by customizing your POS system to push offline conversion details to Google Analytics via API. If you intend to import offline conversions data manually from an excel file, choose Manual as the integration method and leave remaining fields blank. If you prefer to implement an automatic transfer of Offline conversions from a POS system to Google Analytics, please contact SmartMPM support team for further details. 2.4 Step 4 - Attribution Model With attribution modeling, SmartMPM lets you give credit to your marketing channels by taking multiple interactions into account instead of just giving credit to the last interaction. By defining a correct attribution model that suits your campaign scenario you can gain insight into the impact of your various marketing disciplines as they work together to drive sales and conversions. 9 P a g e

Based on the attribution model chosen a Weighted Conversion Value is calculated for each channel and displayed in SmartMPM reports such as Marketing Mix, Channel Summary, etc. Attribution Analysis report gives you detailed insight into the user conversion path and impact of various channels on user behavior. SmartMPM uses the look back period of 30 days in its attribution analysis. So this may not be ideal for campaigns with long conversion cycles. SmartMPM lets you choose one of the following attribution models. EVEN SPLIT (Default) In this model, every interaction in the conversion path gets equal credit for the conversion. LAST INTERACTION - In this model, only the channel responsible for last interaction gets all the credit. Channels responsible for any other interactions do not get any credit. In this model, conversion & weighted conversion metrics will show exactly the same values in SmartMPM reports. FIRST INTERACTION - In this model, only the channel responsible for first interaction gets all the credit. Channels responsible for any other interactions do not get any credit. CUSTOM - In this model, you can define weightage for each position/interaction in the conversion path as shown in this screenshot. In this example, a weightage of 25% is given to the very first and last interaction. 20% weightage is given to the 2 nd interaction and the 2 nd most recent interaction. 10% credit is given to 3 rd most recent interaction before the conversion. If the user takes more than 5 interactions to convert, channels driving any other interactions inbetween will not get any credit. You have to define weightages for positions in an order. For example, you cannot leave the 3 rd position blank and define weightage for 4 th position. Total of weightage must always equal to 100%. 10 P a g e

3 Channel Configuration All the supported providers can be configured in SmartMPM by using Menu Campaign Channel Configuration and by selecting the appropriate channel. The channels that can be configured from Channel Configuration are: 1. Web 2. Organic Search 3. Email 4. Online Ads 5. Social 6. Traditional The following sections describe how all the channels can be configured in SmartMPM. 3.1 Web Channel Configuration 3.1.1 Introduction Marketing campaigns using various channels such as emails, ads and social media drive traffic from these individual sources to one or more websites. The aim is to engage with prospective customers in multiple ways and direct them to a goal page of the website where they can perform an action called conversion. In the Web channel, traffic to multiple websites can be tracked. If two or more websites are interconnected and drive visitors towards a common goal, those websites must be tracked in one Google Analytics profile and should be configured as a single Website in SmartMPM. However, if you have a totally independent website that you are interested in tracking in SmartMPM in addition to your main website, that website is expected to be tracked in a separate Google Analytics profile and it can be configured as a secondary website in a SmartMPM campaign. Here are definitions of certain terms as they are used in SmartMPM: 11 P a g e

DEFINITION: The website where your primary conversion goal page exists should be designated as the Primary Website for the campaign. Visits and conversions to the primary website are reported in all channel specific reports. DEFINITION: These are other websites that are related to the campaign, but do not contain your conversion page or are not in the navigation path of your conversions page. These can be configured as secondary websites in the web channel. The sections below list the steps required to configure the Web Channel which is the underlying foundation for all reports in SmartMPM. 3.1.2 Use SmartMPM to Measure Visits Number of unique sessions initiated by the visitors to the website. Page Views Total number of page views for the website. Avg. Pages/Visit Number of pages a visitor visits on an average per visit. Avg. Time on Site Average time a visitor spent on the website per visit. New Visits Number of new visits by people who have never been to the website before. Unique Page Views Total number of unique page views for the website. Avg. Time on Page Average time a visitor spent on the webpage. Bounces Number of single-page visits to the website. Exits Number of exits from a particular web page on the website. It will always be equal to the number of visits when applied over the entire website. Conversions Number of goals completed by visitors. Cost Cost of the website. Cost per Conversion Cost of the Website divided by the total conversions for a given time period. 3.1.3 What is required? Google Analytics configuration as described in Section 2.2 and 2.3 is required for Web Channel to work correctly. 3.1.4 Supported Providers SmartMPM currently integrates with the free version of Google Analytics via their published API. 3.1.5 Configuration Steps Step 1: Configure Websites 1. In the SmartMPM application, go to Menu Campaign Channel Configuration Web. 2. Primary Website is automatically configured for you based on the information provided during the campaign configuration. Website name & URL will be displayed in a table. You may edit the website configuration by clicking on Edit link next to the website. In most cases, you will leave the default configuration in Steps 1, 2. 12 P a g e

3. Proceed with the remaining instructions of this step for adding a secondary website to your web channel configuration. 4. Click Add new website on the top-right corner. 5. In the website configuration page: a. Enter a name for the website. b. Enter URL of the website. c. Enter optional description for the website. d. Google Analytics account information configured at the time of campaign creation is displayed here, and you can edit the information if needed. However, it is not recommended to change the information without considering all the consequences. e. Click SAVE & NEXT to save the website configuration. Step 2: Configure Webpages 1. Top 9 most viewed web pages and the Goal Page (if available) are automatically configured in the campaign. You may choose to leave the default configuration and move to the third step. Proceed with the remaining instructions of this step only if you would like to add or remove configured web pages. 2. Click on Add New Webpage link on the top right corner of the webpage grid, which opens a popup window to enter page details. 3. Search for a webpage in your website domain entering the URL or few characters of your webpage name and click Go. 4. Select a webpage from the list of matching webpages by clicking on Select button. 5. Enter a name for a webpage that you want to use in SmartMPM to refer to the selected page. 6. Specify if this is the primary goal page for this campaign. 13 P a g e

7. For the field that says Is there an Exact match between., select No if there are query string parameters in the URL. Then enter the common portion of the webpage URL that does not change from visit to visit. If the webpage URL does not have parameters and the same URL is used for every visit select Yes. 8. Optionally, modify the thumbnail image of the web page that has been added automatically. Step 3: Configure Sitemap SmartMPM Marketing Mix report displays a sitemap of key pages in your primary website that lets you easily view the traffic on each of your key webpages usually from the landing page to the goal page. In this step, you can configure the sitemap. All the webpages that you added in the previous step are displayed in a list box on the left hand side of the screen. To configure a thumbnail on the site map, select the webpage from the list box, select an empty/occupied site map slot from the right and click on Add (+) button. To remove a configured sitemap page, select the slot on the sitemap and click on Remove (-) button. This will add the webpage back to the available list of pages. 14 P a g e

Step 4: Configure Referral Sites This step lets you configure referral sites that significantly contribute to your primary website referral traffic. Web Channel summary report displays comparison charts to illustrate the effectiveness of the referral sites configured on this page. A maximum of 20 referral sites can be added. To add a new referral site, enter: Referral site name This is how you want this site s name to appear in SmartMPM. Referral site URL Choose a referral site from the dropdown list or choose Add New to enter your own URL. This is just the domain name portion of the referral site in all lower case. E.g. facebook.com or dental.blogspot.com. This field should not contain URL prefixes such as www or http://. 15 P a g e

Step 5: Offline Conversions This section is applicable only if the campaign has been configured to include offline conversions. If there are offline conversions that are originating from the website and cannot be associated with any other channel then those offline conversion channel names may be associated with a website. Choose a conversion channel name (as defined during Step 4 of Campaign configuration) to associate with a website and click Add. 3.2 Email Channel Configuration 3.2.1 Introduction Email marketing typically encourages readers to visit a website landing page to take further action. This callto-action may be present on the landing page or other pages that can be reached from the landing page. The sections below list the steps required to configure the Email Channel in SmartMPM, so that the traffic that is coming from emails can be reported in SmartMPM. 3.2.2 Use SmartMPM to Measure Gross Sent Number of recipients the email was sent to. Bounces Total number of emails that bounced, or generated a delivery error. Delivered Number of recipients that the email was delivered to (Delivered means that the email was accepted by the mail server). Opens Number of times the email was opened. Unique Opens Number of users opened the email. Opened Only Number of recipients that have opened the email but never clicked on the links provided in the email. Not Opened Number of recipients that have not opened the email. Visits Number of visits to the website as a direct result of a click on a web link in the email. Conversions Number of goals completed by visitors coming from the email campaign. Cost Total cost of the email campaign. 16 P a g e

Cost per Conversion Cost of the email campaign divided by the total conversions for a given time period. 3.2.3 What is required? In order for SmartMPM to measure the effectiveness of your email campaign, it is necessary for the hyperlink in the email to be in the following format: www.xyz.com?utm_source=mailchimp&utm_medium=email&utm_campaign=freetickets1 Text in light grey are examples, which should be replaced with actual values as described in the following paragraph. o www.xyz.com is the landing page. Other examples of landing pages can be www.xyz.com/products, www.xyz.com/products/catalogid=1234.the landing page should have Google Analytics tracking code with the Profile ID that is the same as the profile ID of the goal page. o mailchimp is the email service provider. You should use the name of your service provider in smaller case. o freetickets1 is the unique email campaign identified. In the case of MailChimp, this string is automatically constructed. In case of other providers, you have to make sure that this parameter contains a value that can uniquely identify a specific email that went out. Ideally for all providers, this parameter should be the same as the email campaign name (see Configuration Step 4d under MailChimp, Constant Contact and ExactTarget setup for more.) SmartMPM will be able to uniquely track web activity originating from a specific email when the hyperlink has the above format. 3.2.4 Supported Email Providers SmartMPM is currently integrated with the email service providers MailChimp, Constant Contact and ExactTarget via their published API. Data from all other email providers may be uploaded manually. 3.2.5 MailChimp What is Required: Generate an API key for your MailChimp account and have it ready before you begin the MailChimp provider configuration in SmartMPM. Read here for more info on creating an API key. Configuration Steps 1. In the SmartMPM application go to Menu Campaign Channel Configuration Email. 17 P a g e

2. Select MailChimp from the provider drop-down and click on Add. 3. In Step 1 enter the MailChimp API key of the account from where email campaigns are sent out and click SAVE & NEXT. 4. In Step 2 of the email configuration page: a. If emails need to be synchronized automatically by SmartMPM, select Yes for the option Do you want to automatically add all email blasts sent from this account to the campaign? Choose No to manually select the emails to be added to SmartMPM. b. Adjust the email campaign start date, if it is not same as the campaign start date. c. Select a target website to which the link in the emails point to from the target website option. d. If you chose to have all your email campaigns automatically added, make sure you have the Google Analytics link tracking enabled when creating a campaign in MailChimp. 18 P a g e

From within MailChimp, check this box when setting up a new email campaign If you chose to have all your emails manually added, and did not use the Email Name as the utm_campaign parameter, update the Google Tracking Parameter field with this new value. 5. Click SAVE & FINISH to complete the MailChimp emails configuration. 3.2.6 Constant Contact What is Required: Valid Constant Contact credentials for configuring SmartMPM. Configuration Steps 1. In the SmartMPM application go to Menu > Campaign Channel Configuration Email. 2. Select Constant Contact from the provider drop-down and click on Add. 19 P a g e

3. Enter Constant Contact account credentials and click SAVE & NEXT. 4. In the emails configuration page: a. If emails need to be synchronized automatically by SmartMPM, select Yes for the option Do you want to automatically add all email blasts sent from this account to the campaign? Choose No to manually select the emails to be added to SmartMPM. b. Adjust the email campaign start date, if it is not same as the campaign start date. c. Select target website to which the link in the emails point to from the target website option. d. If you chose to have all your emails manually added, and did not use the Email Name as the utm_campaign parameter, update the Google Tracking Parameter field with this new value. 5. Click SAVE & FINISH to complete the Constant Contact emails configuration. 3.2.7 ExactTarget What is Required: You should contact ExactTarget support to get the following: Enable your account to make use of the SOAP web service API. Create a user account that is given permissions to access the web service and has the API User setting checked. Create an Enhanced FTP account for your ExactTarget account. Configuration Steps 1. Once you have API User account credentials and FTP user credentials, in SmartMPM application go to Menu Campaign Channel Configuration Email. 2. Select ExactTarget from the provider drop-down and click on Add. 20 P a g e

3. Enter ExactTarget account credentials with API access and FTP user credentials in the first step and click SAVE & NEXT. 4. In Step 2 of the email configuration page: a. If emails need to be synchronized automatically by SmartMPM, select Yes for the option Do you want to automatically add all email blasts sent from this account to the campaign? Choose No to manually select the emails to be added to SmartMPM. b. Adjust the email campaign start date, if it is not same as the campaign start date. c. Select target website to which the link in the emails point to from target website option. d. If you chose to have all your emails manually added, and did not use the Email Name as the utm_campaign parameter, update the Google Tracking Parameter field with this new value. 5. Click SAVE & FINISH to complete the Constant Contact emails configuration. 3.2.8 Configuration Steps Other (Manual) 1. In the SmartMPM application go to Menu Campaign Channel Configuration Email. 2. Select Manual from the provider drop-down and click on Add. 21 P a g e

3. Enter email service provider name and click SAVE & FINISH 4. In the Emails configuration page: a. Provide email name, folder to which the email belongs to, and email sent date. b. Select target website to which the link in the emails point from target website option. c. Provide utm_campaign parameter used in the hyperlink of the email as Google tracking parameter. d. Click Add to save the email details. e. Repeat the steps from a to d to add the other emails. 5. Click FINISH to complete the manual provider emails configuration. 3.2.9 Uploading metric data for the emails from other email service providers Please refer to Section 6 - Manage Metric Data on how to generate metric data template and to upload metric data back to SmartMPM after editing the template with required metric data. 3.2.10 Uploading cost data Please refer to Section 5 - Manage Cost Data on how to generate a cost data template and to upload cost data back to SmartMPM. 3.3 Organic Search Channel Configuration 3.3.1 Introduction Search Engine Optimization (SEO) and Search Engine Marketing (SEM) techniques improve the chances that a website will appear higher in the search results within Google, Bing, Yahoo! or other Search Engine Results Pages (SERPs). The sections below list the steps required to configure the Organic Search channel in SmartMPM, so that the traffic that is coming from SERPs can be reported in SmartMPM. 3.3.2 Use SmartMPM to Measure Visits Number of web visits that came from Organic Search. Avg. Pages/Visit - Number of pages a visitor visits on an average per visit from Organic Search. Avg. Time on Site Average time a visitor spent on website per visit from Organic Search. New Visits Number of new visits by people who have never been to the site before they came from Organic Search. Bounces Number of single-page visits to website that came from Organic Search. Conversions Number of goals completed by visitors coming from Organic Search. 22 P a g e

Cost Cost of Organic Search campaign. Cost per Conversion Cost of the Organic Search campaign divided by the total conversions for a given time period. 3.3.3 What is required? No additional configuration is required to see Organic Search data in SmartMPM. However, some search engine optimization techniques can be applied to increase the visibility of your website(s) on search engine s organic search results. 3.3.4 Supported Providers SmartMPM is currently integrated with the web analytics service provider Google Analytics via their published API. 3.3.5 Configuration Steps Organic Search channel does not require any special configuration to work. However, for the reports to be more meaningful, it is recommended that you identify and configure Branded Keywords. Branded keywords are the search words or phrases that include the brand name or a variation of the brand name. Examples of branded keywords that deliver traffic for Company X include: Company X CompanyX CompanyX.com By defining branded keywords in Organic Search configuration, you can view the performance of Branded Keywords and Non-Branded keywords separately in Organic Search reports. Following are the steps to configure Branded Keywords in SmartMPM. 1. In the SmartMPM application, go to Menu Campaign Channel Configuration Organic. 2. A popup windows like the following opens. 23 P a g e

3. Enter the keyword/phrase in the Keyword column. Do not check IsExactMatch box if you want any phrases that contain the text you typed to be considered as branded keywords. 4. You may add as many number and variations of branded keywords as you may want. 3.3.6 Uploading Cost Data Please refer to Section 5 - Manage Cost Data on how to generate a cost data template and to upload cost data back to SmartMPM. 3.4 Online Ads 3.4.1 Introduction Online ads show up in a wide variety of websites, search engines, emails and more. Given the expense that can come along with advertising and the hundreds or thousands of variables to consider, it s vital to measure the success of such efforts. Two most popular modes of online ads are: DEFINITION: Paid Search Ads can appear on search engines alongside organic search results that match relevant keywords. Ads published in this way typically include a link that will take the user to the landing page of a website. DEFINITION: Display Ads Individual websites, emails or networks of sites can show relevant ads, usually graphically. Often times an Ad Service Provider is used to manage and publish the ads. Here as well, the ad typically includes a link that will take the user to the landing page of a website. SmartMPM supports various paid search and display ad providers. 24 P a g e

3.4.2 Use SmartMPM to Measure Impressions Number of times the ad(s) was displayed in Search Engines. Clicks Number of times users have clicked on the ad(s). ClickThrough Rate Percentage of impressions that resulted in a click. Cost per Click Average cost paid for each click on the search ad(s). Visits Number of web visits that came from paid search campaign. Conversions Number of goals completed by visitors coming from the Paid Search campaign. Cost - Total cost of the paid search campaign. Cost per Conversion Cost of the paid search campaign divided by the total conversions for a given time period. 3.4.3 Supported Providers SmartMPM currently integrates with Google AdWords, Google Display Network, Bing Ads, DoubleClick for Advertisers (DFA), and Facebook Ads via their API. 3.4.4 Google Adwords and Google Display Network What is Required: A Google AdWords account is required. Link the Google AdWords account with the Google Analytics account using the following steps. 1. Login with a Google login that has access to both Google Analytics and Adwords accounts in question. 2. Click the Tools and Analysis tab, then select Google Analytics. 3. Click the Admin tab at the top of the page. 4. Click the name of the account you'd like to link 5. Click the Data sources tab. 6. Click the AdWords tab, then select Link Accounts 7. Select which Google Analytics profiles you'd like to link to AdWords (with Auto Tagging option) 8. Click Continue. BLOG POST: Connecting your two accounts. Configuration Steps 1. In the SmartMPM application go to Menu Campaign Channel Configuration Online Ads. 2. Select Google AdWords (Paid Search) or Google Display Network (Banner Ads) from the provider drop-down and click on Add. 25 P a g e

3. Make sure your Google AdWords account is linked to your Google Analytics account and click on NEXT. 4. Select the required campaigns and click SAVE & NEXT. 5. Select the required ad groups and click SAVE & Next. 26 P a g e

6. Step 4 is applicable only if the campaign has been configured to include offline conversions. If there are offline conversions that are originating from Google Adwards Ads then those offline conversion channel names may be associated with an Ad Campaign, Ad Group or Ad in Goolge Adwords. 3.4.5 Bing Ads - Search & Content What is Required: To use Bing Ads APIs, you must have a developer token (also referred as API access key) and valid API user credentials. To get a developer token, complete Bing Ads API Access request form. For more details refer to http://msdn.microsoft.com/en-us/library/adcenter-getting-started.aspx. After submitting the form, you should receive access within five business days. We also recommend you use Google tracking parameters (URL query strings) in all destination URLS. Since SmartMPM depends on Google Analytics to measure the traffic, it is required that your destination URLs have: Configuration Steps o utm_medium=cpc (This should be always fixed.) o utm_source=a source name that is common for all your ads (e.g bing/msn) o utm_campaign=your Ad Campaign Name o utm_content = Your Ad Title if it is unique (combination of source, campaign & content parameters should be able to uniquely identify your ad) 1. In the SmartMPM application go to Menu Campaign Channel Configuration Online Ads. 2. Select Bing Ads Search / Bing Ads Content from the provider drop-down and click on Add. 3. Enter Bing User Name, Password and API access key in Step 1 and click on Get Accounts. 27 P a g e

4. Select the Bing Account where your campaign ads are configured from Accounts drop down box, click on Save & Next. 5. In Step 2, Configure Ad Campaigns, select all the ad campaigns you want to include in the SmartMPM campaign, Click on Save & Next. 6. In Step 3, Configure Ad Groups, select all the Ad Groups you want to include in the SmartMPM campaign, Click on Save & Next. 7. Step 4 is applicable only if the campaign has been configured to include offline conversions. If there are offline conversions that are originating from Bing Ads then those offline conversion channel names may be associated with an Ad Campaign, Ad Group or Ad in Bing. 3.4.6 DoubleClick for Advertisers (DFA) When configuring DFA in SmartMPM you have two options to measure and report DFA activity. OPTION 1 (Recommended) You can report visits and conversions from Google Analytics (similar to how it is done in all other channels). In this case DFA Ads must be integrated with Google Analytics by appending Google tracking parameters to the click-through URLs. OPTION 2 You can report visits and conversions using DoubleClick s Floodlight Counter Activities without any integration with Google Analytics. 28 P a g e

DEFINITION: Floodlight is an optional feature in DFA that allows advertisers to capture and report on the actions of users who visit their website after viewing and clicking on the Ads. You should define floodlight tags in all important webpages of your website. One or more of the floodlight activities can be defined as a conversion activity. To understand more about the DFA tracking code & conversion tracking, refer to the online documentation from Google support. What is Required: If you choose Option 1, you should use Google tracking parameters (URL query strings) in all clickthrough URLS of ads. Since SmartMPM depends on Google Analytics to measure the traffic, it is required that your destination URLs have: o utm_medium=cpc (This should always be fixed.) o utm_source=a source name that is common for all your ads (e.g doubleclick-site1) o utm_campaign=your Ad Campaign Name o utm_content = Your Ad Title if it is unique (combination of source, campaign & content parameters should be able to uniquely identify your ad) If you choose Option 2, you just need to ensure that you have DFA Floodlight tags properly installed and activity data is flowing into your DoubleClick account. Please note that, in this case as there is no integration with Google Analytics, SmartMPM will not be able to provide Attribution Analysis reports for DFA. Configuration Steps 1. In the SmartMPM application go to Menu Campaign Channel Configuration Online Ads. 2. Select DoubleClick from the provider drop-down and click on Add. 3. Follow the instructions on the screen to Generate Access Token. 29 P a g e

4. Check Enable Google Analytics Integration, if you are going with Option 2 as described in previous section for Conversion tracking. 5. Select the advertiser from the list of advertisers and click SAVE & NEXT. 6. In the second step, select the list of DoubleClick Ad Sites that you want to be included in the Campaign. 7. In the third step, select the list of DoubleClick Ad campaigns that you want to be included in the Campaign. 8. In the 4 th step, select the floodlight activity that is treated as a conversion from the list of activities. This is applicable only if Google Analytics Integration is not enabled for DoubleClick Ads. 30 P a g e

9. Select the required ads and click SAVE & Next to complete the ads configuration. If you have Google Analytics Integration enabled, in this step you should also review Google Tracking Parameters against each Ad and make any required modifications. 10. Step 5 is applicable only if the campaign has been configured to include offline conversions. If there are offline conversions that are originating from DFA Ads then those offline conversion channel names may be associated with an Ad Campaign or Ad in DFA. 3.4.7 Facebook Ads What is Required: Have the Facebook Ad Campaign ID(s) ready for the configuration. To get the campaign ID follow these steps: a. Go to Facebook Ad Manager. b. Click on the Ad Campaign name. c. At this point you will a see Campaign ID in the URL of your web page. The URL would look like this: https://www.facebook.com/ads/manage/adgroups.php?campaign_id=6007411463554&ac t=40191381 31 P a g e

In this example Campaign ID is 6007411463554. We also recommend you use Google tracking parameters (URL query strings) in all destination URLS. SmartMPM relies on proper tracking of all destination URLs to measure essential traffic data. It is required that your destination URLs have: o utm_medium=cpc (This should be always fixed.) o utm_source=a source name that is common for all your ads (e.g facebook) o utm_campaign=your Ad Campaign Name o utm_content = Your Ad Title if it is unique (combination of source, campaign & content parameters should be able to uniquely identify your ad) Configuration Steps 1. In the SmartMPM application, go to Menu Campaign Channel Configuration Online Ads. 2. Select Facebook Ads from the provider drop-down and click on Add. 3. In the first step, enter Facebook Ad Campaign ID, a display name for the campaign, and click Add. 4. In the second step, it is not required to manually configure each ad in SmartMPM. SmartMPM has the ability to load the data automatically from Facebook Ads report. 5. You should generate a Facebook Ads report and email to fbchannel@smartmpm.com on a daily/weekly basis. Steps to generate the Facebook Ads report are as follows: a. Logon to Facebook Ads Manager b. Click on Reports menu option on the left hand side. c. Select Old Reports. d. Choose options as shown in the following screenshot 32 P a g e

e. Every time this report is run, please change the date range as follows i. Start Date: End date of the previous report run date ii. End Date: Today s date. f. If you are running multiple Facebook Ad Campaigns that aren t all associated with this particular marketing campaign, you will need to select Campaign in the Filter By dropdown. 6. SmartMPM team will load the Facebook Ads definitions and metric data into SmartMPM. Once the data is loaded, you can come back to this configuration screen to adjust Google Tracking parameters if required in Step 2. 7. Step 3 is applicable only if the campaign has been configured to include offline conversions. If there are offline conversions that are originating from Facebook Ads then those offline conversion channel names may be associated with a Facebook Ad Campaign or Ad. 3.4.8 Direct Ads If the online ads provider that you are using is not integrated with SmartMPM or you would like to track the ads that are directly running on your own website, you should configure Direct Ads channel. 33 P a g e

What is Required: We recommend that you use Google tracking parameters (URL query strings) in all Ad click-through URLS. SmartMPM relies on proper tracking of all destination URLs to measure essential traffic data. It is required that your destination URLs have: Configuration Steps o utm_medium=cpc (This should be always fixed.) o utm_source=a source name that is common for all your ads on this channel (e.g yahoo) o utm_campaign=a unique title that represents your campaign & Ad (combination of source & campaign should be able to uniquely identify your ad) 1. In the SmartMPM application, go to Menu Campaign Channel Configuration Online Ads. 2. Select Direct Ads from the provider drop-down and click on Add. 3. In the first Step, enter Site Name / Online Ad provider name. You can optionally enter URL of the service provider. 4. In the second step, enter following information for each ad: a. Ad Name b. Target Website Select the primary website. 5. Source, Medium, Campaign fields should match with utm_source, utm_medium and utm_campaign values used in the click-through URL of each ad for Google tracking. A combination of these three values must be unique for each ad. 34 P a g e

6. Step 3 is applicable only if the campaign has been configured to include offline conversions. If there are offline conversions that are originating from Direct Ads then those offline conversion channel names may be associated with a Site or Ad. 3.4.9 Uploading metric data for Direct Ads Please refer to Section 6 - Manage Metric Data on how to generate the metric data template and upload data to SmartMPM. Cost is considered as part of metric data just by the very nature of how Online Ads work. 3.4.10 Doubleclick for Publishers What is Required: You should use Google tracking parameters (URL query strings) in all click-through URLS of ads. Since SmartMPM depends on Google Analytics to measure the traffic, it is required that your destination URLs have: o utm_medium=cpc (This should always be fixed.) o utm_source=a source name that is common for all your ads (e.g doubleclick-site1) o utm_campaign=your Ad Campaign Name o utm_content = Your Ad Title if it is unique (combination of source, campaign & content parameters should be able to uniquely identify your ad) 3.4.10.1 Configuration Steps 1. Goto Menu Campaign Channel Configuration Online Ads. 2. Choose DoubleClick for Publishers in the provider dropdown and click Add. 3. In Step 1 of configuration, Click Generate Access Token. 35 P a g e

This will take you to Doubleclick s authentication page, where you must enter Google credentials that have access to our Doubleclick for publishers account. Enter credentials and click Accept. 4. Once you are back to SmartMPM, choose a DFP Property that you would like to link to SmartMPM. 5. Choose an advertiser from the list of Advertisers. Click Save & Next. Please note that, if the Property contains more than a few hundred Advertisers then the list may be empty, in which case you will need search for an Advertiser by entering first few characters of the Advertiser name. 6. In the second step, choose the Ads that you want to configure in SmartMPM or configure SmartMPM to automatically get all the Ads 36 P a g e

7. On the 3 rd step you may leave default options for Offline Conversions configuration and click Finish. 3.5 Social The advent of social media marketing has brought in opportunities for organizations to market brands and products using the viral nature of social media. SmartMPM is integrated with three of the most popular social media sites - Facebook, Twitter and YouTube. 3.5.1 Facebook Facebook Pages are designed for building awareness of brands, companies and products. It enables organizations to create a public presence on Facebook. You can encourage users to become fans of your page and share information with them by sharing multimedia and status updates, and by building a sense of community. These Pages are visible to the public and are generally better for long-term relationships with your customers. 3.5.1.1 Use SmartMPM to Measure Likes Total number of people that have liked your Page. New Likes Total number of new Likes for a given point in time. Wall Posts Total number of wall posts. Total Interactions An interaction occurs when a user posts on the wall, comments on posts or Likes the content. This metric is sum of all interactions. Visits Number of visits to the website that came from the Facebook Page. Cost Total cost of the Facebook campaign. Conversions Number of goals completed by visitors coming from the Facebook Page. Cost per conversion - Cost of the Facebook campaign divided by the total conversions for a given time period. 3.5.1.2 What is required? In order for SmartMPM to measure the effectiveness of Facebook Pages, it is necessary for the link in the status updates to be in the following format: www.xyz.com?utm_source=facebook&utm_medium=social&utm_campaign=116768152685080 Text in light grey are examples, which should be replaced with actual values as described in the following paragraph. o o www.xyz.com is the landing page. Other examples of landing pages can be www.xyz.com/products or www.xyz.com/products/catalogid=1234. The landing page should have Google Analytics tracking code with the Profile ID that is the same as the profile ID of the goal page. 116768152685080 is the Page ID. You can use any value for this parameter in place of Page ID such as a user name or any name that identifies your Page. 37 P a g e

SmartMPM will be able to uniquely track web activity originating from a specific Facebook Page when the link has the above format. 3.5.1.3 Configuration Steps 1. In the SmartMPM application, go to Menu Campaign Channel Configuration Social. 2. Select Facebook and click on Add. 3. Enter the Page URL. 4. Select the target website to which the link in the Facebook Page points to from the target website option. 5. If you do not use the Page ID as the utm_campaign parameter in your URLs, update the Google campaign parameter field with the same value. It is recommended that you use one Page per campaign and use the same Google tracking parameters for all your links in page posts. Page ID 6. Once you enter a campaign parameter, the complete set of URL parameters expected by SmartMPM is displayed on screen, which you can copy and use in your wall posts. 38 P a g e

7. Generate the access token by clicking on the button, which will take you to the Facebook login page. 8. Enter your Facebook account credentials to give permissions to track the Page by SmartMPM and click Log In, which will take you back to SmartMPM. 9. Click SAVE & FINISH to complete the Facebook Page configuration. 3.5.1.4 Tracking Facebook Applications SmartMPM allows for the tracking of conversions that occur completely within a Facebook Application (or tab) on a Facebook Page. These conversions are reported in the Facebook channel, and require the use of the same parameters described in section 3.5.1.2. Please contact your SmartMPM rep for further information on how to set up tracking for a Facebook Application. 3.5.1.5 Uploading Cost Data Please refer to Section 5 - Manage Cost Data on how to generate a cost data template and to upload cost data back to SmartMPM. 3.5.2 YouTube YouTube has 4 billion daily video views and is the second largest search engine over Bing, Yahoo and Ask (combined). Because of consumer s likelihood to engage with a brand that shares multimedia, YouTube is often considered a vital component to a marketing campaign. 3.5.2.1 Use SmartMPM to Measure Views Total number of views that the videos are viewed by users. Comments Number comments that the users commented on the videos. Favorites Total number of videos that are marked as favorites by users. Ratings Total number of ratings for the videos by users. Average Rating This is total number ratings / total number of views. Visits Number of visits to the website by clicking on the URL link(s) on the video. Cost Cost of the YouTube campaign. Conversions Number of goals completed by visitors coming from the YouTube videos. 39 P a g e

Cost per Conversion Cost of the YouTube campaign divided by the total conversions for a given time period. 3.5.2.2 What is required? In order for SmartMPM to measure the effectiveness of YouTube videos, you need to provide a link to your web site under the video with the following format: http://www.xyz.com?utm_source=youtube&utm_medium=social&utm_campaign=n56s45io5-0 Text in light grey are examples, which should be replaced with actual values as described in the following paragraph. o o o o www.xyz.com is the landing page. Other examples of landing pages can be www.xyz.com/products or www.xyz.com/products/catalogid=1234.the landing page should have Google Analytics tracking code with the Profile ID that is the same as the profile ID of the goal page. youtube indicates the source from where the user is landing to the website. social indicates the medium - which is social media in this case. N56s45IO5-0 is the YouTube video ID. You can use any value that uniquely identifies your Video instead of actual ID. The Video ID is the string of numbers found at the end of the video URL page, following watch?v= SmartMPM will be able to uniquely track web activity originating from a specific YouTube video when the link has the above format. 3.5.2.3 Configuration Steps 1. In the SmartMPM application, go to Menu Campaign Channel Configuration Social. 2. Select YouTube and click on Add. 3. Click on the Generate Access Token 40 P a g e

4. It will launch the login page of YouTube. Enter your credentials to give permission to track the YouTube videos by SmartMPM and click on Sign In. 5. In the next screen click on Grant Access to authorize SmartMPM to access your account, which will bring you back to the SmartMPM site. 6. Click on the SAVE & NEXT button in the following screen which will take you to the Step 2. 41 P a g e

7. Select the Video Play list or Videos which you want to monitor. Select the Target Website as the primary website of your campaign for all videos. If you have not used video ID as your campaign parameter, then replace the default GA Parameter value for the selected video with the correct utm_campaign parameter value. 8. Click SAVE & FINISH to complete YouTube video configuration. 42 P a g e

3.5.2.4 Uploading Cost Data Please refer to Section 5 - Manage Cost Data on how to generate a cost data template and to upload cost data back to SmartMPM. 3.5.3 Twitter With over 500 million users on Twitter, and 50% of them accessing it from their mobile phone, Twitter gives an organization an enormous reach to its audience. What s more, according to mediabistro.com, 91% of 18-34 year olds using social media are talking about brands. This section below describes on how to configure your Twitter account to produce data for SmartMPM. 3.5.3.1 Use SmartMPM to Measure Followers Total number of Twitter followers. Active Followers Total number of unique followers who either replied to your tweets or re-tweeted any of your messages. Tweets Total number of tweets sent. Retweets Total number of times the tweets were passed on. Mentions Number of times your twitter account name is mentioned by other users. Visits Number of web visits that came from Twitter account. Cost Total cost of the Twitter campaign. Conversions Number of goals completed by visitors coming from the Twitter accounts. Cost per conversion Cost of the Twitter campaign divided by the total conversions for a given time period. 3.5.3.2 What is required? In order for SmartMPM to measure the effectiveness of Twitter page, it is necessary for the link in the URLs of the tweets to be in the following format: http://www.xyz.com?utm_source=twitter&utm_medium=social&utm_campaign=accountname Text in light grey are examples, which should be replaced with actual values as described in the following paragraph. o o www.xyz.com is the landing page. Other examples of landing pages can be www.xyz.com/products or www.xyz.com/products/catalogid=1234. The landing page should have Google Analytics tracking code with the Profile ID that is the same as the profile ID of the goal page. accountname is your Twitter account name. You can use any other parameter for utm_campaign parameter instead of accountname as long as it uniquely identifies traffic from your Twitter account. SmartMPM will be able to uniquely track web activity originating from a specific Twitter page when the link has the above format. 3.5.3.3 Configuration Steps 1. In the SmartMPM application, go to Menu Campaign Channel Configuration Social. 2. Select Twitter and click on Add. 43 P a g e

3. Select the target website to which the links in the Twitter page point to from the Target website option. Change Google campaign parameter if required. 4. Generate the access token by clicking on the button, which will take you to the Twitter login page. 44 P a g e

5. Enter your Twitter account credentials to give permissions to collect your Twitter data by SmartMPM and click on Authorize app, which will take you back to SmartMPM. 6. Click SAVE & FINISH to complete the Twitter account configuration. 3.5.3.4 Uploading Cost Data Please refer to Section 5 - Manage Cost Data on how to generate a cost data template and to upload cost data back to SmartMPM. 3.6 Traditional 3.6.1 Introduction Traditional media such as print (newspapers, periodicals), TV and radio are very popular and effective tactics for marketing campaigns. Most often, traditional media is used to improve brand awareness and increase traffic to the top of the funnel. Traditional media efforts are harder to measure, but often times contribute significantly to the impact of online efforts and the overall success of the campaign. SmartMPM supports several different media types under traditional. Television: Ads aired by broadcast channels and cable companies Radio: Ads aired by radio stations and radio outlets Print: Newspaper ads, magazine ads and direct mail Out of home: Bill boards, kiosks Event: Seminars, conferences, networking events Custom: Anything else that is not covered by the above media types Advertisers use different techniques to measure the effectiveness of traditional media. Among them are: QR Codes: most commonly used in Print, Out of home and Events Call Numbers: commonly used in television and radio ads Coupon codes: commonly used in print Promo codes: commonly used on radio and print Vanity URLs: most popular among all the techniques and also applicable to all media types 3.6.2 How to Input Traditional Media Data As Traditional media does not support published API, SmartMPM allows the data to be input via configuration screens or imported from an Excel file. The format and the method depend on the media type. The section below elaborates on the various formats and how the data can be brought into SmartMPM. 45 P a g e

3.6.2.1 Television Each station/cable company that is used to run the ad campaign is added as an Ad Service for the media type Television. Once the Ad Services are defined, getting the ad data into SmartMPM is a two-step process. 1. (Optional) Define the Ad under the ad service. You should follow this step if your television ad has a specific call-to-action that can be measured online. 2. Upload the post data directly via Manage Data Television. The ads will be automatically defined if you did not go through the first step. Television data can have three different formats. For each of these formats the post data is uploaded on a weekly basis per the broadcast calendar week of Monday through Sunday. The post data is provided by the television station to the client. DEFINITION: Data with rating points When the team managing the campaign in SmartMPM has access to the data related to ratings such as the GRP, Reach and frequency, this format is used. This post data format includes Net Reach, Frequency for the schedule and ISCI Code, GRP, Date, Slot Length and Cost for each Ad. DEFINITION: Data without rating points When the client whose campaign is being managed in SmartMPM has to request the post data from multiple TV stations, this format is used. This data format includes only the ad name, slot length, date and number of times aired and cost of each Ad. DEFINITION: Cable data When the client runs an ad campaign on the cable network we have an added variable of the network channel. The cable data format includes Date, Network Channel Name, Ad Name, Slot length, number of times aired and cost for each Ad. 3.6.2.2 Radio Each station/radio outlet that is used to run the ad campaign is added as an Ad Service for the media type Radio. Once the Ad Services are defined, getting the ad data into SmartMPM is a two-step process. 1. (Optional) Define the Ad under the ad service. You should follow this step if your radio ad has a specific call to action that can be measured online. 2. Upload the post data directly via Manage Data Radio. The ads will be automatically defined if you did not go through the first step. 46 P a g e

Radio data can have two different formats. For each of these formats the post data is uploaded on a weekly basis per the broadcast calendar week of Monday through Sunday. The post data is provided by the radio station or the cable company to the client. DEFINITION: Data without rating points Ads run on individual radio stations can provide data in this format. This data format includes the ad name, slot length, date and number of times aired and cost of each Ad. DEFINITION: Radio Outlet When the client runs an ad campaign with a radio outlet, such as Clear Channel, the ads are run on multiple radio stations. The radio outlet data format includes Date, Channel Name, Ad Name, Slot length, number of times aired and cost for each Ad. The configuration of all other traditional media types does not involve any data uploads and will be covered in section 6.5. 3.6.3 Use SmartMPM to Measure Impressions Number of times the ad(s) was displayed in traditional media. Visits Number of web visits that came from the traditional media campaigns. Cost Cost of the traditional campaign. Conversions Number of goals completed by visitors coming from the traditional campaign. Cost per conversion Cost of the traditional campaign divided by the total conversions for a given time period. For the TV channel, in addition to the above metrics, SmartMPM provides a Traditional Performance report that lets you correlate the effect of TV on other digital marketing channels. This provides an in-direct way to measure the halo effect of TV on the entire marketing campaign. 3.6.4 What is required? In cases where you are driving traffic from a traditional channel to an online goal, a vanity URL or unique landing page is often created. A vanity URL is a short URL that is easy to remember that redirects the visitor to a longer URL. For example www.smartmpm.com/tv can redirect visitors to www.smartmpm.com/overview?utm_medium=traditional&utm_source=tv&utm_campaign=mybestad In order for SmartMPM to measure the effectiveness of this call-to-action, it is necessary for the link in the redirected URLs to be in the following format: http://www.xyz.com?utm_medium=traditional&utm_source=tv&utm_campaign=adname Text in light grey is an example, which should be replaced with actual values as described in the following paragraph. 47 P a g e

o o o www.xyz.com is the landing page. The landing page should have Google Analytics tracking code with the Profile ID that is the same as the Profile ID of the goal page. tv is used as utm_source value in this example, it should be replaced with actual media type used. adname is your ad name. SmartMPM will be able to uniquely track web activity originating from a specific ad published in print or advertised via radio and TV when the link has the above format. 3.6.5 Configuration Steps SmartMPM supports categorization of Traditional channel data by media type. Configuration of TV & Radio media types is different from configuration of all other media types. Configuring Traditional Television & Radio 1. In the SmartMPM application, go to Menu Campaign Channel Configuration Traditional. 2. Select media type Television or Radio and click on Add. 3. In Step 1, you can configure each Ad service (e.g. TV Station) by entering following details. a. Enter Name of the Ad Service. b. Choose a format, in which you would be uploading TV / Radio schedule data. Formats supported are i. TV - Data with rating points, Data without rating points and Cable Data. ii. Radio - Radio without rating points, Radio Outlet You will have an option to download an Excel template for each of these formats and upload Ad Schedule data. c. After entering Ad Service Name and Data Format, click on Add. A new Ad Service will be added as shown in the following screenshot. 48 P a g e

4. To load TV/Radio Ad data into SmartMPM, click on the Posts link for the Ad Service. It opens a new popup window as shown in this screenshot. 5. From this screen, you can download the template and upload the completed data file. For Television, the Manage Post Data screen can also be opened from Menu Manage Data Television menu option for future data uploads. 6. For TV & Radio media types, Step 2 (Ad Configuration) is optional. Ads will be automatically configured when Ad Schedule data is imported through Excel. However, if ads encourage viewers to visit a media specific URL with certain Google analytics parameters, you have the option to configure Google analytics parameters against each ad, so that traffic directly coming from TV/Radio channel can be monitored. 49 P a g e

Configuring Traditional Other Media Types 1. In the SmartMPM application, go to Menu Campaign Channel Configuration Traditional. 2. Select media type and click on Add. 3. In Step 1, enter Names of the Ad Services you would like to configure and click Add. 4. In Step 2, configure Ads by following these steps: a. Select the Ad Service from the list of ad services to which the ad being configured belongs to. b. Enter Ad Name, c. Enter Size, Select Frequency of the Ad. (Applicable only in case of print) d. Enter Google Analytics Parameters used in the link published in media. e. Click Add to save the ad details. f. Repeat the steps from a to e for all Ads to be configured. Once done, click Next. 5. In Step 3, enter the following additional information for configured Ads a. Start Date b. End Date c. Impressions d. Cost 50 P a g e

6. Step 4 is applicable only if the campaign has been configured to include offline conversions. If there are offline conversions that are originating from Traditional Ads then those offline conversion channel names may be associated with an Ad. Please remember, data import via an Excel spreadsheet is required only in case of TV & Radio data. It is not requirement for other traditional media types. 4 Report Configuration SmartMPM provides several summary reports to view the campaign level metric data like a dashboard. Reports such as Marketing Mix, Brand Summary, Channel Performance and Channel Summary can be configured in SmartMPM by using Menu Campaign Report Configuration and by selecting the appropriate report. These reports can be configured to filter the data based on the dimensions of the respective channels. 4.1 Marketing Mix Configuration Marketing Mix report has a set of circles arranged in a dashboard style, which shows conversions as per the configuration defined for that circle. When a particular channel is configured, by default a circle gets configured to show conversions of that channel. You may change the default configuration of the circles in 51 P a g e

the dashboard using Marketing Mix configuration, which is available under Report Configuration menu item as shown in the above screenshot. Following is the screenshot of the Report Configuration screen. The first part of this screen lets you change the default metric used in the dashboard and second part lets your configure the data selection for each circle in the dashboard. Use the following guidelines for configuring the circles on the dashboard: 1. To configure a circle, select an item from list box and click on Add (+) button above the corresponding circle where you want to configure the selected item. 2. To remove a configured circle and add corresponding items to the list box, empty the circle by clicking on Remove (-) button above the corresponding circle. 3. To change the configuration of one of the configured circles on the report, you have to first empty the circle and then reconfigure it. Empty the circle by clicking on Remove (-) button above the corresponding circle. This action would empty the circle and adds corresponding items to the list box. 4. A circle can be configured at a channel level or at a lower level. Once a circle is configured at a channel level, all lower level items within that channel will be removed from the list. 5. You can edit the display name of the circle in the text box below the circle. The name should be unique. 52 P a g e

6. The Other circle is always positioned to the right and cannot be removed or altered. The conversion data shown in this circle represents the conversions of the items that are not configured in the circles. 4.2 Brand Summary Configuration SmartMPM allows you to configure one or more Brand Summary report to view the summary of multiple campaigns together in one location. This report is useful when multiple campaigns are running under one Brand to get a summary view at a brand level. To add a new Brand Summary report or change the configuration of an existing report, you can open Brand Summary Report configuration screen from Campaign Report Configuration menu item. To add a new report, click on Add new report on the top right corner of the screen. To edit the configuration of the default report, click on Edit against the report name in the table. 1. Step 1 - Choose one or more campaigns that belong to the currently selected brand by selecting campaign name in the list box on the left and click on right arrow button. 53 P a g e

2. Step 2 - define the configuration of the top portion of the report where a set of circles are arranged in a dashboard style. This configuration is exactly the same as the Marketing Mix report configuration described in the previous section. 3. Step 3 - define the configuration for the bottom portion of the report where a table of key metrics is displayed for each channel. Metrics displayed in this table change when user chooses a different channel by clicking on one of the circles in the top portion of the report. To configure the grid, simply select a channel from a dropdown box and add/remove metrics by simply clicking on Right/Left arrows as shown in the following screenshot. 54 P a g e

4.3 Channel Performance Configuration Channel Performance report has a set of panels arranged in a grid, which show important metrics as per the configuration defined for that panel. When a particular channel is configured, by default a panel gets configured. You may change the default configuration of the panels using this report configuration screen, which can be accessed from Campaign Report Configuration menu item. 55 P a g e

Channel Performance report may be configured by using the following guidelines: 1. To configure a new panel or overwrite a pre-configured panel: a. Select the desired panel by clicking on that panel. b. Select an item from the list box. c. Click on Add (+) button below the list box. 2. To remove a configured panel and add corresponding items to the list box: a. Select the configured panel by clicking on that panel. b. Click on Remove (-) button above the panels. 3. A panel can be configured at a channel level or at a lower level. Once a panel is configured at a channel level, all lower level items within that channel will be removed from the list. 4. You can edit the names of the panels in the text boxes provided after selecting the panel. The panel name should be unique. 5. You may configure the panels in sequence and to a maximum of 9 panels. 6. It is not possible to configure the panels at the channel level for the following channels: a. Online Ads b. Ad Network c. Social 56 P a g e

4.4 Channel Summary Configuration In SmartMPM, there is one Channel Summary report for each configured Channel (e.g. Web, Email, Organic Search, etc.). Each channel summary report has Summary Metrics that are displayed on top of the report and several charts that are displayed on the report. When a channel is first configured, by default only two charts are displayed on the report. You may use the Channel Summary configuration screen to rearrange top summary metrics and add up to 6 charts to the report. This configuration screen can be access from the menu Campaign Report Configuration Channel Summary Configuration menu item. Follow these instructions to change the report configuration. 1. By default Web channel summary configuration is opened. Change the report name from the drop down box to open the required channel summary report s configuration. 2. In the Configure Metrics section, you may add/remove metrics or rearrange the order of metrics as you want them to appear on the channel summary report. After completing required changes, click on the Save button. To cancel your changes and switch to Default Summary metrics configuration, click Switch to Default. 3. In the Configure Charts section, you may add/remove charts from the report. You may also rearrange the charts by changing their position in Position drop down box. Click on Save button to save the changes or click on Switch to default to switch back to original charts configuration. 57 P a g e

5 Manage Cost Data SmartMPM highlights key metrics with reports such as transactions mix, revenue mix, revenue trends and ROI stack charts. Varying cost data is eligible for inclusion in SmartMPM reports whether it s added automatically or manually. Once you complete the setup detailed in Section 3.4 for supported online ads (which includes Google AdWords, Google Display Network, Bing Ads, DoubleClick for Advertisers (DFA), and Facebook Ads), cost data will be included automatically. For all other online advertising and traditional media, SmartMPM can accept manual uploads of media, production and people cost. DEFINITION: Media Cost is the cost involved to utilize the media for advertising. This is typically billed by the provider based on the usage of the media. In some cases, advertisers have to bid to purchase media access. DEFINITION: Production Cost is the cost involved in producing the advertising material. Advertisers incur cost in creating videos, designs and implementing websites, creating the ads etc., That cost can be captured as production cost. 58 P a g e

DEFINITION: People Cost is the cost of engaging the services of people to run the campaign. Some channels are more heavy on the people cost compared to the others. Some channels may have no media buy component like the social media but there is cost for the services. The following steps highlight how to bring cost data in for these services. 5.1 Generate a Cost Template To measure the effectiveness of various digital providers used in running the marketing campaigns, measuring the cost associated per conversion is very crucial. To calculate cost per conversion in SmartMPM, the cost incurred per each provider used in the campaign should be uploaded to SmartMPM for all the providers where the cost information is not available directly from the providers. Uploading cost data to SmartMPM can be done by adding the cost details into the cost template Excel sheet provided by SmartMPM. 1. In the SmartMPM application, go to Menu Manage Data All Other Channels Generate Template. 2. In the template selection window, select Template for cost data. 3. Click Generate Template. 4. Save the generated cost template. 59 P a g e

5.2 Edit Cost Template In the cost template Excel file, each worksheet contains the cost data for a specific channel that is being used in a campaign. The template gets generated with pre-populated cost data, if any is currently set for the campaign in SmartMPM. The cost data can be updated for one or more channels using this file. After generating the cost template, edit the cost details by using the following guidelines. 1. Specify the date range and cost incurred in that data for each dimension. Dimension data appears in the columns before the start and end date columns and this data should not be changed. 2. You may specify more than one cost for a dimension by duplicating the rows in the template and changing the start date, end date and specifying the cost. 3. When specifying the dates, the start date has to be on or before the end date. 4. Cost data can be specified for one day by specifying same start date and end date. 5. For a dimension, if cost data is not available you may leave that row without specifying cost details. 5.3 Upload Cost Template After editing the cost data as per the guidelines specified in previous section, the cost data can be uploaded back to SmartMPM. 1. In the SmartMPM application, go to Menu Manage Data All Other Channels Upload. 2. In the upload window, select Browse. 3. Select the cost data file and click Open. 4. Select Upload to upload the file. 60 P a g e

6 Manage Metric Data Metric data can be uploaded manually to SmartMPM for: Digital providers that are not yet supported by SmartMPM Providers that do not have an API to integrate The sections below list the steps required to upload metric data to SmartMPM, so that it can be reported in respective channels by SmartMPM. 6.1 Generate Metric Template Uploading metric data to SmartMPM can be done by completing the template Excel sheet provided by SmartMPM. 1. In the SmartMPM application, go to Menu Manage Data All Other Channels Generate Template. 2. In the template selection window, select Template for metric data. 3. Click Generate Template. 4. Save the generated metric template. 6.2 Edit Metric Template In the metric template Excel file, each worksheet contains the metric data for a specific channel that is being used in a campaign. The template gets generated with pre-populated configured data for the campaign in SmartMPM. The metric data can be updated for one or more channels using this file. After generating the metric template, edit the metric details by using the following guidelines. 61 P a g e

1. Specify the date and metric data for each dimension. Dimension data appears in the columns before the date column and this data should not be changed. 2. You may specify metric data for more than one date for a dimension by duplicating the rows in the template and changing the date and specify the metric values. 3. When specifying the dates, the date has to be on or after campaign start date. 4. For a dimension, if metric data is not available you may leave that row without specifying metric details. 6.3 Upload Metric Template After editing the metric data as per the guidelines specified in previous section, the metric data can be uploaded back to SmartMPM. 1. In the SmartMPM application, go to Menu Manage Data All Other Channels Upload. 2. In the upload window, select Browse. 3. Select the cost data file and click Open. 4. Select Upload to upload the file. 62 P a g e

7 Suggested Click-through URL Formats In order for SmartMPM to measure the effectiveness of various channels, it is necessary for the links used in the content to redirect the user to a main website that is being tracked in the Web channel. Those links should contain correct Google tracking parameters. The following table describes formats of the URLs to be used in each channel. Channel Email Facebook Twitter YouTube Facebook Ads URL (Text in red is an example. You will need to replace them with actual values.) Format Example Format Example Format Example Format Example [Website URL]? utm_source=[email service]&utm_medium=email&utm_campaign=[unique email title] www.xyz.com?utm_source=exacttarget&utm_medium=email&utm_campaign=freetickets1 [Website URL]? utm_source=facebook&utm_medium=social&utm_campaign=[fan page ID/Name] www.xyz.com?utm_source=facebook&utm_medium=social&utm_campaign=116768152685080 [Website URL]? utm_source=twitter&utm_medium=social&utm_campaign=[twitter account name] www.xyz.com?utm_source=twitter&utm_medium=social&utm_campaign=myaccountname [Website URL]? utm_source=youtube&utm_medium=social&utm_campaign=[video id] www.xyz.com?utm_source=youtube&utm_medium=social&utm_campaign=13423675 [Website URL]? utm_source=facebook&utm_medium=cpc&utm_campaign=[ad campaign name]&utm_content=[unique ad title] Format www.xyz.com?utm_source=facebook&utm_medium=cpc&utm_campaign=fall 2012&utm_content=My Ad 1 Example [Website URL]? utm_source=[ad service/website name]&utm_medium=cpc&utm_campaign=[ad campaign Direct Ads name]&utm_content=[unique ad title] Format www.xyz.com?utm_source=wxyz.com&utm_medium=cpc&utm_campaign=fall 2012&utm_content=My Ad 1 Example [Website URL]? utm_source=bing&utm_medium=cpc&utm_campaign=[ad campaign name]&utm_content=[unique ad title] MS Format adcenter www.xyz.com?utm_source=bing&utm_medium=cpc&utm_campaign=fall 2012&utm_content=My Ad 1 Example Traditional Format [Website URL]? utm_source=[media type]&utm_medium=traditional&utm_campaign=[unique ad title] Example www.xyz.com?utm_source=print&utm_medium=traditional&utm_campaign=myad1

Any questions regarding this document should be addressed to: Online Support and Knowledgebase Telephone: +1-713-360-2500 Email: support@smartmpm.com Smartbridge, LLC 2925 Briarpark Dr, Ste. 140 Houston, Texas 77042 SmartMPM 2014 Smartbridge LLC. All other trademarks are the property of their respective owners.