Campaign Tracking

October 24, 2007

I’ve spent a few days thinking over how to track all our various campaigns both internal and external. We set up Site Catalyst, beyond the standard campaign tracking technique, to give us perpetual tracking based on the first internal campaign responded to, and separate reporting based on the most recent campaign response.

I wish Omniture would make a campaign value assignment similar to the page value that already exists. We have so many various email campaigns, adwords, etc that it is quite possible a visitor may respond to multiple campaigns sequentially leading up to a tracked event. It would be nice to see a break down of campaign value for when a campaign doesn’t lead directly to a conversion, but leads to future campaigns (or is at least within the string) that result in conversions.

The most difficult part (which probably wasn’t really that difficult) was determining how to manage ongoing email campaigns. We have a number of standard emails that run based on events, and then of course the weekly and monthly promotions, newsletters etc. How to set up campaigns for those? As individual campaigns for each email? As campaigns based around events that trigger emails?

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Lessons in Segmenting

July 9, 2007

We have now been live with Site Catalyst for exactly 7 days (minus a few hours). We get enough traffic to actually have some data to look at, which is nice, but we aren’t fully implemented yet, which isn’t so nice. It actually leaves me in a slight state of limbo able to see something and come away with interesting observations, but I’m unable to segment much of the data yet as we are still implementing. And so much of my time is spent watching and think “wow, I wonder if that means anything.”

For my own edification a breif story in segmenting and so what. One of our web properties is a subscription site. In the past week visitors to the home page (which also doubles as the login page) have navigated away in under 15 sec at a rate of 37%. Gee that seems high.

So I dig a little further, where are people going? Well it turns out that 32% are actually logging in. It would be my guess that most of those are on that home page for under 15 sec, but here is where segmenting would be nice (does anyone know how to correlate time on page with next page in SC? I’m unable to figure it out yet). Potential, that <15sec crowd is made completely of members loggin in, but I really don’t know that yet. And if that’s the case, why are so many non-members (68% – and yes I know I can’t really say that, but for arguments sake) sticking around the home page but not signing up?

Man I’ve got bunches to learn yet.

Information Frustration

June 28, 2007

My brain is ready to explode. Is there any simple, cookies on the bottom shelf kind of information about beginning the process of “So What Adventures” out there in the blogosphere?

I subscribe to a number of different blogs. All of them seem to offer very strong and helpful information, opinions and guidiance. But they only seem that way to me because my experience is so limited and I’m so naive that I don’t know that I could differentiate good from bad advice.

I started my learning process reading Avinash Kaushik’s book. It seemed the right thing to do, and as a result I’ve devoured as much of Occam’s Razor as I can get through. But so much of everything is over my head. I need (well really I’d rather) a central location to help me get my feed under me and learn to walk, but I can’t find anything of the sort so far.

Yes, I have stumbled across various posts and articles that have been good for my current situation, but I had to stumble across them. If this industry is growing as quickly as it seems to be, I think it would be a very good idea for someone to set a portal designed specifically for the WA debutants like me. I’d do it, but I don’t know anything yet.

We have had GA implemented for some time now, though yesterday was the first day I ever looked at the reports for our company (though I have been trying to use it for a personal site for a couple weeks).¬†Maybe it’s the result of Omniture University training, maybe it’s my lack of experience period, maybe it’s the tool itself, but it doesn’t feel like I can actually find much in GA. There are lots of reports yes, but I’m having a terrible time trying to figure out how to really drill into the data and segment by anything meaningful to me.Of course my frustration assumes that what I think is meaningful really is (remember my lack of experience). So maybe my frustration is really just further evidence of what I have to learn.I’ve read in lots of places that GA can be used quite effectively. Maybe I’m naive to assume that I should be able to use it effectively within just a few hours of practice, but what are people finding with GA and how are they actually finding it?¬†