Tracking

Interactive

Costumer Journey

To know what we need to report, we first have to look at the costumer Journey, which consists of the steps 'Awareness', 'Consideration', 'Purchase' and 'Service. And every action, like a posting or and ad, we are doing should have their place in within the costumer journey. Because if not, why are we and with us the client spending money, to create, to post, to put media on it? If you find actions that have no place in the costumer journey, you have your first finding.

Channels:

Touch point	Time	Awareness	Consideration	Purchase	Service
Search	8 h	X
Influencer	8 h	X
Pinterest	4 h	X
Facebook	8 h	X	X
Instagram	8 h	X	X
Adsmanager	24 h	X	X
YouTube	4 h	X	X
Google Ads	4 h	X	X
Website	8 h		X
Webshop	8 h		X	X
Amazon	4 h		X	X
Newsletter	4 h				X

When we report we first look at the costumer journey.

Structure Presentation:

1. Intro:
   1. KPI Overview Channels (Channel comparison on the base of comparable KPIs, Cost per KPI and Goals)
   2. Funnel (User Journey Channels)

1. Per Channel:
   1. KPI Overview Channel (Showing the development of the KPIs over the last 3 periods)
   2. KPI / Month (Showing the development of the KPI per month over the relevant period and the goal for that particular KPI)
   3. Audience Demography (Gender, Age, …)

1. 1. Channels that generate Traffic for Akquisition (User Journey):
      1. KPI Overview
      2. Budget, KPI & Cost per Overview grouped in ad objectives
         1. KPI Overview per objective
         2. Budget, KPI & Cost per overview per objective
         3. Best/Worst Performer per objective

1. 1. Channels for Consideration (User Journey)
      1. Development KPIs per month
      2. Sources of Traffic
      3. Development Budget & Traffic per month (from akquisition)
      4. Funnel (Google Goals)
      5. Most Traffic per segment (blog, products, ...)

1. 1. Conclusion per Channel

1. Summary Overall
2. Conclusion Overall
3. New Goals per KPI and Channel

E-Mail

1. Create creatives
2. Create URL with Google Campaign URL Builder
3. Create mail
4. Send our mail
5. Put the data into the Google Spreadsheet

When we send out e-mails, like every other channel, we want to track the performance of that e-mail:

• How many recipients were there?
• How many did received the e-mail?
• How many did open the e-mail?
• How many hard bounces did we have?
• How many soft bounces did we have?

This results in a Table with following attributes:

• Date
• Year
• HOTY
• Month
• Day
• Content Group
• Content Source
• Campaign Medium
• Campaign Name
• Campaign Content
• Subject
• Sent
• Delivered
• Delivered Rate (calc)
• Failure Rate (calc)
• Bounce (Hard)
• Blocked Rate
• Bounce (Soft)
• Bounced Rate
• Openers (Total)
• Total Open Rate (calc)
• Openers (Unique)
• * Clicked
• Click Rate (calc)
• Unique Clicked
• Unique Click Rate (calc)
• Click-to-Open-Rate (calc)
• Unsubscribed
• Unsubscribed Rate (calc)
• Spam (Beschwerden)
• Spam Rate

There is a Google Sheet Template to use to report:

1. Go to https://drive.google.com/
2. Click on the [List-Item] "Shared drives"
3. Click on the [Folder] "/-Shared {Client-name}" of the relevant client
4. Click on the [Folder] "_DataReports"
5. Click on the [CTA] "New"
6. Hoover over the [Icon] "Arrow_right" on the [List-Item] "Google Sheets"
7. Click on the [List-Item] "From a template"
8. Scroll down until the [Anchor-Point] "Interactive"
9. Click on the [Template] "PSL_Data_Mailings"
10. Rename the template from "PSL_Data_Mailings" to "{Client-name}_Data_Mailings"

Every URL inserted into an e-mail needs to be build with the https://ga-dev-tools.appspot.com/campaign-url-builder/

Who is responsible for what?

Task	Role
URL-Builder	PM
Data maintenance	PM

What mailing tools are we using?

Name	Link
sendinblue	https://app.sendinblue.com/account/login
Mailjet	https://app.mailjet.com/
Hybris	Depends on client

Clients we report on

• John Frieda
• Guhl
• JTI