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==Architecture Spreadsheets/Database:== | ==Architecture Spreadsheets/Database:== | ||
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# Create creatives | #Create creatives | ||
# Create URL with [https://ga-dev-tools.appspot.com/campaign-url-builder/ Google Campaign URL Builder] | #Create URL with [https://ga-dev-tools.appspot.com/campaign-url-builder/ Google Campaign URL Builder] | ||
# Create mail | #Create mail | ||
# Send our mail | #Send our mail | ||
# Put the data into the Google Spreadsheet | #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:=== | ===When we send out e-mails, like every other channel, we want to track the performance of that e-mail:=== | ||
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|Hybris||Depends on client | |Hybris||Depends on client | ||
|} | |} | ||
===Clients we report on=== | |||
* [[John Frieda]] | |||
* [[Guhl Ikebana GmbH - Guhl (GUHL)|Guhl]] | |||
* [[Japan Tobacco International Germany GmbH (JTI) GTM, GA, Kampagnen Tracking|JTI]] | |||
Revision as of 13:01, 18 March 2020
Interactive
Channels:
| Touch point | Time | Awareness | Consideration | Purchase | Service |
|---|---|---|---|---|---|
| Search | 8 h | X | |||
| Influencer | 8 h | X | |||
| 4 h | X | ||||
| 8 h | X | X | |||
| 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 |
Architecture Spreadsheets/Database:
Structure Presentation:
- Intro:
- KPI Overview Channels (Channel comparison on the base of comparable KPIs, Cost per KPI and Goals)
- Funnel (User Journey Channels)
- Per Channel:
- KPI Overview Channel (Showing the development of the KPIs over the last 3 periods)
- KPI / Month (Showing the development of the KPI per month over the relevant period and the goal for that particular KPI)
- Audience Demography (Gender, Age, …)
- Channels that generate Traffic for Akquisition (User Journey):
- KPI Overview
- Budget, KPI & Cost per Overview grouped in ad objectives
- KPI Overview per objective
- Budget, KPI & Cost per overview per objective
- Best/Worst Performer per objective
- Channels that generate Traffic for Akquisition (User Journey):
- Channels for Consideration (User Journey)
- Development KPIs per month
- Sources of Traffic
- Development Budget & Traffic per month (from akquisition)
- Funnel (Google Goals)
- Most Traffic per segment (blog, products, ...)
- Channels for Consideration (User Journey)
- Conclusion per Channel
- Summary Overall
- Conclusion Overall
- New Goals per KPI and Channel
- Create creatives
- Create URL with Google Campaign URL Builder
- Create mail
- Send our mail
- 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:
- Go to https://drive.google.com/
- Click on the [List-Item] "Shared drives"
- Click on the [Folder] "/-Shared {Client-name}" of the relevant client
- Click on the [Folder] "_DataReports"
- Click on the [CTA] "New"
- Hoover over the [Icon] "Arrow_right" on the [List-Item] "Google Sheets"
- Click on the [List-Item] "From a template"
- Scroll down until the [Anchor-Point] "Interactive"
- Click on the [Template] "PSL_Data_Mailings"
- 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 |