Revision as of 13:27, 18 July 2021

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.

Costumer Journey
Awareness	Consideration	Purchase	Service

To define to which step in the journey the action belongs

Also the 'Objectives' from ad managers of the different channels define in which step of the journey that ad was/is. Facebook for example, gives you this possibilites:

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
Mailings	4 h				X

Search

Influencer

Pinterest

Facebook Ad Manager

YouTube

Website

Amazon

Amazon automatically tracks:

Date
Views
Sales
Units
Orders
Sales/Orders
Units/Orders
Visitors
Views/Visitors
Sales/Visitors
and many more ...

But since we don't have a connector for Amazon at the moment, we need to write the data into a table. To use the table:

Open the template gallery https://docs.google.com/spreadsheets/u/0/?tgif=d&ftv=1.
Scroll down to "Interactive".
Click "PSL_Data_Amazon".
Enjoy

This table can be used with the free google sheet connector with google data studio.

Link

To track a link to your website, you need either Google Analytics or Matomo. Than you create a link with all parameter needed for the tracking. Available are:

Website URL, the full website URL (e.g. https://www.example.com).*
Campaign Source, the referrer: (e.g. google, newsletter).*
Campaign Medium, marketing medium: (e.g. cpc, banner, email).*
Campgain Name, product, promo code, or slogan (e.g. spring_sale).*
Campaign Term, identify the paid keywords.
Campaign Content, use to differentiate ads.

*Those are medatory.

To generate the trackable link you can go to Google Campaign URL Builder for single URLs or use the table for more than one. To use the table:

Open the template gallery https://docs.google.com/spreadsheets/u/0/?tgif=d&ftv=1.
Scroll down to "Interactive".
Click "PSL_Data_Campaign-URL".
Enjoy

With the campaign-URL you can track single banners, CTAs in mailings, and so on. After you implemented those trackable links, you can see from with source exactly is your website traffic coming from. Which teaser within the e-mail was more convincing, had the most clicks.

See how to track a Link above.

E-Mail

If you want to track your e-mail performance you have to implement trackable links for the CTA within the e-mail content. For that see "Link" above. Most mailing provider only track:

Date
Subject
Sent
Delivered
Bounce (Hard)
Blocked Rate
Bounce (Soft)
Bounced Rate
Openers (Total)
Openers (Unique)
* Clicked
Unique Clicked
Unsubscribed
Spam (Beschwerden)
Spam Rate

But since we don't have a connector for the mailing provider at the moment, we need to write the data into a table. To use the table:

Open the template gallery https://docs.google.com/spreadsheets/u/0/?tgif=d&ftv=1.
Scroll down to "Interactive".
Click "PSL_Data_Mailings".
Enjoy

This table can be used with the free google sheet connector with google data studio.

What mailing tools are we using?

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

@@ Line 14: / Line 14: @@
 Also the 'Objectives' from ad managers of the different channels define in which step of the journey that ad was/is. Facebook for example, gives you this possibilites:
 ==Channels:==
 {| class="wikitable"
@@ Line 101: / Line 102: @@
 |
 |-
-|Newsletter
+|Mailings
 |4 h
 |
@@ Line 108: / Line 109: @@
 |X
 |}
-When we report we first look at the costumer journey.
 #
-==Architecture Spreadsheets/Database:==
+== Search ==
+== Influencer ==
-==Structure Presentation:==
+== Pinterest ==
-#Intro:
+== Facebook Ad Manager ==
-##KPI Overview Channels (Channel comparison on the base of comparable KPIs, Cost per KPI and Goals)
-##Funnel (User Journey Channels)
-#Per Channel:
+== YouTube ==
-##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):
+== Website ==
-###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 for Consideration (User Journey)
+== Amazon ==
-###Development KPIs per month
+Amazon automatically tracks:
-###Sources of Traffic
-###Development Budget & Traffic per month (from akquisition)
-###Funnel (Google Goals)
-###Most Traffic per segment (blog, products, ...)
-##Conclusion per Channel
+* Date
+* Views
+* Sales
+* Units
+* Orders
+* Sales/Orders
+* Units/Orders
+* Visitors
+* Views/Visitors
+* Sales/Visitors
+* and many more ...
-#Summary Overall
+But since we don't have a connector for Amazon at the moment, we need to write the data into a table. To use the table:
-#Conclusion Overall
-#New Goals per KPI and Channel
+* Open the template gallery https://docs.google.com/spreadsheets/u/0/?tgif=d&ftv=1.
+* Scroll down to "Interactive".
+* Click "PSL_Data_Amazon".
+* Enjoy
-==E-Mail==
+This table can be used with the free google sheet connector with [[Google Data Studio|google data studio]].
-<br />
+== Link ==
+To track a link to your website, you need either Google Analytics or Matomo. Than you create a link with all parameter needed for the tracking. Available are:
+* Website URL, the full website URL (e.g. <code>https://www.example.com</code>).*
+* Campaign Source, the referrer: (e.g. <code>google</code>, <code>newsletter</code>).*
+* Campaign Medium, marketing medium: (e.g. <code>cpc</code>, <code>banner</code>, <code>email</code>).*
+* Campgain Name, product, promo code, or slogan (e.g. <code>spring_sale</code>).*
+* Campaign Term, identify the paid keywords.
+* Campaign Content, use to differentiate ads.
+<nowiki>*</nowiki>Those are medatory.
+To generate the trackable link you can go to [https://ga-dev-tools.appspot.com/campaign-url-builder/ Google Campaign URL Builder] for single URLs or use the table for more than one. To use the table:
-#Create creatives
+# Open the template gallery https://docs.google.com/spreadsheets/u/0/?tgif=d&ftv=1.
-#Create URL with [https://ga-dev-tools.appspot.com/campaign-url-builder/ Google Campaign URL Builder]
+# Scroll down to "Interactive".
-#Create mail
+# Click "PSL_Data_Campaign-URL".
-#Send our mail
+# Enjoy
-#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:===
+With the campaign-URL you can track single banners, CTAs in mailings, and so on. After you implemented those trackable links, you can see from with source exactly is your website traffic coming from. Which teaser within the e-mail was more convincing, had the most clicks.
-*How many recipients were there?
+== Banner ==
-*How many did received the e-mail?
+See how to track a Link above.
-*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:====
+==E-Mail==
+<br />If you want to track your e-mail performance you have to implement trackable links for the CTA within the e-mail content. For that see "Link" above. Most mailing provider only track:
 *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
@@ Line 185: / Line 183: @@
 *Bounced Rate
 *Openers (Total)
-*Total Open Rate (calc)
 *Openers (Unique)
 *<nowiki>* Clicked</nowiki>
-*Click Rate (calc)
 *Unique Clicked
-*Unique Click Rate (calc)
-*Click-to-Open-Rate (calc)
 *Unsubscribed
-*Unsubscribed Rate (calc)
 *Spam (Beschwerden)
 *Spam Rate
+But since we don't have a connector for the mailing provider at the moment, we need to write the data into a table. To use the table:
-====There is a Google Sheet Template to use to report:====
+* Open the template gallery https://docs.google.com/spreadsheets/u/0/?tgif=d&ftv=1.
+* Scroll down to "Interactive".
+* Click "PSL_Data_Mailings".
+* Enjoy
-#Go to [http://Google%20Drive https://drive.google.com/]
+This table can be used with the free google sheet connector with [[Google Data Studio|google data studio]].
-#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 [http://Google%20Campaign%20URL%20Builder https://ga-dev-tools.appspot.com/campaign-url-builder/]
-===Who is responsible for what?===
-{| class="wikitable"
-!Task
-!Role
-!
-!
-|-
-|URL-Builder
-|PM
-|
-|
-|-
-|Data maintenance
-|PM
-|
-|
-|}
 ===What mailing tools are we using?===
@@ Line 242: / Line 210: @@
 |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]]