Follow that Buyer! Techniques for Tracking, Influencing & Measuring Member BehaviorAdam HigginsTechnical Project ManagerHighRoad Solution@admhggns

GOING BEYOND EMAIL

Where no one has gone before.

• Life After Email–Analysis Tends to Stops At Email

• Opens and Clicks

–What Happens After the Click?

• What Did the Constituent Do?– Did They Read the Article?

– Did They Download the Whitepaper?

– Did They Purchase a Product?

– Did They Register for an Event?

• What Did the Constituent Do?– Did They Watch the Video?

– Did They Send Legislative Letter?

– Did They Join?

• ContinuityHow many people downloaded this document by way of this email?Email Web

• Continuity–Send an Email to 1000

Constituents

Email

• Continuity–Send an Email to 1000

Constituents

–20 % Unique Opens or 200 Constituents Opens

Email

• Continuity–Send an Email to 1000

Constituents

–20 % Unique Opens or 200 Constituents Open

–10% Clicked The Link or 20 Unique Clicks

Email

• Harmony– Out of the 20 Clicks

5 Downloaded the Whitepaper

– Downloads/Email Visits(5/20)*100 = 20% Conversion Rate

CONVERSIONS & GOALS

GOOOAAAAAL!

• Marketing Defined– Creating a specific message for a

specific audience to dictate a specific response.

• Marketing Triangle

Audience Results

Message

• What is a Conversion?– Constituent performs desired call-to-

action

• Conversion Formula–Events/Unique Visits

– Events

– Unique Visits

• Or Use a Modifier of The Total Visits From the Email

• Conversion Types –Macro Conversions

• Join Association

• Attend Conference

• Micro Conversions (Small Wins)–Click Link, Buttons, Call to Actions

–Video Watch

–Duration of Time

–Form Completion

• Lead Nurturing–Build Prospect Relationship with Trust

–Each Interaction Builds Trust

–Interaction with Multiple Touch Points

• Lead Nurturing

Read Blog

Download Whitepaper

Watch Video

Download Whitepaper

Attend Webinar

LeadJoins

• Trickle Down Analytics–Organization Mission

–Organization Annual Objectives

–Executive Goals

–Daily Tasks and Small Wins to Achieve Goals

TOOL TIME

I don't think so, Tim.

• Google Analytics–Website Analytics Reporting Software

–Free and Paid Version

–Quick Spin-up Time with JavaScript

• Google Analytics CampaignsCustom Campaigns helps you find the source to web traffic and conversions.

• Google Analytics Custom LinkYou can identify the source by adding a few parameters to the end of the URLs in your emails.

• Google Analytics Parametershttp://example.com/?utm_source=newsletter

&utm_campaign=newsletter_11182014

&utm_medium=email

&utm_content=article_02

• Parameters Best Practices–Concise

–Consistent

–Intuitive

–Think it Through

• Campaign Source–Identify the source to your traffic

–Source Examples:• newsletter

• invoice

• announcement

• press_release

• Campaign Medium–The marketing medium used in this

campaign

–Medium Types:

• email

• social

• Campaign Name–Correlates to your marketing campaign

or overall marketing effort

–Example Campaign Names

• newsletter_11192014

• legistlative_whitepaper_2014

• Campaign Content–Used to differentiate similar links or

content, and determine which link is more effective.

–A/B Test link placement

• Campaign Content

Content = story_1_titleContent = story_1_read_moreContent = story_1_image_link

Content = story_2_titleContent = story_2_read_moreContent = story_2_image_link

Content = story_2_titleContent = story_2_read_moreContent = story_2_image_link

• Google URL Builderhttps://support.google.com/analytics/answer/1033867?hl=en

• BlueHornet Link Append–Apply Google Campaign Parameters in

BlueHornet

• Account Level

• Message Level

• Manual Insertion

• Account Wide Link Append–Provides Consistency in Naming

Conventions

–Use System Tags to Help with Granularity.

• Example: Newsletter_%%Message_ID%%

• Account Wide Link Append1. Administration

2. Configure Settings

3. Email Sending Defaults

• Account Wide Link Append

• Message Level Link Append– Apply Campaign Parameters to All

Links in the Email Message

• Message Level Link Append1. Configure Step

2. Manage & Track Links

3. Link Append

• Message Level Link Append

• Beast Mode Link Append– Apply Campaign Parameters Manually

to All Links in an Email Message.

– Good Link Placement Granularity

– Time Consuming for Newsletters

• Beast Mode Link Append

• Google Acquisitions

• Secondary Dimensions

• Secondary Dimensions

TRIGGERS & CONVERSIONS

Catch’em Like Tim Howard

• Event Tracking (Triggers)–Record User Interactions with Your

Website that are not Included in Standard Google Analytics Code

• Events Tracking Script_gaq.push([category, action, label,

value

])

• Event Category–Categorize your call-to-actions or triggers

• Downloads

• Outbound Links

• Form Submits

• Video

• Visits

• Action–Define the Type of User Interaction

with the Website• Click

• Play

• Read

• Scroll

• Label–Provide Granularity to the action and

category to help uniquely delineate the user interaction• Legislative Whitepaper

• Annual Meeting Video Recap

• Blog Page Title

• Value–Provide Numerical Value to Attribute

Events

–Aggregate Numerical Value to See Highly Performing Campaigns

• Reporting1. Behavior

2. Events

• Reporting

• Goals (Google)Goals are a versatile way to measure how well your site fulfills your target objectives.

Each time a user completes a Goal, a conversion is logged in your Google Analytics account.

• New Goal1. Admin

2. Goals

3. New Goal

• Goal Setup

• Goal Description

• Goal Details

• Goal Reporting1. Conversions

2. Goals

• Conversion Reporting

Content Leader

Adam HigginsTechnical Project ManagerHighRoad Solution@admhggns