Tiago Goncalves, 2016

Ejercicio 1

“Crea una oferta interesante teniendo en cuenta estos tres argumentos: scarcity, social y authority. Lo ideal es que las pudieras insertar en cada uno de los magazines, si no, envíalas individualmente.”

Dinos qué anunciante has elegido y por qué (pueden ser anunciantes que ya estén incluidos o no)

Explica por qué has elegido la oferta que has creado.

Argumenta el copy y la imagen que has escogido.

Acompaña cada oferta con su tracking correspondiente y explica cómo lo has sacado.

Oferta Creada #1

1) Anunciante elegido: Groupon. I believe Groupon is a reputable publisher,therefore it's an autority element that brings “trust”to this offer

2) Oferta creada: I decided to create this offer because it is a good example of best practise use 3 of the 3 best benchmark elements (scarcity, social y authority). Scarcity because there is a limited ammount of tickets (14), making it urgent for the visitor to act; Authority because it renown entities like “The Guardian”and “The Times” are mentioned in the picture,giving the play very good rating, bringing credibility to the offer, making it more persuasive for the consumer to choose. Lastly, Social proof because, it has been rated with 5 starts in TripAdvisor, which means a lot of people love the play and it's a reliable sign for a newcomer.

3) Copy y la imagen

I decided to create an appealing copy with a sense of urgency, making the visitor feel that he should act quickly because this offer is a one time only , last great chance to see a play that everyone else loves.

The image is very appealing because it is very striking, with several stars which act as a “seal of quality”for the offer, also, I like the fact that it both shows what the play is about and the human factor of the original “blindfolded”experience allied to it, making it appealing and triggering curiosity in the visitor who might want to click to know more.

Oferta Creada #1

1) Anunciante elegido: Groupon. I believe Groupon is a reputable publisher,therefore it's an autority element that brings “trust”to this offer

2) Oferta creada: I decided to pick this offer because it is a good example of best practise of the 3benchmark elements (scarcity, social y authority). Scarcity because it's an offer in groupon,which has a timelimit with a countdown; Social proof because it is rated in TripAdvisor with 3,5stars,which means it was trusted and ranked by other people; Authority because both Groupon and TripAdvisor are allied to this offer

Oferta Analisada #1

3) Copy y la imagen

The Copy is straightforward and very self explanatory, telling what type of food offer is it (degustacion), it tells the number of people it's for and the discount is very good because it's 50% off.The image is very appealing because it shows what the inside of the restaurante looks like

4) Tracking correspondienteExplanation: I analysed the UTM tracking code that was attached to the custom URL in order to track a source, medium, and campaign name.

http://es.clicplan.com/r/?brand=&utm_source=grpn&utm_medium=email&utm_campaign=ocio-barcelona&utm_content=rest&utm_term=creativos-y-de-autor&re=http%3A%2F%2Ftrac.clicplan.com%2Fcp%2F%3Femn_t%3D1595494%26emn_i%3D49%26emn_a%3D976%26emn_c%3D9282%26emn_e%3D%7B%24md5%7D%26emn_rt%3D0%26ref_offer%3D4460953%26go%3Dhttp%253A%252F%252Fgo.clicplan.es%252F8ufp

Campaign Source (utm_source): grpn (Groupon)Campaign Medium (utm_medium): email (e-mail marketing)Campaign Term (utm_term): creativos-y-de-autor (keywords of campaign)Campaign Content (utm_content) : rest (Used for A/B testing and content-targeted ads)Campaign Name (utm_campaign): ocio-barcelona (describes campaign)

Oferta Analisada #1

1) Anunciante elegido: Groupon. I believe Groupon is a reputable publisher,therefore it's an autority element that brings “trust”to this offer

2) Oferta creada: I decided to pick this offer because it is a good example of best practise use 2 of the 3 best benchmark elements (scarcity, social y authority). Scarcity because it's an offer in groupon,which has a timelimit with a countdown; Authority because it has been labbeled as a ”Best of Groupon”type of offer, bringing credibility to the offer, makit it more persuasive for the consumer to choose

3) Copy y la imagen

The Copy is straightforward and very self explanatory, telling how many nights with extras (breakfast and wine) and to how much people is it valid for

The image is very appealing because it has the “best of groupon”stamp and shows one very popular landmark in Marseille,which is good for memory recall

Oferta Analisada #2

4) Tracking correspondiente

Explanation: I analysed the UTM tracking code that was attached to the custom URL in order to track a source, medium, and campaign name.

http://clicplan.fr/travel/r/?brand=&utm_source=grpn&utm_medium=email&utm_campaign=travel-national&utm_content=esc&utm_term=escapades-et-voyages&re=http%3A%2F%2Ftrac.clicplan.fr%2Fcp%2F%3Femn_t%3D1579870%26emn_i%3D270%26emn_a%3D976%26emn_c%3D9279%26emn_e%3D%7B%24md5%7D%26emn_rt%3D0%26ref_offer%3D4623507%26go%3Dhttp%253A%252F%252Fgo.clicplan.fr%252F9htU

Campaign Source (utm_source): grpn (Groupon)Campaign Medium (utm_medium): email (e-mail marketing)Campaign Term (utm_term): escapades-et-voyages (keywords of campaign)Campaign Content (utm_content) : esc (Used for A/B testing and content-targeted ads)Campaign Name (utm_campaign): travel-national (describes campaign)

Oferta Analisada #2

1) Anunciante elegido: British Telecom. I believe British Telecom is a reputable publisher because it is a very big player in telecom industry,therefore it's an autority element that brings “trust” to this offer

2) Oferta creada: I decided to pick this offer because it has a very appealing visually striking picture with explanation about how much the customer will save when he subscribes to the offer

3) Copy y la imagen

The Copy is direct and very techinal, which is what the type of consumer wants, additionally, there is more copy in the image which makes it easier for the visitor to understand the offer

The image is very appealing because its design is very colorful and eye grabbing, it's not just the picture of the product bu also portrays how good is the offer

Oferta Analisada #3

Campaign Source (utm_source): britishtelecom (British Telecom)Campaign Medium (utm_medium): email (e-mail marketing)Campaign Term (utm_term): informatica(keywords of campaign)Campaign Content (utm_content) : productos-tech(Used for A/B testing and content-targeted ads)Campaign Name (utm_campaign): tech-nazionale (describes campaign)

4) Tracking correspondiente

Explanation: I analysed the UTM tracking code that was attached to the custom URL in order to track a source, medium, and campaign name.

http://clicplan.it/tech/r/?brand=british-telecom&utm_source=britishtelecom&utm_medium=email&utm_campaign=tech-nazionale&utm_content=productos-tech&utm_term=informatica&re=http%3A%2F%2Ftrac.clicplan.it%2Fcp%2F%3Femn_t%3D1597345%26emn_i%3D196%26emn_a%3D2670%26emn_c%3D11969%26emn_e%3D%7B%24md5%7D%26emn_rt%3D0%26ref_offer%3D4599439%26go%3Dhttp%253A%252F%252Fgo.clicplan.it%252F96Pe

Oferta Analisada #3

Ejercicio 2

Escoge una de las ofertas anteriores, de las que tu has creado o las que ya están en el magazine y crea una creatividad solo para una oferta. Imagina que enviaremos una campaña de email que en lugar de ser multibrand como el anterior sea un email dedicado para esa oferta en concreto pensando en el target.

1)Por qué elegi la oferta

This offer is scarce (only 14 tickets), it has social proof (Tripadvisor) and it has authority (Guardian/The Times)

2) El copy y la imagen que has escogido.

The copy comes from a renown source which is TimeOut, which best describes a sinopsis of the play,highlighting how good it is and the awards it won also

(click to enlarge image)

Ejercicio 3

Explica cómo medirías y analizarías los resultados de las creatividades que has hecho.

1)Set up campaign trackingSetup email tracking for the links from the email to the landing pages with tags with standard campaign tracking parameters by using Google URL Builder enabling to add the parameters for a destination page from the email campaign

2)Create an Advanced SegmentSetting up an Advanced segment in Google Analytics to report just on your email traffic

3) Review reports– ‘Campaign Medium: Email’ advanced segment turned on, then simply select ‘Audience’ from the left side menu and choose ‘Overview’.– Select ‘Behavior’ from the left hand menu and then select ‘Behavior Flow’. Next, select ‘Campaigns’ from the little green drop down menu above the first column in the report.

Tracking email marketing campaigns

KPIs

1) Clickthrough Rate

How to Calculate It: (Total clicks OR unique clicks ÷ Number of delivered emails) * 100

2) Conversion Rate

How to Calculate It: (Number of people who completed the desired action ÷ Number of total emails delivered) * 100

3) Bounce RateHow to Calculate It: (Total number of bounced emails ÷ Number of emails sent) * 100

4) List Growth Rate: How to Calculate It: ([(Number of new subscribers) minus (Number of unsubscribes + email/spam complaints)] ÷ Total number of email addresses on your list]) * 1005) Email Sharing/Forwarding Rate:

How to Calculate It: (Number of clicks on a share and/or forward button ÷ Number of total delivered emails) * 100

6) Overall ROIHow to Calculate It: [($ in additional sales made minus $ invested in the campaign) ÷ $ invested in the campaign] * 100

Gracias!

Tiago Goncalves, 2016