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OCMuTracking Ads and more

The Office of Communications & Marketing (OCM)louisville.edu/ocm

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About OCM

OCM is under the Advancement Office for the University.

OCM is charged with maintaining and promoting the university brand and strategic marketing mission, as a whole.louisville.edu/ocm/

Find ALL of the material from this presentation at:louisville.edu/ocm/ocm-u-training

What are you doing?

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Are you advertising (a product, service or offer)?

Are you branding (a company or product)?

Are you promoting (an event or offer, usually time-based)

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Be Big Brother

• Modern technology lets us track (almost) everything• Print (invites, post cards, fliers, posters)• Print ads (newspaper, want-ads, penny savers)• Media – radio, T.V. and rich internet media• Crowd sourcing – online and traditional• Outdoor, movie theater or other display ads• Word of mouth – events, training, socializing

• The difference between a successful marketing campaign and failure is usually in the numbers.

• Learn to track everything from today on…• Example traffic reports…

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Traffic Report - sample

Tracking non-digital in a digital age

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Track traditional media - directly• Print (invites, post cards, fliers, posters)

• Costs vs. # sent or printed• Print ads (newspaper, want-ads, penny savers)

• Costs vs. total or estimated viewership• Media – radio, T.V. and rich internet media

• Cost vs. mass-viewership (usually estimates)• Crowd sourcing – online and traditional

• Costs vs. engagement #• Outdoor, movie theater or other display ads

• Cost vs. impressions• Word of mouth – events,

training, socializing• Cost vs. impressions

Tracking non-digital in a digital age

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Track traditional media – indirectly• Print (invites, post cards, fliers, posters)• Print ads (newspaper, want-ads, penny savers)• Media – radio, T.V. and rich internet media• Crowd sourcing – online and traditional• Outdoor, movie theater or other display ads• Word of mouth – events, training, socializing

Indirect tracking demands that you have historical data so you can compare trends such as;

• Lift in sales• Increased visitors• Increased mentions• Increased donors, likes, etc.

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Track EVERYTHING online

If it’s digital, it’s traceable!• No matter what (marketing) you do online, be sure you

track it.• There are many forms of tracking

• Product-based tracking• Web-based tracking (Google Analytics)• Email-based tracking (Campaign Monitor, Mail

Chimp, Constant Contact, etc.)• Log-based tracking (for the die-hard nerds)

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Start with the basics

• Use Google Analytics: http://google.com/analytics (show it)

• Anything driving to a web property should use a tracking URL

• When marketing, pay to get tracking for email campaigns

• All online advertising comes with tracking (or don’t buy it)

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Start with the basics

• Use Google Analytics: http://google.com/analytics (show it)

• Anything driving to a web property should use a tracking URL

• When marketing, pay to get tracking for email campaigns

• All online advertising comes with tracking (or don’t buy it)

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Digital Tracking in Two Minutes

1. Have a link or page you want to drive traffic to.2. Copy the link and go here: http://

support.google.com/analytics/bin/answer.py?&answer=1033867

3. Your new URL will look like this:http://louisville.edu/?utm_source=KY%2BFairgrounds&utm_medium=Billboard&utm_term=Our%2Bads%2Bcause%2Baccidents&utm_content=LOOK%2C%2BDon't%2BDrive&utm_campaign=Cause%2BAccidents

Minify the URL if you need to: use UofL.me, Goo.gl or Ow.ly

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Determining effectiveness

1. Look at your reports2. Did you succeed?

• Traditional media• Did it increase your benchmarks?• Are you getting anecdotal feedback?

• Email – over 11% open rate and over 11% click rate• Website lift? Did you spend less than $1.00/click or

less than $1-$6/thousand impressions?• Social media - varies

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ContactOCM Online Contact(s)

Jeff Rushton – digital mediaOffice of Communications & Marketing (OCM)jeff.rushton@louisville.edu 502-852-8119