Optimize Your Multi-channel Campaigns For

Maximum Impact

What you can track, you can measure.

What you can measure, you can improve upon.

What are you trying to achieve?Define it.

Goals

Macro-level

Departmental goals

Institutional goals

Campaigns

Events

Micro-level Micro-level

Micro-levelMacro-level

Goals

Increase Donations

Departmental goals

Institutional goals

Campaigns

Events

Black Tie Event

Presidential Mailing

Campaign

Increase Annual Fund

Contributions

Website

Your Marketing Hub

Email

FacebookPostcard

Letter

Twitter

Alumni Magazine

Determine• Landing page• Desired action• How success will be measured

– Confirmation page– Form submission– Download PDF

Set Up Google Analytics Goals

Campaign Tracking

Set up links with tracking variables

http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund

Campaign Tracking

Set up links with tracking variables

http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund

What is the source in which this link appears?

Campaign Tracking

Set up links with tracking variables

http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund

What is the medium/channel in which this link appears?

Campaign Tracking

Set up links with tracking variables

http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund

What is the name of the campaign?

Send people to landing page.

• Bit.ly/Goo.gl• QR Code• Redirect

goo.gl/K7Z3j

www.convergeconsulting.org/contact-us/request-analytics-consultation/?utm_source=powetpoint&utm_medium=qr%2Bcode&utm_campaign=maximum%2Bimpact%2Bpresentation

Analyze results in Google Analytics

Compare/Analyze

• Campaigns• Sources• Mediums

Make changes

Reallocate funds to what is workingEliminate what is not

• Track• Set up Goals• Use Campaign Tracking• Analyze• Make Changes

Recap

Questions?

Go to http://goo.gl/K7Z3j to sign up for a free, 20-minute analytics consultation.