A campaign is a marketing initiative, online or offline, which has the purpose of bringing people to a website and, usually, motivating visitors to execute a specific action. Marketing Factory allows you to track your campaigns to see how they perform, do in-depth analysis of the visitors who were attracted by these campaigns and actually performed the expected action (goal). Marketing Factory lets you determine which campaigns are the most successful ones and generate the higher return on investment (ROI).
You can specifically target visitors who are reacting to a campaign and execute personalization, testing or other marketing-oriented tasks.
Goals are meant to track the internal performance of your website
Campaigns tracking allow you to track the performance of an external campaign (SEM, SEO, social networks, external links, blog article ..).
A campaign is a marketing initiative you have launched to bring visitors to your website. This initiative can be online: a drip campaign by email, rotating banners on web sites, paid keywords, a social post on Facebook, etc. It can also be an off-line initiative: TV or paper ads, printed product brochures or catalogs, QR Codes on POS material, Smart Tags, direct mail or even street-marketing actions.
Whatever the attraction mechanism is, the objective is to motivate a prospect to click on a link or CTA (if it is an online campaign) or, later (if the campaign is off-line), to type an Internet address that will bring them to your website. To be able to measure the efficiency of a campaign, the first critical key is to identify the fact that those visitors are coming because of your campaign.
First, Marketing Factory needs to identify visitors that have been exposed to your campaign so it can start counting and monitoring them correctly. People identified as coming because of a campaign are considered engaged.
To assert that visitors are coming to your site because of one of your campaigns, there are two main cases:
The goal of a campaign is to not only make people come to your site, or even to increase your traffic, but to really engage with them more deeply and start a conversation. Then, once they have arrived on your website, you will want them to perform a specific action that will increase their likeliness to become buyers or brand advocates. Those actions can be, for example, to download a white paper, register for an event / conference / webinar, fill out a contact form, look at a video, ask for a sales representative call, etc.
In Marketing Factory, this very specific action is called the Primary Goal. The number of visitors that react to your campaign and perform the intended activity (we call that engage with the primary goal) defines the success of the campaign.
The results of a campaign (conversion rate, cost per converted visitor, etc.) are calculated based on the Primary Goal that is the absolute measure of success. Nevertheless, you may want to add other goals to your campaign in order to track how many visitors are engaged in this campaign their performance compares to these secondary goals.
Goals in a campaign are created and work exactly like goals for your site metrics (see the chapter Goals and the chapter Concepts for detailed information about the reporting and analysis capabilities). The only difference is that only people engaged in your campaign will be considered for the statistics. If, for instance you run a campaign based on Google ads that brings visitors to a page named Our new XP5000 mobile phone, and if that page is accessible from your standard site navigation, you will have visitors coming because of your campaign AND people that came to your site and to this page without being exposed to this campaign. By setting a goal for this page visit in your campaign dashboard, Marketing Factory will show you the statistics only for those people that have been identified as engaged in your campaign.
The campaigns default page lists all campaigns by date of creation and provides critical information about each campaign like the number of engaged visitors and the conversion rate.
The buttons in front of each campaign,
can be used for: Accessing the campaign dashboard.Seeing the list of engaged visitors.
Delete a campaign. Beware that this deletion is permanent and cannot be undone. All data collected about this campaign will be lost forever.To create a campaign, follow this procedure:
- Referrer: Use this type to track traffic from a specific website. For example, if you want to track all traffic coming from facebook, type in "facebook.com" in the "Referring URL" field.
- Landing page: Use this type to track traffic that arrived to your website through a specific page of your website. Please note that the page needs to be the very first one of the session for visitors to be engaged in the campaign.
- Parameter in URL: Use this type when the link to your website has a parameter in the URL. Type in the parameter name and value in the "URL parameter" field. For instance, the link: jahia.com/customers?utm_campaign=jahia-days could be tracked by typing in "utm_campaign=jahia-days". Please note that visitors are engaged in the campaign only if the parameter in the URL is there in the first page that they view for the visit. For instance, if a visitor goes to jahia.com/platform/digital-experience-manager and then goes to page jahia.com?utm_campaign=jahia-days , the visitor won't be engagded to the campaign.
The form disappears and the list of campaigns is refreshed. Your new campaign should appear inside.
Once your campaign has been created in Marketing Factory, you can add campaign goals. The goals created in the context of a campaign work exactly like goals declared for your website, except that only the subset of visitors engaged in your campaign will be taken into account.
The campaign dashboard provides a detailed view of how your campaign perform.
The first section is the timeline showing the number of engaged visitors and the number of conversions:
As for any goal in Marketing Factory, you can access a detailed report of that goal using the top-right menu and choosing View Report.
And then access the quantitative and qualitative analysis of visitors who achieved that goal.
For detailed explanations about analysis capabilities, please refer to chapter 2 Concepts.
Using the top-right menu:
You can:
This screen lists all the visitors engaged in the selected campaign
You can:
A campaign is sometimes done of multiple initiatives or submitted to revisions during its course (like raising or lowering a budget, relaunching a drip emailing, etc.). Marketing Factory offers the possibility to add so called events to a campaign so you can keep the memory of what has been done and try to monitor the impact of some decisions.
To create a new campaign event
Once a campaign event has been created, it appears in the time line, highlighting the date of the event.
Details about this event appear lower in the dashboard
Declaring your campaigns in Marketing Factory is not only useful to get performance statistics. You will also want to analyse the audience engaging to your campaign and who of them achieved the primary goal with the objective to improve the user experience.
You can define a boolean segment property requiring a user to be engaged in the campaign
You can use the fact that a visitor is engaged in a campaign as a trigger for personalization.
You can easily extract the visitor segment that engaged in a campaign by expressing some interest for your campaign topic but then did not reach the Primary Goal.
You can also use the fact that a visitor is engaged in a campaign and has fulfilled the primary goal to go a step further and do a follow-up. Depending on your primary goal, the follow-up can be cross-selling, a personalized offer, a conversation with a sales representative, a meeting in a showroom, etc.
If a visitor is engaged in a campaign, it means that the visitor has reacted to your campaign by clicking on a link or by typing an address in a browser. This means that most likely the visitor is more interested in the topic of your campaign than the average visitor. This information can be translated into interest points, which can be added to his or her profile. If the visitor performs your primary goal, additional points should be granted.