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Tracking Campaigns in Omniture Site Catalyst December 24, 2009

Posted by Joe Kamenar in campaign tracking, web analytics.
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Tracking campaigns with Omniture Site Catalyst

In a previous post, I discussed how to track marketing campaigns using Google Analytics. In this post, I will explain how to do it using Omniture Site Catalyst. Unlike Google, where you create a campaign tracking string based on five parameters and append it to your URL link, with Omniture, you simply create a campaign ID and append the ID to the URL. As an example, the URL http://mysite.com/landing_page.htm?cid=cl_phl_oct could represent a posting to the Philadelphia section of Craigslist in October. You could create a string of campaign codes and visually see each one in your Site Catalyst report, simply by setting the “s.campaigns” variable to the campaign ID. When you look t the report, you can add metrics such as visits, leads, orders, revenue, or other key performance indicators (KPIs).

The drawback to this is that if you have multiple types of campaigns, with multiple parameters, you would need to memorize each and every one to make sense of the report. Instead of doing this, you can instead “classify” the campaign variable. What this does is to associate meta data with it so that you can segment, filter, group or sort all your data to gain insight to what really works.

To do this, you need to go into the Admin function of Site Catalyst and then select the variable you want to classify. Typically, this would be the campaign variable. You can then set up classification categories based on your needs. You can set up classifications similar to what you would do with Google Analytics (source, medium, name, keyword, content), or you can be as specific as your business needs dictate. Omniture has a couple of excellent blog posts that show you how to set up classifications. One is specifically about campaign tracking, and the other discusses how to classify your campaigns using a tool called the “SiteCatalyst Attribute Importing and Naming Tool”, or SAINT. Using SAINT, you create a template in Excel that lists all of your campaign tracking codes and what they mean, as far as your classification list. This list needs to match the list you set up in the Admin console. Once you upload your template, you can then run reports that let you drill down to any of your campaign classifications, and see how well each aspect of your campaign performed.

To have all this make sense and provide meaningful and actionable data, you need to first determine your campaign goals, then create KPIs that can show management if these goals are being met. Your campaigns need to be identified and a tracking spreadsheet template created as per the SAINT requirements. All of your marketing URLs then need to be tagged with the unique tracking codes you have created. If you are doing email campaigns, you need to make sure that your campaign codes do not conflict with any tracking code that your email vendor uses. Fortunately, Omniture does provide integration capabilities with leading email marketing platforms.

One of Edgewater’s strengths is in providing your business with a complete web analytics roadmap, including looking at where you are now, determining where you need to be, and showing you how to get there. Your roadmap would include aspects such as identifying marketing opportunities, creating a classification template, building a set of KPIs and reports, developing tagging specifications, creating a test plan, and then analyzing your data to determine how to better optimize your web marketing efforts. Regardless of the analytics tool you use, Edgewater can show you how to use it better to take your web analytics to the next level.