So Adobe Ana­lyt­ics is an awe­some tool for mea­sur­ing many aspects of your online con­tent and mar­ket­ing efforts, right? And it pro­vides infor­ma­tion that is crit­i­cal to your organization’s man­age­ment of mar­ket­ing bud­gets, etc. But, most orga­ni­za­tions often don’t take the time to con­sid­er that every­one needs to be on the same page in terms of the inter­pre­ta­tion of this infor­ma­tion (a.k.a. gov­er­nance). This has nev­er been truer than when it specif­i­cal­ly comes to mea­sur­ing the effec­tive­ness of mar­ket­ing cam­paigns and chan­nels.

Adobe Ana­lyt­ics has sev­er­al options that you can con­fig­ure, or that are out-of-the-box when you sim­ply imple­ment the tech­nol­o­gy. But which option with­in Adobe Ana­lyt­ics is best for you? What are all the options to begin with any­way? What are the ben­e­fits of these dif­fer­ent options? Should you use all of the options, some of the options or only one of them? Does every­one in your orga­ni­za­tion know where to get this data?

That’s a lot of ques­tions to con­sid­er, right? But make no mis­take, you must choose!

Many Options to Consider

You need to make an informed deci­sion when choos­ing your method of mea­sur­ing mar­ket­ing cam­paign and chan­nel effec­tive­ness in Adobe Ana­lyt­ics. In a lat­er post, I’ll dis­cuss some of the fin­er details of the avail­able options, but for now let’s just say that below are a few of the typ­i­cal, high-lev­el choic­es:

  1. Traf­fic Sources reports 
  2. Cam­paign track­ing code report 
  3. Chanel Man­ag­er plug-in 
  4. Uni­fied Sources DB VISTA Rule (I’d guess this isn’t used as much as it used to be) 
  5. Mar­ket­ing Chan­nel Report

I have my def­i­nite opin­ions on the above options, as they all have their strengths and weak­ness­es. But that’s a post for a lat­er time.

Choosing Poorly

There are a lot of choic­es there, all of which can give you a dif­fer­ent answer to seem­ing­ly sim­ple ques­tions like: “How effec­tive are our SEO efforts?” or “How’s our email chan­nel per­form­ing?” If your orga­ni­za­tion has not made an informed, firm deci­sion on how you are report­ing this effec­tive­ness and you have also not made this known to the users of the reporting/data, then this is going to be the like­ly result:

Well, maybe not that exact out­come. But in all seri­ous­ness, if you don’t make these impor­tant deci­sions, then you’ll like­ly have peo­ple answer­ing the same ques­tion in mul­ti­ple ways.

Choosing Wisely

In choos­ing which method of mea­sure­ment and report­ing you’ll use for mar­ket­ing cam­paigns and efforts with Adobe Ana­lyt­ics, below are a few of the ques­tions you might want to con­sid­er:

  • What form of attri­bu­tion will we use (one or mul­ti­ple)?
  • What is the length of attri­bu­tion that makes sense for our busi­ness mod­el?
  • Do we want nat­u­ral­ly occur­ring traf­fic and paid cam­paign traf­fic with­in the same attri­bu­tion pool?
  • Will the users of the data self serve?
  • How are we going to ensure that our stake­hold­ers get their report­ing and data from a con­sis­tent source/location?
  • Are all of our agen­cies and inter­nal mar­keters using a con­sis­tent method of track­ing code cre­ation for cam­paign mea­sure­ment?
  • And more…

Has your orga­ni­za­tion doc­u­ment­ed the answers to these ques­tions? If not then I’m guess­ing that your inter­nal con­sumers of ana­lyt­ics data are get­ting data wher­ev­er they think it makes sense in Adobe Ana­lyt­ics.

If you have a prop­er analytics/data gov­er­nance plan in place or have con­sid­ered the ques­tions above (of which there are many more of course), then you will have cho­sen wise­ly in how you mea­sure and report on online mar­ket­ing effec­tive­ness. And, the above ques­tions are just a sam­pling of the con­sid­er­a­tions to be made when mea­sur­ing the effec­tive­ness of mar­ket­ing cam­paign and chan­nel effec­tive­ness.

If you need help in mak­ing these choic­es and/or prop­er­ly set­ting up your Adobe Ana­lyt­ics imple­men­ta­tion for report­ing on mar­ket­ing effec­tive­ness, give us a shout! And if you do choose to have Search Dis­cov­ery assist you here, refer to the pre­vi­ous image ☺