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 ☺