Analyses 3 – Campaign Analyses

This training chapter explains how to analyze your campaigns with Mapp Intelligence.

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Find more information in the course Mapp Intelligence - Campaign Analyses.

Preface

In this document, many examples of meaningful campaigns are shown.

The following default setup is used: 4 or 5 hierarchical campaign categories with the following labels

In the examples individually set up metrics are used, too, which have to be created in the formula editor. These are marked with a star ("*").

1 Basics of the Configuration

In order to analyze campaigns in a meaningful way, an understanding of the basic configuration and operation is necessary.

1.1 Attribution

Usually, a specific website goal has to be reached via campaigns (e.g. order, account registration, newsletter registration).

• Which campaign is responsible for the reach of the website goal?
  Different models – so called "attributions" – are supported.

• Which attribution model is to be used by default?
  Mapp Q3 > Configuration > Marketing Configuration > General Settings > Default Attribution

Example for 2 different attributions:

a) The first campaign (SEA) is responsible for the reach of the website goal (Newsletter registration).

b) The last campaign (Direct) is responsible for the reach of the website goal (Newsletter registration).

Mapp uses the default attribution when dimensions and metrics from the sections E-Commerce and Campaigns are combined or filtered.

In case you set up several website goals, you need to filter by the required website goal or use separate metrics per goal (e.g. number of orders, number of newsletter registrations).

1.2 API to Newsletter Tools

Data coming from newsletter tools can be imported into Mapp Intelligence via campaign categories. This can be relevant for the evaluation of newsletter campaigns.

For example, the following metrics can be imported automatically:

• Delivery Rate

• Opening Rate

• Costs

1.3 API to Google AdWords

Mapp Intelligence provides an API for automatic measurement and data import from Google Ads.

Mapp Q3 > Configuration > Interfaces > Google AdWords

The campaign categories in Mapp are matched with the respective layers of the Google Ads campaign via the interface configuration. We recommend setting up a campaign tree consisting of at least 5 levels in order to fully match the Ads layers.

For all ad types, ads and keywords the following metrics can be imported automatically:

• Clicks

• Impressions

• Costs

• Average Position

• CTR

• Campaign Cost Sales Relation

2 Campaign Analyses

The analysis of campaigns is usually done in the campaign tree, which displays all marketing campaigns in a structured way.

Only clicked campaigns are depicted.

2.1 Campaign Analyses for Shops

The following metrics allow a detailed evaluation of revenue and orders.

Analysis: Individual Analysis

How did access to campaign channels change compared by time periods?

Analysis: Marketing > Campaign Categories > [Name of the campaign channel] > Comparison

Via which campaign channels do my most lucrative customers access the website?

Analysis: Individual Analysis

What is the performance of Google Ads campaigns?

Analysis: Individual Analysis

Which campaign channels led to a purchase in which product category?

Analysis: Individual Analysis

Which products were viewed via SEA campaigns, added into the shopping cart, and purchased?

Analysis: E-Commerce > Products

For which order numbers was the campaign channel SEA responsible?

Analysis: Individual Analysis

What is the performance of newsletter campaigns?

Analysis: Individual Analysis

What does the order process of SEA users look like?

Analysis: Navigation > Processes

What long-term revenue was generated with newly won customers per campaign channel?

Analysis: Marketing > Campaign Categories > [Name of the Campaign Channel]

2.2 Campaign Analyses for Content Sites

The following metrics are frequently used by content sites.

Analysis: Individual Analysis

How did accesses to campaign channels change compared by time periods?

Analysis: Marketing > Campaign Categories > [Name of the campaign channel] > Comparison

Via which campaign channels come visitors, that are frequently on the website?

Analysis: Individual Analysis

What is the performance of Google Ads campaigns?

Analysis: Individual Analysis

What is the performance of the newsletter campaigns?

Analysis: Individual Analysis

What does the registration process of SEA users look like?

Analysis: Navigation > Processes

2.3 Campaign Type

Every page, that is accessed after a campaign, is matched with the respective campaign.

By using the campaign type it is possible to differentiate between:

• Clicks: When the data source of the campaign (e.g. media code) is tracked.

• Engagement: All page accesses between campaign click and conversion.

• Conversion: A website goal is reached and the campaign complies with the default attribution.

Optional:

• Viewed: Only available, when campaign views are imported.

• Offline: Only available, when offline orders are tracked via a separate offline pixel.

On which pages access via newsletter campaigns were measured?

Analysis: Navigation > Pages > Pages

Which pages were measured after the newsletter landing page in the course of the visit?

Analysis: Navigation > Pages > Pages

Which pages were used directly after the landing page of the newsletter campaign?

Analysis: Navigation > Pages > Follower Pages

3 Customer Journey

All campaigns until the reach of a website goal are saved in a Customer Journey.

• Only campaigns, that helped to reach a website goal, are analyzed.

• Customer Journeys work independently from attribution models.
  This means, that all campaign contacts are analyzed, which were used by a visitor within 30 days before the reach of a website goal.

• A maximum amount of 15 campaign contacts is measured.
  If there are more contacts, the first one and the last 14 are saved.

If you have set up several website goals, you need to filter the Customer Journey analyses by the respective goal or use separate metrics per goal (e.g. number of orders, number of newsletter registrations).

Example of Customer Journeys with several website goals

Customer Journeys are saved at the reach of a website goal. Therefore, they can‘t be filtered or matched with other dimensions or metrics freely.

A combination of the following dimensions is supported:

• Website Goal

• Order ID

• [Campaign Category | Source | Campaign Parameter | Ad Media] in the Customer Journey

• Internal/External Campaign in the Customer Journey

• Search Phrases (Campaigns)

• Device Class in the Customer Journey

• SEA keywords in Customer Journey

• Position in Campaign Lifecycle, Position prior to Conversion

• Time in Campaign Lifecycle (Days)

• Campaign Lifecycle Contacts

• The number of contacts in the Customer Journey. E.g. "0, 1,…"

• Time in Campaign Lifecycle

• Shows the contact point in the Customer Journey. E.g. "2016-07-01 16:04:39"

3.1 Customer Journey Analyses

On which position is the campaign used, that is involved in the reach of a website goal?

Analysis: Individual Analysis

In what order are campaigns accessed before the reach of a website goal?

Analysis: Marketing > Customer Journeys >  Ad Media Path

What do Customer Journeys look like, when a newsletter campaign is involved in them?

Analysis: Marketing > Customer Journeys >  Traffic Sources Path (Aggregated)

What do Customer Journeys look like, in which courses the first campaign contact was a SEA campaign and an order was placed?

Analysis: Marketing > Customer Journeys >  Traffic Sources Path

What do Customer Journeys look like, in which courses the last campaign contact was a newsletter campaign, and more than 3 campaigns were used?

Analysis: Marketing > Customer Journeys >  Traffic Sources Path (Aggregated)