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Optimize Your Multi-channel Campaigns For
Maximum Impact
What you can track, you can measure.
What you can measure, you can improve upon.
What are you trying to achieve?Define it.
Goals
Macro-level
Departmental goals
Institutional goals
Campaigns
Events
Micro-level Micro-level
Micro-levelMacro-level
Goals
Increase Donations
Departmental goals
Institutional goals
Campaigns
Events
Black Tie Event
Presidential Mailing
Campaign
Increase Annual Fund
Contributions
Website
Your Marketing Hub
FacebookPostcard
Letter
Alumni Magazine
Determine• Landing page• Desired action• How success will be measured
– Confirmation page– Form submission– Download PDF
Set Up Google Analytics Goals
Campaign Tracking
Set up links with tracking variables
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
Campaign Tracking
Set up links with tracking variables
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
What is the source in which this link appears?
Campaign Tracking
Set up links with tracking variables
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
What is the medium/channel in which this link appears?
Campaign Tracking
Set up links with tracking variables
http://mycollege.edu/?utm_source=newsletter&utm_medium=email&utm_campaign=annual%2Bfund
What is the name of the campaign?
Send people to landing page.
• Bit.ly/Goo.gl• QR Code• Redirect
goo.gl/K7Z3j
www.convergeconsulting.org/contact-us/request-analytics-consultation/?utm_source=powetpoint&utm_medium=qr%2Bcode&utm_campaign=maximum%2Bimpact%2Bpresentation
Analyze results in Google Analytics
Compare/Analyze
• Campaigns• Sources• Mediums
Make changes
Reallocate funds to what is workingEliminate what is not
• Track• Set up Goals• Use Campaign Tracking• Analyze• Make Changes
Recap
Questions?
Go to http://goo.gl/K7Z3j to sign up for a free, 20-minute analytics consultation.
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