Marketers all share the same problem, showing the results of their efforts. For years efforts have been made to attribute events, links, visits, etc to a campaign and claim sales as a result of their efforts.
Now with your website, Facebook, Twitter, Instagram, Google+, LinkedIn, etc it becomes even more difficult to show how your work is driving business. Most analytic dashboards don’t do you justice either. Because too often a CEO is shown this:
A single line that they are suppose to believe you or your team alone caused this. This line doesn’t tell the full story of what your team did. Because too often is your team only focusing on one aspect of the business and not the whole business. For example, if you were marketing for a retail story, perhaps your campaign is only on shirts and the campaign is a success, but the campaign for shoes isn’t performing as well. Reporting a single line will show the results for both shoes and shirts, which isn’t the right story to tell.
So how can you tell that story?
Using Attributing URLs…Large Margin for Error
One way marketers are attempting to claim leads and sales from their efforts is by using link attribution. This is commonly done by using Google’s URL builder. A simple tool that allows marketers to determine what source, medium, or even campaign traffic to their website came from.
The problem with that, is that if your team doesn’t use the URL builder one time, the data is skewed. Even if they do use it but do not follow proper naming conventions the data inside of Google Analytics may be off or some data may be missing.
Using Google Content Grouping…To Many Steps
Another attempted by Google to help marketers to show their work and analyze performance of their efforts with Content Grouping. This is a feature that allows marketers to create groups of content that their team is working on, which is a great concept. However, it’s execution wasn’t a success. To create content groupings you have to go into Google Analytics and set up your groups. Then, update the code on all pages of your website, for EACH content group team collaboration tools. That is one too many steps and requires logging into the code side of your website.
The Unifusion Way
Unifusion believes that there is a better way for marketers to report their impact on marketing efforts. We do this by using campaigns and content clusters.
With Unifusion, your team is able to plan a campaign and target a subject (content clusters) and report the results of the impact on that specific subject.
Within the campaign your team is able to plan all work needed to complete the campaign in an easy to use and visually engaging manner.
During the campaign your team is able to monitor the results and see when jobs are closed and the impact those jobs have on your website and business.
This allows your CEO see the direct impact your team has on marketing efforts. If your team is interested in seeing this for yourself, go ahead and create an account to test out our software’s digital marketing dashboard, clusters, campaigns, and reporting.