1 OCMu Tracking Ads and more The Office of Communications & Marketing (OCM) louisville.edu/ocm

2 About OCM OCM is under the Advancement Office for the University. OCM is charged with maintaining and promoting the university brand and strategic marketing mission, as a whole. louisville.edu/ocm/ Find ALL of the material from this presentation at: louisville.edu/ocm/ocm-u-training

What are you doing? 3 Are you advertising (a product, service or offer)? Are you branding (a company or product)? Are you promoting (an event or offer, usually time-based)

4 Be Big Brother Modern technology lets us track (almost) everything Print (invites, post cards, fliers, posters) Print ads (newspaper, want-ads, penny savers) Media – radio, T.V. and rich internet media Crowd sourcing – online and traditional Outdoor, movie theater or other display ads Word of mouth – events, training, socializing The difference between a successful marketing campaign and failure is usually in the numbers. Learn to track everything from today on… Example traffic reports…

5 Traffic Report - sample

Tracking non-digital in a digital age 6 Track traditional media - directly Print (invites, post cards, fliers, posters) Costs vs. # sent or printed Print ads (newspaper, want-ads, penny savers) Costs vs. total or estimated viewership Media – radio, T.V. and rich internet media Cost vs. mass-viewership (usually estimates) Crowd sourcing – online and traditional Costs vs. engagement # Outdoor, movie theater or other display ads Cost vs. impressions Word of mouth – events, training, socializing Cost vs. impressions

Tracking non-digital in a digital age 7 Track traditional media – indirectly Print (invites, post cards, fliers, posters) Print ads (newspaper, want-ads, penny savers) Media – radio, T.V. and rich internet media Crowd sourcing – online and traditional Outdoor, movie theater or other display ads Word of mouth – events, training, socializing Indirect tracking demands that you have historical data so you can compare trends such as; Lift in sales Increased visitors Increased mentions Increased donors, likes, etc.

8 Track EVERYTHING online If it’s digital, it’s traceable! No matter what (marketing) you do online, be sure you track it. There are many forms of tracking Product-based tracking Web-based tracking (Google Analytics) -based tracking (Campaign Monitor, Mail Chimp, Constant Contact, etc.) Log-based tracking (for the die-hard nerds)

9 Start with the basics Use Google Analytics: (show it) Anything driving to a web property should use a tracking URL When marketing, pay to get tracking for campaigns All online advertising comes with tracking (or don’t buy it)

10 Start with the basics Use Google Analytics: (show it) Anything driving to a web property should use a tracking URL When marketing, pay to get tracking for campaigns All online advertising comes with tracking (or don’t buy it)

11 Digital Tracking in Two Minutes 1.Have a link or page you want to drive traffic to. 2.Copy the link and go here: Your new URL will look like this: nt=LOOK%2C%2BDon't%2BDrive&utm_campaign=Cause%2BAccidents Minify the URL if you need to: use UofL.me, Goo.gl or Ow.ly

12 Determining effectiveness 1.Look at your reports 2.Did you succeed? Traditional media Did it increase your benchmarks? Are you getting anecdotal feedback? – over 11% open rate and over 11% click rate Website lift? Did you spend less than $1.00/click or less than $1-$6/thousand impressions? Social media - varies

13 Contact OCM Online Contact(s) Jeff Rushton – digital media Office of Communications & Marketing (OCM)