Internet marketing puts so much data at our fingertips that using it correctly, or finding time to use it at all, becomes the new challenge. Danny Brown not only gives the tools but shows us how to use them in his new piece in Small Business Newz. He coins the term "Research Station", which is as good a way to put is as any. The point is, he takes you through an example of the tracking involved in a real (fictitious) campaign which is great because a list of tools is just another log on the pile of Too Much Information, but his campaign walk through will make you think, "I could do that!"
Excerpt below, but be sure to read it all at:
Planning New Stations
By setting up your research station before your campaign – alerts, URL’s, micro-sites, type of media, what message is going to each, etc – you’ve created the basis of what information you want to receive.
This, coupled with sales of the widget from the campaign, can give you focused information that will make your next one even more effective.
So what do you take from each nugget?
- Google Alerts. Set your keywords up from your campaign, as well as the widget name, the company name, the website address and “blog posts about WIDGET NAME”. See when you’re mentioned; where; who by; what topic they normally talk about, etc.
- Social Mention. Type in your keywords and marketing efforts (WIDGET X on the radio, for example). Bookmark the most relevant mentions from the network results. Measure the Positive/Negative/Neutral feedback for each term.
- Social Search. Much like Social Mention, but this time view more about the demographics on who’s talking about you. What Groups do they belong to on Facebook? Are they part of a bigger picture (mommy bloggers, widget enthusiasts, etc). Are they sharing you with their networks? If so, good or bad?
- Analytics. Which URL’s were used? Which landing page had the biggest bounce rate? Why? Did your call-to-action work? How many apps or coupons were downloaded? What nationality was your biggest visitor base?
- Vanity URL’s. Which keyword URL drove the most traffic? What medium offered the most return? Were location-based URL’s useful?