It has been a little while since I wrote my last blog post and I thought it this was an appropriate topic to blog about. Some of you might recall Eric Peterson has done several presentations on this topic. This topic has also recently been mentioned on Twiiter. As I have mentioned from the beginning I am going to write about I am going to write about my personal experiences and this topic was a good topic to write about as I have started my new position. I am going to write about my experience with each of these with my various companies that I have worked. I am going to start with technology, then people, and finally process.
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Have you ever experienced someone in the marketing department (SEM, Email, Corporate, etc) asking you how well the marketing campaign they just ran has preformed, only to realize that the campaign was not being tracked? This can be a very frustrating situation to not be able to let the marketing department know how well the campaign performed. The campaigns can be a newsletter, paid search, banner ads, twitter, facebook, widgets, or tiny URLs. The marketing department can run a marketing campaign on any combination of these. If the marketing department is not aware that the campaign needs to be tracked, then it is hard to let them how well their campaign performed. One of the things that I do is set up a weekly meeting with the marketing department to walk through their campaigns to make sure everything gets tagged. A bi-weekly meeting might be enough, depending on your company. I also created a document for the marketing department on how to add the tracking tags to each type of campaign. I am going to go cover add tracking tags for Google Analytics, Omniture, and Coremetrics.
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