Organizing your marketing campaign data as you track it in your analytics tool is an important task. The goal is to structure your data to see it from Zeus’ (of Mount Olympus fame) perspective all the way down to Flicks’ (from a Bug’s Life) perspective. Or, simply put - think of data organization as the delicious candy known as TWIX!
The Chocolate Data Layer
TWIX candy is coated in milk chocolate that encapsulates the whole treat. Think about your top level of data this way. The chocolate data layer holds all the important information. To illustrate this point, I’ll use an example of an email marketing campaign I tracked.
My task was to develop an inbound marketing strategy using email, and our new sales team member was in charge of cold emailing prospective clients. The challenge was measuring the impact of both email campaigns. However, I first considered the following two points:
Understanding these two points, one of my goals was to measure the overall success of our email marketing channel. I used Google’s Campaign URL Builder and set the Campaign Medium to email (always use lowercase to correctly bucket it in Google Analytics). This made sure all links back to our site from any email - regardless if it was sent through our email tool or by our sales team member - was processed properly in Google Analytics proving the chocolate coating for the rest of our data.
The Caramel Data Layer
The next gooey layer our taste buds enjoy is the caramel. This layer starts to make the data sweeter because we are able to measure our inbound and outbound email strategies separately.
There are few reasons why this level of separation is important. Our prospective clients are the same target audience for each strategy; however, they are really two different groups.
Each audience will engage with our site very differently. It will be important to measure the successes of each strategy (using an established KPI from the outset) by segmenting both audiences and measuring their engagement. To get this caramel level of data, we’ll use our fun Campaign URL Builder and set the Campaign Source to Inbound Strategy or Outbound Strategy (this can be more specific in your campaigns).
The Cookie Data Layer
We have reached the foundation of the TWIX, and our data analogy - the cookie! At this point, we want to measure the success of specific emails and the links within them from each strategy.
This is probably the most important part in tracking data, because what digital marketer doesn’t hate looking at the Organic channel in analytics and softly mutters to themselves, “F****** Google.” Granular data is what helps us make more informed decisions we, our clients, and bosses want.
I’ll have multiple emails in a campaign, and some emails will have more than one link. I want to know which emails lead to site traffic, the links clicked in each email, and how those users engage with the site. This data allows me to understand what messaging, images, and videos work and lead to action!
To measure the cookie data layer, set the Campaign Name to [Email Title] (not necessarily the subject line), and set the Campaign Content to [CTA/Link Text] to differentiate between various links within one email. Now you know how to make a TWIX...in data structure form that is.
Our TWIX analogy and its underlying idea of structuring data from broad to specific is a versatile message. You can use this in:
We see this ability to drill down into the data every time we open any analytics tool. Most of it is automatically structured this way, which is why it gets taken for granted. So, be thoughtful in how you plan to collect data for your various marketing campaigns, and when it’s time to analyze the data it’ll be like eating a delicious TWIX!
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