As with any marketing campaigns, measurements
are a key component, even in the digital world. Beneful® and PuppiLove both
have programs in place to analyze, measure and track their individual and joint
efforts. R/GA also has analytics developed in the chosen media advertisements to
track success and adjust the campaigns as needed. This blog will focus on
PuppiLove’s internal controls.
How will PuppiLove track marketing?
Internally, PuppiLove has taken advantage of Google Analytics.
Excellent Analytics is a plug in
that allows PuppiLove to import data such as includes visits to the website,
engagement and click through rates on ads. It also tracks how many visitors to
our site came directly from engine searches, social network pages or website advertisements.
All of this information can be imported into Microsoft Excel sheets. Data can
be filtered down to discover locations, views, quality and frequency of website
traffic and even the products viewed. This information can then be compared to
metrics, or goals, already set in place.. The data can also be converted into
charts or tables and shared off line. Excellent will be used not only on the
PuppiLove website, but on our very own Blogs here on Blogger, also from Google.
Another form of measurement PuppiLove will be using could be considered, traditional. PuppiLove has set realistic
goals for every aspect of their marketing plan and will measure the results to
determine the success in the form of a Balanced Scorecard. Below is an example table showing this.
The best part about using Google Blogger as a business is the site has built in analytics! With just a click on the PuppiLove Blog homepage, we can see how many views we have had, the number of subscribers and the number of posts. Blogger even lets you know where your audience is and compares the information to past time periods.
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