Originating Authors: Dave Gatdula, CWA, Dallas Chapter Leader | Digital Analytics SpecialistShilpa Nicodemus | Back End Adobe Analytics ArchitectIntroduction:
"Hey, [VeryImportantAnalyst], why is the tracking from the new campaign promo not coming in?"
"Why is [RandomChannelX] performance so weird?"
"Where are [AllThese] customers coming from?!"
These are just some of the possible questions asked at the beginning of your ongoing journey to Marketing Channel and Tracking Greatness. Organizing your digital marketing channels within your analytics platform requires a decent bit of forethought and strategy. This recipe will help guide you through the high-level strategic needs of setting up digital channel reporting that can help drive insight into the touch points of your digital marketing efforts.
Analysis Overview: The Digital Marketing Channels in your company's analytical solution are entirely dependent on your ability to track where someone came from when they enter your site. As clearly as can be defined, you need to set up the channels based on your marketing strategy and align them with the company's business objectives and goals. This will allow you to effectively utilize them in reporting and analysis, and potentially create attribution modeling and other multi-touch views.
(What are the top benefits that this analysis will provide?)
Analysis Recipe: DAA members, go here to view full recipe.