If you are currently using Omniture, there is a great plugin called the Omniture Campaign Stacking Plugin that can really help you understand multiple touch attributions of your marketing campaigns.  It is called the campaign stacking plugin.  What it essentially does is set a cookie on a visitor computer based upon your specific campaign variable

If you are currently using Omniture, there is a great plugin called the Omniture Campaign Stacking Plugin that can really help you understand multiple touch attributions of your marketing campaigns.  It is called the campaign stacking plugin.  What it essentially does is set a cookie on a visitor computer based upon your specific campaign variable [...]
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Omniture Campaign Stacking Plugin

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There’s no media event more inspiring than the Olympics. Each time around there are new heroes and new stories, new technology and new training regimes. But the prize remains the same. No matter their discipline or the road they took to get there, everyone is chasing gold. The Olympics are irresistible because when you strip away the pageantry and sponsorship clutter and jingoistic media coverage, you’re left with story after story of people living up to their most complete potential. It makes us want to achieve more ourselves, in whatever is important to us.

For anyone hoping to win gold in Beijing, success is a function of determining what smaller objectives serve as stepping stones along the way (metrics), tracking and understanding your success against these objectives (measurement), and then building off of these gains in order to optimize performance (management).

Just like widget (aka social media and word of mouth) marketing. If gold is your goal, you’ll need to follow the same path of metrics, measurement and management. Here are some strategies for making sure your widget marketing can compete at a world class level:

1. Determine the campaign’s objective.

   Deciding you want a widget is not a social media strategy. Nor is brainstorming how to get your widget adopted by tens of thousands of social network users. Even before you have an inkling of the creative execution, the first step is to identify what aspects of a campaign’s objectives the widget will be responsible for. Not “how will people interact with it,” but rather “What should be the outcome of people interacting with it?” A widget can support almost any objective – from selling sneakers to driving a huge opening weekend for a summer blockbuster to generating leads for political fundraising campaign. But the objective needs to be very clearly stated before the development process begins, so the creative components can best deliver on them. Setting clear objectives also helps ensure the widget is best integrated into other campaign elements, which can only help its cause.

2. Identify success metrics tied to business objectives first.

   First, to dispel a common myth, it is important to recognize that reducing marketing expenses through viral campaigns is not a sustainable business objective. Marketing costs money. Learning new forms of marketing takes time, which also costs money. And in truth, saving money is one of the easiest business objectives to achieve: simply stop spending. But don’t expect your business to keep moving forward.

   Instead, start with the same objectives at the heart of your other marketing campaigns: new loan applications, sales of a new sneaker style, butts in seats on opening weekend. Start as far away from the widget as possible and work your way in. For example, Toyota did not develop the FJ Cruiser Mini Bulletin widget in order to get people to read FJ Cruiser news and play the FJ Cruiser online game. The widget’s purpose is to help Toyota sell FJ Cruisers. And increase dealer visits and test drives. And lift inclusion of the FJ Cruiser into more customers’ choice sets. Advertisers need to identify these objectives and not lose sight of them when creating the widget.

3. Zero in on widget-specific metrics.

   Once you know how your widget is designed to impact a campaign’s big picture deliverables, then, and only then, can you look at what you want to measure in and around the widget itself – installs, views, clicks, mouse-overs, time-spent, unique users, interactions, pass-along and the like (all of which can be measured, with even more granular tracking rolling out all the time at the most granular level. For a video widget, for example, markers can (and should) measure not just video views, but views to completion. These metrics will allow you to determine how well your widget is achieving its objectives. Perhaps just as importantly, they’ll allow you to map your progress as a skilled widget marketer. Remember, this is still a nascent medium and new advertising format; honing skills and gaining expertise are as important as near-term campaign success.

4. Optimize on the fly.

   Unlike the creative process for other ad types, the work on widgets is not finished when the campaign launches. Widgets are unique in that you can make changes to the creative from a single location, and these changes are updated across tens or hundreds of thousands of widgets on user pages across the web, simultaneously. Couple this creative flexibility with the wealth of available metrics, and you’ve got a rich opportunity for widget marketers to optimize campaigns on the fly. By way of example, for a video widget launched on Gigya’s platform recently, we monitored interactions closely early in the campaign and identified some crimping in the funnel. The metrics we employed allowed us to make some minor changes that increased video views more than 100% week over week. So keep in mind that the creative work is only about half-finished once the campaign goes live, and keep resources on-hand to make the most out of the widget once you see how it is rolling out and where it could use some tweaking.

Planning ahead to include the right metrics, measurement and management of a widget marketing campaign can make the difference between a clever idea with unrecognized potential, and a world-class marketing campaign.

About the Author

Liza Hausman is the Vice President of Marketing at Gigya, a distribution platform for social media advertising.

5-Oct-08 3:00 AM
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Defining Widget Success: The 4 Musts of Metrics, Measurement and Management

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