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Road Map to Measurement
Transcript of Road Map to Measurement
Additionally, with this click we see our first profile action, beginning process of pushing users through the content targeting funnel Measure: Click Atlas tracks the click from the ad recording the exact keyword phrase searched and messaging served.
WebTrends sees this campaign code as referral source & provides engagement metrics like, time on site, frequency of visits, etc. Measure: Click from Search Ad Known Developer searches on Google for: "Developing on Windows 8 vs. iOS"
Based on keywords used, Google serves a 201 - level content ad like, "iOS is crowded. Let your app be seen and develop for Windows 8. Download the SDK now." Action 2: Click After viewing a placement, our Unknown Developer clicks through to the CLE Homepage. Action 3: CLE Homepage Visit Unknown UU's will see a general homepage containing 101- level content.
Here, these Unknown Developer's will be presented with the three sub portals; Student/Emerging, Start-Ups, & Established. Measure: Unknown Unique Users Atlas fire's a Landing Page Tag on the CLE Homepage to start tracking this Unknown Developer as a unique user (UU).
Meteor Solutions assigns a unique identifier code to this UU, creating a profile in their system to begin measuring social behavior.
WebTrends measures time on site, bounce rate, & referral performance by device & channel to name a few. Action 4: Click into
Sub Portal Unknown Developer UU clicks from homepage into one of the 201 level sub portals Measure: Known Developer Action 5 : Abandon Known Developer leaves respective sub portal without clicking any call-to-action button to download SDK or VS Express 10. Action: Re-message Atlas will identify Known Developers across the web (including Facebook) & serve 201- level content ad for a more rich content targeting experience. Atlas to capture the impression each time Unique Known Developer sees paid or social messaging.
Messaging content to be refined based on WebTrends & Meteor Solutions data of the UU's website and social behaviors. Measure: UU Impression & Reaction Atlas records ads & keywords that received search impressions.
Continue building richer profile engagement by optimizing messaging & content delivery based on WebTrends, Atlas & Meteor data. Action 8: Click on Search Ad Unique Known Developer clicks on the search ad and returns back to the Developer Portal. Action 9: Sub Portal Search Landing Page Visit Unique Known Developer returns to their CLE sub portal where they engage with site content tailored to what they searched for, in this case a comparison page of Windows 8 vs. iOS Measure: Content Consumption Action 10: Share Content Known developer shares video they viewed or white paper they downloaded to Facebook, Twitter, G+, or via Email. Measure: Impression & Profile Atlas will capture this Unique User & assign a unique cookie ID to begin building out a rich profile of their engagement based upon actions to follow Atlas & WebTrends to fire when site engagement occurs like video view, white paper download, etc.
Atlas records where user came from & WebTrends measures UU profile engagement points (referring source, frequency, time on site) Action 11: Visit MSN DN & Download SDK or VS Express 10 Known Developer leaves CLE & enters MSN Developer Network where they will download a SDK or VS Express 10 Measure: SDK & VS Express 10 Download Link outbound RIO codes to existing inbound RIO codes tracking actual SDK & VS Express downloads from all paid, organic, and social efforts.
RIO will communicate download performance to the field at the placement level. Measure: Button Clicks Atlas & Meteor captures performance by tracking button clicks from the CLE into the MSN DN portal.
WebTrends reports profile engagement metrics, such as which OS they came from, sub-portal performance, content targeting performance, geography, etc. Measure: Sharing & New
UUs from Sharing Meteor Solutions tracks the sharing action and looks at additional UU's that this share drove. Action 11: SDK & VS Express Download Button Known Developer decides to build, clicking on the button that takes them to the MSN DN website where they can download the SDK & VS Express. Action 1: View Atlas will move this UU from Unknown Messaging into their self-identified Known Messaging bucket:
Start-Up, Established, or Student. Measure: Content Performance