Sunday, 1 September 2013

Know your Traffic

Do you know where your footfall comes from?

I have seen too many advertising fall victim of this simple technique that I can no longer stay silent.  And it shocks me that marketers are not doing more to keep this from happening.

I was watching TV and noticed an ad for a major company promoting a great offer.  I typed the site in and realized to my horror that they were not tracking where I came from.  Nothing.  I then kept an eye out for this same offer around town.  I found it on the trains, newspaper and magazines.  But just like the TV ad, they were not tracking where they were coming from.  All four directed people to the homepage.

But why do this?  They are spending considerable funding to get new customers, but they do not know which is working best.  And why would they not track?  Wouldn't they want to know what their return on investment?  Take the learnings for future campaigns?

If I could have my way, I would of had 4 different campaign codes for each of the four different advertisement methods and determine which I got the most for my money.  Maybe even tested it for another campaign and learn which is best.  Then, for the TV ad, I would know which times are best to air my commercial - getting even more for my money.

But is this just too much to ask?  Or is my shock in the lack of tracking shared by others?  I would be curious on what you would do if requested to lead a marketing campaign?  Would you track where they are coming from or promote the homepage?

* Image came from: http://marketingland.com/wp-content/ml-loads/2012/03/shutterstock_74696482.pdf-300x272.png

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