One of the greatest advantages of Acquia migrating our marketing operation systems off of Marketo to Acquia Campaign Studio is that we now have greater visibility and access to all of our data and more freedom over the types of reporting and segments we’re analyzing to measure our marketing performance. Our reporting views in Campaign Studio are informed by multiple data sources and give us the freedom to see both a high level view of the data we collect as well as capture more granular information than we had in Marketo.
Running reports on large databases in Marketo was often a hefty, time-consuming process. Since Marketo data lives in siloed, closed systems, it could take multiple hours to run a report that pulled information from multiple sources. Acquia Campaign Studio’s open model gave us complete access to data across all of the different marketing, sales and customer success technologies used so we could gain insights into our audience. Moreover, Campaign Studio’s robust APIs made it easy to export that data to other business intelligence technologies or analytics tools, like Domo, so it could be communicated across teams.
Campaign Studio features highly flexible and customizable reporting functions that we set up as part of Campaign Studio’s Reports menu. When compared with the complex setup of Marketo’s own analytics and smart lists, Campaign Studio feels much easier to navigate and search for the information you need. After we set up our new data rules, our team has the option to select a specific data point (such as number of site visits, average session time, etc.) and run any report we choose. Each of these reports can be customized by filtering data based on specific criteria, like location, date or device type.
Leveraging UTMs and Open Data for Tracking in Campaign Studio
One of the most limiting factors our marketing team faced with Marketo was a non-intuitive, inflexible approach to building URL parameters and tracking codes. Marketo relies on customized Adobe Analytics URL parameters rather than defaulting to the universally standard UTM tags that are recognized by systems in Google Analytics. Before we migrated to Campaign Studio and implemented UTMs, it was much more difficult to keep track of the different Marketo URL tracking codes and tie them to a specific campaign or lead source.
Each tracked code in Marketo needed to be manually translated and adjusted in Google Tag Manager by our marketing operations team into the standard UTM format. Only once we made some edits in GTM, were they able to be read by Google Analytics. This meant lots of additional property whenever we wanted to track anything on a new subdomain.
Moving our systems to Campaign Studio eliminated that translation step by letting us apply UTM naming conventions right from the start. Setting up UTM tags in Acquia Campaign Studio was a simple process. For each new campaign or message built in Campaign Studio, we can select and apply any of the Google Analytics UTM tags:
- Campaign source
- Campaign medium
- Campaign name
- Campaign content
- Campaign term
This ensures that each marketing campaign will have a UTM attached to the link. Once a user clicks on the link and lands on the page, the UTM values will be stored in a cookie on the user browser and captured instantly in Google Analytics. The automatic flow of data between Campaign Studio and Google Analytics gives us the power to be much more in-depth with our analytics and reporting.
Campaign Studio’s open flow of data has enabled us to create custom dimensions in Google Analytics so we can segment and view our data to gain deeper perspective over the interactions occurring on our site beyond organic traffic. For example, one of the new dimensions we created for this migration tracked “most recent offer type.”
The open nature of Acquia Campaign Studio gives our data analysts and marketers more flexibility in how we build reports and track customer interactions. The highly customizable reporting fields and intuitive UTM tagging capabilities will help us streamline our tracking efforts and ultimately generate deeper insights into how our customers engage with our channels.
On our next post detailing our transition from Marketo to Acquia Campaign Studio, we’ll be taking a closer look at the new integration capabilities and plug-in options that Campaign Studio has allowed us to develop.