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Campaigns

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The Campaigns panel gives users the opportunity to manage their campaigns in relation to their source. The different examples of campaign sources include RSS feeds, advertising, affiliations, marketing email campaigns, and sponsored links. The Campaigns panel also enables users to configure analyses for a brand awareness campaign of a particular website, as well as giving users access to affiliate campaigns such as self-promotion and publisher.

The campaigns are displayed in relation to the label that has been attributed to them.

Declaring the campaigns

The different campaigns are listed by xtor, sources and start date. It is possible to filter the campaigns in such a way so that the only campaigns which are displayed are the automatic campaigns. This idea of filtering campaigns can also be used to consult only those campaigns which have been closed.

Add/Rename/Close campaigns

To add a new campaign the xtor and the associated label need to be entered.

A campaign can be renamed by changing its label.

To close a campaign all you need to do is select the campaign that is to be closed and click on Close. The campaign will then be closed and as of this point no further analysis will be available for it. It is possible to see all of the campaigns which have been closed by using the campaign filter.
Should you trace more than one site, you can duplicate objects (level 2 sites, campaigns, site custom variables, rules for alerts, events which are saved in the event log, identified visitor categories) from one site to another; making it easier for you to declare your different objects. However, any duplication will be refused if an object which is to be duplicated already exists (same name or same ID) on a destination site.

Note

It is not possible to modify a campaign category (in other words the source of the campaign) by simply renaming it. To modify a category, the entire campaign needs to be closed and a new campaign (with a new xtor in the relevant category)  needs to be created.

xtor

The xtor is a piece of code which is used to identify a campaign. A specific identifier is associated with each campaign that is created. This code needs to be placed into the URL which directs traffic towards your site.

The content of the xtor variable needs to be transmitted to the final URL address. The xtor variable should be written in the following format: xtor=A-B where A is the prefix which defines the source, and B is the code that is used to identify the campaign.

IMPORTANT

The list below shows the specific labels which are used in different types of campaigns as well as the prefixes which should be used so that the source can be identified:
EPR : Relationship marketing emails (to be sent to customised and registered contacts)
EREC : Recruitment emails (to be sent to prospective clients or by a link through the use of a partner company's emailing campaign)
ES : Commercial and sales emails (to be sent as a grouped email to your clients)
SEC : Sponsored Links
AD : Advertisements
AL : Affiliations
RSS : RSS feeds

The suffixes below, which are placed at the end of the code, enable you to find out on which network your campaigns have been published:
xtor=SEC-identifier-GOO for Google
xtor=SEC-identifier-YSM for Yahoo Search Marketing
xtor=SEC-identifier-MIV for Miva
xtor=SEC-identifier-WAN for Wanadoo
xtor=SEC-identifier-MSN for MSN
xtor=SEC-identifier-YAN          for Yandex
xtor=SEC-identifier-EBA          for Adcommerce (Ebay)

Managing the automatic campaigns

It is possible to dynamically create campaigns in the database, if you work with a large number of them on a daily basis.  

So that this can take place, each xtor which is encountered, and which is nonexistent in the AT Internet database, will be taken into consideration and an automatic campaign will be created.

A label needs to be written for each campaign that is generated in this way. The name of the label, by default, is automatic campaign.

IMPORTANT

Caution is required whenever this method is used to generate a campaign. Using this method leads to the creation of certain problems as far as the correct format of the xtor variables is concerned. For example, if a prefix is incorrect this means that a campaign can be filed under the wrong source. If the identification code of a nonexisting campaign is encountered in the database, the campaign is generated automatically and is filed under the source Advertising. Once the file has been stored here it is impossible to change the source type.
If a source is present in the xtor variable (through the prefix) and is also associated with a campaign in our databases, it is the source that is present in our databases which takes precedence. As soon as a campaign becomes associated with a particular source, irrespective of the xtor variable of the URL, the classification of the campaign does not change.

Tagging the campaigns

To obtain further information on campaign tagging, please go to the following section in the online help: Implementation and Tagging > Analyzer NX > Specific tags

 

Specific cases

Certain parameters which are specific to the type of campaign source that has been used. It is possible to create a new tab in relation to the source type that is used.

Affiliation

Declaring the variables

It is possible to customise up to three different variables as part of your affiliation campaigns. These variables, which are specific to your site and to your campaigns, can be found in the xtor after the | in the different variables C1, C2, C3.

So that these variables can be correctly integrated within the interface please label the variables and select Validate.

The variable C1 will have the label 1 associated with it, the variable C2 will have the label 2 and the variable C3 will have the label 3.

Email campaigns

Contact list

It is possible to associate certain identifiers with the contacts on your email list who receive your email campaigns. The aim of associating a particular contact on the list with an identifier is to give users the opportunity to clearly identify who receives their emails.

It is also possible to add, modify or delete a list. In addition to this a list of closed contacts can also be consulted.

Note

As soon as a list has been declared, the specific variable needs to be entered within the xtor in the following format: id_contact@id_liste.

Brand awareness

Declaring brand awareness involves declaring all of the key-terms and expressions which are related to your brand and to the name of your product. Each term that has been declared will be automatically excluded from the key-words that are generated by the different search engines. This means that is possible to extract only the research which has been carried out by Internet users who are already aware of your company and your brand.

These labels are associated with the site that you have chosen from the drop down list on the top right of the pop-up box that can be accessed via: Tools > Campaigns > Brand Awareness > Website.

You can also add, modify or delete a label.

Note

Adding the character * means that a more specific declaration can be made. By default, the asterisk (*) is placed to the left and to the right of the text that has been entered, EXCEPT in cases where there is already an asterisk in place.
Using the asterisk means that it is possible to consider different spellings of the terms that you have declared. It is also possible to declare both the singular and plural forms of a word, and to target brands from only a term that has been partially entered by Internet users.

Self-promotion

This tab, which can be found in the configuration panel enables users to declare their self-promotion campaigns and to obtain the identifier X which is to be inserted in the tagging code. The identifier should be inserted in the following format:INT-X-Y||Z.

The identifier determines the campaign that is to be run. It is also used to group together the entire set of parameters which characterise the campaign, its category, its Creative and its variant.

During the creation of a new self-promotion campaign you can choose to provide a detailed analysis of your campaigns and to assign up to 4 levels of detail for each campaign by clicking on Add.

For each line you need to enter the parameter name and validate the line.

As soon as you have entered all of the different parameters, click on Add. This means that a new campaign has been recorded and will appear in your analysis.

All of the campaigns which have been declared are listed, along with the date on which they were created. The number of the identifier which is also provided is to be inserted in the tagging code.

NOTE

The tagging guide, which can be found in the Support centre, provides more information on the different characteristics of the variables that exist and also provides more information on how to insert the different identifiers into the tagging codes.

Publisher

This analysis enables advertisers to evaluate the performances of their campaigns on different sites which publish their banners.

Publisher measures both the Internet users' impressions of a banner as well as the number of clicks carried out on a banner which will eventually direct the Internet user to an advertiser's website. Unlike some of the other analyses, this analysis uses several variables which characterise both the advertiser's banner and the advertiser itself.

A complete tagging guide is available in the Support Centre and provides further information on the on site Ads function.

Note

For the different types of campaign that are used, the values of some of the variables are fixed; this is particularly the case for banner formats..

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