Being consistent is a vital habit for data-driven marketers, mainly those working on multi-channel campaigns. When marketers implement these campaigns, they spend time on crucial tasks like calls to action, creativity, timing and budget. So often, they forget to built guidelines for how to name these campaigns.
You require those guidelines because not only are you using multiple networks and tactics, but multiple people are setting up those campaigns by working across town or on the other side of the country.
All the team members must follow the same playbook when setting up and naming campaigns on every platform and ad network in your campaign. Otherwise, it’ll be hard to bring all the data together as a single source that lets you accurately measure the campaign performance.
Built Rules for Consistent Campaign Naming
Establish a set of campaign naming rules that every team member should follow when setting up a campaign on every platform or channel you use.
A good campaign name should consist, of the most vital points about the campaign, a string of descriptive, relevant variables like medium, product, region, season and year. At a glance, the customer should understand what product the campaign is promoting, for example, New York Summer Shoes Collection 2021.
All your campaign names should have the same structure
You can arrange the order of your campaign name however you want, but they should be in the same order for all the campaigns on all ad networks or mediums. It makes it easier to merge all the campaign data across multiple platforms.
A rulebook for campaign naming and setup
A document that explains all the rules of your organization naming custom, from variables each name must contain to how capitalization and delimiters use, includes a list of preferred formats for names or dates.
Matt Hertig, CEO of Alight Analytics, said that “Even the most powerful Marketing Technology Stack won’t work if the marketers do not use a consistent campaign name when setting up a multi-channel campaign. Else, it will be nearly impossible to collect the data from all the originating platforms and built a precise story about performance.”
Follow and connect with us on Facebook, LinkedIn & Twitter
