Search Integration: Searching for the Perfect Mix?

• Have you identified all data sources and validated availability for tracking and reporting?
• Have you determined the key metrics of each campaign element?
• Have you considered how all reporting will be interrelated from siloed channel reporting to integrated reporting?
• Does your reporting analysis quantify the business impact of your overall marketing investment?
• Will you be able to determine which channels generate the most customer interest, engagement and sales?

Implement proper tracking codes on your Web site and various media and marketing channels. Proper tracking code management and precampaign testing will ensure issues are resolved prior to going live with the actual campaign. Refine this approach with a higher-level analysis that includes assigning partial credit to different elements of the overall integrated marketing campaign. If a consumer responds to an e-mail, then later responds to the same offer via a search engine and ultimately makes a purchase, for example, which channel gets credit for the sale?