Tracking effectiveness of the PEGA Marketing Campaign & real-time Decisioning response through UTM Parameters with CallToAction URL

Often enterprises having difficulties in understanding the campaign drives the maximum traffic and business to their website. Since many large scale enterprises started moving towards PEGA Centralized Decisioning Hub (Unified Marketing tool to send hyper personalized contextual, timely marketing message to the customer) to serve the marketing message, it is most important & critical for them to analyze & measure the RoI for the investments they have made.

One easy way to measure & track the effectiveness of the Marketing message sent to from PEGA for both Inbound & outbound channels is using UTM parameters to their CallToAction link.

UTM parameters come into play to analyze & measure the marketing campaign that drives maximum traffic. Organizations can plan their investment based on the historical performance in a Omni Channel Marketing environment.  

By tagging your URLs with UTMs (Urchin Tracking Module), you can understand how your visitors interact with your website/app/outbound campaign like SMS/Email.

Here’s how these UTM parameters appear at the end of your URL:

https://www.jio.com/recharge_singleclick?

planId=1008395&utm_source=NE&utm_medium=SMS&utm_campaign=Plan_expiry

Adding UTM parameters in all the CallToAction link provide extremely valuable insights from Analytics perspective to measure the effectiveness of the Offer & RoI . You can uncover a goldmine of behavioral data to help boost our sales and refine your overall marketing strategy (Offers, Channels etc). 
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What Are UTM parameters?

Here’s a succinct and super helpful definition from Kissmetrics:

“UTM parameters are simply tags that you add to a URL. When someone clicks on a URL with UTM parameters, those tags are sent back to your Google Analytics for tracking.”

As a PEGA Decisioning Consultant can plan & keep all the UTM parameters in a proposition catalog & finally build the CallToAction target link from proposition metadata.

There are five UTM parameters that you can attach to your links:

UTM source: Encapsulates the traffic source that in most of the cases is the platform on which you shared the link, for example, Google, LinkedIn, Twitter and Gmail.

UTM medium: Includes the marketing medium that is closely related to the source. For instance, if you use Google as a source, PEGACDH, Adwords etc.

UTM campaign: Underlines the campaign that you used to share the URL. You can name the campaign as you like, for example, “PlanExpiry“ for outbound campaign and “Inbound” for real time inbound call to offer recommendations from PEGA Decisioning engine.

UTM term: In most cases, this parameter is used for advertising and seizes the term you bid on for sharing your URL. For example, you might bid on the term “Drip Marketing,” and consequently, “drip marketing” will be the UTM term.

UTM content: A parameter that is used to determine the content that collected interaction when multiple elements from your ad promotion led to the click. This is especially useful if you A/B test more versions of your content.

Only UTM parameters are sufficient to measure the PEGA Decisioning performance?

NO. We can add as many custom parameters to track the marketing effectiveness (URL can have max 255 chars including params. We could add only relevant url parameters to measure the effectiveness).

Below is on the example where the CallToAction link contains the InteractionID (URL param is IxID), OfferName(URL Param O), ContentID (CONID)

https://www.pega.com/webinars/customer-engagement-series?IxID=-1055117343767813309&O=CXUnified_InsNOutsOf11Engagement_NBA500_ES1_EM181438&utm_source=LMMS&utm_medium=email&utm_campaign=Engagement_NBA&utm_content=20DE_CE_NA-NA_EM%28EM-181438%29_EM1_CI_OT_NBACDHWBSERIESREPLAYVIDEO_NA&CONID=CON-8314620

 

Why UTM Parameters Matter for PEGA Decisioning CallToAction Links?

By using UTM parameters we can gauge the types of marketing messages/offers that work and provide us with the insight needed for the ones that didn’t. Basically, there are 5 major benefits from using UTM parameters for your campaigns:

Cross-Channel Tracking: You’ve just created a dedicated landing page Or Offer message to the Market. How to measure RoI for this? What if 99% of your traffic comes from Inbound Web channel and only 1% from SMS campaign? With UTM parameters, you’ll know exactly which channel brings you long-term profits.

Improving Your Channel Campaigns: When you track the channel’s ROI and monitor the campaign’s impact, you’ll have a clearer picture of what provides you with the best outcome. Now, you’ll be able to focus on improving the channel’s impact.

A/B Testing: If you want to test two different CTAs because they both lead to the same link, you can use a UTM parameter. You can compare the engagement for both of your CTAs and determine where your target customers respond better.

Influencer Marketing: When you pay a social media influencer to market your product, you want to know if he/she really gets clicked on or it’s just a person with a fake followers count. Creating a custom URL with UTM tags can help you track their ROI efforts.

Finally,
Adding UTM parameters in all the CallToAction link provide extremely valuable insights from Analytics perspective to measure the effectiveness of the Offer & RoI . You can uncover a goldmine of behavioral data to help boost our sales and refine your overall marketing strategy (Offers, Channels etc). 

Happy Learning!
Nanjundan Chinnasamy | PEGA Lead Decisioning Architect