In built into CompleteEmpire is the ability to comprehensively track new marketing activity as well as link that to costing analysis to properly assess the effectiveness of campaigns and marketing spend.
Doing so is a very simple, time effective process. The system is split into two key sections.
- Marketing Campaigns
These allow you to group together various tracking codes that can auto allocate source and source origin of activity.
- Expense Campaigns
This area allows you to allocate budget and actual expenses against a number of Tracking Codes to assess the level of activity and cost effectiveness. The ability to track and manage the source and cost of promotional activity provides terrific insight for management to validate marketing activity and spending
Exploring the Marketing Module view
- Click {Marketing} - in the Main Menu - to open the Marketing view.
- Marketing Campaigns panel - create, edit or delete (unused) campaigns.
- Expense Campaigns panel - allocate the expenses to the appropriate activity area and marketing campaign.
- Tracking Codes - create preset codes to be attached to the online links emails etc.
There are three automatically generated system reports available in the Marketing view.
- Lead Breakdown - tracks the source of activity on the selected Marketing Campaign.
- $/Lead - shows the costs of the campaign on a per lead basis.
- Estimate v Actual - shows the Marketing Campaigns expenses and compares the estimated costs against the actual costs incurred to date.
Marketing Lookups
As with all elements of CompleteEmpire, the best place to start is in your System Lookups where you can preset your key components as below:
| Category | Description |
|---|---|
| MARKETING | To allow for the quick assessment of cost effectiveness of marketing activity |
| Expense Campaign Types | This allows you to distinguish between the differing types of marketing and advertising campaigns you may wish to create specifically for any development or syndicate in order to assist in reporting and assessment. |
| Expense Categories | Allows a main grouping area for expense categories to allow enhanced reporting relevant to your operations. |
| Expense Types | Provides for detailed areas of common expenditure that need to be allocated to a Expense Category to ensure clarity of expenditure and detailed reporting and analysis. |
| Category | Description |
|---|---|
| CRM | This is the main area for collection of client data and profiling |
| Source Types | Source Types are the master grouping to assess source of new clients and accounts. For example "Advertising" is the type, which covers all the different methods which are covered below under Sources. |
| Sources | This is the more specific selection option for
Sources of clients when they are created. Sources are the main descriptor of where the lead has been created from. A source need to be linked to a Source Type to assist in reporting. Each Source must be allocated to a Source Type, ie XYZ Newspaper Ad as a Source, would still be allocated to "Advertising" as the Source Type. You have the option to make the Source “Visible” or not, which ties into website plug ins to decide if you want this source to be publicly visible on any select boxes on your website or if not it will only be seen for internal users. There is a further sub-grouping of Source allowed in the system with a field for “Source Origin”. This is not a preset look up as it allows for much greater flexibility. |
For more information on Lookups and how to use them refer to Lookups. To manage a marketing campaign refer to Creating and Editing a Marketing Campaign
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