S1E19 - How to Set up Multi-Channel Marketing Tracking With Julia Draghici

How do you Set up a Multi-Channel Marketing Tracking strategy? Are you doing the proper multi-channel tracking for your business? The key to business growth is tracking what is working and not working. In today’s episode, we discuss how to track all your marketing efforts across various channels. Julia Draghici is our guest expert today. She is the founder and CEO of CPV Lab, a bootstrapped tracking tool that helps businesses to manage their multi-channel marketing efforts. Why you need to listen to Julia: Julia has been a SaaS co-founder for the last 5 years with a computer science and economics background. In the previous 15 years, she has gained much experience in different work areas, including Project Management and Software Development. As such, she is skilled in customer support, affiliate marketing, sales, and strategic planning. What is multi-channel market tracking: Julia starts by unpacking omnichannel marketing to establish business visibility on all channels where the target audience is found. In this regard, multi-channel tracking entails monitoring the performance of your efforts across various channels. A SaaS can figure out the best-performing channels and thus place greater priority on them. In addition, tracking helps to understand customer behavior and affiliate partners. Minimum requirements for tracking multi-channels: According to Julia, the natural starting point of tracking them is defining them first. Defining a channel enables a SaaS to determine its target audience. Instead of following trendy channels by competitors, it is better to target channels with your ideal customer profile. Secondly, you should define your budget for the tracking effort. When bootstrapping, Julia advises splitting your budget across the various selected channels and testing them for about 3 months. It also helps to run display ads and engage partners to leverage their established marketing networks. Common mistakes in multi-channel tracking: Julia points to the failure to compare data between and across the various channels as the main mistake by most companies. Given that each traffic source has its tracking system, it is crucial to compare the data results to figure out the best-converting ones. She suggests that a SaaS should utilize a single tracking platform for the multi-channels to avoid the danger of wrong attribution. Time Stamps (0:40) Introduction of today’s topic and guest expert (1:27) Why you need to listen to Julia  (03:12) What is multi-channel market tracking  (04:45) Minimum requirements for tracking multi-channels:  (07:37) Common mistakes in multi-channel tracking: (10:21) Most suitable model for attributing conversion  (12:45) How multi-channel tracking helps determine performance  (15:05) Common pitfalls to avoid during multi-channel tracking:   (17:21) How to start multi-channel tracking:  (19:15) Winning strategies for top affiliate marketers:  (23:15) Advice to SaaS founders with 10K MRR:  (25:06) Advice to SaaS business with 1M ARR:  (27:21) Julia’s contact information