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Take Control of your Marketing with Naming Conventions

Michael Engberding, Strategic Data Consultant @ Mapp
Take Control of your Marketing with Naming Conventions
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Marketing can be overwhelming, especially when collaborating with multiple departments or agencies. Managing multiple channels and campaigns can be like juggling too many balls at once. It’s easy to drop or lose track of which one needs attention. That’s why proper organization and naming conventions are essential.

I define campaigns as the highest level of organization and measurement of marketing activity. Campaigns can be divided into sub-campaigns, and the execution may involve multiple persons, teams, and channels. In such a setup, having clear naming conventions helps structure, give order, and enable evaluating and analyzing marketing success. Such conventions are conceptual, penetrating, and encompassing.

Drawing from my experience working on numerous client campaigns at Mapp, I’ve discovered what truly makes a significant impact. A naming convention that strikes the right balance—flexible enough to meet your diverse needs yet rigid enough to satisfy the demands of marketing and analysis.

This blog demonstrates precisely that through Mapp Engage and Mapp Intelligence’s marketing measurement. We’ll take you through the methodology, step-by-step process, and outcomes from naming conventions in Mapp Cloud.

What are conventions?

Conventions refer to the established rules, guidelines, and practices that are followed when managing multiple channels and campaigns. This helps ensure consistency and efficiency in the execution of marketing strategies. In this context, naming conventions enable everyone to know the marketing programs by word, while having a direct and straightforward understanding of performance when analytics comes into play.

Mapp Cloud Basics: What’s Good to know About Naming Conventions!

Let’s break down the naming convention for the following domains:

  • Mapp Engage
    • Message Name: This name gives you the most detailed information about the campaign context of the message. This can be achieved by using a naming template for all messages in the system.
    • Message Categories: This helps to classify your campaigns and is part of your marketing setup. Its value represents the campaign.
    • Group Categories: These are needed to organize your groups of recipients and structure your marketing setup.
  • Mapp Intelligence
    • Marketing Categories: The mirror image of your Marketing Model and represents each marketing information across channels, partners, and campaigns. It’s fundamental to enable highly aggregated or heavily granulated marketing analysis, campaign, or channel comparisons and reveal customer journeys and conversions as campaign goals.

Message Name, Message Category, Group Category, and Marketing Categories all play together to provide naming instructions, draw the full picture of your marketing activity, and analyze marketing opportunities.

A Guiding Principle: The Marketing Model

The marketing model gives structure and order to where and how marketing content is distributed. Here, we make use of its guiding opportunities. Let’s explore the PESO model – in other words, the Paid, Earned, Social, and Owned media model.

 

Mapp-PESO-Model-Blog-EN

In a nutshell, it focuses on engagement and how the customer interacts with your product and brand, here, especially steps into dialogue with your campaigning. It even shows how all your marketing content is related to each other.

Using PESO and the full customizable configuration of Mapp Intelligence Marketing measurement gives space for structuring your marketing activity into brands, countries, channels, products, partners, contents, and much more. It can be set up to meet all the requirements of all people and departments involved in marketing and analysis.

Mapp Intelligence: Marketing Categories

The Mapp Intelligence marketing categories are a mirror image of the marketing model. Let’s say you’re selling bikes across different markets and running an autumn sale newsletter campaign to promote this. The configuration and representative campaign values could look like:

Mapp Convention Table with Mapp Intelligence structure

Note: The example setup won’t fit each business. Thanks to Mapp Intelligence’s customization, with respect to the number of categories and the marketing model, we can make it fit for every business!

Now, the implemented categories must reproduce all relevant campaign information for your business. Only then does this setup enable you to identify, track, and analyze campaigns throughout all the marketing activities by following your business objectives. To bear this conceptual idea in mind, tools and applications become just vehicles for your marketing activities and goals.

Mapp Engage: How to Set up Categories

As the Mapp Intelligence categories are introduced, the categories to use in Mapp Engage are a subset of these. For the exemplary campaign:

  • The value for the group category GC Country is “co.uk”
  • For the message category MC Campaign it is “sale”
  • The Message Name itself takes over the details of the campaign to run and the content or the product of the newsletter
  • These are MC5 Sub-Campaign with the value “Autumn”
  • MC6 Product with the respective value as “Bike”

As we put the Intelligence Categories and Engage Categories together, here’s one single overview:

Mapp Conventions Table Example with Intelligence and Engage structure.

Just nomenclature or more?

As we’ve seen above, a proper marketing model is conceptual, helps to structure, and provides a guideline to all marketers to set up campaigns for channels with partners and specific content. Mapp Intelligence may serve here as the data hub for all trackable marketing data and is the analytical centerpiece for marketing analysts.

On the other hand, in Mapp Engage, it’s recommended to reproduce the marketing model in the group and message categories, and in the message name itself. This ensures that the name-giving conventions are followed and that the marketing programs and their performance can be easily followed by all involved people and departments.

The completion of the picture is achieved with a little technical snippet. Once set up, the ad media snippet is a single line of code that can easily be used and reused without changes in all your Mapp Engage newsletters.

Ad Media Techniques

To track the example campaign by using Mapp Intelligence, each recipient’s newsletter click needs to be correctly evaluated. According to our marketing model, the ad Media value for Mapp Intelligence looks like the following:

co.uk.owned.newsletter.mappengage.sale.autumn.bike.123456789

In Mapp Engage, for each send-out, each newsletter link needs to be equipped with campaign-specific information. This is done using placeholders. In Mapp Engage, this needs to be added only once per group! During the send-out process, each placeholder will be substituted with a value. The dynamic ad Media, with some static information looks like:

<%group.Name%>.owned.newsletter.mappengage.<%${messagecategory[‘Name’]}%>.<%message_name%>.

Mapp Conventions Table Example with Intelligence Structure.

Benefit from our Strategic Data Consulting

In your daily marketing, it’s easy to see how beneficial it is to follow the guiding principle of a marketing model.

In Mapp Engage, the naming and categorization is simple enough to help you keep an overview of all your marketing activities for better control.

Clearly naming your messages gives meaning and information on the channel, campaign, and content. Even when it comes to analysis, aggregation, filtering, grouping, or drilling into sets or subsets of campaigns for means of performance or comparison is supported.

In your daily marketing, it’s easy to see how beneficial it is to follow the guiding principle of a marketing model. If you’d like more information or support, please contact our Strategic Data Consulting team.

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