Campaign Tracking & Governance
The background
Tourism Western Australia wanted to know which campaigns were driving the highest quality traffic to their website, and which campaign strategies resulted in the best return on investment. However, without a campaign code tracking process, they weren’t able to see their campaign activity holistically.
The work
Through internal audits and discovery sessions, Digital Balance established a campaign code framework that would work for the reporting needs of the entire Tourism WA. A recommended Campaign Governance framework was presented to key internal stakeholders within Tourism WA across multiple departments, helping ensure that best practices weren’t lost or the sole responsibility of the digital team.
Digital Balance provided training not only to internal teams, but also to agency and media companies, which helped ensure that all parties driving external traffic to their website understood the best practice Campaign Governance guidelines along with the common pitfalls that can lead to unclean data.
The value
With a new framework and process in place, they started to see valuable insights in their data allowing them to optimise their media and creative as well as establish an ROI and identify valuable traffic sources.
With the foundation of data quality in place, they began to embark on data-driven projects such as quarterly Tourism WA wide reporting sessions, dashboards and optimisation projects, with the confidence that the data they were reporting on was data they could trust.
