What is Click Tracking?
Click Tracking turns website traffic into specific action by identifying anonymous website
visitors and automatically sending them an email and/or direct mail communication
based on website behavior.
What is the value of this product?
Use one of your greatest assets – your website – to strengthen and deepen
relationships through timely, relevant communications. By responding every day to
specific website click behavior, Click Tracking allows communication with customers who
regularly research refinance rates, abandon applications or use calculators to
project payments. These customers are in the market and are already engaged
online! Any website visit can be turned into a specific response.
What activity is tracked?
The system tracks page visits by all visitors anonymously and stores the voluminous
activity at Amazon Web Services (AWS) for 90 days. Click Tracking’s robust tracking
dashboard clearly shows the productivity generated by your website.
How are customers/members identified?
A website visitor is assigned a unique anonymous ID number when they visit a page
that is being tracked. The visitor’s email address is identified when they respond to
an email and click through to the website to get more information, fill out a survey
or webform. Once they are identified, their previous 90 days and future website
visits can be tracked.
Where is this activity tracked? Marquis’ Digital Communication Product Suite or ExecuTrax?
The activity is tracked through the Digital Communication Product Suite, which includes
Digital On Demand (DOD), and reports are visible in the Click Tracking management
console. That information is then available to ExecuTrax where it can be stored and
analyzed.
Can Click Tracking data be viewed in aggregate?
Yes. Pages tracked, unique visitors and message delivery count can be viewed in the
Click Tracking management console. This data can also be downloaded as Comma
Separated Values (.csv) files for further analysis. In addition, decision tree statistics
are available with more details about what email and/or direct mail
communications were delivered, email open rates and click-through rates.
Does this require Digital On Demand or can it be used just to collect data?
It is designed to be used with Digital On Demand marketing automation.
Can Click Tracking be manually segmented to send emails without DOD?
Yes. But keep in mind that the data will have to be extracted and transmitted daily
to maintain its relevance.
Is data available for individuals and/or households?
Yes and no. The only way to identify activity is by email address. If two
customers/members share an email address, they will have identical tracked
activity.
Can Click Tracking send and track transactional emails as well as marketing emails?
Yes. Emails sent from both marketing and transactional accounts can be sent and
tracked if they click through to the web.
What types of transactional emails can be generated through Click Tracking?
Virtually any type of transactional email can be sent, as long as the necessary data
is available within the Digital Communication system. For example, clients may choose to
acknowledge a survey or application form that has been submitted.
What types of marketing emails can be generated through
Click Tracking?
Just like the transactional emails, marketing messages can be generated and
enhanced by the available data points. For example, if a customer/member visits
the credit card page, clicks on the application link, but does not complete the
application, an email can be sent with a credit card offer.
Can emails (or print) be personalized?
Yes. Emails can be personalized using the same data currently being used with any
Digital Communication email product. Direct mail letters can be customized with first name
only.
Is there any way to implement on-page offers for anonymous users?
Not at this time.
How does Click Tracking integrate with other website monitoring like Google Analytics?
Click Tracking is an independent tracking tool; it does not integrate with Google
Analytics.
Can Click Tracking be added to Google Tag Manager?
No. Click Tracking is not applied properly when set up through Google Tag Manager.