A campaign is a promotion or advertising initiative designed to encourage people to visit your website. You can use campaigns to raise brand awareness or to get contacts to perform certain actions on your website.
In the Sitecore Experience Platform, a campaign is represented by one or more campaign activities. Each campaign activity runs for a limited period on a specific channel. Campaign groups are high-level campaigns that contain multiple campaign activities across different channels.
When you create new campaign activities in the Campaign Creator application, you can identify them by campaign group and channel. These function as the tags that identify which groups the campaign activities belong to. You can create new campaign groups in the Taxonomy node of the Marketing Control Panel. You can also use the Marketing Control Panel to create your own custom campaign facets, which you can use to describe aspects of a campaign that are appropriate to your organization, such as geography, business unit, and so on.
When you create a campaign, the Campaign Creator generates a campaign tracking code. You apply this code to track external interactions, such as email campaigns or traffic coming from an external web source. This enables you to gather more detailed information about campaign traffic and efficiency.
You can use Experience Analytics to track information about your campaigns. Experience Analytics tracks real-time information about where contacts visiting your website come from, which channels they use to access your content, and which pattern cards they match. You can also view reports about which campaigns are accessed most frequently, and which ones lead to the highest goal conversion rates.
You can use Experience Analytics reports to identify immediate information about the number of contacts visiting your site, as well as the quality – or level of engagement – of the traffic. This helps you evaluate how effective your campaign is and highlight the areas that you can optimize to improve performance.
You can create personalization rules that let you personalize a campaign’s content, making it relevant for each contact. For example, you can track where a contact comes from using GeoIP and use this information in a rule to show different content to contacts, depending on their region or country. You can implement various rules that show personalized content based on the goals a contact has converted, the pattern cards that they match, the number of engagement points that they have accumulated, and so on.