Structure of Marketing Activity

Overview

Rockerbox maps your marketing activity to ensure it is best categorized to reflect how you measure and optimize performance

This will set you up to best analyze performance both within and across channels.

Rockerbox structures your marketing activity within a hierarchy of 5 tiers. This will determine how you measure performance both within the Rockerbox UI and reporting.

Common Structures

There are two main ways that Rockerbox clients structure their marketing activity:

  1. Channel view
  2. Funnel position/Objective focused view

1) Channel View

When to use this view: If you primarily optimize and set budgets within each channel (search vs social vs display).

This gives you flexibility to see both channel and tactic level reporting, but starts with a channel-first breakout.

Tier

Attribute Type

Example Attributes

1

Channel

Paid Social, Paid Search, Display, Linear TV, OTT, Email, SMS, Organic

2

Vendor

Facebook-Instagram, Pinterest, The Trade Desk, Youtube, Tatari

3

Objective, Tactic, or Campaign Type

Search = Brand, Non-Brand, Competitor

Social = Prospecting, Retargeting, Retention

4

Campaign or Ad Group Name

Campaign or Ad Group Name (commonly pulled directly from the ad platform)

5

Channel Specific Details

Creative, CTA, Audience (commonly pulled directly from the ad platform)

2) Funnel Position/Objective view

When to use this view: If you primarily optimize and set budgets based on marketing objective (awareness vs acquisition vs retention) and focus on funnel position.

Tier

Attribute Type

Example Attributes

1

Objective

Acquisition / Prospecting, Retargeting / Remarketing, Retention

Top of Funnel, Mid Funnel, Bottom of Funnel

2

Channel

Paid Social, Paid Search, Display, Linear TV, OTT, Email, SMS, Organic

3

Vendor

Facebook-Instagram, Pinterest, The Trade Desk, Youtube, Tatari

4

Campaign or Ad Group

Campaign or Ad Group Name (commonly pulled directly from the ad platform)

5

Channel Specific Detail

Creative, CTA, Audience (commonly pulled directly from the ad platform)


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