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:
- Channel view
- 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) |