Online Advertising Conversion Tracking

Hi Jennifer –

We experimented with that pixel tracking, but only did it for a select handful of shows so we manually coded it in there. It all depends on how your site is built, but it is in theory possible to grab an address string from custom content in the production of Tessitura. We currently use custom made tags in the production season level of our titles to dynamically build things like the names of show images. Depending on the how your tracking system works I imagine you’d be able to do a similar type of thing.

- Heather

Seattle Rep

From: Tessitura Marketing Forum [mailto:forums-marketing@tessituranetwork.com] On Behalf Of Jennifer Buzzell
Sent: Thursday, March 22, 2012 12:10 PM
To: Heather Laidlaw Kraft
Subject: [Tessitura Marketing Forum] Online Advertising Conversion Tracking

Hi Everyone -  we are looking into a conversion tracking system which involves inserting a unique conversion pixel into online ads and the show pages for each show we do.  This pixel will then set a cookie on users computers and track not only direct clicks from the ad and a purchase right away, but also if they came back LATER and bought the tickets.  Problem is, this involves adding coding to our website for EVERY SINGLE SHOW.  With 57 major performances per year (plus about 150 other smaller ones) this could obviously be time consuming and very expensive to have my website contractor code each show.

My question is has anyone else done anything else similar that can be programmed with standard info from Tessy so that we can do this with a piece of code that changes with the show ID or something?  I know we can create a source coded link (we haven’t done that yet), but I don’t believe that sets a cookie and tracks later purchases, just immediately related ones.

Thoughts?

---

Jennifer Buzzell

Vice President of Marketing and Communications

Strathmore

5301 Tuckerman Lane

North Bethesda, MD 20852-3385

www.strathmore.org

jbuzzell@strathmore.org

(301) 581-5190 phone

(301) 581-5191 fax

 At the Intersection of Art and Life

This message was sent automatically to you by www.tessituranetwork.com because you subscribed to the Tessitura Marketing Forum. You may reply to this message to post to the Marketing forum or visit the site to search, read and post to the forums. In the interest of keeping the forum posts from becoming cluttered, we encourage you to delete previous message text from your reply before sending. Thank you!

Hi Jennifer –

We experimented with that pixel tracking, but only did it for a select handful of shows so we manually coded it in there. It all depends on how your site is built, but it is in theory possible to grab an address string from custom content in the production of Tessitura. We currently use custom made tags in the production season level of our titles to dynamically build things like the names of show images. Depending on the how your tracking system works I imagine you’d be able to do a similar type of thing.

- Heather

Seattle Rep

From: Tessitura Marketing Forum [mailto:forums-marketing@tessituranetwork.com] On Behalf Of Jennifer Buzzell
Sent: Thursday, March 22, 2012 12:10 PM
To: Heather Laidlaw Kraft
Subject: [Tessitura Marketing Forum] Online Advertising Conversion Tracking

Hi Everyone -  we are looking into a conversion tracking system which involves inserting a unique conversion pixel into online ads and the show pages for each show we do.  This pixel will then set a cookie on users computers and track not only direct clicks from the ad and a purchase right away, but also if they came back LATER and bought the tickets.  Problem is, this involves adding coding to our website for EVERY SINGLE SHOW.  With 57 major performances per year (plus about 150 other smaller ones) this could obviously be time consuming and very expensive to have my website contractor code each show.

My question is has anyone else done anything else similar that can be programmed with standard info from Tessy so that we can do this with a piece of code that changes with the show ID or something?  I know we can create a source coded link (we haven’t done that yet), but I don’t believe that sets a cookie and tracks later purchases, just immediately related ones.

Thoughts?

---

Jennifer Buzzell

Vice President of Marketing and Communications

Strathmore

5301 Tuckerman Lane

North Bethesda, MD 20852-3385

www.strathmore.org

jbuzzell@strathmore.org

(301) 581-5190 phone

(301) 581-5191 fax

 At the Intersection of Art and Life

This message was sent automatically to you by www.tessituranetwork.com because you subscribed to the Tessitura Marketing Forum. You may reply to this message to post to the Marketing forum or visit the site to search, read and post to the forums. In the interest of keeping the forum posts from becoming cluttered, we encourage you to delete previous message text from your reply before sending. Thank you!