Good digital marketing demands an assortment of tasks: content creation, campaign timing, audience definition, meaningful metrics – the list goes on and on. With all those responsibilities, it’s easy to overlook a simple but significant contributor: a consistent naming convention.
Most marketing technology stacks leverage multiple platforms, each with its own way to identify efforts. While these systems contain key data identity links behind the scenes, it’s important to ensure your human team can make those connections, too. A strong naming convention boosts visibility for both, and you can get started with just a few steps.
Set your standards
A naming convention is, at its core, a shared language for your organization. This makes it important to ensure it accounts for all aspects of the marketing space. Think about the various ways to describe a campaign, and a term for each of those characteristics:
- What kinds of message are you using?
Email, social media, online ads?
Each of these could be a “Channel” for your group.
- What tools host or disseminate the messages?
Oracle Eloqua, Facebook, Google?
Perhaps this is the “Platform” aspect of the campaign.
- What is the call to action, or the collateral your prospect will receive?
Data sheet download, video view, webinar registration?
“Offer” might be a good description.
Consider which other campaign attributes are significant identifiers. This could be the product or brand, the time period when the campaign is active (month or quarter), or the target audience (customer or prospect).
Mix and match
Each term in your naming convention should represent a specific way you’d want to search for or report on a campaign. For instance, you might want to compare two channels, or see how one offer performs against another. Think of each term as a pivot to adjust your campaign measurements.
Know your limits
As you assemble your terms, think about where the name will be viewed and stored. Consider whether it might be passed via form submission, stored in a custom object, or used in a CRM integration. Is there a point at which these systems will cut off a field value? Could a name get so long that it can’t all be seen in a menu?
To keep names to a manageable length, think about a 2- or 3-character abbreviation for each of your term variables. For example:
- The Social Media Channel becomes SOC
- The Platform Facebook is displayed as FBK
- An Offer of Data Sheet is DTA
Each term abbreviation can be separated from the others using a hyphen or underscore to preserve readability. A campaign with the attributes above would be SOC_FBK_DTA.
One easy way to ensure compliance is to use an asset name generator tool. These can come in many varieties, including spreadsheets, forms, and online generators. In fact, Relationship One has built an application that allows you to generate an asset name directly within your instance. The Relationship One Asset Name Generator gives you the power to generate an asset name (e.g., campaigns, forms, landing pages, segments, etc.) directly from the Eloqua Cloud Menu. As part of the app, you can add as many text, date, numeric and picklist options you need as part of your standardization approach.
Share the love
Now that you’ve sorted your marketing efforts according to their attributes, think about other ways to leverage that work. Some of these terms could serve as Oracle Eloqua campaign fields. A good naming convention can add structure to campaign and asset folders in your database. It’s also common to adapt this logic to create consistent, understandable lead source values.
The more aligned your asset and campaign names, the easier it is to understand your marketing environment, communicate your progress, and onboard new users.
It’s never too late
In a perfect world, your team would define a naming convention before building its first asset. In the real world, marketers inherit work from predecessors, merge with new groups, and revamp their efforts to address new challenges.
Just as teams and tactics evolve, it can make sense to revamp your naming convention to fit today’s marketing and reporting strategy. If you have questions about why and how to structure your labeling framework, we’d love to talk about it!
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