Campaigns are an integral part of how work is planned in Optimizely Content Marketing Platform (CMP). In a campaign, you can nest your tasks, events, or other sub-campaigns.
Create a campaign
To create a campaign, click + in the top toolbar and select Campaign.
On the Plan > List view, you can also click + and select Campaign
Enter the campaign name, description, start and end date (if the campaign is not open-ended), select a color to identify your new campaign, and add any custom labels. Click Create Campaign.
Select Add a Parent Campaign to establish a hierarchy of related marketing activities (that is, sub-campaigns) that are subordinate to the broader initiative. Typically, parent campaigns are used to organize and coordinate similar campaigns across teams, markets, and lines of business across the organization.
Campaign templates capture the repeatable processes, information, and settings associated with a campaign in your organization (see Campaign Templates).
You can also attach files (.doc, .pdf, .jpg, and so on) associated with the campaign in the attachments section.
Update a campaign
Users can share campaigns and update campaign details from list view of the Plan module, or from the calendar or timeline views.
Click a campaign title to view campaign details. Select Edit from the options menu (...) to change the campaign's name, short description, parent campaign, dates, color, or labels.
Copy a campaign
In List view, select the options menu (...) and select Copy to copy a campaign that includes the campaign's briefs, labels, tasks, attachments, and events.
You can also copy the campaign from the upper right corner of a campaign. Select the options menu (...) and select Copy.
The Copy Campaign dialog box displays options to copy (such as briefs, labels, attachments, tasks and events) from an existing campaign.
To copy the assets of a campaign, select the ones you want and the show in the copied campaign.
Archive a campaign
In List view, select the options menu (...) and select Archive. Archiving a campaign prevents the campaign from showing up in the Campaign module and under all filters. However, the articles are still available in the Analytics section.
You can also archive a campaign directly from the campaign page.
Delete a campaign
If you delete a campaign, all the tasks, events under it are also deleted.
You can delete a campaign from the campaign view, or directly from the campaign page. Select the options menu (...) and select Delete.
Create a campaign brief
In each campaign, the Brief view lets marketing teams collaboratively define the campaign strategy. By increasing awareness and visibility of each campaign objective, teams can stay better aligned on the strategic goals, monitor the downstream impact if and when a change in direction occurs, and provide the context needed to accelerate the time from the campaign planning to execution.
In the Brief view, you can create a brief in several ways as shown in the following image:
- Template – Click Brief Template to select from a number of saved templates.
A template displays to get you going.
- Upload file – Select Upload. You can connect to your Microsoft 365 OneDrive Account to upload a brief from there. You can upload the following formats:
- Video (MOV, MP4)
- Image Files (JPEG, GIF, SVG and BMP)
Unsupported files will display a "no preview" icon, but remain available to download.
- Add URL – Enter the URL to a file on Google, from Figma, Milanote or non-gated website.
- Write Brief – Click to begin writing your brief. The editor automatically saves content that you enter. You can go to other tabs, and when you return, you will see the draft is still there. However, other users cannot see your draft until you click Save.
Add fields to campaign
You can add fields from the campaign creation form. Click Add field and select the fields you want.
The fields are added to the campaign.
You can work with fields in the Fields view on the campaign page. You can add more fields from this view, too.
View campaign content
You can manage, discover and reuse existing content assets in support of future campaigns and content creation, which is critical for delivering consistent brand experiences. The Content tab stores content and brand assets that are completed from the tasks of that campaign. This makes it easier for teams to repurpose them in future planning and creation efforts.
- Gallery view – Campaign content is shown in the gallery view by default, just like the Library. This is how the grid view appears after adding assets to the Content tab.
- List view
- Click a content piece to view more information in the right panel without leaving the page.
- Click Create Task to start a workflow from a piece of content. Click Download As (arrow button) to download the content (download as PDF, Word file or HTML).
- Click Show all to expand the article preview pane to see more details about that piece of content.
Share a campaign
To share your campaign with other users, click Share.
Comment in a campaign
Commenting helps users to collaborate on campaign-specific content in the Content Marketing Platform (CMP). Commenting tools are on the right panel:
Click Comments (icon) to display the Campaign Details, Comments, and Attachments panel, where you can enter and resolve comments directly. Click Show Resolved to display the comments that were marked as Resolved.
Post a comment
To post a comment, click the text box that has the Enter Comment... message, write a comment. and click Comment. Posted comments display below the comment box
While posting a comment, you can notify other users by using an @-mention in the comment box. Users are notified either in the CMP or via email, or both.
Attach a file in a comment
To attach a file, click the attachment icon on the bottom left of your comment panel, and choose a file.
You may also download these attachments by clicking on the icon/title, and opening up the Preview Panel for that attachment.
To delete a comment, select the options menu (...) and select Delete.
Interpret campaign health status
The campaign health status bar provides a view of the status and health of each campaign, and a summary of the progress of work within that campaign.
The health status bar is located in the upper-right-hand corner of each campaign and contains a progress bar and a status button that update automatically based on the status of tasks associated with the campaign. The progress bar shows how much work is completed (green), how much is overdue (red), and how much is remaining (gray). The status button automatically updates to Not Started, On Track, At Risk, Off Track and Complete based on the percentage of steps that are complete and overdue.
How progress is calculated
- % Complete – Number of steps completed in tasks associated with the campaign, divided by the total number of steps.
- % Overdue – Number of steps with due dates before today that are not completed, divided by the total number of steps.
If a task is overdue, all incomplete steps are counted as overdue
- % Remaining – Number of steps that either does not have a due date or the due date is today or later, divided by the total number of steps.
All of the above percentages only take into account full steps, not sub-steps.
How the status is calculated
Hovering over the status bar shows the percentage of the steps completed. The green part shows what percentage of total steps completed, the red part shows what percentage of the steps is overdue, and the grey part shows what percentage of the task is yet to be completed.
- Not Started – 0% of tasks complete. (The progress bar shows 0% of steps remaining if there are no tasks in the campaign.)
- On Track – Less than 3% of steps are overdue.
- At-Risk – Greater than 3% but less than 10% of steps are overdue.
- Off Track – Greater than 10% of steps are overdue or the campaign end date passed with more than 10% of steps remaining.
- Complete – 100% of steps are completed or the campaign end date passed with <10% steps remaining.
Analyze campaign operations
Campaign Analytics lets you view the productivity and effectiveness of work being done in each campaign.
In the Operations tab of Campaign Analytics, you can review Operations summary metrics, Productivity, and Efficiency.
Operations summary metrics
The Operations Summary metrics shows the following details:
- Tasks completed – number of tasks in the campaign that are marked complete
- Average task duration – average duration of completed tasks in the campaign
- Average task delay – average between the due date and the completed date for all completed tasks in the campaign
- Average steps/task – average of the number of steps for all completed tasks in the campaign
In the Productivity section, you can review a team’s productivity of what was actually produced. These charts visualize the output of your campaign through the lens of content, highlighting the strategic and format breakdown of content created so that you can compare them to your goals outlined in this campaign’s brief.
- Content Production – How much content was produced for each label type?
Calculated by counting the content for each option of the label types that are part of the campaign. With this method of calculation, a piece of content may be counted multiple times (once for each of its labels)
- Content Format – What content was produced for each label type?
For each label type selected, the user can select one of the options and see the distribution of content formats for that label. This is calculated by identifying tasks that are tagged with both the selected label and the "Content Format" standard label type.
In the Efficiency section of Campaign Analytics, charts help to identify potential issues in workflows, tasks, and steps where delays may be leading to wasted time and effort with regards to team workload, inefficient processes, or possible misalignment; explore alternative ways of working or planning work to increase efficiency.
- On-Time Performance – What is the on-time % for each workflow/content format used in this campaign? The on-time % is calculated using completed tasks only by (# of task steps completed on-time of that workflow / total number of task steps completed in of that workflow) * 100
- Workflow/Step Duration – Where is work getting stuck by workflow? By default, this chart displays the six workflows used in this campaign with the longest average duration, and displays an "other" bucket that captures any additional workflows.
The average time that was planned for the tasks in each workflow is shown in teal (the average of task due date - task creation date), and the average time that work was overdue is in red (average of task completion date - task due date).
Hovering over the bars displays the full workflow name, the total number of tasks in that workflow, and the total task duration, as well as a summary of the time scheduled and time overdue.
Analyze campaign performance
In the Performance tab of Campaign Analytics, you can review Performance summary metrics, Content performance timeline, and Content performance carousel.
Performance summary metrics
Performance summary metrics represent an overview of the total performance metrics for the campaign, including:
- Pageviews – sum of pageviews for the content in the campaign, within the time period.
- Unique visitors – sum of unique visits for the content in the campaign, within the time period.
- Attention time – sum of attention time to all content in the campaign, within the time period.
- Engagement rate – a weighted average of engagement for content published in the campaign, calculated by dividing the sum of all engaged visits (>30 seconds) by the total number of visits to content in the campaign, then multiplied by 100.
Content performance timeline
How is your campaign performing by pageviews?
- Select pageviews with the dropdown to unique visitors, engagement rate, average attention time, average page views per visitor
- Compare one campaign's performance metrics to another campaign's using the current campaign's timeline is used as a reference. Therefore, if it is an ongoing campaign, the comparison is date-matched between the two. If it is time-bounded, the comparison is matched by the day of each campaign (day 1, day 2, and so on)
- Select daily, weekly and monthly views
- For ongoing campaigns, shows the last 30 days; for time-bounded campaigns, shows from the beginning of a campaign to today.
Select performance metrics to display Pageviews, Unique Visitors, Engagement Rate, Average Attention Time, Average Pageviews per visitor. You can compare that performance metric to another campaign and can select a daily, weekly or monthly views.
Content performance carousel
What content is resonating most?
- Displays the top six pieces of content produced in this campaign (all time), as ranked by the total number of page views received by that piece of content.
- Click a piece of content to open the Single Article Analytics page for that article.
- Filter results by selecting a label group then select a child label.