Meeting Title: UTM Training Date: 2025-11-14 Meeting participants: Kristina, Stuart Posternak, vanessagomez, Allison Baird, Trinity, Henry Zhao, Judd, Mat Schwarz
WEBVTT
1 00:00:39.370 ⇒ 00:00:40.500 Stuart Posternak: Hello?
2 00:00:41.000 ⇒ 00:00:42.180 Kristina: Hi, guys!
3 00:00:42.720 ⇒ 00:00:43.340 vanessagomez: I know.
4 00:00:43.550 ⇒ 00:00:46.220 Stuart Posternak: Let me give this link to Prajwal.
5 00:00:53.950 ⇒ 00:00:57.889 Stuart Posternak: Not as used to the zoom. Here it is.
6 00:01:04.510 ⇒ 00:01:05.559 Kristina: I love Zoom.
7 00:01:06.110 ⇒ 00:01:07.110 Stuart Posternak: Yeah.
8 00:01:07.410 ⇒ 00:01:08.000 Kristina: Hmm.
9 00:01:08.410 ⇒ 00:01:11.270 Kristina: It’s great, like, for virtual events.
10 00:01:11.620 ⇒ 00:01:12.410 Stuart Posternak: Yeah.
11 00:02:02.550 ⇒ 00:02:04.140 Henry Zhao: Everyone, how’s everyone doing?
12 00:02:05.870 ⇒ 00:02:07.149 vanessagomez: Hello, how are you?
13 00:02:07.150 ⇒ 00:02:08.229 Stuart Posternak: up, Henry.
14 00:02:08.610 ⇒ 00:02:09.600 Henry Zhao: Thank you.
15 00:02:14.260 ⇒ 00:02:17.490 Henry Zhao: Second… Let’s pull up some stuff.
16 00:02:18.340 ⇒ 00:02:23.030 Henry Zhao: I’m gonna make sure that everyone is invited to this document. Are we waiting on anyone else?
17 00:02:26.910 ⇒ 00:02:32.479 Stuart Posternak: Let’s see… I think Rajal might be joining shortly, checking.
18 00:02:33.570 ⇒ 00:02:35.230 Kristina: 8 people invited.
19 00:02:37.990 ⇒ 00:02:39.940 Stuart Posternak: Okay.
20 00:02:40.950 ⇒ 00:02:51.129 Henry Zhao: Either way, it’s recorded, so I think we can get started, and whoever missed it can just join the recording. I’m gonna make sure that Vanessa and Allison have access to this. They don’t, so…
21 00:02:59.060 ⇒ 00:03:01.130 Henry Zhao: Well, Stuart, I think you’re in it.
22 00:03:01.330 ⇒ 00:03:03.600 Kristina: Can you give Christina’s input?
23 00:03:05.760 ⇒ 00:03:07.659 Henry Zhao: Christina at Spa.
24 00:03:08.710 ⇒ 00:03:09.930 Henry Zhao: How is it, the email?
25 00:03:10.320 ⇒ 00:03:13.400 Kristina: Well, it’s enough. I’ll send it in the chat.
26 00:03:13.640 ⇒ 00:03:14.340 Henry Zhao: Okay.
27 00:03:18.010 ⇒ 00:03:18.840 Kristina: Here we go.
28 00:03:23.680 ⇒ 00:03:24.280 Henry Zhao: Okay.
29 00:03:31.170 ⇒ 00:03:33.170 Henry Zhao: Trinity is in here.
30 00:03:34.040 ⇒ 00:03:38.270 Henry Zhao: And then… I’m sure Joseph probably also.
31 00:03:42.160 ⇒ 00:03:43.710 Henry Zhao: You know, Judd.
32 00:03:47.960 ⇒ 00:04:07.550 Henry Zhao: Alright, so this is the reason I’m calling you guys into this call. So, I don’t know if you guys know this, but recently we’ve set up an attribution model on the edge layer, so what that means is, obviously, when we have people coming into the intake form, we want to track where we’re getting traffic from, while maintaining people’s privacy, of course.
33 00:04:08.280 ⇒ 00:04:24.769 Henry Zhao: So basically, we have this software that anonymizes all traffic into the intake form, and says, this is the first time we identified this person coming into an intake form, all the way to when they get to the thank you page and actually get their prescription sent to the pharmacy.
34 00:04:25.390 ⇒ 00:04:28.019 Henry Zhao: So all of this is tracked in the UTMs.
35 00:04:28.370 ⇒ 00:04:36.650 Henry Zhao: of the links that you guys are going to be putting into your campaigns, and that will then get picked up by this technology we’ve implemented on the edge layer.
36 00:04:36.780 ⇒ 00:04:51.360 Henry Zhao: But the thing is, it needs to be accurately and properly implemented so that when we create dashboards and then analyze this data, we can then come back to you guys and say, this is the campaign performance you guys had, this is the amount of
37 00:04:51.760 ⇒ 00:04:53.770 Henry Zhao: NCAC that we have.
38 00:04:54.100 ⇒ 00:04:56.349 Henry Zhao: This is the kind of cross…
39 00:04:57.890 ⇒ 00:05:16.750 Henry Zhao: cross-performance that we’re seeing, right, because you might get somebody that comes in, doesn’t finish the intake, but then they get some retargeting ad, or they see us on Facebook, and then they finally convert the intake form. We want to be able to have this data so we understand where are people actually coming from on an awareness perspective, and then where are they actually coming from to convert.
40 00:05:16.750 ⇒ 00:05:35.789 Henry Zhao: So that we can be more intelligent about our marketing, as well as nurturing people that neither have abandoned the intake form, or we want them to come back and make a renewal, or make a different purchase, or something like that, okay? So it’s going to be a quick call. I just want to make sure that we are organized in the way that we set up UTMs, and that everyone knows how to set up UTMs.
41 00:05:36.200 ⇒ 00:05:46.479 Henry Zhao: So, first thing first, does anyone not know how to set up UTMs in their specific campaign platform, or don’t know how to customize their UTMs to be correctly set up?
42 00:05:50.990 ⇒ 00:05:51.730 Henry Zhao: Okay
43 00:05:51.990 ⇒ 00:06:01.819 Henry Zhao: So as you… so then you all know that the example of a correct link is here, so you would have triadin.com, blah blah blah, and then the question mark is what initiates the UTM. Let me make sure that this is a little bit bigger, so you guys can…
44 00:06:02.380 ⇒ 00:06:13.850 Henry Zhao: Don’t have to squint your eyes, right? So you have your question mark, and then the three things that I ask you guys to include in all of your campaigns is a UTM medium, which is the broadest UTM, then a UTM source.
45 00:06:14.090 ⇒ 00:06:19.679 Henry Zhao: And then a UTM campaign. And then, obviously, these are all separated by, by, ampersands.
46 00:06:20.810 ⇒ 00:06:35.369 Henry Zhao: And then I also want to make sure that we are aligned on how we set this up, right? Because if everyone is doing things in a different way, it becomes very hard to analyze it afterwards. So I’ll give you an example. So we were doing organic social previously with these links.
47 00:06:35.600 ⇒ 00:06:52.749 Henry Zhao: And you can see that they are set up with source, medium, and campaign, but they were all over the place, right? So this link had UTM source equals social, whereas here it was all social. Here, it was, I don’t know, here the campaign comes first, but that doesn’t matter. Here, it’s, like, social again.
48 00:06:52.880 ⇒ 00:07:01.510 Henry Zhao: And so, it ends up being really messy, where this one is not even organic social, even though it is. It says medium social, and then UTM source was eaten.
49 00:07:02.030 ⇒ 00:07:15.810 Henry Zhao: So, over time, we end up having, like, 8,000 different combinations of source medium campaign, and it becomes impossible for us to analyze. So then, when Cutter comes to me and says, I want you to analyze how organic social is doing, or when Trinity says.
50 00:07:15.810 ⇒ 00:07:22.300 Henry Zhao: tell me how organic social is doing, I can’t possibly analyze it, because it’s all over the place, and I don’t know how it was set up.
51 00:07:22.300 ⇒ 00:07:36.820 Henry Zhao: So what I would like us to do is just come into this spreadsheet and make a list of the setups that you guys are doing, okay? Obviously, if you have 100 campaigns, you don’t need to list out all the 100 campaigns. You can just put something like campaign name here, or something like that.
52 00:07:36.880 ⇒ 00:07:43.249 Henry Zhao: But I would like us to at least be organized in terms of medium and source, so that later on, when we want to analyze
53 00:07:43.540 ⇒ 00:07:55.429 Henry Zhao: paid ads, or we want to analyze SEO, or we want to analyze, Twilio winbacks. I would like to be able to have a rule that says this combination of medium and this combination of source is going to give us that data.
54 00:07:55.570 ⇒ 00:07:58.470 Henry Zhao: Does that make sense, or does anybody have any questions?
55 00:07:59.800 ⇒ 00:08:07.759 Stuart Posternak: How do you… what’s the most common? Because you said these are incorrect in a… for organic social.
56 00:08:07.760 ⇒ 00:08:12.670 Henry Zhao: So I would honestly just Google what your platforms are, and do it the way.
57 00:08:12.670 ⇒ 00:08:16.830 Stuart Posternak: Yeah, that’s what we’re looking for now, for organic social.
58 00:08:17.920 ⇒ 00:08:20.409 Henry Zhao: Yeah, and you can just put in the spreadsheet, and then I will go in when you.
59 00:08:20.410 ⇒ 00:08:21.730 Stuart Posternak: Because we need something else.
60 00:08:21.730 ⇒ 00:08:22.979 Henry Zhao: If it looks good or bad.
61 00:08:23.400 ⇒ 00:08:34.139 Stuart Posternak: Yeah, if we used something differently in the past, like, if we used a… if we used for, like, let’s say, for the first, you know, 8 months of our company or something, we used a very specific, naming convention.
62 00:08:34.390 ⇒ 00:08:40.409 Stuart Posternak: then wouldn’t we want to make sure that it matches up? Is there anything like that, that we…
63 00:08:40.750 ⇒ 00:08:45.850 Stuart Posternak: We need to, like, adjust the naming convention based on something we ran in the past.
64 00:08:47.040 ⇒ 00:08:51.890 Henry Zhao: I would say just put it in here, whatever you decide, and then we can take a look at it together.
65 00:08:52.560 ⇒ 00:09:00.360 Henry Zhao: Okay. Because I can’t answer that right now, I’d have to look at what it’s tracking in the edge layer, what it was tracked before, and figure out what’s the least amount of resistance.
66 00:09:00.530 ⇒ 00:09:01.550 Stuart Posternak: Okay.
67 00:09:01.550 ⇒ 00:09:02.930 Henry Zhao: Yeah, that makes sense
68 00:09:03.640 ⇒ 00:09:10.150 Henry Zhao: So, let’s assume, let’s just, as an example, let’s say that Judd runs all email campaigns under the Medium email.
69 00:09:10.370 ⇒ 00:09:14.250 Henry Zhao: I don’t want him to, like, change it to Twilio, if that’s gonna…
70 00:09:15.270 ⇒ 00:09:29.380 Henry Zhao: be additional work. You can just keep it as email. But let’s say it’s organic social, and we have, like, organic social, social, this Eden one, and previously it was called something else, it was called Org Social, then I want to fix it so that we do it right moving forward.
71 00:09:29.380 ⇒ 00:09:30.249 Stuart Posternak: So, I mean…
72 00:09:30.250 ⇒ 00:09:31.430 Henry Zhao: Depends on the amount of lift.
73 00:09:31.430 ⇒ 00:09:37.210 Stuart Posternak: The most… yeah, most… I just read most here that would use UTM medium equals social.
74 00:09:38.470 ⇒ 00:09:39.500 Stuart Posternak: Yeah.
75 00:09:40.640 ⇒ 00:09:47.969 Henry Zhao: So it’s good to… so yeah, paid social would be, like… so we really want to break it down to organic social and paid social, because those are.
76 00:09:47.970 ⇒ 00:09:48.340 Stuart Posternak: Okay.
77 00:09:48.340 ⇒ 00:09:52.350 Henry Zhao: Right? You either see something naturally on Facebook, or you see a Facebook ad.
78 00:09:52.470 ⇒ 00:09:56.219 Henry Zhao: So we want to break it down into organic social and paid social.
79 00:09:56.220 ⇒ 00:09:56.750 Stuart Posternak: So…
80 00:09:56.750 ⇒ 00:09:59.849 Henry Zhao: Or we decide what social really means, if it’s paid or organic.
81 00:09:59.900 ⇒ 00:10:10.969 Stuart Posternak: Right, but in cell C24, we see that we see organic social under UTM Medium, so that part is correct, isn’t it?
82 00:10:10.970 ⇒ 00:10:12.220 Henry Zhao: That could be correct.
83 00:10:12.220 ⇒ 00:10:13.270 Stuart Posternak: Michelle is not trying to…
84 00:10:13.270 ⇒ 00:10:17.870 Henry Zhao: Social should be either paid social, or we just agree that social is all paid social.
85 00:10:18.150 ⇒ 00:10:26.649 Stuart Posternak: Okay, so then… we can’t we just go, like, and highlight these cells like that? Since these organic socials don’t need to be changed right here?
86 00:10:26.890 ⇒ 00:10:32.140 Henry Zhao: So now, Trinity is basically making, the UTM medium as social.
87 00:10:32.510 ⇒ 00:10:34.209 Stuart Posternak: Oh, wait a minute, but then…
88 00:10:34.790 ⇒ 00:10:41.990 Stuart Posternak: Why is she changing it to social if we… we… so we have paid social, so that’s not gonna change, right?
89 00:10:43.000 ⇒ 00:10:44.679 Henry Zhao: Are we using paid social, though?
90 00:10:45.930 ⇒ 00:10:49.230 Stuart Posternak: At some point, we will be, yeah, of course.
91 00:10:49.500 ⇒ 00:10:50.510 Mat Schwarz: Yeah, we’re going…
92 00:10:50.510 ⇒ 00:10:52.280 Henry Zhao: We’re gonna decide now how we want to structure this.
93 00:10:52.280 ⇒ 00:10:53.520 Mat Schwarz: maybe January.
94 00:10:53.820 ⇒ 00:10:55.240 Stuart Posternak: Like, in 30 days.
95 00:10:56.590 ⇒ 00:10:57.300 Stuart Posternak: What?
96 00:10:58.760 ⇒ 00:11:04.069 Mat Schwarz: Sorry, my connection sucks, I don’t know why. We are going to use social probably in 30 days.
97 00:11:04.800 ⇒ 00:11:07.050 Stuart Posternak: Yeah, so…
98 00:11:07.050 ⇒ 00:11:09.869 Henry Zhao: paid social, Matt, are you saying organic social or paid social?
99 00:11:09.870 ⇒ 00:11:11.320 Mat Schwarz: Paid. Paid social.
100 00:11:11.660 ⇒ 00:11:12.240 Stuart Posternak: Yep.
101 00:11:12.660 ⇒ 00:11:22.039 Henry Zhao: Okay, so my recommendation is to, let’s change it to organic social and paid social, and then Trinity, your source should probably be where… what social you’re actually sending it on.
102 00:11:22.230 ⇒ 00:11:26.699 Henry Zhao: So whether it’s Facebook, or if it’s that link that you showed me, Trinity.
103 00:11:26.810 ⇒ 00:11:34.969 Henry Zhao: or something else, right? Because social could be Instagram, it could be Facebook, we would want to know what social it actually is. Yeah, that’s what it’s meant to be for.
104 00:11:35.160 ⇒ 00:11:40.040 Stuart Posternak: Yeah, up in the yellow, we have meta-reddit already, so we just need our other…
105 00:11:40.040 ⇒ 00:11:42.799 Henry Zhao: No, that’s something else, Stuart. That’s, like, our classification.
106 00:11:42.800 ⇒ 00:11:44.050 Stuart Posternak: Right. Right.
107 00:11:44.050 ⇒ 00:11:49.379 Henry Zhao: So that’s like, when somebody tells me I want to see metadata, what is the combination of mediums and source? Does that make sense?
108 00:11:49.380 ⇒ 00:11:50.140 Stuart Posternak: Yup.
109 00:11:50.430 ⇒ 00:11:54.229 Henry Zhao: So this is, like, how we refer to it, and then this is, like, how the link is actually set up.
110 00:11:54.230 ⇒ 00:11:58.909 Stuart Posternak: Right, so, like, UTM source is FB for Meta, yeah.
111 00:11:58.910 ⇒ 00:12:16.829 Henry Zhao: Actually, I map it. So then when you, Stuart, say, I want to see meta conversions, I go in and ask the table to say, give me where the medium is paid social, where the source is FB, and where the campaign is this campaign name. If you, instead of FB, put Facebook, or you misspell it, and you put, like, FBE, I’m not going to get that data, because…
112 00:12:17.930 ⇒ 00:12:20.069 Henry Zhao: programs are precise, right? Like, it’s gonna look for.
113 00:12:20.070 ⇒ 00:12:20.990 Stuart Posternak: Yeah, yeah.
114 00:12:20.990 ⇒ 00:12:21.980 Henry Zhao: FB, okay.
115 00:12:22.420 ⇒ 00:12:28.309 Henry Zhao: So that’s why we want to have this document, so we’re clean, and we’re accurately tracking all of our customers.
116 00:12:29.070 ⇒ 00:12:32.130 Stuart Posternak: Yeah. Yes.
117 00:12:33.600 ⇒ 00:12:35.120 Mat Schwarz: But.
118 00:12:35.120 ⇒ 00:12:41.100 Stuart Posternak: And you get, like, in the examples you gave here, you gave, like,
119 00:12:41.570 ⇒ 00:12:49.330 Stuart Posternak: in, in, so G, in column G, like, rows 24, so they’re, they’re highlighted here.
120 00:12:49.670 ⇒ 00:12:54.829 Stuart Posternak: And we can start… we can see all social now, so that someone.
121 00:12:54.830 ⇒ 00:12:55.640 Henry Zhao: There’s a role.
122 00:12:56.110 ⇒ 00:12:56.480 Stuart Posternak: That’s right.
123 00:12:56.480 ⇒ 00:12:58.089 Henry Zhao: Yeah, so these are what we used to do.
124 00:12:58.650 ⇒ 00:13:06.530 Stuart Posternak: Okay, so it’s really just UTM’s source, and there’s not really going to be a campaign for organic, so it’s really just UTM…
125 00:13:06.530 ⇒ 00:13:13.479 Henry Zhao: No, no, Trinity does. Organic Trinity does. So she has NAD, she has, SEMA, she has… so for her campaign, she’s putting.
126 00:13:13.480 ⇒ 00:13:14.950 Stuart Posternak: Oh, that’s right.
127 00:13:14.950 ⇒ 00:13:17.520 Henry Zhao: I agreed to do that because she’s not going to be…
128 00:13:18.420 ⇒ 00:13:26.699 Henry Zhao: if she does, like, a Black Friday campaign, she’ll change the campaign to Black Friday, or it could be Black Friday NAD, and we’ll be able to distinguish that way.
129 00:13:27.020 ⇒ 00:13:30.020 Stuart Posternak: Okay, so she’ll manually set the campaign UTMs.
130 00:13:31.020 ⇒ 00:13:31.840 Stuart Posternak: Okay.
131 00:13:32.110 ⇒ 00:13:33.020 Stuart Posternak: So, okay.
132 00:13:33.020 ⇒ 00:13:35.460 Henry Zhao: Brain is where you get a little bit more, like, creative liberties.
133 00:13:35.720 ⇒ 00:13:41.299 Henry Zhao: But medium and source, we should try to be standardized, because that’s where we’re categorizing things into.
134 00:13:41.850 ⇒ 00:13:48.689 Stuart Posternak: Okay, and so, since we have organic social repeating here, do we want to specify what our…
135 00:13:48.900 ⇒ 00:13:57.469 Henry Zhao: Don’t worry about the red. The red was just an example of what was incorrect. So, down here below, I want to start collecting the correct ones. So we’ll do the correct ones here below, okay?
136 00:13:57.740 ⇒ 00:13:59.339 Stuart Posternak: Oh, okay, got it.
137 00:13:59.340 ⇒ 00:14:06.179 Henry Zhao: So, Trinity, I would say we probably, if it’s not too much work for you, we probably want to change yours to organic social.
138 00:14:06.520 ⇒ 00:14:09.779 Henry Zhao: And then… whatever platform, okay?
139 00:14:12.990 ⇒ 00:14:17.419 Henry Zhao: So it could be Facebook, it could be Instagram, or it could be that link that you showed me, but I don’t know where you’re putting that.
140 00:14:18.230 ⇒ 00:14:20.779 Henry Zhao: And then drug name, I think we agreed that that was okay.
141 00:14:22.870 ⇒ 00:14:30.950 Henry Zhao: And then, Matthias, when you do paid social, I think we should probably put paid social, just so it’s very clear. Because when it’s social, nobody is clear whether it’s organic or paid.
142 00:14:32.410 ⇒ 00:14:37.389 Mat Schwarz: No, yeah, it needs to be paid. We also have, you know, remember, like, partners like WebMD.
143 00:14:37.540 ⇒ 00:14:38.210 Henry Zhao: We had affiliate.
144 00:14:38.210 ⇒ 00:14:40.740 Mat Schwarz: We can treat it, yeah, as a platform, I guess.
145 00:14:41.170 ⇒ 00:14:42.200 Mat Schwarz: But it’s not affiliate.
146 00:14:42.200 ⇒ 00:14:42.770 Henry Zhao: affiliate.
147 00:14:42.770 ⇒ 00:14:43.330 Mat Schwarz: Yeah.
148 00:14:43.510 ⇒ 00:14:45.299 Mat Schwarz: Yeah, we have a field catalysts.
149 00:14:45.470 ⇒ 00:14:46.430 Mat Schwarz: No, the offer is that.
150 00:14:46.430 ⇒ 00:14:47.900 Stuart Posternak: pop already, though.
151 00:14:47.900 ⇒ 00:14:49.119 Mat Schwarz: offers that, yeah.
152 00:14:49.120 ⇒ 00:14:54.120 Henry Zhao: That’s fine, but here I just want to collect a final list of, like, what are the ones we want to use moving forward.
153 00:14:54.410 ⇒ 00:14:58.599 Henry Zhao: So this one, like, whenever you say, I want catalyst orders, that’s what I’m looking for, Affiliate catalysts.
154 00:14:58.930 ⇒ 00:15:01.029 Henry Zhao: And then, like, Christina would have hers.
155 00:15:04.860 ⇒ 00:15:05.490 Stuart Posternak: Yeah, they’re…
156 00:15:05.490 ⇒ 00:15:06.860 Henry Zhao: et cetera, okay?
157 00:15:06.860 ⇒ 00:15:07.670 Kristina: Yes.
158 00:15:09.410 ⇒ 00:15:20.639 Henry Zhao: So as long as these are set up properly, and we start sending these links out properly, then our edge layer data is going to capture things correctly, organize everything correctly, and we’ll be able to analyze the data.
159 00:15:22.150 ⇒ 00:15:29.250 Judd: Are you asking for the… for the sources and mediums now? I mean, I can give them to you.
160 00:15:29.400 ⇒ 00:15:30.989 Judd: I don’t… I’m confused by it.
161 00:15:30.990 ⇒ 00:15:35.670 Henry Zhao: the spreadsheet, but I think yours is just… I think you already gave me yours, right? It was, like, email tool of action, SMS.
162 00:15:35.670 ⇒ 00:15:38.829 Judd: Yeah, but they’re… you’re on the wrong… you got them reversed, so…
163 00:15:38.950 ⇒ 00:15:41.169 Henry Zhao: Yeah, that’s fine. That was an example.
164 00:15:41.550 ⇒ 00:15:41.990 Judd: Okay.
165 00:15:41.990 ⇒ 00:15:49.490 Henry Zhao: Well, so actually, so then, Judd, right now we’re doing it reversed. So, email should be the medium, toy action should be the source.
166 00:15:50.960 ⇒ 00:15:52.510 Judd: Okay.
167 00:15:52.510 ⇒ 00:16:08.359 Henry Zhao: Because Medium should be, like, the human, like, what are we advertising? Are we advertising SEO? Are we advertising emails, SMS? Source is like, what actual platform are we using? Are we using Facebook? Are we using Twilio? Are we using Klaviyo? Are we using MailChimp? Are we using… etc, right?
168 00:16:08.360 ⇒ 00:16:13.860 Judd: The way we have it is the source is customer.io, which is essentially the source for…
169 00:16:13.860 ⇒ 00:16:14.410 Henry Zhao: Fine.
170 00:16:14.770 ⇒ 00:16:18.580 Judd: Everything, and then the medium… is either email.
171 00:16:18.750 ⇒ 00:16:24.210 Judd: Specifically, say, email action, or… Twilio action, which is SMS.
172 00:16:24.850 ⇒ 00:16:27.240 Henry Zhao: That one is fine. That is fine, that is fine.
173 00:16:27.240 ⇒ 00:16:28.859 Stuart Posternak: Wait a minute, no, I thought the meeting…
174 00:16:28.860 ⇒ 00:16:36.100 Henry Zhao: Because that is the source, and then Customer I.O. is correct as the platform, which is the source.
175 00:16:36.100 ⇒ 00:16:41.219 Stuart Posternak: Oh, email action… Oh, Twilio Action? What’s going on there?
176 00:16:41.220 ⇒ 00:16:45.169 Judd: I could say SMS action, it’s just, for some reason, someone decided to make it.
177 00:16:45.540 ⇒ 00:16:51.529 Henry Zhao: Yeah, the old one was flow action, but it’s okay, we already have this logic… I already have this logic correctly, Stuart, in Tableau, so…
178 00:16:51.530 ⇒ 00:16:52.140 Stuart Posternak: Great.
179 00:16:52.140 ⇒ 00:16:58.039 Henry Zhao: Or email is fine, because like I said, email’s not as complicated. Social is probably the more complex one, because you have Reddit, you have…
180 00:16:58.160 ⇒ 00:17:00.760 Henry Zhao: Facebook, Instagram, LinkedIn…
181 00:17:00.760 ⇒ 00:17:01.340 Stuart Posternak: Yep.
182 00:17:01.930 ⇒ 00:17:03.560 Henry Zhao: Microsoft, all that stuff, right?
183 00:17:03.920 ⇒ 00:17:11.870 Henry Zhao: And then affiliate, we just have Catalyst. So no, WebMD and Forbes, that kind of stuff, I would say is probably campaign name, right? Matt?
184 00:17:14.069 ⇒ 00:17:16.030 Henry Zhao: Because I want to be able to know which ones are all that catalog.
185 00:17:16.030 ⇒ 00:17:18.089 Mat Schwarz: WebMD is not coming from Catalyst.
186 00:17:18.400 ⇒ 00:17:20.230 Henry Zhao: Okay, so that’s fine, okay, gotcha.
187 00:17:22.569 ⇒ 00:17:31.319 Mat Schwarz: It’s a lot more complicated. Certain products are coming through Catalyst, and they’re also WebMD, but then we also have a relationship directly with WebMD.
188 00:17:32.950 ⇒ 00:17:42.500 Henry Zhao: Cool. Does anybody have any questions? I can also do individual huddles with you guys next week to walk through this together if you guys are unsure or have any additional questions on your book going.
189 00:17:42.500 ⇒ 00:17:54.939 Kristina: Just a quick one, Henry. So basically, like, this… this will be able to track, then, things only moving forward, and only those items that have, assigned UTMs. So everything that we have done previously cannot be tracked.
190 00:17:56.160 ⇒ 00:17:57.140 Henry Zhao: Correct.
191 00:17:57.670 ⇒ 00:18:01.109 Henry Zhao: Whether you set it up correctly or incorrectly, the edge layer was implemented
192 00:18:01.600 ⇒ 00:18:06.640 Henry Zhao: a few weeks ago, so we only have data coming in as of a few weeks ago. Before that, it was tracked by a segment.
193 00:18:06.930 ⇒ 00:18:16.959 Henry Zhao: Later on, we can see what data is in segment and see if we can parse it, but that’s gonna be a heavy lift, so we’re gonna wait… have to wait till we have more bandwidth to do that.
194 00:18:17.540 ⇒ 00:18:20.999 Henry Zhao: But right now, let’s make sure that we’re set up for the future for success.
195 00:18:22.560 ⇒ 00:18:26.120 Henry Zhao: Beautiful. Otherwise, we’re going to continue to build up this manual work that we need to do.
196 00:18:26.120 ⇒ 00:18:30.760 Stuart Posternak: How much better is the edge… how much more do you capture with the edge layer than you do… you did with segment?
197 00:18:31.160 ⇒ 00:18:37.000 Henry Zhao: We’ll find out, over time. So right now, I only have a couple thousand rows, so I don’t have enough data to tell you.
198 00:18:37.300 ⇒ 00:18:42.500 Stuart Posternak: But just to reiterate again the most important part, medium, source, and campaign are the most important things.
199 00:18:42.550 ⇒ 00:18:51.389 Henry Zhao: to get right. Everything else you can be very creative with. You can put whatever content you want, term, I don’t care. Edge layer cares about these three, medium, source, campaign, okay?
200 00:18:51.390 ⇒ 00:18:58.969 Stuart Posternak: Although, yeah, I just thought for Tableau, like, that the content is a level that we would track… we track the spends on.
201 00:19:00.010 ⇒ 00:19:04.609 Henry Zhao: Yeah, so if you care about it, you do it the right way, and then I will be able to pull it for you.
202 00:19:05.960 ⇒ 00:19:08.280 Stuart Posternak: Yes, we have more creative liberty.
203 00:19:08.280 ⇒ 00:19:08.790 Henry Zhao: Yeah.
204 00:19:08.790 ⇒ 00:19:17.169 Stuart Posternak: Yeah, but we’re gonna need to make sure, as we add these other channels, that the spends get properly tabulated, like, by product, so that we get our product, everything, yeah.
205 00:19:17.680 ⇒ 00:19:19.839 Henry Zhao: Yeah. Then everyone will need to…
206 00:19:20.590 ⇒ 00:19:23.579 Stuart Posternak: Like, we’ll need to actually… sometimes we’ve had…
207 00:19:23.850 ⇒ 00:19:32.909 Stuart Posternak: And we just had to manually, for a given day, give our spends and then add them all up for a specific date range to make sure that we’re getting everything added.
208 00:19:32.910 ⇒ 00:19:38.259 Henry Zhao: Yeah, like, Christina might not care about that, so Christina might care about which publisher it is, or what that.
209 00:19:38.260 ⇒ 00:19:39.219 Stuart Posternak: Absolutely. Yeah, yeah.
210 00:19:39.220 ⇒ 00:19:44.220 Henry Zhao: text was, so she might want to put that in there. It’s whatever you want to track, yeah, but you can put whatever you want.
211 00:19:44.580 ⇒ 00:19:48.400 Stuart Posternak: All I’m saying is that medium sources need to be a little bit more organized, and .
212 00:19:48.920 ⇒ 00:19:52.830 Henry Zhao: accurately, categorized, basically.
213 00:19:54.880 ⇒ 00:19:56.599 Henry Zhao: Because a lot of logic is built on that.
214 00:19:57.460 ⇒ 00:20:00.780 Henry Zhao: Like, this actually gets, put into the code.
215 00:20:06.430 ⇒ 00:20:07.980 Kristina: Any other questions?
216 00:20:08.150 ⇒ 00:20:15.940 Kristina: And just so that we’re all on the same page, we need to now add the correct items there, because, like, here where you have Christina, all of this is Judd’s…
217 00:20:16.440 ⇒ 00:20:18.530 Henry Zhao: Yeah, yeah, yeah, yeah, that’s just an example.
218 00:20:19.720 ⇒ 00:20:26.089 Henry Zhao: Yeah, if you guys could put your name, actually, maybe in column A of whose it is, I can just reach out if I have any questions.
219 00:20:27.000 ⇒ 00:20:29.580 Henry Zhao: So, KS, if you want to put, like, whatever yours are.
220 00:20:30.220 ⇒ 00:20:31.350 Kristina: Thank you, will do.
221 00:20:31.990 ⇒ 00:20:34.280 Henry Zhao: I don’t know what yours would be.
222 00:20:35.120 ⇒ 00:20:35.739 Henry Zhao: like that.
223 00:20:39.160 ⇒ 00:20:42.090 Henry Zhao: Cattle… affiliate, I’ll probably put MS for now.
224 00:20:44.200 ⇒ 00:20:47.160 Mat Schwarz: I added those right there, yeah, I gotta delete that.
225 00:20:47.350 ⇒ 00:20:48.920 Mat Schwarz: Yeah, it’s just Elite 38.
226 00:20:49.970 ⇒ 00:20:53.480 Mat Schwarz: And CTV will see what it is, but it will be, you know, obviously.
227 00:20:53.480 ⇒ 00:21:05.820 Henry Zhao: Yeah, so Vanessa, as an example, for the medium, this is, like, the broad category, so you’d want to put just influencer here, and then the handle could be in, campaign content, or term, or whatever.
228 00:21:06.120 ⇒ 00:21:21.650 vanessagomez: I think, yeah, I might need to huddle with you later, because, like, UpFluence puts it together for us, and it pulls… for some reason, it pulls Medium to be, like, their name, so we changed that to be, like, their handle, so it was weird, so…
229 00:21:21.790 ⇒ 00:21:24.900 Henry Zhao: Okay, so let me flag this in red so we can talk about it.
230 00:21:25.100 ⇒ 00:21:25.730 vanessagomez: Chem.
231 00:21:27.040 ⇒ 00:21:35.990 Henry Zhao: Because then when we go to categorize by medium, it’s… I’d have to literally pick out every single influencer you advertise with, and manually code it in, so it’s not going to be ideal.
232 00:21:36.500 ⇒ 00:21:37.420 Henry Zhao: Yeah.
233 00:21:37.660 ⇒ 00:21:38.960 vanessagomez: Yeah. Okay.
234 00:21:40.420 ⇒ 00:21:51.700 Henry Zhao: And it’s not just, like, the manual work, it’s that it’s… you have to maintain it, right? Like, let’s say two years from now, somebody leaves the team, and somebody else comes in, they then need to, like, spend so much time understanding all this complex logic.
235 00:21:52.400 ⇒ 00:21:52.920 vanessagomez: Right.
236 00:21:52.920 ⇒ 00:21:53.960 Henry Zhao: So it’s not just that.
237 00:22:01.350 ⇒ 00:22:02.799 Henry Zhao: Cole, any other questions?
238 00:22:04.790 ⇒ 00:22:05.550 Mat Schwarz: Nope.
239 00:22:06.350 ⇒ 00:22:10.110 Henry Zhao: Okay, I’ll be available, you guys can just Slack me anytime, ping me.
240 00:22:10.330 ⇒ 00:22:16.660 Henry Zhao: And then next week, any… if anybody needs me, you can huddle with me, or set up 30 minutes on my calendar. Anything is fine.
241 00:22:16.660 ⇒ 00:22:24.579 Judd: I have one quick question, sorry. If I change it from Twilio action to SMS action, does that change anything? Does that damage anything?
242 00:22:24.730 ⇒ 00:22:26.469 Judd: Pass data or anything?
243 00:22:26.890 ⇒ 00:22:30.450 Henry Zhao: You don’t have to, Jeff, because yours is so simple, it’s not gonna be an issue.
244 00:22:30.990 ⇒ 00:22:33.020 Judd: Okay, I’ll just leave it as it is.
245 00:22:33.020 ⇒ 00:22:35.059 Henry Zhao: Yeah, if it’s two things, like…
246 00:22:36.030 ⇒ 00:22:41.629 Henry Zhao: We can make a judgment call and say that’s not a big issue. I’d rather just not mess with our historical data.
247 00:22:42.020 ⇒ 00:22:44.550 Judd: Okay, yep, makes sense. Okay, cool. Thanks.
248 00:22:44.550 ⇒ 00:22:49.260 Henry Zhao: But what’s important is not putting, like, in here, not putting, like, Gmail, Hotmail… Right.
249 00:22:49.810 ⇒ 00:22:53.239 Henry Zhao: Etc, right? That’s where we go off the rails.
250 00:22:53.620 ⇒ 00:22:54.270 Judd: Yep.
251 00:22:54.640 ⇒ 00:22:55.490 Judd: For sure.
252 00:23:01.380 ⇒ 00:23:03.799 Henry Zhao: Cool, Christina, love it. Earned Vina, sounds good. Okay.
253 00:23:04.250 ⇒ 00:23:06.479 Henry Zhao: Alright, thank you guys, and I hope you all have a good weekend.
254 00:23:06.900 ⇒ 00:23:07.570 vanessagomez: Thank you.
255 00:23:07.570 ⇒ 00:23:08.160 Judd: Andrew.
256 00:23:08.540 ⇒ 00:23:09.589 Mat Schwarz: Thank you, bye.
257 00:23:10.640 ⇒ 00:23:11.420 Kristina: Bye!