Thinking About Implementing a Compliance Checklist? Read This First.

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Asset: Thinking About Implementing a Compliance Checklist? Read This First.

Press | May 14, 2020

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Messaging

In this Total Retail Article, Zipline’s Emily Lane discusses how creating a culture of accountability and driving compliance in stores isn’t as simple as deploying a checklist and walking away. How you send that ask down to your teams, how you keep upper field leaders informed, the amount of context you provide, and the way you incentivize your employees all play a role in the battle against pencil whipping.

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What is a UTM and what does this form do?

A UTM is a set of parameters added to a link that tells Google Analytics how that visitor got to our site. And this form helps you make one!

Don't forget, whatever you fill in here will be seen by whoever you share the link with, so be sure not put anything in here that wouldn't necessarily be obvious or worse, could be insulting; ex. don't make the 'campaign' tier-3-prospects.

Please be sure to use all lower case, and dashes-instead-of-spaces.

url

If there is a gated version (behind a form fill), you will be able to select the gated or ungated (direct to the content) link.

Most common Zipline sources are:

linkedin
salesloft
paid
sales
qr-code
newsletter

The 'Source' is where the traffic is coming from, or the referrer.

Most common Zipline medium are:

social
email
banner
sem
event

Medium describe 'how' the traffic is coming to the site. So for example, clicks from LinkedIn or Twitter are coming through social media, so we simply call it 'social'. Another example is for email newsletter or direct sales email, the medium would be 'email'.

Current campaigns include:

zipline360
retail-talent
nrf
abm
holiday-comms

The campaign is an internal description of whichever campaign the link is a part of. Are you promoting an event like NRF? use 'nrf'. Maybe it's part of a new marketing campaign, then use the name of that campaign!

Term is optional, but can be used if there is a keyword associated with where you're sharing the link. This parameter is generally used to identify the search term used to find a paid ad for example.

Content is a good parameter to use when you are sharing multiple links from the same source/medium. If you have the same link in two different LinkedIn posts, you could use 'content' to differentiate based on the thumbnail used, or time of day. For example, 'Content' could be 'wed-afternoon' and 'thurs-morning' to describe when it was posted, or 'platform-thumbnail' or 'man-holding-clipboard' to describe the image associated with the link.

Your UTM link will display here after filling out the form

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Press | October 27, 2021