Marketing Technology Solution for Efficient UTM Management

Scope

UTM.io is the advanced way to build, share and sync the UTM’s across your team and helps marketing teams to maximize the effectiveness of email and social media campaigns. 

The primary objectives of the solution are: 

• Help marketing agencies build UTM links faster, easier, and in a better way and achieve better workflow
• Facilitate the collaboration across the team and realize better tracking of the various campaigns
• Tracking and sharing of UTMs across your entire marketing team
• Realize improved campaign results with custom branded domains

Custom Domain

The development of functionality to create custom domains was an important feature of the solution to expedite its usage and management by a marketing team. As, after extensive research, it was found that custom branded domains can increase the clicks by more than 34%. 

Shortened URL can be customized as per the requirement, but to do that it had to be pointed to a server, however, there was a critical problem, that service providers like GoDaddy don’t allow CNAME records for the root domain. So to facilitate this functionality, VSH provided an IP-based solution. 

Also, using an AWS load balancer was not possible due to the limitations of using CNAME records, VSH developed a custom load balancer along with the configuration of all the standard features of the AWS load balancer. Anticipating the heavy traffic for the application and bypassing the issue arising from custom domain functionality, VSH developed a custom load balancer for redirecting the traffic and increasing the availability of the solution. 

Chrome Extension

The scope of the work also involved chrome extension development in order to ease the entire process and help users to build UTM links faster and easier.

The client’s previous development partner had no processes in place to carry out the development of this complex project and most of the processes were done manually, so when VSH took responsibility for the project, streamlining operations and processes was the biggest challenge. 

So VSH team started by focussing on streamlining the operations and setting up the processes like project management process set up the communication process and establishing continuous deployment process. 

Existing NPM packages were not sufficient for the project requirement and it posed one of the biggest development challenges. So in order to overcome this VSH team took the open-source NPM package and customized it as per the requirement and published it in the NPM registry and helped overcome challenges.

Unlike other projects, this project required analyzing the existing part development in relation to requirements and bringing existing code into the process. This was great learning for the team as we were responsibly correcting the existing code, preparing proper documentation, implementing processes for communication and reporting as well which was great learning.

Requirement related to custom domain management provided the VSH team to learn a great deal about the domain providers, their working, their process, and their challenges as well.