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1 
Tracking Success: Omni-Channel! 
Jimmy Bogroff ! 
Director Digital Strategy - Oregonian Media Group!
2 Consumer Behavior is Moving Fast! 
More moments are mobile 
“The ubiquity of smartphones means that ZMOT is no longer 
defined by a single discrete moment ("when I open my laptop 
and search"). Instead, it’s an integral part of the constantly 
connected consumer’s entire day. Search is always accessible 
—from anywhere, on any device and at any given time. In fact, 
approximately one-third of all CPG searches now originate 
from smartphones, according to Google Search data. As 
consumers’ behavior has evolved, so must the ways in which 
brands engage them. In today’s always-connected, mobile-first 
world, how do you continue to win the Zero Moment of Truth?” 
http://www.thinkwithgoogle.com/articles/zmot-why-it-matters- 
now-more-than-ever.html
3 
ZMOT: How Consumers Make Purchase Decisions 
http://www.thinkwithgoogle.com/articles/zmot-why-it-matters-now-more-than-ever.html
4 
Omni-Channel is Non-Linear 
How Do You Use 
Each Channel? 
• Social – gather feedback 
about a brand, product or 
service, share experience 
• Mobile – find a location, call 
the business, purchase. 
• Search – reviews, research, 
purchase, discover locations. 
How Does Each 
Channel Find You? 
• Print 
• TV 
• Outdoor 
• Online
5 
So How Do We “Translate Success” 
in a Multi-Channel World?
6 
Start with What is Measurable: 
OFFLINE 
Think about the ZMOT model and develop a way to track how each offline 
channel interacts with the consumer’s digital experience. Basic tracking is as 
simple as measuring a lift in site traffic. 
WAYS TO BRIDGE THE GAP – WHAT TO TRACK 
STRATEGY / CTA POTENTIAL OUTCOMES WHERE TRACKED? 
Vanity URL Lift in Site Traffic, Traffic Path Analytics Platform 
Landing Page Lift in Site Traffic Analytics Platform 
Coupons Conversions, In-Store Redemption Analytics Platform 
Call Tracking Directions, Visits, Conversions Call Tracking or Analytics Platform 
Promo Codes Conversions, In-Store Redemption Analytics Platform 
Search Volume Brand Volume Search Increase Ad Words, adCenter, Analytics 
“Like Us” Likes / Fans / Followers Social Platform (Facebook)
7 
Start With What is Measurable: 
ONLINE 
Each online channel works differently to influence consumer choice. Some, like 
SEO and SEM are heavy informational activities (research / knowledge). 
Others can be extremely transactional.. Caution: Mobile and SEM behavior can 
be both transactional (location, purchase) AND informational (research, site visit). 
ALMOST EVERYTHING CAN BE - WHAT TO TRACK 
STRATEGY / CTA POTENTIAL OUTCOMES WHERE TRACKED? 
Call Tracking Tap to Call, Map Call tracking platform, Analytics 
platform 
Conversions, Leads Tap to Map / Call, Form Fills, Analytics platform 
Traffic Acquisition Increased Site Traffic Site Logs, Analytics platform 
Shares / Likes / 
Increased Fans, Viral Distribution, 
Video Views 
Engagement, Video Views 
Social Platform, Social Analytics 
Tools, Plug-Ins, Platforms 
Downloads / Installs Coupon Downloads, App Installs In Store, Analytics Platform 
Site Engagement Time Spent, Bounce Rate, Page 
Depth, Pages / Session. 
Analytics Platform, Plug-Ins
8 
Now an Opinion from Jimmy: 
QR CODES? - NO!!!!!! 
http://www.forbes.com/sites/ianmorris/2014/09/12/heres-how-a-qr-code-could-save-your-life/
9 
More Thoughts on QR Codes: 
QR Codes were a popular way for an offer to be accessed digitally. 
The URL is embedded in a QR code and a reader is installed, or 
access natively on the mobile device. The user scans to open the site. 
Why Not? 
1. The User Experience Often Sucks – 
o User is forced to install a QR Reader or Scanner if they don’t already 
have a native scanner 
2. Their Mobile Experience Sucks – 
o the click through or landing page is typically not responsive design or 
mobile optimized. 
o Can also be hampered by connectivity issues – spotty wi-fi, etc. 
3. Placements can often be non-intuitive – 
o Bad: 2nd floor billboard or outdoor signage. 
o On a flyer or signage on a busy street.
10 
PRINT + OUT OF HOME 
Print + OOH Drive Mass Awareness 
• Branding / Awareness 
• Promotion / Coupon Redemption 
Typical online responses include: 
• search, call 
• direct site visit (recommend a dedicated 
LP / vanity url) 
Typical offline responses include: 
• Location visit 
• Coupon redemption (print) 
Note: Using a dedicated call tracking number 
you can also map the phone call to a 
conversion point to track online.
11 
BROADCAST 
Broadcast is often part of a multi-screen experience 
• Branding 
• Promotion / direct response 
Typical online responses to radio include: 
• Interactive TVs can directly access the site 
• Typically viewed in a multi-device setting, consumers could 
respond directly to the site, or with a search. 
Note: DVR, recorded TV is severely hampering viewability. 
Geo – targeting is difficult.
12 
RADIO 
Radio – Drives Recall, Repetition and Frequency 
• Branding 
• Promotion 
Typical online responses to radio include: 
• search, 
• direct site visit (recommend a dedicated / vanity url)
13 
ONLINE DISPLAY 
Thoughts on Conversion Types: 
View Through – ability to “map” somebody who has 
viewed the advertising to a later conversion. 
Weighted – assigning a value to an online event that is not 
a direct conversion but influences the conversion process.
14 
SLOW DOWN A SECOND 
– DEVICES! 
What Can Each Device Do? 
• Mobile = Calls 
• Mobile / Tablet = App Downloads 
When Do People Use Them? 
• Desktop = Mon – Fri, 8am to 6pm 
• Mobile = Always nearby 
• Tablet = Early and Late
15 
DEVICE BEHAVIOR 
When is the best time for you to reach your consumer? 
What device? What can they accomplish on this device? 
Source: OREGONLIVE 1st Party Data, using Lotame Data Management 
Platform, Portland DMA Audience, last 30 days ending 9/21/14
16 
MOBILE 
Mobile Trends 
• 55% of American adults have smartphones 
(Pew Research Center) 
• 42% of American adults have tablets (Pew 
Research Center) 
• Mobile usage has already surpassed Desktop, 
Apps > Desktop 
• 47% of internet usage came from apps and 8% 
for mobile browsers (comScore – January 
2014) 
Note: 
Check your mobile consumer experience is your site mobile 
optimized (no pinch, no pull, no grab). If you’ve got a high 
bounce rate or low page views per session you are in trouble! 
http://money.cnn.com/2014/02/28/technology/mobile/mobile-apps-internet/
17 
SEM 
Are you thinking about your Mobile SEM? Do you only 
focus on Google? Are you only tracking CTR? 
Organic ads Paid ads 
• Great SEM takes the consumer 
experience into consideration. 
Focus beyond the click. 
• What terms are converting? 
• Careful with removing general or 
vanity terms (in competitive spaces 
where your brand is a general 
term). These introductory terms 
may not have been a conversion, 
but you may not have had that 
conversion without them! 
• Consider multiple conversion types.
18 
SEO 
Organic ads Paid ads 
• Do you know what good SEO looks like? 
• Do you have your NAP consistent across 
directories? 
• Pay close attention in your analytics to 
traffic spikes when running campaigns. 
Ask, what was the impact to your: 
o Bounce rate 
o New sessions / returning 
sessions 
• Who’s coming to your site? 
o Why? 
o When? 
o What devices?
19 
SOCIAL 
Is your strategy unique to each platform? What’s your goal 
of being social? What is the VALUE TO THEM!? 
• Each social channel has a unique 
audience target. Is it worth 
participating in this channel? 
• This is about them, not you. 
90% of the conversation should be 
educational, informational or 
entertaining, 10% sales / pitchy / 
promotional. 
• How will a like, follow, share, etc, 
impact your business? 
• Make time to LISTEN!
20 
MAPPING OUT SUCCESS 
What is 
Measurable? 
Call 
Tracking 
Vanity 
URLs 
Tap to 
Map 
Sales 
Time 
Spent 
Coupons 
Social 
Shares 
Likes / 
Fans 
Downloads 
Searches 
Analytics / 
Reporting
21 
Start with Developing a Goal and an Offer 
Goal: 
Increase 
Reservations 
Offer: 
1 
2 
“Stay and Play”
22 
Each Goal Can be “Mapped” and “Recorded” 
Goal: 
Increase 
Reservations 
Offer: 
2 
Stay and Play 
1 
What is 
Measurable? 
Call 
Tracking 
Vanity 
URLs 
Tap to 
Map 
Sales 
Time 
Spent 
Coupons 
Social 
Shares 
Likes / 
Fans 
Downloads 
Searches 
Analytics / 
Reporting 
3 
4
23 
Establish How it Will be Measured 
What is 
Measurable? 
Call 
Tracking 
Vanity 
URLs 
Tap to 
Map 
Sales 
Time 
Spent 
Coupons 
Social 
Shares 
Likes / 
Fans 
Downloads 
Searches 
Analytics / 
Reporting 
Calls 
Searches 
Vanity 
URL / 
Dedicated 
LP 
Sales 
Dedicated Call Tracking 
# (by channel?) 
SEM Campaign, 
Analytics Platform 
Site Logs, 
Analytics Platform 
Track Conversions (#, $) 
Analytics Platform 
3 
3 
4 
4
24 
Google Analytics – Because It’s FREE! 
Set up goals and conversion points to understand which campaigns 
are driving valuable audiences. 
By medium… …monitor response & track conversions
25 
Let’s Connect the Wires! 
The URL builder helps you add parameters to URLs you use in Custom 
Campaigns. When users click one of the custom links, the unique parameters are 
sent to your Google Analytics account, so you can identify the URLs that are most 
effective in attracting users to your content 
https://support.google.com/analytics/answer/1033867?hl=en
26 
Analytics and Reporting 
Google Analytics
27 
Understanding Health Metrics 
Set Goals by Channel and evaluate success by 
each channel: organic search, direct, paid 
search, referral, social, campaigns, etc. 
Evaluate how each acquisition channel performs: 
• # of sessions 
• % new sessions 
• New users 
• Bounce rate 
• Pages / Session 
• Average Session Duration
28 
Do You Know What Good Looks Like? 
There’s no magic number. It is different for each effort. Make sure to establish 
a baseline. For example, If you are running an awareness campaign you 
should be seeing an increase in new users / new sessions, and you could see a 
corresponding increase in bounce rate.
29 
What is 
Measurable? 
Call 
Tracking 
Vanity 
URLs 
Tap to 
Map 
Sales 
Time 
Spent 
Coupons 
Social 
Shares 
Likes / 
Fans 
Downloads 
Searches 
Analytics / 
Reporting 
3 
3 
4 
4 
Activity Time: Track Your Goals
Thank you 
We look forward to growing our 
business partnership and working 
together toward your continued 
30 
success 
Jimmy Bogroff 
Director, Digital Strategy 
503.294.7664 
jbogroff@oregonian.com

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Oregonian Media Group: Tracking Success in Omnichannel

  • 1. 1 Tracking Success: Omni-Channel! Jimmy Bogroff ! Director Digital Strategy - Oregonian Media Group!
  • 2. 2 Consumer Behavior is Moving Fast! More moments are mobile “The ubiquity of smartphones means that ZMOT is no longer defined by a single discrete moment ("when I open my laptop and search"). Instead, it’s an integral part of the constantly connected consumer’s entire day. Search is always accessible —from anywhere, on any device and at any given time. In fact, approximately one-third of all CPG searches now originate from smartphones, according to Google Search data. As consumers’ behavior has evolved, so must the ways in which brands engage them. In today’s always-connected, mobile-first world, how do you continue to win the Zero Moment of Truth?” http://www.thinkwithgoogle.com/articles/zmot-why-it-matters- now-more-than-ever.html
  • 3. 3 ZMOT: How Consumers Make Purchase Decisions http://www.thinkwithgoogle.com/articles/zmot-why-it-matters-now-more-than-ever.html
  • 4. 4 Omni-Channel is Non-Linear How Do You Use Each Channel? • Social – gather feedback about a brand, product or service, share experience • Mobile – find a location, call the business, purchase. • Search – reviews, research, purchase, discover locations. How Does Each Channel Find You? • Print • TV • Outdoor • Online
  • 5. 5 So How Do We “Translate Success” in a Multi-Channel World?
  • 6. 6 Start with What is Measurable: OFFLINE Think about the ZMOT model and develop a way to track how each offline channel interacts with the consumer’s digital experience. Basic tracking is as simple as measuring a lift in site traffic. WAYS TO BRIDGE THE GAP – WHAT TO TRACK STRATEGY / CTA POTENTIAL OUTCOMES WHERE TRACKED? Vanity URL Lift in Site Traffic, Traffic Path Analytics Platform Landing Page Lift in Site Traffic Analytics Platform Coupons Conversions, In-Store Redemption Analytics Platform Call Tracking Directions, Visits, Conversions Call Tracking or Analytics Platform Promo Codes Conversions, In-Store Redemption Analytics Platform Search Volume Brand Volume Search Increase Ad Words, adCenter, Analytics “Like Us” Likes / Fans / Followers Social Platform (Facebook)
  • 7. 7 Start With What is Measurable: ONLINE Each online channel works differently to influence consumer choice. Some, like SEO and SEM are heavy informational activities (research / knowledge). Others can be extremely transactional.. Caution: Mobile and SEM behavior can be both transactional (location, purchase) AND informational (research, site visit). ALMOST EVERYTHING CAN BE - WHAT TO TRACK STRATEGY / CTA POTENTIAL OUTCOMES WHERE TRACKED? Call Tracking Tap to Call, Map Call tracking platform, Analytics platform Conversions, Leads Tap to Map / Call, Form Fills, Analytics platform Traffic Acquisition Increased Site Traffic Site Logs, Analytics platform Shares / Likes / Increased Fans, Viral Distribution, Video Views Engagement, Video Views Social Platform, Social Analytics Tools, Plug-Ins, Platforms Downloads / Installs Coupon Downloads, App Installs In Store, Analytics Platform Site Engagement Time Spent, Bounce Rate, Page Depth, Pages / Session. Analytics Platform, Plug-Ins
  • 8. 8 Now an Opinion from Jimmy: QR CODES? - NO!!!!!! http://www.forbes.com/sites/ianmorris/2014/09/12/heres-how-a-qr-code-could-save-your-life/
  • 9. 9 More Thoughts on QR Codes: QR Codes were a popular way for an offer to be accessed digitally. The URL is embedded in a QR code and a reader is installed, or access natively on the mobile device. The user scans to open the site. Why Not? 1. The User Experience Often Sucks – o User is forced to install a QR Reader or Scanner if they don’t already have a native scanner 2. Their Mobile Experience Sucks – o the click through or landing page is typically not responsive design or mobile optimized. o Can also be hampered by connectivity issues – spotty wi-fi, etc. 3. Placements can often be non-intuitive – o Bad: 2nd floor billboard or outdoor signage. o On a flyer or signage on a busy street.
  • 10. 10 PRINT + OUT OF HOME Print + OOH Drive Mass Awareness • Branding / Awareness • Promotion / Coupon Redemption Typical online responses include: • search, call • direct site visit (recommend a dedicated LP / vanity url) Typical offline responses include: • Location visit • Coupon redemption (print) Note: Using a dedicated call tracking number you can also map the phone call to a conversion point to track online.
  • 11. 11 BROADCAST Broadcast is often part of a multi-screen experience • Branding • Promotion / direct response Typical online responses to radio include: • Interactive TVs can directly access the site • Typically viewed in a multi-device setting, consumers could respond directly to the site, or with a search. Note: DVR, recorded TV is severely hampering viewability. Geo – targeting is difficult.
  • 12. 12 RADIO Radio – Drives Recall, Repetition and Frequency • Branding • Promotion Typical online responses to radio include: • search, • direct site visit (recommend a dedicated / vanity url)
  • 13. 13 ONLINE DISPLAY Thoughts on Conversion Types: View Through – ability to “map” somebody who has viewed the advertising to a later conversion. Weighted – assigning a value to an online event that is not a direct conversion but influences the conversion process.
  • 14. 14 SLOW DOWN A SECOND – DEVICES! What Can Each Device Do? • Mobile = Calls • Mobile / Tablet = App Downloads When Do People Use Them? • Desktop = Mon – Fri, 8am to 6pm • Mobile = Always nearby • Tablet = Early and Late
  • 15. 15 DEVICE BEHAVIOR When is the best time for you to reach your consumer? What device? What can they accomplish on this device? Source: OREGONLIVE 1st Party Data, using Lotame Data Management Platform, Portland DMA Audience, last 30 days ending 9/21/14
  • 16. 16 MOBILE Mobile Trends • 55% of American adults have smartphones (Pew Research Center) • 42% of American adults have tablets (Pew Research Center) • Mobile usage has already surpassed Desktop, Apps > Desktop • 47% of internet usage came from apps and 8% for mobile browsers (comScore – January 2014) Note: Check your mobile consumer experience is your site mobile optimized (no pinch, no pull, no grab). If you’ve got a high bounce rate or low page views per session you are in trouble! http://money.cnn.com/2014/02/28/technology/mobile/mobile-apps-internet/
  • 17. 17 SEM Are you thinking about your Mobile SEM? Do you only focus on Google? Are you only tracking CTR? Organic ads Paid ads • Great SEM takes the consumer experience into consideration. Focus beyond the click. • What terms are converting? • Careful with removing general or vanity terms (in competitive spaces where your brand is a general term). These introductory terms may not have been a conversion, but you may not have had that conversion without them! • Consider multiple conversion types.
  • 18. 18 SEO Organic ads Paid ads • Do you know what good SEO looks like? • Do you have your NAP consistent across directories? • Pay close attention in your analytics to traffic spikes when running campaigns. Ask, what was the impact to your: o Bounce rate o New sessions / returning sessions • Who’s coming to your site? o Why? o When? o What devices?
  • 19. 19 SOCIAL Is your strategy unique to each platform? What’s your goal of being social? What is the VALUE TO THEM!? • Each social channel has a unique audience target. Is it worth participating in this channel? • This is about them, not you. 90% of the conversation should be educational, informational or entertaining, 10% sales / pitchy / promotional. • How will a like, follow, share, etc, impact your business? • Make time to LISTEN!
  • 20. 20 MAPPING OUT SUCCESS What is Measurable? Call Tracking Vanity URLs Tap to Map Sales Time Spent Coupons Social Shares Likes / Fans Downloads Searches Analytics / Reporting
  • 21. 21 Start with Developing a Goal and an Offer Goal: Increase Reservations Offer: 1 2 “Stay and Play”
  • 22. 22 Each Goal Can be “Mapped” and “Recorded” Goal: Increase Reservations Offer: 2 Stay and Play 1 What is Measurable? Call Tracking Vanity URLs Tap to Map Sales Time Spent Coupons Social Shares Likes / Fans Downloads Searches Analytics / Reporting 3 4
  • 23. 23 Establish How it Will be Measured What is Measurable? Call Tracking Vanity URLs Tap to Map Sales Time Spent Coupons Social Shares Likes / Fans Downloads Searches Analytics / Reporting Calls Searches Vanity URL / Dedicated LP Sales Dedicated Call Tracking # (by channel?) SEM Campaign, Analytics Platform Site Logs, Analytics Platform Track Conversions (#, $) Analytics Platform 3 3 4 4
  • 24. 24 Google Analytics – Because It’s FREE! Set up goals and conversion points to understand which campaigns are driving valuable audiences. By medium… …monitor response & track conversions
  • 25. 25 Let’s Connect the Wires! The URL builder helps you add parameters to URLs you use in Custom Campaigns. When users click one of the custom links, the unique parameters are sent to your Google Analytics account, so you can identify the URLs that are most effective in attracting users to your content https://support.google.com/analytics/answer/1033867?hl=en
  • 26. 26 Analytics and Reporting Google Analytics
  • 27. 27 Understanding Health Metrics Set Goals by Channel and evaluate success by each channel: organic search, direct, paid search, referral, social, campaigns, etc. Evaluate how each acquisition channel performs: • # of sessions • % new sessions • New users • Bounce rate • Pages / Session • Average Session Duration
  • 28. 28 Do You Know What Good Looks Like? There’s no magic number. It is different for each effort. Make sure to establish a baseline. For example, If you are running an awareness campaign you should be seeing an increase in new users / new sessions, and you could see a corresponding increase in bounce rate.
  • 29. 29 What is Measurable? Call Tracking Vanity URLs Tap to Map Sales Time Spent Coupons Social Shares Likes / Fans Downloads Searches Analytics / Reporting 3 3 4 4 Activity Time: Track Your Goals
  • 30. Thank you We look forward to growing our business partnership and working together toward your continued 30 success Jimmy Bogroff Director, Digital Strategy 503.294.7664 jbogroff@oregonian.com