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Using 
the 
power 
of 
web 
analy3cs 
to 
measure 
offline 
campaigns 
JOANNE CASEY | GLOWMETRICS 
September 2014
About GlowMetrics 
• Focuses on providing a service 
which helps businesses build 
out digital strategies that are 
underp...
What We’ll Be Looking At: 
• Why we need to give offline more credit 
• How some companies are currently 
trying to measur...
Why Web AnalyRcs ? 
“Web AnalyRcs is the measurement, collecRon, analysis and reporRng 
of Internet data for the purposes ...
EffecRve Web AnalyRcs 
ReporRng on Stat: 
– Visits 
– Unique Visitors 
– Pageviews 
– Pages-­‐Per-­‐Visit 
– Time-­‐on-­‐S...
EffecRve Web AnalyRcs 
Web 
Data 
??? 
ROI 
Marke3ng 
“Web analytics and services will 
underpin the transformation of web...
Why we need to give offline 
more credit
Understanding the length of the 
purchase cycle 
Source: 
Google 
ClickStream 
Whitepaper, 
August 
8th, 
2011
Offline Influences Online
And they Purchase…
The 
New 
Mul*-­‐screen 
World: 
Understanding 
Cross-­‐pla1orm 
Consumer 
Behavior, 
US, 
August 
2012
Step out of the swimming lane
How some companies are 
currently trying to measure 
offline campaigns online
Simple tacRcs used to bejer analyse 
offline: 
1. Custom landing pages or vanity URLs e.g. 
interflora.ie/tv or QuoteMeHap...
TacRcs used to bejer analyse offline: 
1 
2 
3
TacRcs used to bejer analyse 
offline
TacRcs used to bejer analyse offline
Buzz during ad breaks drove discovery 
DYNAMO: MAGICIAN IMPOSSIBLE 
ep.2 
START 
BREAK 
BREAK 
BREAK 
END 
source: Dynamo:...
GA Reports to view offline 
impact
Real-­‐Rme
AnnotaRons
Regional AcRvity
Direct Visits
TacRcs used to bejer analyse offline: 
The uplik approach 
+ 
80000 
70000 
60000 
50000 
40000 
30000 
20000 
10000 
0 
3...
GA configuraRon to track offline 
via web analyRcs
Google Universal AnalyRcs
Dimensions Widening
Wrap Up 
• Offline campaigns should be given 
more credit 
• Even the most basic addiRon to an 
ad means the offline inves...
QuesRons? 
Twijer: @joannecasey 
Email: joanne@glowmetrics.com 
Slide § 29
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Measuring Offline Marketing with Web Analytics Data September 2014

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Slides from #breakingnewsconf Abbey Theatre Dublin 10th September 2014

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Measuring Offline Marketing with Web Analytics Data September 2014

  1. 1. Using the power of web analy3cs to measure offline campaigns JOANNE CASEY | GLOWMETRICS September 2014
  2. 2. About GlowMetrics • Focuses on providing a service which helps businesses build out digital strategies that are underpinned by strong digital data analysis. • Have offices in both Belfast and Dublin. • Hold a range of clients internaRonally and locally. Clients
  3. 3. What We’ll Be Looking At: • Why we need to give offline more credit • How some companies are currently trying to measure offline campaigns online • GA Reports to view offline impact
  4. 4. Why Web AnalyRcs ? “Web AnalyRcs is the measurement, collecRon, analysis and reporRng of Internet data for the purposes of understanding and opRmising web usage” -­‐ Web AnalyRcs AssociaRon The Benefits of AnalyRcs: • get closer to the customer • accurately gauge user experience • increased accountability • focus and prioriRzaRon of resources • conversion rates and enhanced ROI
  5. 5. EffecRve Web AnalyRcs ReporRng on Stat: – Visits – Unique Visitors – Pageviews – Pages-­‐Per-­‐Visit – Time-­‐on-­‐Site – New Visitors – Returning Visitors Reaping AcRonable insights: – Where does your most valuable traffic come from? – How do visitors from mobile engage differently from desktop visitors? – Where and why are you loosing visitors? – How is your offline impacRng online sales?
  6. 6. EffecRve Web AnalyRcs Web Data ??? ROI Marke3ng “Web analytics and services will underpin the transformation of web intelligence to support the entire marketing mix”
  7. 7. Why we need to give offline more credit
  8. 8. Understanding the length of the purchase cycle Source: Google ClickStream Whitepaper, August 8th, 2011
  9. 9. Offline Influences Online
  10. 10. And they Purchase…
  11. 11. The New Mul*-­‐screen World: Understanding Cross-­‐pla1orm Consumer Behavior, US, August 2012
  12. 12. Step out of the swimming lane
  13. 13. How some companies are currently trying to measure offline campaigns online
  14. 14. Simple tacRcs used to bejer analyse offline: 1. Custom landing pages or vanity URLs e.g. interflora.ie/tv or QuoteMeHappy.com 2. ‘Search online’ call-­‐to-­‐acRons 3. Discount codes 4. QR Codes/ NFC Tags
  15. 15. TacRcs used to bejer analyse offline: 1 2 3
  16. 16. TacRcs used to bejer analyse offline
  17. 17. TacRcs used to bejer analyse offline
  18. 18. Buzz during ad breaks drove discovery DYNAMO: MAGICIAN IMPOSSIBLE ep.2 START BREAK BREAK BREAK END source: Dynamo: Magician Impossible, Tweets from SecondSync 2011; Audience viewing figures from BARB 2011
  19. 19. GA Reports to view offline impact
  20. 20. Real-­‐Rme
  21. 21. AnnotaRons
  22. 22. Regional AcRvity
  23. 23. Direct Visits
  24. 24. TacRcs used to bejer analyse offline: The uplik approach + 80000 70000 60000 50000 40000 30000 20000 10000 0 30000 25000 20000 15000 10000 5000 0 Sum of 2011 Total Radio EQ Sum of 2011 TVEQ Sum of 2011 Press Sum of Display Impression Sum of Search Impressions Sum of DI Visits 2011
  25. 25. GA configuraRon to track offline via web analyRcs
  26. 26. Google Universal AnalyRcs
  27. 27. Dimensions Widening
  28. 28. Wrap Up • Offline campaigns should be given more credit • Even the most basic addiRon to an ad means the offline investment can be tracked online • Upg
  29. 29. QuesRons? Twijer: @joannecasey Email: joanne@glowmetrics.com Slide § 29

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