Closed-loop reporting from lead source to CRM (and back)

Herman Maes
@DAILYBITS
Teamlead Marketing Technology
Joost Thijsen
@NESJIHT
Data Analyst

Who’s still using Classic Analytics?

Universal users, ARE YOU SURE?

Google Docs as my favourite scraping tool
Ga.js Google docs scraper
=IMPORTXML(A2,"//script[contains(.,'ga.js')]")
http//blog.intracto.com/gajsscraper

Universal analytics is full of awesome features

One drawback, we lost access to the
cookies…

Mathias Vissers

The lead source of a conversion (last click) is useful
metadata within your CRM

Website
“Request for information” + Lead source
Conversion event
Classic Analytics = UTMZ cookie
Universal Analytics = Custom script + GTM

Closing the loop

Google Analytics: Standard implementation data
Standard GA data is:
• Pageviews
• Sessions
• Users
• Bounce rate
• Network
• Location
• …

Google Analytics: Standard implementation data
Standard GA data lacks …EMOTIONINTENTCONTEXT

When talking about data,
CONTEXT is king
Power-tool with all your standard GA data centralised
Internal logic (lifecycle stage, persona, …)
Universal Analytics
3rd party Marketing automation/CRM Tool
Hotjar
Visualised tracking of user behaviour
User intent can be tracked through feedback polls & surveys
NO CONTEXT
CONTEXT
CONTEXT
CONTEXT

Feed Analytics with data from your
marketing tools
Sending HotJar Userid’s into Google Analytics
Use GTM to capture the data (custom JavaScript)
Send the Hotjar userID to GA in a custom dimension
Very useful with the new User Report
feature
https://marthijnhoiting.com/track-hotjar-google-analytics-with-google-tag-manager

Mathias Vissers

Hypothesis:
Checkout has dead
end street
Segment:
User did not finish
checkout
Dimension:
Export segment
Hotjar user ID’s
User Reports:
Find exported
Hotjar user ID’s
User Recording:
Watch & find dead
end street
Action:
Experiment with or
fix the issue
Segment:
Examine results
Best practice:
Take note of
experiment (result)

Use the logic of your CRM/Marketing Automation platform
to gain CONTEXT
When talking about data,
CONTEXT is king
Internal logic (lifecycle stage, persona, …)
Universal Analytics
3rd party Marketing automation/CRM Tool
Hotjar
Visualised tracking of user behaviour
User intent can be tracked through feedback polls & surveys
NO CONTEXT
CONTEXT
CONTEXT
CONTEXT
Power-tool with all your standard GA data centralised

http://www.simoahava.com/gtm-tips/datalayer-declaration-vs-push/
Example: HubSpot logic > Analytics
Contextual smart blocks in HubSpot
If lifecycle stage/Persona show this block
Using this to create a data layer with this logic
Using GTM to create a Custom Dimension
Segmentation in Analytics
Tadaaaaa
1.
2.
3.
4.
5.
http://blog.intracto.com/hubspotsegments

https://support.google.com/analytics/answer/6366371?hl=en
Google Analytics PII rules
You will not upload any data that allows Google to
personally identify an individual (such as names, social
security numbers, email addresses, or any similar data),
or data that permanently identifies a particular device
(such as a mobile phone’s unique device identifier if such
an identifier cannot be reset), even in hashed form.

5 key takeaways
Are you (and ALL your clients) sure you have upgraded to Universal
Analytics?
Give the sales guys more metadata in their CRM (for example lead source)
for a conversion is always handy to have in your CRM.
Data needs CONTEXT in order for you to gain actionable insights
Use the internal logic in your marketing automation tool in order to create smarter segments in GA.
Always check the Data privacy laws and Personally Identifiable Information (PII) rules
from Google.

Whenever you have
questions, remarks or want
to say we talk bullshit…
Come talk to us
Oh, and thanks for listening.
Herman Maes
@DAILYBITS
Teamlead Marketing Technology
Joost Thijsen
@NESJIHT
Data Analyst