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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//b...
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 = Cus...
Closing the loop
Google Analytics: Standard implementation data
Standard GA data is:
• Pageviews
• Sessions
• Users
• Bounce rate
• Network...
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 s...
Feed Analytics with data from your
marketing tools
Sending HotJar Userid’s into Google Analytics
Use GTM to capture the da...
Mathias Vissers
Hypothesis:
Checkout has dead
end street
Segment:
User did not finish
checkout
Dimension:
Export segment
Hotjar user ID’s
...
Use the logic of your CRM/Marketing Automation platform
to gain CONTEXT
When talking about data,
CONTEXT is king
Internal ...
http://www.simoahava.com/gtm-tips/datalayer-declaration-vs-push/
Example: HubSpot logic > Analytics
Contextual smart block...
https://support.google.com/analytics/answer/6366371?hl=en
Google Analytics PII rules
You will not upload any data that all...
5 key takeaways
Are you (and ALL your clients) sure you have upgraded to Universal
Analytics?
Give the sales guys more met...
Whenever you have
questions, remarks or want
to say we talk bullshit…
Come talk to us
Oh, and thanks for listening.
Herman...
#gaucbe - Closing the loop between your Analytics and marketing tools
#gaucbe - Closing the loop between your Analytics and marketing tools
#gaucbe - Closing the loop between your Analytics and marketing tools
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#gaucbe - Closing the loop between your Analytics and marketing tools

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Within this presentation at the Google Analytics User Conference in Brussels we talked about closing the loop with your marketing tools. Bringing context to your data.

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#gaucbe - Closing the loop between your Analytics and marketing tools

  1. 1. Closed-loop reporting from lead source to CRM (and back)
  2. 2. Herman Maes @DAILYBITS Teamlead Marketing Technology Joost Thijsen @NESJIHT Data Analyst
  3. 3. Who’s still using Classic Analytics?
  4. 4. Universal users, ARE YOU SURE?
  5. 5. Google Docs as my favourite scraping tool Ga.js Google docs scraper =IMPORTXML(A2,"//script[contains(.,'ga.js')]") http//blog.intracto.com/gajsscraper
  6. 6. Universal analytics is full of awesome features
  7. 7. One drawback, we lost access to the cookies…
  8. 8. Mathias Vissers
  9. 9. The lead source of a conversion (last click) is useful metadata within your CRM
  10. 10. Website “Request for information” + Lead source Conversion event Classic Analytics = UTMZ cookie Universal Analytics = Custom script + GTM
  11. 11. Closing the loop
  12. 12. Google Analytics: Standard implementation data Standard GA data is: • Pageviews • Sessions • Users • Bounce rate • Network • Location • …
  13. 13. Google Analytics: Standard implementation data Standard GA data lacks …EMOTIONINTENTCONTEXT
  14. 14. 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
  15. 15. 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
  16. 16. Mathias Vissers
  17. 17. 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)
  18. 18. 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
  19. 19. 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
  20. 20. 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.
  21. 21. 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.
  22. 22. 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

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