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Ali White, Calltracks - Tracking online traffic to offline sales


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Ali White, Marketing Director of Calltracks, gave this presentation at Mezzo Labs' "GAWA7: Key Performance Innovators" event in July 2015. Ali explains how to track the online visitor from the website to the call centre and give credit to the campaign that drive there to the point of sale.

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Ali White, Calltracks - Tracking online traffic to offline sales

  1. 1. Connecting the Sales Funnel
  2. 2. 2 Dynamic Numbers • Visitors get tracked separately, controlled by JavaScript • Number assigned from pool (associated to placeholder) • Example above also includes A/B testing @Calltracks | @AlistairWhite
  3. 3. 3 Reporting in Calltracks @Calltracks | @AlistairWhite
  4. 4. • Track offline interactions – how much are you missing out on? 4 Making the most of your analytics 4 • Track offline interactions – what happens when you web visitors pick up the phone? @Calltracks | @AlistairWhite
  5. 5. 5 Improving ROI on PPC @Calltracks | @AlistairWhite
  6. 6. 6 Track other KPIs that tie to objectives 6 • Track everything; engagement, interactions & outcomes Form Fills / Live Chat Video PlaysContent Interaction @Calltracks | @AlistairWhite
  7. 7. 7 Where is the focus 7@Calltracks | @AlistairWhite
  8. 8. 8 Enhancing Google Analytics • With GA it is even possible to import other data stored on your CRM such as demographic information or product data alongside your transactions • Automotive example:• Financial Example: @Calltracks | @AlistairWhite
  9. 9. 9 Optimising for full ROI • How many sessions / users have been on your website • How much this has cost you • How many leads you have had • How many sales you have made + the value of these sales • This is full ROI tracking in one report @Calltracks | @AlistairWhite
  10. 10. 10 Highly Targeted Remarketing 10@Calltracks | @AlistairWhite
  11. 11. 11 Universal Analytics Selling Point? 11 User ID – cross device measurement Client ID 1 Client ID 2 Client ID 3 User ID 1 @Calltracks | @AlistairWhite But only if I log in….
  12. 12. 1212 Client ID Client ID Calltracks Customer ID @Calltracks | @AlistairWhite How we tackle User ID limitation Visit ID Visit ID Visit ID Advert ID CRM ID