Tracking Success in Omnichannel

1. 1
Jimmy Bogroff !
Director Digital Strategy - Oregonian Media Group!
Tracking Success: Omni-Channel!

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.
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)
WAYS TO BRIDGE THE GAP – WHAT TO TRACK

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).
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 /
Video Views
Increased Fans, Viral Distribution,
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
ALMOST EVERYTHING CAN BE - WHAT TO TRACK

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
Source: OREGONLIVE 1st Party Data, using Lotame Data Management
Platform, Portland DMA Audience, last 30 days ending 9/21/14
When is the best time for you to reach your consumer?
What device? What can they accomplish on this device?

16. 16
MOBILE
http://money.cnn.com/2014/02/28/technology/mobile/mobile-apps-internet/
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!

17. 17
SEM
OrganicadsPaidads
• 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.
Are you thinking about your Mobile SEM? Do you only
focus on Google? Are you only tracking CTR?

18. 18
SEO
OrganicadsPaidads
• 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
Vanity
URLs
Tap to
Map
Sales
Time
Spent
Coupons
Social
Shares
Likes /
Fans
Call
Tracking
Downloads
What is
Measurable?
Searches
Analytics /
Reporting

21. 21
Offer:
“Stay and Play”
2
Start with Developing a Goal and an Offer
Goal:
Increase
Reservations
1

22. 22
Offer:
Stay and Play
2
Each Goal Can be “Mapped” and “Recorded”
Goal:
Increase
Reservations
1
Vanity
URLs
Tap to
Map
Sales
Time
Spent
Coupons
Social
Shares
Likes /
Fans
Call
Tracking
Downloads
What is
Measurable?
Searches
Analytics /
Reporting
3
4

23. 23
Establish How it Will be Measured
Vanity
URLs
Tap to
Map
Sales
Time
Spent
Coupons
Social
Shares
Likes /
Fans
Call
Tracking
Downloads
What is
Measurable?
Searches
Analytics /
Reporting
Calls
Vanity
URL /
Dedicated
LP
Sales
Searches
Track Conversions (#, $)
Analytics Platform
Site Logs,
Analytics Platform
SEM Campaign,
Analytics Platform
Dedicated Call Tracking
# (by channel?)
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
Vanity
URLs
Tap to
Map
Sales
Time
Spent
Coupons
Social
Shares
Likes /
Fans
Call
Tracking
Downloads
What is
Measurable?
Searches
Analytics /
Reporting
3
3
4
4
Activity Time: Track Your Goals

30. 30
Thank you
We look forward to growing our
business partnership and working
together toward your continued
success
Thank you
We look forward to growing our
business partnership and working
together toward your continued
success
Jimmy Bogroff
Director, Digital Strategy
503.294.7664
jbogroff@oregonian.com