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Online to Offline Tracking for Dummies By Dan Leibson

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From the SMX West Conference in San Jose, CA March 13-15, 2018. SESSION: Understanding Offline Targeting And Attribution. PRESENTATION: Online to Offline Tracking for Dummies - Given by Dan Leibson, @danleibson - Local SEO Guide, VP, Search. #SMX #34B

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Online to Offline Tracking for Dummies By Dan Leibson

  1. 1. #SMX #34b @danleibson
  2. 2. #SMX #34b @danleibson It Feels Like Black Magic
  3. 3. #SMX #34b @danleibson Introduction First, some background!
  4. 4. #SMX #34b @danleibson Lots of Noise, Minimal Signal
  5. 5. #SMX #34b @danleibson Google is already doing this Already analyzing credit card data in order to track ads -> purchases
  6. 6. #SMX #34b @danleibson Seriously, it’s getting a little creepy They are tracking your Android devices’ GPS (even when location services are disabled)
  7. 7. #SMX #34b @danleibson Do I need to get a protective order?
  8. 8. #SMX #34b @danleibson Lesson #1 Start with the basics!
  9. 9. #SMX #34b @danleibson All Retail Brands Should Have This!
  10. 10. #SMX #34b @danleibson Service Area Businesses, Use This!
  11. 11. #SMX #34b @danleibson Not Just a Case of The Mondays
  12. 12. #SMX #34b @danleibson Takeaway #1
  13. 13. #SMX #34b @danleibson Lesson #2 Trust, but verify!
  14. 14. #SMX #34b @danleibson How I feel About Google Data
  15. 15. #SMX #34b @danleibson Verify Against Your Own Data http://www.localseoguide.com/should-you-trust-googles-search-analytics-report/
  16. 16. #SMX #34b @danleibson Lesson #3 Proving SEO
  17. 17. #SMX #34b @danleibson Start with the Data Week Local Impressions StoreVisits Store Revenue 1 1345 165 $12,404.70 2 1376 124 $9,322.32 3 1354 154 $11,577.72 4 1467 145 $10,901.10 5 1435 176 $13,231.68 6 1495 160 $12,028.80 7 1634 165 $12,404.70 8 1599 173 $13,006.14 8 1734 143 $10,750.74 9 1693 157 $11,803.26 10 1754 179 $13,457.22 11 1795 184 $13,833.12 12 1835 187 $14,058.66
  18. 18. #SMX #34b @danleibson Start With The Top Of Funnel 0 2000 4000 6000 8000 10000 12000 14000 16000 1 2 3 4 5 6 7 8 9 10 11 12 13 How SearchVisibility Impacts StoreVisits and Revenue Local Impressions Store Visits Store Revenue Linear (Store Revenue)
  19. 19. #SMX #34b @danleibson Full Funnel Tracking
  20. 20. #SMX #34b @danleibson Lesson #4 Offline to Online
  21. 21. #SMX #34b @danleibson Start By Using Tracking URLs
  22. 22. #SMX #34b @danleibson eCommerce Transactions Start Here! Track them!
  23. 23. #SMX #34b @danleibson Here are some takeaways
  24. 24. #SMX #34b @danleibson 1. Start tracking the data points you aren’t now 2. Start matching up search visibility (impressions & ranking) with in-store visits and revenue 3. Use all this data to develop a model showing your own offline to online attribution 4. PROFIT

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