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The Holy Grail: Connecting CRM & Analytics Platforms By Michael Wiegand

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Beyond Clicks: Online–To–Offline Tracking & Attribution. PRESENTATION: The Holy Grail: Connecting CRM & Analytics Platforms - Given by Michael Wiegand, @mwiegand - Portent, Analytics Architect. #SMX #14C

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The Holy Grail: Connecting CRM & Analytics Platforms By Michael Wiegand

  1. 1. #SMX #14C @mwiegand No Code Necessary! THE HOLY GRAIL: CONNECTING CRM & ANALYTICS PLATFORMS
  2. 2. #SMX #14C @mwiegand Hi, I’m Indy Jones.
  3. 3. #SMX #14C @mwiegand I’m visiting your website.
  4. 4. #SMX #14C @mwiegand •  Content  I  saw   •  Traffic  Sources  that  drove   me  to  your  site   •  My  level  of  Engagement   Analytics collects data about my visit.
  5. 5. #SMX #14C @mwiegand •  The  Company  I  work  for   •  My  Lead  Status  after  talking   to  your  sales  team   •  My  Lifetime  Value  after   buying  several  things   If I fill out a form, CRM collects more data about me.
  6. 6. #SMX #14C @mwiegand If you had all my info in one place, that would be great.
  7. 7. #SMX #14C @mwiegand But that’s not how analytics platforms work, sadly.
  8. 8. #SMX #14C @mwiegand That’s where User ID (UID) comes in!
  9. 9. #SMX #14C @mwiegand Here’s how UID works in theory.
  10. 10. #SMX #14C @mwiegand STEP #1: PREPARE GA TO RECEIVE UID
  11. 11. #SMX #14C @mwiegand
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  23. 23. #SMX #14C @mwiegand STEP #2: CAPTURE UID USING TAG MANAGER
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  32. 32. #SMX #14C @mwiegand STEP #3: EXPORT CRM DATA FOR USE IN GA
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  43. 43. #SMX #14C @mwiegand THE HOLY GRAIL!
  44. 44. #SMX #14C @mwiegand You chose wisely!
  45. 45. #SMX #14C @mwiegand
  46. 46. #SMX #14C @mwiegand
  47. 47. #SMX #14C @mwiegand Thank you! See you at the next #SMX! portent.co/SMX-Analytics

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