Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Make more money by integrating your data - #BrightonSEO April 2014 - Calltracks

1,108 views

Published on

As the web becomes more and more open, so do the tools that you use. So how can they work together to help you improve your SEO and ultimately make you more money? This covers some tips on how to get the most from Google Universal Analytics by integrating offline transaction data from your CRM. Find out what is possible.

  • Be the first to comment

  • Be the first to like this

Make more money by integrating your data - #BrightonSEO April 2014 - Calltracks

  1. 1. #BrightonSEO @Calltracks Make more money by integrating your data Ali White Head of Marketing and Sales Calltracks
  2. 2. #BrightonSEO @Calltracks 2 How can you make more money? • Gain more insight to the effectiveness of your SEO & get a better understanding of ROI 2 There is one difference between winners and losers when it comes to web analytics. Winners, well before they think data or tool, have a well structured Digital Marketing & Measurement Model. Losers don't. Avinash Kaushik http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/ • This allows you to invest in what is working, and cut what isn’t • But first you need a framework
  3. 3. #BrightonSEO @Calltracks 3 What data sources are available to help?
  4. 4. #BrightonSEO @Calltracks 4 In E-commerce ROI is more straighforward Determining your ROI is straightforward if your business goal is web-based sales. You'll need 3 numbers: https://support.google.com/adwords/answer/1722066?hl=en-GB • In e-commerce…. ….that’s according to: 1. Your revenue generated 2. Your advertising costs 3. Costs related to the products that you sold
  5. 5. #BrightonSEO @Calltracks 5 In fact it’s really straight forward • Most of your data can be viewed in one place…
  6. 6. #BrightonSEO @Calltracks 6 In fact it’s really straight forward http://econsultancy.com/blog/62828-10-useful-google-analytics-custom-dashboards • Even build a custom dashboard…
  7. 7. #BrightonSEO @Calltracks 7 Aren’t you forgetting this is about SEO? • With the “data import” tool you can even upload your SEO costs….
  8. 8. #BrightonSEO @Calltracks 8 Aren’t you forgetting this is about SEO? • You can now start to understand ROI of your organic traffic….
  9. 9. #BrightonSEO @Calltracks 9 What if you are not in ecommerce? • You can only look at conversions, which doesn’t give you transparency on ROI…
  10. 10. #BrightonSEO @Calltracks 10 What if you are not in ecommerce? • You can only look at conversions, which doesn’t give you transparency on ROI… • Which of course you can segment...but what is a goal?
  11. 11. #BrightonSEO @Calltracks 11 How to Estimate Goal Value • For a lead “you'll have to estimate the values of each of these actions”. • To do this you then have to understand: 1) The percentage of your leads (conversions) that become sales 2) The average value of each order
  12. 12. #BrightonSEO @Calltracks 12 This isn’t a good enough measure! • Who thinks it would be great to see SEO generated offline transactions in GA? • Would automatically integrating offline sales data help you make more money? • This is now possible by integrating your CRM data into UA
  13. 13. #BrightonSEO @Calltracks 13 So what makes more $$$$$$? http://bit.ly/1hqZHUg
  14. 14. #BrightonSEO @Calltracks 14 What other CRM data to integrate? http://www.analytics-ninja.com/blog/2013/08/measuring-profit-using-googles-universal-analytics.html
  15. 15. #BrightonSEO @Calltracks 15 How this will change re-marketing • Can already remarket differently to those customers who have / haven’t converted over the phone in standard GA • Imagine segmenting out customers who have converted but not yet transacted, depending on fields in your CRM you could target based on lead quality
  16. 16. #BrightonSEO @Calltracks 16 Thanks @Calltracks @AlistairWhite www.calltracks.com 0203 199 5151

×