Closed loop marketing concept

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Closed loop marketing is essentially a process of using customer data as a means to personalise marketing campaigns and drive up sales and performance.

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Closed loop marketing concept

  1. 1. CLOSED LOOP MARKETING:Today, marketers must meet the demands of the more educated, self-reliant and socialbuyer. And be prepared to meet them where they are…on the internet.The easiest way to close the loop is to make our website the central hub for all ourmarketing. Search engines, social media, email marketing, referral links, paid search,even offline campaigns should get filtered to our website. Once someone visits ourwebsite, we can cookie them and start tracking their activity.This is the entry point of our closed-loop system. As the lead progresses through our salesand marketing stages, we’ll be able to attribute them back to the proper channel. If theycame into our site through a link from a trade show, an email marketing campaign or asearch term, for example, we’ll be able to trace them back to that original source. Wellknow which are our most valuable sources of traffic and can work on optimizing the restthrough conversion optimization.Most web analytics systems will allow us to track sources of traffic like search term orreferring website like blogs,classifieds,etc., but we’ll need to go a step further than this inorder to make sure that we’re accurately assigning our leads to the right marketinginitiative. To create a tracking URL, we just need to add a parameter to the end of ourwebsite’s link that our analytics system can identify and associate with a particularcampaign or initiative. This will enable us to more accurately track visitors whootherwise look like they are coming from direct search.The tracking token is added to the end of a link, allowing our analytics tool to pool acertain group of traffic. Different tools employ different tokens, but here is an example ofwhat a visit from Twitter could look like: /?utm_medium=social&utm_source=twitterBy attaching this to our URL anyone who clicks that link is signaling to our analytics toolthat they are coming from Twitter. The same type of tracking tokens apply to differentchannels, such as email, paid media and referral traffic. Investigate with our marketing oranalytics software to make sure we have tracking tokens in place and our data getsassigned to the right categories.As we attract traffic and identify where that traffic is coming from, we need to track thebehavior of our visitors. Which pages are they viewing? What is their trajectory ofactions? Such intelligence will illustrate a path that can, down the road, help us optimizefor faster visitor-to-lead or even visitor-to-customer conversions.This is the trickiest part of closed-loop reporting: making sure that we can connect avisitor’s session with their lead information once they convert on a form. Without thispiece, we’ll have two separate databases, one with anonymous visitor history and onewith lead information. As a result, we won’t be able to connect those leads back to theirrespective marketing source.
  2. 2. In order to make this work for us, either we have to do something very technical on theback end of our analytics platform or we have to start using some software that does this.In order to monetize the traffic we are getting and send qualified prospects to our salesteam, we need to convert visitors into leads. We can make this happen by sendingincoming traffic to landing pages which are going to make an information exchangepossible and collect more insights from our visitors. More than just knowing where ourvisitors are coming from, we’ll need to know who they are. This is crucial to closing theloop and being able to associate closed customers back to their entry source.The way to capture this information is to direct website visitors to a landing page with asubmission form (or also known as a lead capture form). Once visitors fill out this from,we’ll have whatever contact information we asked them for: name, email, phone number,etc. As a best practice, we should be sending most of your traffic to landing pages andforms so that we can grow our leads database.How Closed Loop Marketing Works?Consider this Scenario:The scenario created below describes how Closed Loop Marketing works in the virtualworld.There may be a company called Anonymous Widgets. On their website they have anoption to subscribe to their newsletter by simply signing up with name and email address.There is a guy called John who Googles ‘all weather widgets’ and subsequently lands onAnonymous Widgets homepage.On Anonymous website John visits pages featuring least expensive Anonymous AllWeather Widgets. Upon reviewing the featured widgets he decides to sign up for thenewsletter. Anonymous Widgets keeps constant track of John’s behavior and activity likethe search term he used to reach their website and the pages visited. Anonymous Widgetsties up this activity with the name and email address John uses to sign up for thenewsletter. This information is then used to design a newsletter that would help Johnmature his decision. The company also includes helpful links to different relatedaccessories as well as a link to a white paper which other users with similar relatedactivity had earlier shown interest in. And when John clicks on link to the white paper heis taken to a landing page that requests him to enter basic demographic information likewhether he uses these widgets professionally or recreationally. And other information likehow many similar widgets he currently owns and so on. Once he has provided theinformation he is able to download the whitepaper.Anonymous Widgets utilizes this information to improve their future marketingcommunications such as sending an email notification about their iPhone application tobe launched soon, since they already know that the prospect used an iPhone to accesstheir website at least once. So instead of taking an aggressive way of converting a leadinto prospect with very little information at hand and bleak chances of success, youshould take a gradual path for closing the deal with high rate of success.
  3. 3. This is the way Closed Loop Marketing works and targets leads in a precise manner.Start using UTM parameters for custom campaigns in Google Analytics 5What Are UTM ParametersUTM parameters are simply tags that you add to a URL. When someone clicks on a URLwith UTM parameters, those tags are sent back to your Google Analytics for tracking.How to Create UTM Parameters for Your URL’sThe simplest way to create UTM parameters for your links is by using the GoogleAnalytics URL Builder. Using the above example, you would enter the following andclick on the Generate URL button to get your link.You can learn more about how to tag your links in Google Analytics Help.How to View Custom Campaigns in Google Analytics 5How you use your UTM parameters boils down to how you want to see your informationdisplayed in Google Analytics. To view your campaigns in Google Analytics 5, you willgo to your website profile and click on Traffic Sources > Sources > Campaigns. Here youwill see an overview of your various campaigns as tagged using the utm_campaign UTMparameter on your links.Google Analytics URL Builder:https://support.google.com/analytics/answer/1033867?hl=en§Tagging Your AdWords Destination URLs:https://support.google.com/analytics/answer/1033981?hl=en§As an optimizer who is regularly looking to learn more about how my recipients areinteracting with content?To implement a UTM tracking code simply add your desired parameters to the end of theURL you want to track insights for, like this:http://www.YourWebsite.com/your-CRO-landing-page-article?utm_source=blog&utm_medium=viral&utm_campaign=CRO-0513-JThompsonUTM tracking codes can help you analyze traffic from banner ads, email newsletters,social media content, and any other campaign that links people to a property that you own(such as your website or your blog). You cannot use UTM tracking to analyze clicks toexternal websites, like YouTube or Link-To-Related-Content.com. To track click activityon links that send people to properties you don’t own, Bitly ( https://bitly.com ) is a great
  4. 4. free resource that provides custom short URLs and offers an enterprise analytics platformthat helps web publishers and brands grow their social media traffic.Reference :http://www.ppchero.com/guide-to-url-tracking-in-google-analytics/§http://www.webanalyticsworld.net/video-guides/tracking-on-site-campaigns-with-google-analytics-the-pros-and-cons-of-internal-url-referral-parameters§http://econsultancy.com/in/blog/62534-11-valuable-google-analytics-advanced-segments§http://searchenginewatch.com/article/2268458/16-Secret-Google-Analytics-Advanced-Segments-Worth-Their-Weight-in-Gold§http://blog.kissmetrics.com/how-to-use-utm-parameters/§How To Put Together a Google Analytics Tracking Code :There are five possible parameters you can set for each UTM tracking code: Source,Medium, Campaign, Content and Term. You don’t have to use all of them. For this blogpost I am going to show you show to create a UTM tracking code for a link that directspeople from a blog post to a page on my website. To keep it simple, I am only going todiscuss the parameters needed for this scenario — Source, Medium and Campaign.Note: When and how to use Term and Content parameters is really a whole separate blogpost; leave a comment if you are interested in seeing us write about it.The Medium (&utm_Medium) is the most broad parameter and tells Google Analytics —big picture — how to classify the medium by which your link was presented to the user.For example, was the link presented in a Facebook wall post? Then the Medium might be“viral” because the link you posted to your Facebook wall is now spreading virally allover the Internet and, accordingly, was delivered via a “viral” medium. (If viral is tooabstract for you, “social” could also work.) Was the link transmitted to the end user via anemail newsletter? Then your Medium might be “email,” or even more specifically,“ConstantContact” or “CheetahMail” to identify the service that delivered yournewsletter. In our example above, our link was a blog post, so we used&utm_medium=viral.Getting one step more specific from Medium, the Source (&utm_Source=) tells GoogleAnalytics where the click came from, where the person was when they clicked the link. Inour example above (utm_source=blog) the person clicked on a link that was posted to myblog (so the Medium is “viral,” and the Source is “blog.”). Other Source options mightinclude Twitter, Facebook or newsletter (Medium equals “email” and Source equals“newsletter”).
  5. 5. The Campaign parameter (&utm_Campaign=) is one step even more specific thanSource, and the parameter where you can really start to get granular with your tracking.The Campaign is how you identify the specifics of a link, from the details of where itgoes all the way down to the color and size of the call to action. In the example above Iused &utm_campaign=CRO-JThompson-image because I wanted to identify which ofmy silos encouraged the most clicks, the longest time on site, and — at the other end ofthe spectrum — the most site exits. I also wanted to collect data to help me determinewhich of my authors are being read the most, and if an image call-to-action performbetter than a text call to action. If this link was a banner ad I might have included thedimensions of the banner (for instance 320 or 160) to help determine which banner sizeencourages more clicks. If I wanted to test how well a link to free content performsversus how well a link to paid content performs I might have included “free” or “paid” asCampaign parameters.Six Essential Google Analytics Tracking Code Details:Every UTM tracking code starts with a question mark. For example: ?utm_. Thisquestion mark tells Google Analytics where your link URL ends and your tracking starts.If you don’t include the question mark Google will think your link ishttp://www.YourWebsite.com/your-CRO-landing-page-articleutm_sourcewhich, as an alteration of the URL permalink, will result in a 404 error. The questionmark is important.There are five possible parameters you can set for each UTM tracking code:Source, Medium, Campaign, Content and Term. The parameters you choose to use arestrung together in one sentence (no spaces) and separated by ampersands (&). It doesn’tmatter what order you list your parameters in, but your first parameter must start with aquestion mark and all the following parameters must start with ampersands. The & tellsGoogle Analytics where one parameter ends and the next begins. If you forget theampersand and write your code like &utm_medium=viralutm_campaign= GoogleAnalytics will think that your Medium is “viralutm_campaign=” which, as you canimagine, will skew your Medium and Campaign data pretty badly.Since the Google Analytics URL builder makes it easy for any of your team members tocreate and assign UTM tracking codes it is critical to have a discussion about UTMparameter conventions before anyone on your team starts creating UTM codes willy-nilly. I highly recommend creating a spreadsheet or other living document (a GoogleDrive spreadsheet works great) that clearly outlines conventions for Source, Medium, andCampaign. (If you are using Content and Term parameters regularly, make sure to addconventions for those parameters as well.) You may even consider taking yourspreadsheet to the next level to establish a record of every link posted and its associatedCampaign allocations. While a spreadsheet that documents every link your companypushes out is a larger commitment, these resources become invaluable as associates join
  6. 6. and leave your team.Note: If you’re crafty you’ve noticed the links in this blog post have not been amended toinclude Google Analytics UTMs. This is because the Bruce Clay, Inc. content team iscurrently developing our analysis goals and tracking conventions. Since I am a data-hungry Johnny Number 5 monster I have been using Bitly as my personal one-man-bandinterim tracking convention because I can’t survive a minute without data. I do notrecommend this as it’s not scalable long-term.UTM codes are case sensitive so Google Analytics will collect data for potatoes andPotatoes as two separate reports. This means, since Google Analytics does not have thehuman sensibility to tell you that there is a capitalized version of your Campaign floatingaround somewhere in your referral traffic data, you may be analyzing incomplete data ifyour team isn’t careful about capitalization.Hyphens allow Google Analytics to understand each word individually; underscores areconsidered alphanumeric characters and connect words to make phrases (see dashes vs.underscores for more detail). For instance: sandals-coupon versus sandals_coupon. If youare building UTM codes for a newsletter send it might make sense to use an underscoreto connect your newsletter identifier with the release date of the newsletter — forinstance, DealerUpdates_2013July09-colorado. In this example you will be able to finddata in Google Analytics for the specific term “DealerUpdates_2013July09” which willtell you exactly how that specific dealer updates newsletter that was sent out on July 9,2013 performed. You are also able to analyze how every email sent to your Coloradodemographic performed, but because “DealerUpdates_2013July09”and “Colorado” areseparated by a hyphen the Colorado data will not be exclusive to the July 9 email.Worth noting again, you must own a URL in order to attach UTM tracking to it. In otherwords, you can only use UTM tracking to assigned parameters to links that go to yourproperties — your website, your blog, your app, etc. You cannot use UTM tracking toanalyze clicks that go to external properties like Facebook.com or Other-Website.com.Why Use Tracking Codes?I consistently use Google Analytics tracking codes to measure where my referral traffic iscoming from, which of my initiatives are meeting traffic goals, how my target marketsprefer to receive communication, and the ebb and flow of industry based on seasonality.They give you a granular snapshot of your referral traffic, how your consumers (andpotential-consumers) are interacting with the calls to action you’re putting out there, andthey are a great way to quench an unrelenting need for specific ROI data.
  7. 7. and leave your team.Note: If you’re crafty you’ve noticed the links in this blog post have not been amended toinclude Google Analytics UTMs. This is because the Bruce Clay, Inc. content team iscurrently developing our analysis goals and tracking conventions. Since I am a data-hungry Johnny Number 5 monster I have been using Bitly as my personal one-man-bandinterim tracking convention because I can’t survive a minute without data. I do notrecommend this as it’s not scalable long-term.UTM codes are case sensitive so Google Analytics will collect data for potatoes andPotatoes as two separate reports. This means, since Google Analytics does not have thehuman sensibility to tell you that there is a capitalized version of your Campaign floatingaround somewhere in your referral traffic data, you may be analyzing incomplete data ifyour team isn’t careful about capitalization.Hyphens allow Google Analytics to understand each word individually; underscores areconsidered alphanumeric characters and connect words to make phrases (see dashes vs.underscores for more detail). For instance: sandals-coupon versus sandals_coupon. If youare building UTM codes for a newsletter send it might make sense to use an underscoreto connect your newsletter identifier with the release date of the newsletter — forinstance, DealerUpdates_2013July09-colorado. In this example you will be able to finddata in Google Analytics for the specific term “DealerUpdates_2013July09” which willtell you exactly how that specific dealer updates newsletter that was sent out on July 9,2013 performed. You are also able to analyze how every email sent to your Coloradodemographic performed, but because “DealerUpdates_2013July09”and “Colorado” areseparated by a hyphen the Colorado data will not be exclusive to the July 9 email.Worth noting again, you must own a URL in order to attach UTM tracking to it. In otherwords, you can only use UTM tracking to assigned parameters to links that go to yourproperties — your website, your blog, your app, etc. You cannot use UTM tracking toanalyze clicks that go to external properties like Facebook.com or Other-Website.com.Why Use Tracking Codes?I consistently use Google Analytics tracking codes to measure where my referral traffic iscoming from, which of my initiatives are meeting traffic goals, how my target marketsprefer to receive communication, and the ebb and flow of industry based on seasonality.They give you a granular snapshot of your referral traffic, how your consumers (andpotential-consumers) are interacting with the calls to action you’re putting out there, andthey are a great way to quench an unrelenting need for specific ROI data.

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