SlideShare a Scribd company logo
Closed-loop reporting from lead source to CRM (and back)
Herman Maes
@DAILYBITS
Teamlead Marketing Technology
Joost Thijsen
@NESJIHT
Data Analyst
Who’s still using Classic Analytics?
Universal users, ARE YOU SURE?
Google Docs as my favourite scraping tool
Ga.js Google docs scraper
=IMPORTXML(A2,"//script[contains(.,'ga.js')]")
http//blog.intracto.com/gajsscraper
Universal analytics is full of awesome features
One drawback, we lost access to the
cookies…
Mathias Vissers
The lead source of a conversion (last click) is useful
metadata within your CRM
Website
“Request for information” + Lead source
Conversion event
Classic Analytics = UTMZ cookie
Universal Analytics = Custom script + GTM
Closing the loop
Google Analytics: Standard implementation data
Standard GA data is:
• Pageviews
• Sessions
• Users
• Bounce rate
• Network
• Location
• …
Google Analytics: Standard implementation data
Standard GA data lacks …EMOTIONINTENTCONTEXT
When talking about data,
CONTEXT is king
Power-tool with all your standard GA data centralised
Internal logic (lifecycle stage, persona, …)
Universal Analytics
3rd party Marketing automation/CRM Tool
Hotjar
Visualised tracking of user behaviour
User intent can be tracked through feedback polls & surveys
NO CONTEXT
CONTEXT
CONTEXT
CONTEXT
Feed Analytics with data from your
marketing tools
Sending HotJar Userid’s into Google Analytics
Use GTM to capture the data (custom JavaScript)
Send the Hotjar userID to GA in a custom dimension
Very useful with the new User Report
feature
https://marthijnhoiting.com/track-hotjar-google-analytics-with-google-tag-manager
Mathias Vissers
Hypothesis:
Checkout has dead
end street
Segment:
User did not finish
checkout
Dimension:
Export segment
Hotjar user ID’s
User Reports:
Find exported
Hotjar user ID’s
User Recording:
Watch & find dead
end street
Action:
Experiment with or
fix the issue
Segment:
Examine results
Best practice:
Take note of
experiment (result)
Use the logic of your CRM/Marketing Automation platform
to gain CONTEXT
When talking about data,
CONTEXT is king
Internal logic (lifecycle stage, persona, …)
Universal Analytics
3rd party Marketing automation/CRM Tool
Hotjar
Visualised tracking of user behaviour
User intent can be tracked through feedback polls & surveys
NO CONTEXT
CONTEXT
CONTEXT
CONTEXT
Power-tool with all your standard GA data centralised
http://www.simoahava.com/gtm-tips/datalayer-declaration-vs-push/
Example: HubSpot logic > Analytics
Contextual smart blocks in HubSpot
If lifecycle stage/Persona show this block
Using this to create a data layer with this logic
Using GTM to create a Custom Dimension
Segmentation in Analytics
Tadaaaaa
1.
2.
3.
4.
5.
http://blog.intracto.com/hubspotsegments
https://support.google.com/analytics/answer/6366371?hl=en
Google Analytics PII rules
You will not upload any data that allows Google to
personally identify an individual (such as names, social
security numbers, email addresses, or any similar data),
or data that permanently identifies a particular device
(such as a mobile phone’s unique device identifier if such
an identifier cannot be reset), even in hashed form.
5 key takeaways
Are you (and ALL your clients) sure you have upgraded to Universal
Analytics?
Give the sales guys more metadata in their CRM (for example lead source)
for a conversion is always handy to have in your CRM.
Data needs CONTEXT in order for you to gain actionable insights
Use the internal logic in your marketing automation tool in order to create smarter segments in GA.
Always check the Data privacy laws and Personally Identifiable Information (PII) rules
from Google.
Whenever you have
questions, remarks or want
to say we talk bullshit…
Come talk to us
Oh, and thanks for listening.
Herman Maes
@DAILYBITS
Teamlead Marketing Technology
Joost Thijsen
@NESJIHT
Data Analyst

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#gaucbe - Closing the loop between your Analytics and marketing tools

  • 1. Closed-loop reporting from lead source to CRM (and back)
  • 2. Herman Maes @DAILYBITS Teamlead Marketing Technology Joost Thijsen @NESJIHT Data Analyst
  • 3. Who’s still using Classic Analytics?
  • 5. Google Docs as my favourite scraping tool Ga.js Google docs scraper =IMPORTXML(A2,"//script[contains(.,'ga.js')]") http//blog.intracto.com/gajsscraper
  • 6. Universal analytics is full of awesome features
  • 7. One drawback, we lost access to the cookies…
  • 8.
  • 10. The lead source of a conversion (last click) is useful metadata within your CRM
  • 11. Website “Request for information” + Lead source Conversion event Classic Analytics = UTMZ cookie Universal Analytics = Custom script + GTM
  • 13. Google Analytics: Standard implementation data Standard GA data is: • Pageviews • Sessions • Users • Bounce rate • Network • Location • …
  • 14. Google Analytics: Standard implementation data Standard GA data lacks …EMOTIONINTENTCONTEXT
  • 15. When talking about data, CONTEXT is king Power-tool with all your standard GA data centralised Internal logic (lifecycle stage, persona, …) Universal Analytics 3rd party Marketing automation/CRM Tool Hotjar Visualised tracking of user behaviour User intent can be tracked through feedback polls & surveys NO CONTEXT CONTEXT CONTEXT CONTEXT
  • 16. Feed Analytics with data from your marketing tools Sending HotJar Userid’s into Google Analytics Use GTM to capture the data (custom JavaScript) Send the Hotjar userID to GA in a custom dimension Very useful with the new User Report feature https://marthijnhoiting.com/track-hotjar-google-analytics-with-google-tag-manager
  • 18. Hypothesis: Checkout has dead end street Segment: User did not finish checkout Dimension: Export segment Hotjar user ID’s User Reports: Find exported Hotjar user ID’s User Recording: Watch & find dead end street Action: Experiment with or fix the issue Segment: Examine results Best practice: Take note of experiment (result)
  • 19. Use the logic of your CRM/Marketing Automation platform to gain CONTEXT When talking about data, CONTEXT is king Internal logic (lifecycle stage, persona, …) Universal Analytics 3rd party Marketing automation/CRM Tool Hotjar Visualised tracking of user behaviour User intent can be tracked through feedback polls & surveys NO CONTEXT CONTEXT CONTEXT CONTEXT Power-tool with all your standard GA data centralised
  • 20. http://www.simoahava.com/gtm-tips/datalayer-declaration-vs-push/ Example: HubSpot logic > Analytics Contextual smart blocks in HubSpot If lifecycle stage/Persona show this block Using this to create a data layer with this logic Using GTM to create a Custom Dimension Segmentation in Analytics Tadaaaaa 1. 2. 3. 4. 5. http://blog.intracto.com/hubspotsegments
  • 21.
  • 22. https://support.google.com/analytics/answer/6366371?hl=en Google Analytics PII rules You will not upload any data that allows Google to personally identify an individual (such as names, social security numbers, email addresses, or any similar data), or data that permanently identifies a particular device (such as a mobile phone’s unique device identifier if such an identifier cannot be reset), even in hashed form.
  • 23.
  • 24. 5 key takeaways Are you (and ALL your clients) sure you have upgraded to Universal Analytics? Give the sales guys more metadata in their CRM (for example lead source) for a conversion is always handy to have in your CRM. Data needs CONTEXT in order for you to gain actionable insights Use the internal logic in your marketing automation tool in order to create smarter segments in GA. Always check the Data privacy laws and Personally Identifiable Information (PII) rules from Google.
  • 25. Whenever you have questions, remarks or want to say we talk bullshit… Come talk to us Oh, and thanks for listening. Herman Maes @DAILYBITS Teamlead Marketing Technology Joost Thijsen @NESJIHT Data Analyst

Editor's Notes

  1. Ok, raise your hands. Who is still using Classic Analytics?
  2. Ok, raise your hands. Who is still using Classic Analytics?
  3. Agencies: are you sure about ALL your clients? Companies are testing their data: for example Bloovi.be is testing head to head Classic Analytics with Universal Analytics Check your older portals, campaign websites, blogs…
  4. Classic analytics -> access to the cookies UTMZ cookie has all source/medium/source data
  5. Classic analytics -> access to the cookies UTMZ cookie has all source/medium/source data
  6. Classic analytics -> access to the cookies Universal Analytics –> no access
  7. Populating your CRM with leadsource data (last-click/first-click)
  8. Populating your CRM with leadsource data (last-click/first-click)
  9. Populating your CRM with leadsource data (last-click/first-click)
  10. Eigen versie voor closing the loop voorzien
  11. Eigen versie maken op roze achtergrond?
  12. Eigen versie maken op roze achtergrond?
  13. Eigen versie maken op roze achtergrond?
  14. Classic analytics -> access to the cookies
  15. Classic analytics -> access to the cookies
  16. Eigen versie maken op roze achtergrond?
  17. Stappen 1 voor 1 tonen en uitleggen In sidebar eindigen met duidelijk schema (te maken)
  18. Eigen versie nog van maken!
  19. Eigen versie nog van maken!
  20. Most important is the fact that every situation is different. Draw everything on paper before you start building. Where do you need which information to make the best decissions. Having data is fun, have usefull data that can help you make smart decisions is key.
  21. Most important is the fact that every situation is different. Draw everything on paper before you start building. Where do you need which information to make the best decissions. Having data is fun, have usefull data that can help you make smart decisions is key.