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Connecting Ecommerce & Centralized Analytics to Cascade Server
- 1. Connecting Ecommerce &Centralized Analytics to Cascade Server Mark Dirks CEO/President mdirks@beacontechnologies.com
- 2. • Developed in2000, initially as a custom ecommerce solution for eWeddings.com • Fully functional ecommerce software product that • is SEO Friendly • functions as a true “web store front” • is easily customized and flexible, especially to support marketing • Has processed over $250M in transactions (secure, solid) • Has continuously evolved over the last 13 years • Most Prominent BeCommerce Customers • Bassett Furniture (since 2005) • Burton+Burton (since 2002). • Both sites also use Cascade Server CMS
- 4. Product Data OrdersOrder Status Back Office Systems (JDE) (accounting, inventory, shipping, CRM, ordering, etc.) ADMIN Product Management Order Management
- 7. CMS Controls (includes)allow the user to update the footer, header and side tab content within CS. Publish from one page without requiring a full site publish.
- 8. Master Page Templatesare created in CS to contain all global elements such as header, footer, body container and script files. Publish from these files without requiring a full site publish. A master template was created for standard and secure pages on LAL.
- 9. Internal View Formats are created so the users see the page the way it will be published in CS. Therefore, to the user, the setup does not appear any different. The content is published out as a control file that can be pulled into the master template.
- 10. Control Name Inthe custom metadata, the developer or user can add a control name to call a transactional control. For example, on the “login” page, the user can add content in the WYSIWYG editor above the transactional content and the developer can control the content below in the control file called “login”. This allows more independent control for the CS user and developer.
- 11. Other Ecommerce Requirements? Mark Dirks CEO/President mdirks@beacontechnologies.com ?
- 12. • Connects onlinemarketing to offline transactions (applications, enrollment, sales) • Brings these offline transactions into Google Analytics alongside online transactions. History • In Development for about 9 months. • Retail GAF Beta Testing in late 2013, completed in Feb 2014. • Production Launch in Mar 2014. • Great response at the Internet Retailer Conference - Chicago • Higher Ed GAF Beta Testing (currently taking place)
- 13. Scenarios RETAIL HIGHERED Dress Organic Website Contest Form Golf Club In-Store or Phone Purchase PPC Website Email Signup (10% off) MBA School Referral Website Info Request College PPC, FB, Email Website Tour Request Application & Enrollment How do you connect these OFFLINE actions back to ONLINE marketing efforts?
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- 17. What does GAFUSIONprovide for Retailers? 28% higher revenue from SEO than they realized! …expanding SEO strategy now. 67% higher revenue from Email than they realized! …more attention to Email now. 16% higher ROAS than they realized! …investing more in PPC now.
- 18. What does GAFUSIONprovide for Higher Ed? Primary Conversion Goal Apply to College 1. Apply online directly 2. 3rd Party App (Common App, Banner, Jenzabar, ApplyYourself, etc.) 3. Download/Print/Mail Issues with Conversion Goals in Google Analytics for Higher Ed: 1. Not Setup 2. Setup, but not registering any data (e.g. zeros) 3. Setup, but simply registering a count of the number of visitors that reached the page about Applying – before clicking to go to the application.
- 19. Identify Marketing Sourcesthat are Driving Applications Goal 3: Application Submission Application Submission (Goal 3 Conversion Rate) Application Submission (Goal 3 Conversion) Application Submission (Goal 3 Value) facebook.com/referral
- 20. • Identify Keywordsthat Drive Applications from Students • Evaluate Social Media’s affect on Applications & Enrollment • Evaluate Enrollment by Application Method • Identify the Landing Pages Driving Applications (by Medium) Directory Jobs
- 21. Goal 3: ConfirmationApplication Submission Confirmation Application Submission (Goal 3 Conversion Rate) Confirmation Application Submission (Goal 3 Completions) Application Submission (Goal 3 Value) Analyze Application Submission Geographically
- 22. Goal 3: ConfirmationApplication Submission Confirmation Application Submission (Goal 3 Conversion Rate) Confirmation Application Submission (Goal 3 Completions) Application Submission (Goal 3 Value) Drill Down into States & Cities
- 23. Why it’s Needed 1. Can’t tie online marketing to applications & enrollment (conversions) 2. Return-on-Ad-Spend (ROAS) is impossible to determine. 3. Marketing decisions are being made without key data How it Works 1. Simple tracking script automatically passes online data to GAFUSION 2. Standard XML feed loads offline transactions into GAFUSION 3. GAFUSION does the rest via proprietary matching and GA Load processes. What you Get 1. New Offline & Combined Profiles in Google Analytics 2. A truly centralized & more accurate conversion database of all application & enrollment data 3. Powerful analytics to drive higher ROAS, more applications & enrollment
- 24. Connecting Ecommerce & Centralized Analytics to Cascade Server ? Questions? Mark Dirks CEO/President mdirks@beacontechnologies.com
Editor's Notes
- #2 Back in 2005, I put together a team to evaluate several CMS products… some are still around, some aren’t. We chose Cascade Server, well, it was called “PublishXML” back then. Beacon – long time CS partner Share some of the ways we are extending CS… at a high level Justin Klingman is here to help answer any technical questions
- #3 First, I want to talk about BeCommerce.
- #4 Over the last 9 years, the Bassett website has evolved from a purely static website to a multi-million dollar ecommerce site that is truly an extension of their stores. As you would expect, in order to sell furniture online and compete in the SEO space, it has to be content rich and easy to use from on the ecommerce side. Cascade Server drives the content. BeCommerce drives the storefront from within Cascade Server. Bassett Home Page (controlled by CS) Bedrooms You Love Page (CS with embedded product links) Typical eCommerce listing page (BeCommerce wrapped within CS) Typical Content page (handled by CS)
- #5 So you have the Bassett Website… …running under Cascade Server …Cascade is handling the content, making it easy to change out marketing messages …but you have the back office systems that support the entire company and over 100 brick and mortar stores. JDEdwards …BeCommerce extends their back office systems to the website. …BeCommerce DOES have Admin functions to manage products and orders directly on the website, but most have other systems that serve as the databases of record so BeCommerce simply provides the channels between them and the web.
- #6 Another blend of CS and BeCommerce. Multi-million dollar storefront – annually. Home page (CS) Typical Content Page (CS) Typical Product Listing Page (Becommerce w/ CS) Product Detail page (Becommerce w/ CS) We’ve also incorporated 3rd party products like Nextopia Site Search and 4Tell’s recommendation engine.
- #7 Although BeCommerce has withstood the test of time in Classic ASP, we rolled out a new version of BeCommerce this year that leverages .NET to further simplify the integration with Cascade Server. We had actually built another site for this customer using Aspdotnetstorefront, because we do some work with that product. This client specifically asked if they could use Cascade Server to manage content because they didn’t like the CMS that was built into ASPDNSF. LiteALoon (Home Page) Product Detail Page Content Page (CS) Checkout Page (BeComm)
- #8 Techniques we used with the more streamlined version of BeCommerce.
- #13 GAFUSION Tracker is installed into Cascade Server for both Bassett and B+B. Both companies are using GAFUSION to centralize their analytics to better understand how their online marketing is impacting in-store sales. They are really letting the data drive their marketing strategy.