This document discusses using web analytics to measure offline marketing campaigns. It outlines how web analytics can provide benefits like understanding customer behavior and optimizing resources. While web analytics is useful for online data, the document explains how companies are now also using tactics like custom URLs, discount codes, and QR codes to track the impact of offline campaigns online. Google Analytics reports on metrics like visits and traffic sources can provide insights into how offline advertising influences online engagement. The overall message is that integrating online and offline tracking can give marketers a more complete view of the customer journey and the true impact of multi-channel campaigns.

1. Using
the
power
of
web
analy3cs
to
measure
offline
campaigns
JOANNE CASEY | GLOWMETRICS
September 2014

2. About GlowMetrics
• Focuses on providing a service
which helps businesses build
out digital strategies that are
underpinned by strong digital
data analysis.
• Have offices in both Belfast and
Dublin.
• Hold a range of clients
internaRonally and locally.
Clients

3. What We’ll Be Looking At:
• Why we need to give offline more credit
• How some companies are currently
trying to measure offline campaigns
online
• GA Reports to view offline impact

4. Why Web AnalyRcs ?
“Web AnalyRcs is the measurement, collecRon, analysis and reporRng
of Internet data for the purposes of understanding and opRmising web
usage”
-­‐ Web AnalyRcs AssociaRon
The Benefits of AnalyRcs:
• get closer to the customer
• accurately gauge user experience
• increased accountability
• focus and prioriRzaRon of resources
• conversion rates and enhanced ROI

5. EffecRve Web AnalyRcs
ReporRng on Stat:
– Visits
– Unique Visitors
– Pageviews
– Pages-­‐Per-­‐Visit
– Time-­‐on-­‐Site
– New Visitors
– Returning Visitors
Reaping AcRonable insights:
– Where does your most
valuable traffic come from?
– How do visitors from mobile
engage differently from
desktop visitors?
– Where and why are you
loosing visitors?
– How is your offline impacRng
online sales?

6. EffecRve Web AnalyRcs
Web
Data
???
ROI
Marke3ng
“Web analytics and services will
underpin the transformation of web
intelligence to support the entire
marketing mix”

7. Why we need to give offline
more credit

8. Understanding the length of the
purchase cycle
Source:
Google
ClickStream
Whitepaper,
August
8th,
2011

9. Offline Influences Online

10. And they Purchase…

11. The
New
Mul*-­‐screen
World:
Understanding
Cross-­‐pla1orm
Consumer
Behavior,
US,
August
2012

12. Step out of the swimming lane

13. How some companies are
currently trying to measure
offline campaigns online

14. Simple tacRcs used to bejer analyse
offline:
1. Custom landing pages or vanity URLs e.g.
interflora.ie/tv or QuoteMeHappy.com
2. ‘Search online’ call-­‐to-­‐acRons
3. Discount codes
4. QR Codes/ NFC Tags

15. TacRcs used to bejer analyse offline:
1
2
3

16. TacRcs used to bejer analyse
offline

17. TacRcs used to bejer analyse offline

18. Buzz during ad breaks drove discovery
DYNAMO: MAGICIAN IMPOSSIBLE
ep.2
START
BREAK
BREAK
BREAK
END
source: Dynamo: Magician Impossible, Tweets from SecondSync 2011; Audience viewing figures from BARB 2011

19. GA Reports to view offline
impact

20. Real-­‐Rme

21. AnnotaRons

22. Regional AcRvity

23. Direct Visits

24. TacRcs used to bejer analyse offline:
The uplik approach
+
80000
70000
60000
50000
40000
30000
20000
10000
0
30000
25000
20000
15000
10000
5000
0
Sum
of
2011
Total
Radio
EQ
Sum
of
2011
TVEQ
Sum
of
2011
Press
Sum
of
Display
Impression
Sum
of
Search
Impressions
Sum
of
DI
Visits
2011

25. GA configuraRon to track offline
via web analyRcs

26. Google Universal AnalyRcs

27. Dimensions Widening

28. Wrap Up
• Offline campaigns should be given
more credit
• Even the most basic addiRon to an
ad means the offline investment can
be tracked online
• Upg

29. QuesRons?
Twijer: @joannecasey
Email: joanne@glowmetrics.com
Slide § 29