Solving the Offline Conversion Conundrum for Better Digital Marketing Optimisation
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This document discusses tracking offline conversions from digital marketing campaigns. It provides an example of tracking customers from a bike repair shop that were acquired through online channels like PPC and SEO. The solution involves tying customer and event data from the shop's CRM and other systems to the customer's analytics platform ID to measure offline events. Tracking offline actions allows marketers to optimize campaigns based on true ROI and understand which channels and campaigns are driving the most valuable customers.
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Solving the Offline Conversion Conundrum for Better Digital Marketing Optimisation
- 1. ed@metricmogul.co.ukcalltracks.com Solving the Offline Conversion Conundrum for better digital marketing optimisation Ed Brocklebank @edbrocklebank BrightonSEO - April 2015 www.metricmogul.co.uk
- 3. ed@metricmogul.co.ukcalltracks.com Cost per lead £0 £8 £15 £23 £30 Jan Feb Mar Jun Jul Aug Sep Oct Nov Dec PPC SEO Performance Report TARGET
- 4. ed@metricmogul.co.ukcalltracks.com TheOptions What would you do? £0 £8 £15 £23 £30 Jan Mar Jul Sep Nov PPC SEO TARGET
- 5. ed@metricmogul.co.ukcalltracks.com TheOptions A. Nothing What would you do? £0 £8 £15 £23 £30 Jan Mar Jul Sep Nov PPC SEO TARGET
- 6. ed@metricmogul.co.ukcalltracks.com TheOptions A. Nothing B. Hire a new SEO team What would you do? £0 £8 £15 £23 £30 Jan Mar Jul Sep Nov PPC SEO TARGET
- 7. ed@metricmogul.co.ukcalltracks.com TheOptions A. Nothing B. Hire a new SEO team C. Hire a new PPC team What would you do? £0 £8 £15 £23 £30 Jan Mar Jul Sep Nov PPC SEO TARGET
- 8. ed@metricmogul.co.ukcalltracks.com TheOptions A. Nothing B. Hire a new SEO team C. Hire a new PPC team D. Hire a new SEO and PPC team What would you do? £0 £8 £15 £23 £30 Jan Mar Jul Sep Nov PPC SEO TARGET
- 9. ed@metricmogul.co.ukcalltracks.com Edbrocklebank Digital measurement strategy consultant About @edbrocklebank
- 10. ed@metricmogul.co.ukcalltracks.com Edbrocklebank Digital measurement strategy consultant About CAN DO WANT TO DO @edbrocklebank
- 11. ed@metricmogul.co.ukcalltracks.com Edbrocklebank Digital measurement strategy consultant About CAN DO WANT TO DO @edbrocklebank S H O U L D
- 14. ed@metricmogul.co.ukcalltracks.com We look at risk/reward ratiosto decide what can be improved. As digital marketers
- 19. ed@metricmogul.co.ukcalltracks.com Time Money Reputation Retweets, impressions, follows, TV ad view Clicks, visits Registrations, email signup, phone call, store visit, catalog request Customers, revenue, order value, lifetime value, market share, brand loyalty RewardRisk
- 20. ed@metricmogul.co.ukcalltracks.com Time Money Reputation Small Large Retweets, impressions, follows, TV ad view Clicks, visits Registrations, email signup, phone call, store visit, catalog request Customers, revenue, order value, lifetime value, market share, brand loyalty RewardRisk
- 24. ed@metricmogul.co.ukcalltracks.com Cost per lead PPC SEO Report A Fire SEO team
- 25. ed@metricmogul.co.ukcalltracks.com Cost per lead £0 £8 £15 £23 £30 Jan Feb Mar Jun Jul Aug Sep Oct Nov Dec PPC SEO Report A Fire SEO team
- 26. ed@metricmogul.co.ukcalltracks.com Return on ad spend 0 0.7 1.4 2.1 2.8 Jan Feb Mar Jun Jul Aug Sep Oct Nov Dec PPC SEO Chart B
- 28. ed@metricmogul.co.ukcalltracks.com Cost per lead Digital marketing team optimising here Whathappened? Analysis
- 29. ed@metricmogul.co.ukcalltracks.com Cost per lead Digital marketing team optimising here Return on ad spend CEO judging performance on revenue Whathappened? Analysis
- 32. ed@metricmogul.co.ukcalltracks.com Who’s most at risk Understanding
- 33. ed@metricmogul.co.ukcalltracks.com Who’s most at risk Service/non-transactional websites Understanding
- 34. ed@metricmogul.co.ukcalltracks.com Who’s most at risk Service/non-transactional websites Finance/travel Understanding
- 35. ed@metricmogul.co.ukcalltracks.com Who’s most at risk Service/non-transactional websites Finance/travel High value goods Understanding
- 36. ed@metricmogul.co.ukcalltracks.com Who’s most at risk Service/non-transactional websites Finance/travel High value goods Retailers with online and offline stores Understanding
- 39. ed@metricmogul.co.ukcalltracks.com Howdowetrackthis? • In-house system communicates with analytics system when important event happens. A solution
- 40. ed@metricmogul.co.ukcalltracks.com Howdowetrackthis? • In-house system communicates with analytics system when important event happens. • Google Analytics Measurement Protocol (other systems have similar functionality) A solution
- 41. ed@metricmogul.co.ukcalltracks.com Howdowetrackthis? • In-house system communicates with analytics system when important event happens. • Google Analytics Measurement Protocol (other systems have similar functionality) • Must be one or more primary key to tie everything together (UUID, GA cookie ID, Lead ID, etc.) A solution
- 43. ed@metricmogul.co.ukcalltracks.com Trackingthebikeshop(v1) Google Analytics Website CRM Event: Submitted Lead Lead ID: 001 GA Cookie: 12345678 Event: Submitted Lead Lead ID: 001 GA Cookie: 12345678 Campaign Info: CPC JavaScript API
- 44. ed@metricmogul.co.ukcalltracks.com Trackingthebikeshop(v1) Google Analytics Website CRM Event: Booking made Lead ID: 001 Event: Submitted Lead Lead ID: 001 GA Cookie: 12345678 Event: Submitted Lead Lead ID: 001 GA Cookie: 12345678 Campaign Info: CPC JavaScript API
- 45. ed@metricmogul.co.ukcalltracks.com Trackingthebikeshop(v1) Google Analytics Website CRM Event: Booking made Lead ID: 001 Event: Repair Performed Lead ID: 001 Event: Submitted Lead Lead ID: 001 GA Cookie: 12345678 Event: Submitted Lead Lead ID: 001 GA Cookie: 12345678 Campaign Info: CPC JavaScript API
- 46. ed@metricmogul.co.ukcalltracks.com Trackingthebikeshop(v1) Google Analytics Website CRM Event: Booking made Lead ID: 001 Event: Repair Performed Lead ID: 001 Event: Submitted Lead Lead ID: 001 GA Cookie: 12345678 Event: Submitted Lead Lead ID: 001 GA Cookie: 12345678 Campaign Info: CPC JavaScript API Measurement protocol API
- 47. ed@metricmogul.co.ukcalltracks.com Trackingthebikeshop(v1) Google Analytics Website CRM Event: Booking made Lead ID: 001 Event: Repair Performed Lead ID: 001 Event: Booking made Lead ID: 001 GA Cookie: 12345678 Campaign Info: CPC Event: Submitted Lead Lead ID: 001 GA Cookie: 12345678 Event: Submitted Lead Lead ID: 001 GA Cookie: 12345678 Campaign Info: CPC JavaScript API Measurement protocol API
- 48. ed@metricmogul.co.ukcalltracks.com Trackingthebikeshop(v1) Google Analytics Website CRM Event: Booking made Lead ID: 001 Event: Repair Performed Lead ID: 001 Event: Booking made Lead ID: 001 GA Cookie: 12345678 Campaign Info: CPC Event: Repair Performed Lead ID: 001 GA Cookie: 12345678 Campaign Info: CPC Event: Submitted Lead Lead ID: 001 GA Cookie: 12345678 Event: Submitted Lead Lead ID: 001 GA Cookie: 12345678 Campaign Info: CPC JavaScript API Measurement protocol API
- 49. ed@metricmogul.co.ukcalltracks.com Trackingthebikeshop(v2) Google Analytics CRM Website Event: Submitted Lead Lead ID: 001 GA Cookie: 12345678 Event: Submitted Lead Lead ID: 001 Event: Booking made Lead ID: 001 Event: Repair Performed Lead ID: 001
- 50. ed@metricmogul.co.ukcalltracks.com Trackingthebikeshop(v2) Google Analytics CRM Website Event: Submitted Lead Lead ID: 001 GA Cookie: 12345678 Event: Submitted Lead Lead ID: 001 Event: Booking made Lead ID: 001 Event: Repair Performed Lead ID: 001 ?
- 51. ed@metricmogul.co.ukcalltracks.com Trackingthebikeshop(v2) Google Analytics CRM Website GA Cookie: 12345678 Event: Submitted Lead Lead ID: 001 GA Cookie: 12345678 Event: Submitted Lead Lead ID: 001 Event: Booking made Lead ID: 001 Event: Repair Performed Lead ID: 001 ?
- 52. ed@metricmogul.co.ukcalltracks.com Trackingthebikeshop(v2) Google Analytics CRM Website GA Cookie: 12345678 Event: Submitted Lead Lead ID: 001 GA Cookie: 12345678 Event: Submitted Lead Lead ID: 001 Event: Booking made Lead ID: 001 Event: Repair Performed Lead ID: 001 ? Event list
- 53. ed@metricmogul.co.ukcalltracks.com Trackingthebikeshop(v2) Google Analytics CRM Website GA Cookie: 12345678 Event: Submitted Lead Lead ID: 001 GA Cookie: 12345678 Event: Submitted Lead Lead ID: 001 Event: Booking made Lead ID: 001 Event: Repair Performed Lead ID: 001 ? Event list Event: Booking made Lead ID: 001 GA Cookie: 12345678 Event: Repair Performed Lead ID: 001 GA Cookie: 12345678
- 54. ed@metricmogul.co.ukcalltracks.com Trackingthebikeshop(v2) Google Analytics CRM Website GA Cookie: 12345678 Event: Submitted Lead Lead ID: 001 GA Cookie: 12345678 Event: Submitted Lead Lead ID: 001 Event: Booking made Lead ID: 001 Event: Repair Performed Lead ID: 001 ? Event list Event: Booking made Lead ID: 001 GA Cookie: 12345678 Event: Repair Performed Lead ID: 001 GA Cookie: 12345678 FinanceEvent list
- 55. ed@metricmogul.co.ukcalltracks.com Trackingthebikeshop(v2) Google Analytics CRM Website GA Cookie: 12345678 Event: Submitted Lead Lead ID: 001 GA Cookie: 12345678 Event: Submitted Lead Lead ID: 001 Event: Booking made Lead ID: 001 Event: Repair Performed Lead ID: 001 ? Event list Event: Booking made Lead ID: 001 GA Cookie: 12345678 Event: Repair Performed Lead ID: 001 GA Cookie: 12345678 FinanceEvent list Call centre Event list
- 59. ed@metricmogul.co.ukcalltracks.com Old analysis focus Sequenceofevents Case Study Website visit Enquiry Phone call Information pack Sale
- 60. ed@metricmogul.co.ukcalltracks.com Old analysis focus Sequenceofevents Case Study Website visit Enquiry Phone call Information pack Sale Cost per enquiry Cost per phone call Cost per pack sent Cost per pack received Cost per sale Cost per visit
- 61. ed@metricmogul.co.ukcalltracks.com SYSTEMSUsed Call tracking and analytics system for data merging. (not just for calls!) Case Study You all know this one. The most widely used analytics tool. Client CRM system
- 62. ed@metricmogul.co.ukcalltracks.com Subtitle 1 Offline events 2 Batch import whenever CRM/ finance data received
- 68. ed@metricmogul.co.ukcalltracks.com Campaignperformance Sample analysis £139 £92 £56 £254 £1,903 £371
- 69. ed@metricmogul.co.ukcalltracks.com Campaignperformance Sample analysis Action 1: Divert spend from campaign 1 to 2. Action 2: Understand why campaign 7 claims are not completing. £139 £92 £56 £254 £1,903 £371
- 77. ed@metricmogul.co.ukcalltracks.com Business Owners care about big rewards, which resideatthe end of the funnel. Measuring, reporting and optimising for this will make the bosses recognise yourvalue and keep employing you.
- 79. ed@metricmogul.co.ukcalltracks.com Event Trigger location Timeframe Method Collection location (GA cookie ID pickup) Website Realtime JavaScript Calltracks Form Submitted Website Realtime JavaScript GA, CRM, Calltracks Phonecall Made Calltracks Realtime MP GA (CSV data sent) CRM, Finance Batch SSH Calltracks Pack Sent Calltracks Batch MP GA Pack Received Calltracks Batch MP GA Closed (Pre Claim) Calltracks Batch MP GA Claim Started Calltracks Batch MP GA Invoiced Calltracks Batch MP GA Paid Calltracks Batch MP GA Closed (Post Claim) Calltracks Batch MP GA EventsCollected Each event had either a UUID and/or LEAD ID attribute for stitching events together later. Case study