Webinar: Joining Offline Conversions to Online Clicks - Search Laboratory
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Attribution is hard. And it gets even harder when your buying cycle includes online activity and offline sales or conversions. In this webinar, we use real-world examples to show how offline sales can be pushed back into Google Analytics, allowing you to value more accurately the role each marketing channel played in generating the sale. Visit the Search Laboratory website to find out more about our services: https://www.searchlaboratory.com/
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Webinar: Joining Offline Conversions to Online Clicks - Search Laboratory
- 1. © SEARCH LABORATORY LTD | ALL RIGHTS RESERVED LEEDS HQ: +44 113 212 1211 LONDON: +44 207 147 9980 NEW YORK: +1 646 473 1826 JOINING OFFLINE CONVERSIONS TO ONLINE CLICKS SEARCH LABORATORY
- 2. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD AGENDA The problem The solution Example scenarios Questions?
- 3. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD THE PROBLEM B2B – Lead Gen - Sales funnel offline Display PPC Brand £ Online Offline Call back Meeting Sale
- 4. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD EXAMPLE SCENARIOS B2C – Samples online – Sale offline Display PPC Brand Online £ Offline Sample Inbound call Sale
- 5. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD EXAMPLE SCENARIOS Research online – Buy instore Display PPC Brand Online Offline ! £ SaleBuy instore
- 6. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD EXAMPLE SCENARIOS B2B – Catalogue business DisplayPPC Brand Online Offline £ Mobile Desktop Direct Mailshot Catalogue £
- 7. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD B2B LEAD GENERATION CAMPAIGN Campaign Clicks Cost Form fills First meetings Closed sales Average value CRM Solutions 5,000 £50,000 250 25 5 £50,000 Cloud Based CRM Solutions 5,000 £50,000 250 100 25 £60,000
- 8. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD B2C CURTAIN/BLIND SAMPLES Campaign Clicks Cost Sample Requests Sales Average order value ROI Modern curtains 50,000 £100,000 2,500 1,250 £500 625% Cream blinds 50,000 £100,000 5,000 2,500 £150 375%
- 9. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD RESEARCH ONLINE – BUY INSTORE Campaign Clicks Cost Online Sales In Store Sales Total Sales ROI socks 5,000 £1,000 £2,500 £500 £3,000 300% dresses 5,000 £5,000 £5,000 £25,000 £30,000 600%
- 10. THE SOLUTION **USING GOOGLE ANALYTICS
- 11. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD TWO MAIN CONCEPTS Measurement protocol The Join Key Google Analytics ID (clientID) Your CRM ID (userID)
- 12. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD MEASUREMENT PROTOCOL Published ‘format’ Hit level data pageview event transaction Any networked device or application
- 13. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD MEASUREMENT PROTOCOL Transaction Transaction ID: 12345 Transaction Total: £200 Etc… Event Category: Offline Action: Meeting booked Label: Other info?? Custom dimensions: Other info?? Custom Metrics: Meeting booked Instore sale
- 14. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD JOINING – GOOGLE’S ID (CLIENTID) Google’s internal ID Known as clientID Extract
- 15. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD JOINING – GOOGLE’S ID (CLIENTID) CRM
- 16. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD LAW FIRM EXAMPLE PPC SEO Direct Referral Display Other Traffic Actions Enquiries Cases
- 17. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD FORM FILL Extracted using GTM <ClientID> Enquiry/Case contains Client ID
- 18. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD PHONE CALL
- 19. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD Lead Opportunity Deal
- 20. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD OUTCOMES Increased profit dramatically 300% increase in ‘high value’ Understood action to case rates by campaign Changed business strategy
- 21. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD JOINING – CRM ID (USERID) Google Analytics User ID feature ID Name Email 123 Joe Blogs Joe.blogs@.. 456 Sue West Sue.west@.. PPC Direct DisplayDisplay CRM
- 22. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD EXAMPLE SCENARIO - OFFICE SUPPLIES PPC Brand Online Offline Mobile Desktop Mailshot £ Refund £ Instore
- 23. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD EXAMPLE SCENARIO - OFFICE SUPPLIES Display Brand Online Offline Mobile Desktop Catalogue £PPC
- 24. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD USER ID – MAXIMISE EFFECTIVENESS Adopt ‘persisted login’ Take every opportunity to ‘set user’ Email links
- 25. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD WHICH ONE - CLIENT ID OR USER ID Use ClientID No login Use UserID Logged in system DisplayPPC Phone Call $Offline Online Meeting Start Online – Finish Offline DisplayPPC Direct $Offline Online PPC Ongoing Relationship Catalogue $
- 26. INTEGRATING OFFLINE WITH ONLINE BENEFITS SUMMARY
- 27. PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD BENEFITS SUMMARY Improved attribution understanding Ability to optimise online campaigns for true ROI Understand online and offline relationship Join up online and offline marketing efforts Link instore sales Understand effect of returns at campaign level
- 28. QUESTIONS?
- 29. SEARCH LABORATORY LTD. GLOBAL DIGITAL MARKETING EXPERTS facebook.com/searchlaboratory/ @searchlabs linkedin.com/company/search-laboratory/ Email: info@searchlaboratory.com SEARCH LABORATORY LTD. GLOBAL DIGITAL MARKETING EXPERTS Leeds HQ: +44 113 212 1211 London: +44 207 147 9980 New York: +1 (646) 473-1826 Web: www.searchlaboratory.com CONTACT DETAILS
Editor's Notes
- What is CRM
- Website translation vs agency
- Website translation vs agency
- Lots of channels Lots of different types of claim, big value, small value, fast, slow.
- First easy step is extracting the Analytics clientID and passed it as a hidden field to Proclaim, with the enquiry form.
- Harder step is the phone calls. Again, we extract the clientID and post it to response tap against this call record (unique phone number) When the phone call happens, the operative types the enquiry into Proclaim, then a call whisper at the end of the call puts the RT ID into proclaim. Proclaim polls RT with the call record to retrieve the corresponding Client ID.
- Hudgell have their website and a claims management system called Proclaim The website hits were in analytics, but we wanted to Our aim was to be able to see good and bad enquiries
- Not all enquiries are equal, but they had guessed wrong
- Output at EVERY opportunity in tracking code
- Ian to cover