Klaar nu. Weg met de aparte potjes en afdelingen voor online en offline. Tijd om de barrière echt te doorbreken. Met data. In deze sessie bespreken we de voordelen van verdere integratie van offline en online. Technieken worden benoemd (GAP, BigQuery). De focus ligt op de kansen die het doorbreken van die barrière biedt. Gericht op: Management / directie, Groot bedrijf, Webshop/ ecommerce, Marketing Manager

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Weg met de splitsing
tussen online en offline

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Even voorstellen
Michel Vennema
Head of Analytics & Innovatie
measurement nerd

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weg met de splitsing tussen online en offline!
2.
correlaties tussen online en offline
3.
use cases van het measurement protocol
4.
Beacons, digitalisering van offline en acties
1.
waarom dit onderwerp?

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1.250 kijkcijferkastjes
2.750 personen
0,016% van alle huishoudens
mijn oma ≈ 6.000 huishouden
Kijkcijfers Nederland in Beweging
15.000… ≈ 2 tot 3 huishoudens

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Offline marketeers vertrouwen op 1.250 kastjes...
… voor 7,7 mln huishoudens.
Targets voor offline marketeers:
● bereiksdoelstelling
○ top-of-mind awareness
○ Indirect hogere sales

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Offline marketeers vertrouwen op 1.250 kastjes...
… voor 7,7 mln huishoudens.
Targets voor offline marketeers:
● bereiksdoelstelling
○ top-of-mind awareness
○ Indirect hogere sales
groot deel via online!

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Online marketeers hebben te maken met ad blockers...
… maar hebben nog steeds 80% van de data!
Targets voor online marketeers:
● conversies
○ directe ROI
○ cost per order

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Online marketeers hebben te maken met ad blockers...
… maar hebben nog steeds 80% van de data!
Targets voor online marketeers:
● conversies
○ directe ROI
○ cost per order
groot deel afhankelijk
van offline/brand!

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The shift in research journey

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Mediaspend Nederland

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adwords campagne A 1,6%organic
adwords campagne C 2 %store
Adwords CR
adwords campagne C 2,2%storetv-ad
organic 1,5%adwords campagne B
Attributie over kanalen en media

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Integratie bij marketeers
12
performance
thinkers
brand
thinkers

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online en offline integratie
15
correlaties
• display & search
• tv & search
• tv & online visits
attributie en analyse
● betere inzet mediabudget
● meer inzicht in campagnes
● beter inzicht in klant
overig
• cvs-uploads
• leads to sales
• beacons
• digitalisering
• Offline transacties
• callcenter calls
• refunds & confirmations
Measurement protocol

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correlaties

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correlatie: display & (branded) search
17
Hoe?
● Exporteer display data op dagniveau
● Exporteer Adwords impressies op dagniveau
● In Google spreadsheet: =CORREL(B2:B32;F2:F32)
correlatie: 0,446correlatie: 0,07
● 0. geen lineaire relatie
● +0.30. zwakke positieve lineaire relatie
● +0.50. matige positieve lineaire relatie
● +0.70. sterke positieve lineaire relatie
● +1. perfecte positieve lineaire relatie

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correlatie: radio/tv & site traffic
18
GA: organisch verkeer
Radiocommercials (luisterdichtheid)
Hoe?
● Exporteer organic search data op dagniveau (API of Google Spreadsheet plugin)
● Vraag radio/tv data op bij mediabureau (LDH, KDH, aantal spotjes, datum/tijd)
● Plaats in grafiek + correlatie

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correlatie: radio/tv & site traffic
19

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measurement
protocol

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Pijlers [klantnaam].
2

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22
www.google-analytics.com/collect
?v=1
&t=pageview
&tid=UA-1269101-1
&cid=123456
&dp=/pagina-URL
&dt=paginatitel
&dh=hostnaam
&etc. etc.

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23
www.google-analytics.com/collect?v=1&t=pageview&tid=UA-1269101-
1&cid=123456&dp=/pagina-URL&dt=paginatitel&dh=hostnaam
NFC-tags en measurement protocol

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24
Bij scannen kaart
wordt transactie of
bezoek doorgestuurd
naar Google Analytics
Mogelijkheden van measurement protocol

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25
Mogelijkheden van measurement protocol
Een login van je klant is
niet bij alles nodig, zolang
je zelf de herkenning in je
CRM maar hebt.
Dat kan ook op basis van
transactie-ID

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26
Mogelijkheden van measurement protocol
Hetzelfde geldt voor je callcenter
Schiet bijvoorbeeld een event in met:
categorie: ‘call tracking’
actie: ‘callcenter contact’
label: ‘complaint’ | ‘support’

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27
Bij scannen kaart wordt
transactie of bezoek
doorgestuurd naar
Google Analytics
En dat geldt ook voor
je callcenter...
Mogelijkheden van measurement protocol
Een login van je klant is
niet bij alles nodig, zolang
je zelf de herkenning in je
CRM maar hebt.
Dat kan ook op basis van
transactie-ID

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28
1. Schiet CID (_ga cookiewaarde) mee in leadformulier
2. Bij succes, schiet transactie in via MP
Lead to sales measurement
Leads als goal
Succesvolle lead als transactie

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29
Koppeling van offline data met Google Analytics via CSV-uploads
● Upload van order status (alleen GAP ivm query time upload)
● Upload van offline productinformatie (kenmerken, inkoopprijs)
● Upload van refunds
Mogelijkheden van csv uploads

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en verder...

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31
Beacons: iBeacon & Eddystone

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32
Beacons: iBeacon & Eddystone

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33
Digital outdoor

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Afsluitend
● Start morgen met:
○ Exporteren en correleren
○ Bellen van je developers voor
het inschieten van data
○ Inschieten van nieuwe
KPI-sessie met online & offline
○ Om de oren slaan van je
offline collega’s met de
1250 kastjes
○ (en daarna echt
samenwerken)

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Michel Vennema
T: 073 - 6811007
E: info@searchresult.nl
www.searchresult.nl
Prins Bernhardstraat 14
5211 HE 's-Hertogenbosch