solving the offline conversion conundrum for better digital marketing optimisation

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

You’re the Owner of a bicycle repair BUSINESS

Imagine

Cost per lead

Jan Feb Mar Jun Jul Aug Sep Oct Nov Dec

Performance Report

TARGET

The OptionsWhat would you do?

Jan Mar Jul Sep Nov

TARGET

The OptionsA. Nothing

What would you do?

Jan Mar Jul Sep Nov

TARGET

B. Hire a new SEO team

What would you do?

Jan Mar Jul Sep Nov

TARGET

C. Hire a new PPC team

What would you do?

Jan Mar Jul Sep Nov

TARGET

C. Hire a new PPC team

D. Hire a new SEO and PPC team

What would you do?

Jan Mar Jul Sep Nov

TARGET

Ed brocklebankDigital measurement strategy consultant

@edbrocklebank

CAN DO WANT TO DO

@edbrocklebank

CAN DO WANT TO DO

@edbrocklebank

SHOULD

What is the offline

conversion conundrum?

Why should I care?

What can I do about it?

The Problem

We look at risk/reward ratios to decide what can be

improved.

As digital marketers

Reputation

RewardRisk

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

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

Metric Reward

MetricMoney

Revenue

Signups/Registrations

Revenue

Clicks

Impressions

Reward

Back to the BIKE ShopLet’s go

Cost per leadPPC

Report A

Fire SEO team

Cost per lead

Report A

Fire SEO team

Return on ad spend

Chart B

What happened?Analysis

Cost per leadDigital marketing team optimising here

Return on ad spendCEO judging performance on revenue

Who’s most at riskUnderstanding

Who’s most at risk

Service/non-transactional websites

Understanding

Finance/travel

Understanding

Finance/travel

High value goods

Understanding

Finance/travel

High value goods

Retailers with online and offline stores

Understanding

A SOLUTION

How do we track this?A solution

How do we track this?• In-house system communicates with

analytics system when important event happens.

A solution

• Google Analytics Measurement Protocol (other systems have similar functionality)

A solution

• 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

Tracking the bike shop (v1)

Google Analytics

Website

Google Analytics

Website

Event: Submitted Lead Lead ID: 001GA Cookie: 12345678

Event: Submitted LeadLead ID: 001 GA Cookie: 12345678Campaign Info: CPC

JavaScript API

Google Analytics

Website

Event: Booking madeLead ID: 001

JavaScript API

Google Analytics

Website

Event: Repair PerformedLead ID: 001

JavaScript API

Google Analytics

Website

JavaScript API

Measurement protocol API

Google Analytics

Website

Event: Booking madeLead ID: 001GA Cookie: 12345678Campaign Info: CPC

JavaScript API

Google Analytics

Website

Event: Booking madeLead ID: 001GA Cookie: 12345678Campaign Info: CPC

Event: Repair PerformedLead ID: 001GA Cookie: 12345678Campaign Info: CPC

JavaScript API

Google Analytics

Website

Event: Submitted Lead Lead ID: 001

Google Analytics

Website

Google Analytics

WebsiteGA Cookie: 12345678

Google Analytics

Event list

Google Analytics

Event list

Event: Booking madeLead ID: 001GA Cookie: 12345678

Event: Repair PerformedLead ID: 001GA Cookie: 12345678

Google Analytics

Event list

FinanceEvent list

Google Analytics

Event list

FinanceEvent list

Call centre

Event list

CASE STUDY: FINANCE

Sequence of eventsCase Study

Website visit

Enquiry

Phone call

Information pack

Old analysis focus

Website visit

Enquiry

Phone call

Information pack

Old analysis focus

Website visit

Enquiry

Phone call

Information pack

Cost per enquiry

Cost per phone call

Cost per pack sent Cost per pack

receivedCost per sale

Cost per visit

SYSTEMS Used

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

Subtitle

Offline events

Batch import whenever CRM/finance data received

Channel performanceSample analysis

Campaign performanceSample analysis

£1,903

Action 1: Divert spend from campaign 1 to 2. Action 2: Understand why campaign 7 claims are not completing.

£1,903

Landing page performanceSample analysis

/have-i-got-ppi

/endowment claims

/no-account-details

/ppi-claims

/have-i-got-ppi

/endowment claims

/no-account-details

/ppi-claims

/have-i-got-ppi

/endowment claims

/no-account-details STARS(promote, build similar pages)

/ppi-claims

/have-i-got-ppi

/endowment claims

/ppi-claims

Hidden gems (promote)

/have-i-got-ppi

/endowment claims

DOGS (Remove, optimise)

/ppi-claims

/have-i-got-ppi

/endowment claims

/no-account-details

Hopefuls (Survey customers)

STARS(promote, build similar pages)

DOGS (Remove, optimise)

/ppi-claims

IN SUMMARY…

Business Owners care about big rewards, which reside at the end of

the funnel.

Measuring, reporting and optimising for this will make the bosses recognise your value and

keep employing you.

Appendix

Event Trigger location Timeframe Method Collection location

(GA cookie ID pickup) Website Realtime JavaScript CalltracksForm 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 GAPack Received Calltracks Batch MP GA

Closed (Pre Claim) Calltracks Batch MP GAClaim Started Calltracks Batch MP GA

Invoiced Calltracks Batch MP GAPaid Calltracks Batch MP GA

Closed (Post Claim) Calltracks Batch MP GA

Events Collected

Each event had either a UUID and/or LEAD ID attribute for stitching events together later.

Case study

solving the offline conversion conundrum for better digital marketing optimisation

new seo teamwhat

new seo teamc

new ppc teamwhat

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