webinar: joining offline conversions to online clicks - search laboratory
Post on 12-Apr-2017
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© SEARCH LABORATORY LTD | ALL RIGHTS RESERVEDLEEDS HQ: +44 113 212 1211LONDON: +44 207 147 9980NEW YORK: +1 646 473 1826
JOINING OFFLINE CONVERSIONS TO ONLINE CLICKSSEARCH LABORATORY
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
AGENDAThe problem
The solution
Example scenarios
Questions?
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
THE PROBLEMB2B – Lead Gen - Sales funnel offline
Display PPC Brand £Online Offline
Call back Meeting Sale
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
EXAMPLE SCENARIOSB2C – Samples online – Sale offline
Display PPC Brand
Online
£Offline
Sample Inbound call Sale
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
EXAMPLE SCENARIOSResearch online – Buy instore
Display PPC Brand
Online Offline
! £SaleBuy instore
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
EXAMPLE SCENARIOSB2B – Catalogue business
DisplayPPC
Brand
Online
Offline
£Mobile
Desktop
Direct
Mailshot Catalogue£
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
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%
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
RESEARCH ONLINE – BUY INSTORE
Campaign Clicks Cost Online Sales In Store Sales Total Sales ROIsocks 5,000 £1,000 £2,500 £500 £3,000 300%
dresses 5,000 £5,000 £5,000 £25,000 £30,000 600%
THE SOLUTION**USING GOOGLE ANALYTICS
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TWO MAIN CONCEPTSMeasurement protocol
The Join KeyGoogle Analytics ID (clientID)Your CRM ID (userID)
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MEASUREMENT PROTOCOLPublished ‘format’Hit level data
pageview
event
transaction
Any networked device or application
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
MEASUREMENT PROTOCOL
TransactionTransaction ID: 12345Transaction Total: £200Etc…
EventCategory: OfflineAction: Meeting bookedLabel: Other info??Custom dimensions: Other info??Custom Metrics:
Meeting booked Instore sale
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
JOINING – GOOGLE’S ID (CLIENTID) Google’s internal ID
Known as clientID
Extract
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
JOINING – GOOGLE’S ID (CLIENTID)
CRM
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
LAW FIRM EXAMPLE
PPC
SEO
Direct
Referral
Display
Other Traffic Actions Enquiries Cases
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
FORM FILL
Extracted using GTM<ClientID>
Enquiry/Case contains Client ID
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
PHONE CALL
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
Lead Opportunity Deal
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
OUTCOMESIncreased profit dramatically
300% increase in ‘high value’
Understood action to case rates by campaign
Changed business strategy
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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
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
EXAMPLE SCENARIO - OFFICE SUPPLIES
PPC
Brand
Online
Offline
Mobile
Desktop
Mailshot
£Refund
£Instore
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
EXAMPLE SCENARIO - OFFICE SUPPLIES
Display
Brand
Online
Offline
Mobile
Desktop
Catalogue
£PPC
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
USER ID – MAXIMISE EFFECTIVENESSAdopt ‘persisted login’
Take every opportunity to ‘set user’ Email links
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
WHICH ONE - CLIENT ID OR USER ID
Use ClientIDNo login
Use UserIDLogged in system
DisplayPPC
Phone Call $Offline
Online
Meeting
Start Online – Finish Offline
DisplayPPC Direct
$Offline
Online PPC
Ongoing Relationship
Catalogue
$
INTEGRATING OFFLINE WITH ONLINE BENEFITS SUMMARY
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY LTD
BENEFITS SUMMARYImproved attribution understandingAbility to optimise online campaigns for true ROIUnderstand online and offline relationshipJoin up online and offline marketing effortsLink instore salesUnderstand effect of returns at campaign level
QUESTIONS?
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 1211London: +44 207 147 9980New York: +1 (646) 473-1826
Web: www.searchlaboratory.com
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