solving the offline conversion conundrum for better digital marketing optimisation
TRANSCRIPT
Solving the Offline Conversion Conundrum
for better digital marketing optimisation
Ed Brocklebank @edbrocklebank BrightonSEO - April 2015
www.metricmogul.co.uk
Cost per lead
£0
£8
£15
£23
£30
Jan Feb Mar Jun Jul Aug Sep Oct Nov Dec
PPC
SEO
Performance Report
TARGET
The OptionsWhat would you do?
£0
£8
£15
£23
£30
Jan Mar Jul Sep Nov
PPC
SEO
TARGET
The OptionsA. Nothing
What would you do?
£0
£8
£15
£23
£30
Jan Mar Jul Sep Nov
PPC
SEO
TARGET
The OptionsA. Nothing
B. Hire a new SEO team
What would you do?
£0
£8
£15
£23
£30
Jan Mar Jul Sep Nov
PPC
SEO
TARGET
The OptionsA. 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
The OptionsA. 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
Ed brocklebankDigital measurement strategy consultant
About
CAN DO WANT TO DO
@edbrocklebank
Ed brocklebankDigital measurement strategy consultant
About
CAN DO WANT TO DO
@edbrocklebank
SHOULD
What is the offline
conversion conundrum?
Why should I care?
What can I do about it?
We look at risk/reward ratios to decide what can be
improved.
As digital marketers
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
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
Risk
ROI
CPA
ROAS
CPC
CPM
MetricMoney
Money
Money
Money
Money
Revenue
Signups/Registrations
Revenue
Clicks
Impressions
Reward
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
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
Cost per leadDigital marketing team optimising here
Return on ad spendCEO judging performance on revenue
What happened?Analysis
Who’s most at risk
Service/non-transactional websites
Finance/travel
Understanding
Who’s most at risk
Service/non-transactional websites
Finance/travel
High value goods
Understanding
Who’s most at risk
Service/non-transactional websites
Finance/travel
High value goods
Retailers with online and offline stores
Understanding
How do we track this?• In-house system communicates with
analytics system when important event happens.
A solution
How do we track this?• In-house system communicates with
analytics system when important event happens.
• Google Analytics Measurement Protocol (other systems have similar functionality)
A solution
How do we track this?• 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
Tracking the bike shop (v1)
Google Analytics
Website
CRM
Event: Submitted Lead Lead ID: 001GA Cookie: 12345678
Event: Submitted LeadLead ID: 001 GA Cookie: 12345678Campaign Info: CPC
JavaScript API
Tracking the bike shop (v1)
Google Analytics
Website
CRM
Event: Booking madeLead ID: 001
Event: Submitted Lead Lead ID: 001GA Cookie: 12345678
Event: Submitted LeadLead ID: 001 GA Cookie: 12345678Campaign Info: CPC
JavaScript API
Tracking the bike shop (v1)
Google Analytics
Website
CRM
Event: Booking madeLead ID: 001
Event: Repair PerformedLead ID: 001
Event: Submitted Lead Lead ID: 001GA Cookie: 12345678
Event: Submitted LeadLead ID: 001 GA Cookie: 12345678Campaign Info: CPC
JavaScript API
Tracking the bike shop (v1)
Google Analytics
Website
CRM
Event: Booking madeLead ID: 001
Event: Repair PerformedLead ID: 001
Event: Submitted Lead Lead ID: 001GA Cookie: 12345678
Event: Submitted LeadLead ID: 001 GA Cookie: 12345678Campaign Info: CPC
JavaScript API
Measurement protocol API
Tracking the bike shop (v1)
Google Analytics
Website
CRM
Event: Booking madeLead ID: 001
Event: Repair PerformedLead ID: 001
Event: Booking madeLead ID: 001GA Cookie: 12345678Campaign Info: CPC
Event: Submitted Lead Lead ID: 001GA Cookie: 12345678
Event: Submitted LeadLead ID: 001 GA Cookie: 12345678Campaign Info: CPC
JavaScript API
Measurement protocol API
Tracking the bike shop (v1)
Google Analytics
Website
CRM
Event: Booking madeLead ID: 001
Event: Repair PerformedLead ID: 001
Event: Booking madeLead ID: 001GA Cookie: 12345678Campaign Info: CPC
Event: Repair PerformedLead ID: 001GA Cookie: 12345678Campaign Info: CPC
Event: Submitted Lead Lead ID: 001GA Cookie: 12345678
Event: Submitted LeadLead ID: 001 GA Cookie: 12345678Campaign Info: CPC
JavaScript API
Measurement protocol API
Tracking the bike shop (v2)
Google Analytics
CRM
Website
Event: Submitted Lead Lead ID: 001GA Cookie: 12345678
Event: Submitted Lead Lead ID: 001
Event: Booking madeLead ID: 001
Event: Repair PerformedLead ID: 001
Tracking the bike shop (v2)
Google Analytics
CRM
Website
Event: Submitted Lead Lead ID: 001GA Cookie: 12345678
Event: Submitted Lead Lead ID: 001
Event: Booking madeLead ID: 001
Event: Repair PerformedLead ID: 001
?
Tracking the bike shop (v2)
Google Analytics
CRM
WebsiteGA Cookie: 12345678
Event: Submitted Lead Lead ID: 001GA Cookie: 12345678
Event: Submitted Lead Lead ID: 001
Event: Booking madeLead ID: 001
Event: Repair PerformedLead ID: 001
?
Tracking the bike shop (v2)
Google Analytics
CRM
WebsiteGA Cookie: 12345678
Event: Submitted Lead Lead ID: 001GA Cookie: 12345678
Event: Submitted Lead Lead ID: 001
Event: Booking madeLead ID: 001
Event: Repair PerformedLead ID: 001
?
Event list
Tracking the bike shop (v2)
Google Analytics
CRM
WebsiteGA Cookie: 12345678
Event: Submitted Lead Lead ID: 001GA Cookie: 12345678
Event: Submitted Lead Lead ID: 001
Event: Booking madeLead ID: 001
Event: Repair PerformedLead ID: 001
?
Event list
Event: Booking madeLead ID: 001GA Cookie: 12345678
Event: Repair PerformedLead ID: 001GA Cookie: 12345678
Tracking the bike shop (v2)
Google Analytics
CRM
WebsiteGA Cookie: 12345678
Event: Submitted Lead Lead ID: 001GA Cookie: 12345678
Event: Submitted Lead Lead ID: 001
Event: Booking madeLead ID: 001
Event: Repair PerformedLead ID: 001
?
Event list
Event: Booking madeLead ID: 001GA Cookie: 12345678
Event: Repair PerformedLead ID: 001GA Cookie: 12345678
FinanceEvent list
Tracking the bike shop (v2)
Google Analytics
CRM
WebsiteGA Cookie: 12345678
Event: Submitted Lead Lead ID: 001GA Cookie: 12345678
Event: Submitted Lead Lead ID: 001
Event: Booking madeLead ID: 001
Event: Repair PerformedLead ID: 001
?
Event list
Event: Booking madeLead ID: 001GA Cookie: 12345678
Event: Repair PerformedLead ID: 001GA Cookie: 12345678
FinanceEvent list
Call centre
Event list
Sequence of eventsCase Study
Website visit
Enquiry
Phone call
Information pack
Sale
Old analysis focus
Sequence of eventsCase Study
Website visit
Enquiry
Phone call
Information pack
Sale
Old analysis focus
Sequence of eventsCase Study
Website visit
Enquiry
Phone call
Information pack
Sale
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
Campaign performanceSample 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
Landing page performanceSample analysis
/have-i-got-ppi
/endowment claims
/
/no-account-details
/ppi-claims
MANY
Landing page performanceSample analysis
/have-i-got-ppi
/endowment claims
/
/no-account-details
/ppi-claims
MANY
Landing page performanceSample analysis
/have-i-got-ppi
/endowment claims
/
/no-account-details STARS(promote, build similar pages)
/ppi-claims
MANY
Landing page performanceSample analysis
/have-i-got-ppi
/endowment claims
/
/no-account-details STARS(promote, build similar pages)
/ppi-claims
Hidden gems (promote)
MANY
Landing page performanceSample analysis
/have-i-got-ppi
/endowment claims
/
/no-account-details STARS(promote, build similar pages)
DOGS (Remove, optimise)
/ppi-claims
Hidden gems (promote)
MANY
Landing page performanceSample analysis
/have-i-got-ppi
/endowment claims
/
/no-account-details
Hopefuls (Survey customers)
STARS(promote, build similar pages)
DOGS (Remove, optimise)
/ppi-claims
Hidden gems (promote)
MANY
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.
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