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Increasing Online Conversions with Data
Integration
Let us know what you think!#AtE2015
@InfoTrustLLC@NickDuskey
Hello!I am Evan SikesDirector of Marketing at Cowan’s Auctions
You can find me at:[email protected]@evansikes
COWAN’S AUCTIONS
Cincinnati-based fine art and antiques auction house led by PBS History Detective and Antiques Roadshow personality, Wes Cowan.
Hello!I am Nick DuskeyWeb Analyst @InfotrustLLC
You can find me at:@NickDuskey
The Challenge
User Actions
➜ New Registrants and Visitors
➜ Absentee, Phone, and Timed Bids
➜ Where and how those bids are executed
ANALYTICS IN THE FINE ART AND AUCTION WORLD
Bidders
➜ Bidders are largely digitally based
➜ The internet has changed the game
➜ 3 important factors involved
➜ Non-traditional sales model➜ KPIs not measured with “out-of-
the-box” analytics solutions➜ Working with proprietary software
on the back end➜ Sale of firearms made manual
advertising placement the only possible model
Business-Specific Challenges
➜ Data siloed into different systems, each with a different purpose
➜ Technology deployment must be custom, due to use of custom software
➜ Need for quick reporting functionality due to manual advertising methodology
Technology-Specific Challenges
TECHNOLOGY MUST ADAPT
TO MEET BUSINESS
NEEDS
The Approach
The Three Layers of Data Integration
Data Sources
These are the originators of data. In our case the data consisted of web analytics data, user data, bid data, and advertising data sources.
Integration Tool
In this case a Tag Management System was used as a real-time data integrator. Could also have been accomplished using an integration tool like Analyze.ly
Data Interface
The endpoint for data in this scenario was Google Analytics. Other common endpoints are databases, dashboards, or Business Intelligence (BI) tools.
DATA INTEGRATION PROCESS
Identify Common Keys
Implement Technology
Build Meaningful Reports
One key to bind them....
Advertising Data
UserData
WebData
TAG MANAGEMENT
It’s not just an easy way to implement analytics and advertising pixels
Key to integrating systems in real time
DON’T EXPEND VALUABLE
RESOURCES MANUALLY
INTEGRATING DATA
ANALYZE.LY
Analyze.ly is a web application that automatically integrates data from various platforms automatically
GOALS
GOAL REPORTING
Reporting on KPIs is critical to any organization’s digital success. Pro tip: Don’t use pageviews or bounce rate as a KPI
Absentee Bid Dashboard
Absentee Bid Dashboard (Continued)
The Results
COWAN’S ADVERTISING PROCESS
Place trackable ads
Measure business-specific KPIs
Revise copy, placements, and budget
DISPLAY ADVERTISING
By targeting specific sites with high Return on Advertising Spend, every marketing dollar is maximized.
Rare Book Hub$59,700 in Bids
Ad cost = $400
42%Increase in online bidding in first 30 days following data integration
185%Increase in bid value via strategic decisions informed by integrated data
163%Increase in number of bids
Thanks!Any questions?You can find me at:@[email protected]
