Closed-loop reporting from lead source to CRM (and back)

Herman Maes @DAILYBITS Teamlead Marketing Technology

Joost Thijsen @NESJIHT Data Analyst

Who’s still using Classic Analytics?

Universal users, ARE YOU SURE?

Google Docs as my favourite scraping tool

Ga.js Google docs scraper

=IMPORTXML(A2,"//script[contains(.,'ga.js')]")

http//blog.intracto.com/gajsscraper

Universal analytics is full of awesome features

One drawback, we lost access to the cookies…

Mathias Vissers

The lead source of a conversion (last click) is useful metadata within your CRM

Website

“Request for information” + Lead source

Conversion event

Classic Analytics = UTMZ cookieUniversal Analytics = Custom script + GTM

Closing the loop

Google Analytics: Standard implementation data

Standard GA data is:

• Pageviews • Sessions • Users • Bounce rate • Network • Location • …

Google Analytics: Standard implementation data

Standard GA data lacks …EMOTIONINTENTCONTEXT

When talking about data, CONTEXT is king

Power-tool with all your standard GA data centralised

Internal logic (lifecycle stage, persona, …)

Universal Analytics

3rd party Marketing automation/CRM Tool

HotjarVisualised tracking of user behaviour

User intent can be tracked through feedback polls & surveys

NO CONTEXT

CONTEXT

CONTEXT

CONTEXT

Feed Analytics with data from your marketing tools

Sending HotJar Userid’s into Google Analytics

Use GTM to capture the data (custom JavaScript)

Send the Hotjar userID to GA in a custom dimension

Very useful with the new User Report

https://marthijnhoiting.com/track-hotjar-google-analytics-with-google-tag-manager

Mathias Vissers

Hypothesis: Checkout has dead

end street

Segment: User did not finish

checkout

Dimension: Export segment Hotjar user ID’s

User Reports: Find exported Hotjar

user ID’s

User Recording: Watch & find dead

end street

Action: Experiment with or

fix the issue

Segment: Examine results

Best practice: Take note of

experiment (result)

Use the logic of your CRM/Marketing Automation platform to gain CONTEXTWhen talking about data, CONTEXT is king

Internal logic (lifecycle stage, persona, …)

Universal Analytics

3rd party Marketing automation/CRM Tool

HotjarVisualised tracking of user behaviour

User intent can be tracked through feedback polls & surveys

NO CONTEXT

CONTEXT

CONTEXT

CONTEXT

Power-tool with all your standard GA data centralised

http://www.simoahava.com/gtm-tips/datalayer-declaration-vs-push/

Example: HubSpot logic > Analytics

Contextual smart blocks in HubSpot

If lifecycle stage/Persona show this block

Using this to create a data layer with this logic

Using GTM to create a Custom Dimension

Segmentation in Analytics

Tadaaaaa

1.

2.

3.

4.

5.

http://blog.intracto.com/hubspotsegments

https://support.google.com/analytics/answer/6366371?hl=en

Google Analytics PII rules

You will not upload any data that allows Google to personally identify an individual (such as names, social security numbers, email addresses, or any similar data), or data that permanently identifies a particular device (such as a mobile phone’s unique device identifier if such an identifier cannot be reset), even in hashed form.

5 key takeaways

Are you (and ALL your clients) sure you have upgraded to Universal

Give the sales guys more metadata in their CRM (for example lead source)

Data needs CONTEXT in order for you to gain actionable insights

Use the internal logic in your marketing automation tool in order to create smarter segments in GA.

Always check the Data privacy laws and Personally Identifiable Information (PII) rules

Whenever you have questions, remarks or want

to say we talk bullshit…

Come talk to us

Oh, and thanks for listening.

Herman Maes @DAILYBITS Teamlead Marketing Technology

Joost Thijsen @NESJIHT Data Analyst