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As the web becomes more and more open, so do the tools that you use. So how can they work together to help you improve your SEO and ultimately make you more money? This covers some tips on how to get the most from Google Universal Analytics by integrating offline transaction data from your CRM. Find out what is possible.
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#BrightonSEO
@Calltracks
Make more money by integrating your data
Ali WhiteHead of Marketing and Sales
Calltracks
#BrightonSEO
@Calltracks 2
How can you make more money?• Gain more insight to the effectiveness of your SEO & get a better understanding of ROI
2
There is one difference between winners and losers when it comes to web analytics. Winners, well
before they think data or tool, have a well structured Digital Marketing & Measurement
Model. Losers don't.
Avinash Kaushik
http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
• This allows you to invest in what is working, and cut what isn’t• But first you need a framework
#BrightonSEO
@Calltracks 3
What data sources are available to help?
#BrightonSEO
@Calltracks 4
In E-commerce ROI is more straighforward
Determining your ROI is straightforward if your business goal is web-based sales. You'll need 3 numbers:
https://support.google.com/adwords/answer/1722066?hl=en-GB
• In e-commerce….
….that’s according to:
1. Your revenue generated
2. Your advertising costs
3. Costs related to the products that you sold
#BrightonSEO
@Calltracks 5
In fact it’s really straight forward• Most of your data can be viewed in one place…
#BrightonSEO
@Calltracks 6
In fact it’s really straight forward
http://econsultancy.com/blog/62828-10-useful-google-analytics-custom-dashboards
• Even build a custom dashboard…
#BrightonSEO
@Calltracks 7
Aren’t you forgetting this is about SEO?• With the “data import” tool you can even upload your SEO costs….
#BrightonSEO
@Calltracks 8
Aren’t you forgetting this is about SEO?• You can now start to understand ROI of your organic traffic….
#BrightonSEO
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What if you are not in ecommerce?• You can only look at conversions, which doesn’t give you transparency on ROI…
#BrightonSEO
@Calltracks 10
What if you are not in ecommerce?• You can only look at conversions, which doesn’t give you transparency on ROI…• Which of course you can segment...but what is a goal?
#BrightonSEO
@Calltracks 11
How to Estimate Goal Value• For a lead “you'll have to estimate the values of each of these actions”.• To do this you then have to understand:
1) The percentage of your leads (conversions) that become sales
2) The average value of each order
#BrightonSEO
@Calltracks 12
This isn’t a good enough measure!• Who thinks it would be great to see SEO generated offline transactions in GA?• Would automatically integrating offline sales data help you make more money? • This is now possible by integrating your CRM data into UA
#BrightonSEO
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So what makes more $$$$$$?
http://bit.ly/1hqZHUg
#BrightonSEO
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What other CRM data to integrate?
http://www.analytics-ninja.com/blog/2013/08/measuring-profit-using-googles-universal-analytics.html
#BrightonSEO
@Calltracks 15
How this will change re-marketing• Can already remarket differently to those customers who have / haven’t converted
over the phone in standard GA
• Imagine segmenting out customers who have converted but not yet transacted, depending on fields in your CRM you could target based on lead quality
#BrightonSEO
@Calltracks 16
Thanks
@Calltracks @AlistairWhite
www.calltracks.com
0203 199 5151