Webinar: Joining Offline Conversions to Online Clicks - Search Laboratory
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© SEARCH LABORATORY INC. | ALL RIGHTS RESERVED NEW YORK: (347) 763-6933 LEEDS HQ: +44 113 212 1211 LONDON: +44 207 147 9980 JOINING OFFLINE CONVERSIONS TO ONLINE CLICKS SEARCH LABORATORY
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Transcript of Webinar: Joining Offline Conversions to Online Clicks - Search Laboratory
© SEARCH LABORATORY INC. | ALL RIGHTS RESERVEDNEW YORK: (347) 763-6933LEEDS HQ: +44 113 212 1211LONDON: +44 207 147 9980
JOINING OFFLINE CONVERSIONS TO ONLINE CLICKSSEARCH LABORATORY
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY INC.
AGENDAThe problem
The solution
Example scenarios
Questions?
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY INC.
THE PROBLEMB2B – Lead Gen - Sales funnel offline
Display PPC Brand $Online Offline
Call back Meeting Sale
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY INC.
EXAMPLE SCENARIOSB2C – Samples online – Sale offline
Display PPC Brand
Online
$Offline
Sample Inbound call Sale
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY INC.
EXAMPLE SCENARIOSResearch online – Buy instore
Display PPC Brand
Online Offline
! $SaleBuy instore
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY INC.
EXAMPLE SCENARIOSB2B – Catalog business
DisplayPPC
Brand
Online
Offline
$Mobile
Desktop
Direct
Mailshot Catalog$
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY INC.
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 INC.
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 INC.
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
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY INC.
TWO MAIN CONCEPTSMeasurement protocol
The Join KeyGoogle Analytics ID (clientID)Your CRM ID (userID)
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY INC.
MEASUREMENT PROTOCOLPublished ‘format’Hit level data
pageview
event
transaction
Any networked device or application
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY INC.
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 INC.
JOINING – GOOGLE’S ID (CLIENTID) Google’s internal ID
Known as clientID
Extract
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY INC.
JOINING – GOOGLE’S ID (CLIENTID)
CRM
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY INC.
LAW FIRM EXAMPLE
PPC
SEO
Direct
Referral
Display
Other Traffic Actions Enquiries Cases
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY INC.
FORM FILL
Extracted using GTM<ClientID>
Enquiry/Case contains Client ID
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY INC.
PHONE CALL
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY INC.
Lead Opportunity Deal
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY INC.
OUTCOMESIncreased profit dramatically
300% increase in ‘high value’
Understood action to case rates by campaign
Changed business strategy
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY INC.
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 INC.
EXAMPLE SCENARIO - OFFICE SUPPLIES
PPC
Brand
Online
Offline
Mobile
Desktop
Mailshot
$Refund
$Instore
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY INC.
EXAMPLE SCENARIO - OFFICE SUPPLIES
Display
Brand
Online
Offline
Mobile
Desktop
Catalog
$PPC
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY INC.
USER ID – MAXIMIZE EFFECTIVENESSAdopt ‘persisted login’
Take every opportunity to ‘set user’ Email links
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY INC.
WHICH ONE - CLIENT ID OR USER IDUse ClientID
No login
Use UserIDLogged in system
DisplayPPC
Phone Call $Offline
Online
Meeting
Start Online – Finish Offline
DisplayPPC Direct
$Offline
Online PPC
Ongoing Relationship
Catalog
$
INTEGRATING OFFLINE WITH ONLINE BENEFITS SUMMARY
PRIVATE AND CONFIDENTIAL © SEARCH LABORATORY INC.
BENEFITS SUMMARYImproved attribution understandingAbility to optimize 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: [email protected]
SEARCH LABORATORY INC.GLOBAL DIGITAL MARKETING EXPERTS
New York: (347) 763-6933Leeds HQ: +44 113 212 1211London: +44 207 147 9980
Web: us.searchlaboratory.com
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