Make more money by integrating your data - #BrightonSEO April 2014 - Calltracks
-
Upload
calltracks -
Category
Data & Analytics
-
view
103 -
download
0
description
Transcript of Make more money by integrating your data - #BrightonSEO April 2014 - Calltracks
#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
@Calltracks 9
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
@Calltracks 13
So what makes more $$$$$$?
http://bit.ly/1hqZHUg
#BrightonSEO
@Calltracks 14
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