Integrate Web Analytics and CRM for Deeper, More Actionable Customer Insights

Marketers often struggle to visualize online and offline customer interactions together for a more complete view of the customer journey. But they owe it to their stakeholders to track the full funnel. More importantly, they must act on those insights to drive value.

As Deloitte describes in their report, Digital CRM 2.0, “The dependence on customer insights and the responsibility for (at least) interactions with the customer make analytical know-how a top priority, even beyond the current CRM structure.” Fortunately, the integration of CRM and web analytics platforms can provide these insights and support targeted campaigns to drive that long-term value.

The Business Imperative for Web Analytics and CRM Integrations

Marketers rely on both digital and non-digital channels to acquire and engage customers. Understanding the full cycle of lead generation and conversion is invaluable. When analytics can tell the whole story of the digital and non-digital experience, it enables both sales and marketing to become more data-driven. This is critical to the personalized experiences prospective customers have come to expect.

Web analytics platforms provide valuable insights, such as how a visitor arrives on a website, what pages that visitor consumes, and what actions that visitor takes while there. But web analytics alone cannot provide marketers with answers to business-critical questions, including

  • How are contacts in the sales funnel using the site in their decision-making processes?
  • How valuable is a given lead, and did it convert?
  • What is the complete picture of a customer’s online and offline activity? 

Integrating CRM with web analytics can provide the answers to these questions and enable marketers to target similar segments of converters. Here’s a closer look at the business capabilities and benefits these integrations provide.

Achieving a More Complete View of Activity Across Your Marketing Channels

Integrating CRM with web analytics allows marketers to factor offline and online data into their attribution modeling, providing a more complete view of related activity across marketing channels. This fulfills a critical business imperative: assimilating online and offline customer data in insightful and actionable ways.

Integrating Google Analytics 360 with Salesforce Marketing Cloud and Sales Cloud, for example, enables a bi-directional flow of data, making customer insights more actionable for marketing and sales. Marketers can import data like firmographics, opportunity status and closed revenue from Salesforce Sales Cloud—including offline data—and link it to Google Analytics 360 data about the same person to improve bid optimization and create unique audience segments. Meanwhile, Salesforce Marketing Cloud leverages email, ad, and site data from Google Analytics 360 as well as data from Salesforce Sales Cloud to improve direct marketing channels (e.g., email, SMS) to those new and existing segments.

In one scenario a sales team may receive leads via CRM, then learn more about those leads through related web analytics data. Studying the results of email blasts compared to social outreach, and which results came first, can help them better understand the source and needs of those leads, then improve the contextual relevance of their outreach. Marketers can leverage these insights to determine how to get more similar leads—they can target or customize the user experience via A/B testing, for example, leveraging this newfound intelligence to drive better UX performance.

What’s more, marketers achieve a better understanding of customer journeys, helping them improve campaigns of all kinds—whether that’s through contact forms and lead nurturing, or even offline purchases. Marketers also benefit from a more complete understanding of how well and in what ways their marketing campaigns perform, including perspectives on which campaigns are driving the best quality leads and customers. That’s because they can visualize individual customer paths, from awareness to conversion and retention.

Driving Sophisticated Marketing and Customer Success 

Perhaps the greatest business benefit of integrating CRM with web analytics is the timely and actionable insights they produce together, allowing marketers to develop and execute new strategies quickly as opportunities arise. The leading, agile marketing capabilities they support include: :

  • Better decision-making based on deeper, strategic customer insights
  • Attribution across all touches
  • Smarter, more targeted marketing based on robust analytics
  • More effective prospecting based on a richer variety of customer profiles
  • Increased marketing automation driven by data marketers can trust

Next Steps

Although web analytics is critical—indeed, digital initiatives are foundational for much of modern marketing—it alone does not provide a complete picture of customers and their behavior. Companies need to understand the context of customer desires and behavior to inform ongoing decision making in marketing. This applies to all dimensions of marketing and customer engagement, from content development and ad placement to overarching strategic initiatives.

CRM and web analytics integrations accelerate a more data-driven approach to customer engagement and retention—one that informs more successful brand initiatives by prioritizing customer insights for strategic action. The analytics and marketing experts at Empirical Path can help you develop the tools you need for a deeper, more actionable understanding of your or your clients’ customer behavior. Contact us today for a consultation and start overcoming CRM and web analytics integration hurdles now.

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