We’ve long beat the drum to encourage the best practice of tracking online and offline marketing campaigns and other traffic sources in detail, to prove which channels, creative and placements “ring the cash register.” But what if conversions in your business model take place weeks or months later, or offline by phone or in person?
Even if you are religiously tracking website visitor behavior with web analytics, and tracking leads in a Customer Relationship Management (CRM) system like Salesforce.com, neither source tells you out of the box which campaigns and landing and offer pages brought your sales team the leads that later closed. They represent two separate sets of data, but when combined, they provide valuable information about individual customers. By configuring Google Analytics to integrate with your CRM, you can tie key web analytics dimensions to downstream revenue, right in your CRM.
Likewise, we recently helped a national restaurant chain — which derives a healthy percentage of its revenues from wedding receptions and parties — understand how meeting planners research their locations. By integrating Google Analytics with the restaurant’s Salesforce.com dataset, we linked the “first-click” and “last-click” traffic source to each lead record to understand the role of other websites in attracting the most valuable prospects. For the first time, catering management was able to see that both Urban Spoon and Open Table play an important role in directing customers to the website. By understanding how to attract more of these prospective customers, the business now has the ability to quickly translate this newfound knowledge into millions of dollars in revenues.
In both cases, we helped our clients answer targeted, specific questions about the website usage of the best customers and leads. Customizing Google Analytics to capture and send information to Salesforce.com or any other CRM can provide valuable insight into data such as:
- How many times did each lead visit the website before reaching out?
- Which campaigns, keywords, and referring sites drove the initial — and subsequent – visits from each lead?
- On which specific page did each lead complete a form?
- What other website factors converted a visitor to a lead or eventual customer?
Google’s recent announcement of Universal Analytics reinforces that vendor’s commitment to letting marketers respond to more of their audience’s activities. Universal Analytics allows CRM, call-tracking, and other systems to send conversion data back to Google Analytics, so that leads and customers can be segmented and reported there.
But whether you do the math in web analytics, CRM, or business intelligence systems, learning how leads learn about you is invaluable. Organizations with direct sales teams, long sales cycles, or high-consideration products can link a sale in May to the content that customer read in March and the ad they clicked in January for a complete view of the conversion process.
Interested in learning more? Contact us today about how Empirical Path can customize Google Analytics to integrate with your CRM.