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

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What data sources are available to help?

#BrightonSEO

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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

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In fact it’s really straight forward• Most of your data can be viewed in one place…

#BrightonSEO

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In fact it’s really straight forward

http://econsultancy.com/blog/62828-10-useful-google-analytics-custom-dashboards

• Even build a custom dashboard…

#BrightonSEO

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Aren’t you forgetting this is about SEO?• With the “data import” tool you can even upload your SEO costs….

#BrightonSEO

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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

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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…• Which of course you can segment...but what is a goal?

#BrightonSEO

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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

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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

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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

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Thanks

@Calltracks @AlistairWhite

www.calltracks.com

0203 199 5151