connecting ecommerce & centralized analytics to cascade server
DESCRIPTION
#CSUC14TRANSCRIPT
Connecting Ecommerce & Centralized Analytics to
Cascade Server
Mark DirksCEO/President
• Developed in 2000, initially as a custom ecommerce solution for eWeddings.com
• Fully functional ecommerce software product that
• is SEO Friendly
• functions as a true “web store front”
• is easily customized and flexible, especially to support marketing
• Has processed over $250M in transactions (secure, solid)
• Has continuously evolved over the last 13 years
• Most Prominent BeCommerce Customers
• Bassett Furniture (since 2005)
• Burton+Burton (since 2002).
• Both sites also use Cascade Server CMS
Back Office Systems (JDE)(accounting, inventory, shipping, CRM, ordering, etc.)
Order StatusProduct Data Orders
ADMINProduct ManagementOrder Management
CMS Controls (includes) allow the user to update the footer, header and side tab content within CS. Publish from one page without requiring a full site publish.
Master Page Templates are created in CS to contain all global elements such as header, footer, body container and script files. Publish from these files without requiring a full site publish. A master template was created for standard and secure pages on LAL.
Internal View Formats are created so the users see the page the way it will be published in CS. Therefore, to the user, the setup does not appear any different. The content is published out as a control file that can be pulled into the master template.
Control NameIn the custom metadata, the developer or user can add a control name to call a transactional control. For example, on the “login” page, the user can add content in the WYSIWYG editor above the transactional content and the developer can control the content below in the control file called “login”. This allows more independent control for the CS user and developer.
History• In Development for about 9 months.
• Retail GAF Beta Testing in late 2013, completed in Feb 2014.
• Production Launch in Mar 2014.
• Great response at the Internet Retailer Conference - Chicago
• Higher Ed GAF Beta Testing (currently taking place)
• Connects online marketing to offline transactions (applications, enrollment, sales)
• Brings these offline transactions into Google Analytics alongside online transactions.
Dress
Organic
Website
Contest Form
In-Store or PhonePurchase
Golf Club
PPC
Website
Email Signup (10% off)
MBA School
Referral
Website
Info Request
College
PPC, FB, Email
Website
Tour Request
How do you connect these OFFLINE actions back to ONLINE marketing efforts?
Application & Enrollment
RETAIL HIGHER EDScenarios
RETAIL
HIGHER ED
GAF Tracker
28%
higher revenue from SEO than they realized!
…expanding SEO strategy now.
67%
higher revenue from Email than
they realized!…more attention
to Email now.
16%
higher ROAS than they realized!
…investing more in PPC now.
What does GAFUSION provide for Retailers?
Primary Conversion Goal Apply to College1. Apply online directly2. 3rd Party App (Common App, Banner, Jenzabar, ApplyYourself, etc.)3. Download/Print/Mail
Issues with Conversion Goals in Google Analytics for Higher Ed:4. Not Setup5. Setup, but not registering any data (e.g. zeros)6. Setup, but simply registering a count of the number of visitors that
reached the page about Applying – before clicking to go to the application.
What does GAFUSION provide for Higher Ed?
Identify Marketing Sources that are Driving Applications
Goal 3: Application Submission
Application Submission (Goal 3 Conversion Rate)
Application Submission (Goal 3 Conversion)
Application Submission (Goal 3 Value)
facebook.com/referral
• Identify Keywords that Drive Applications from Students
• Evaluate Social Media’s affect on Applications & Enrollment
• Evaluate Enrollment by Application Method
• Identify the Landing Pages Driving Applications (by Medium)
Directory
Jobs
Goal 3: Confirmation Application Submission
Confirmation Application Submission (Goal 3 Conversion Rate)
Confirmation Application Submission (Goal 3 Completions)
Application Submission (Goal 3 Value)
Analyze Application Submission Geographically
Goal 3: Confirmation Application Submission
Confirmation Application Submission (Goal 3 Conversion Rate)
Confirmation Application Submission (Goal 3 Completions)
Application Submission (Goal 3 Value)
Drill Down into States & Cities
Why it’s Needed1. Can’t tie online marketing to
applications & enrollment (conversions)
2. Return-on-Ad-Spend (ROAS) is impossible to determine.
3. Marketing decisions are being made without key data
How it Works1. Simple tracking script
automatically passes online data to GAFUSION
2. Standard XML feed loads offline transactions into GAFUSION
3. GAFUSION does the rest via proprietary matching and GA Load processes.
What you Get1. New Offline & Combined
Profiles in Google Analytics
2. A truly centralized & more accurate conversion database of all application & enrollment data
3. Powerful analytics to drive higher ROAS, more applications & enrollment
Connecting Ecommerce &
Centralized Analytics to
Cascade Server
Mark DirksCEO/President
Questions?
?