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1555 track2 vender

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Adrian Vender

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1555 track2 vender

  1. 1. Adrian Vender @adrianvender VP, Digital Marketing, Remark Holdings eMetrics Summit Chicago, June 2017 Integrating Web Marketing & CRM Data: The Big Picture
  2. 2. 2@adrianvender The Big Picture is spread across multiple sources Attribution insights are spread throughout dispersed data sources. Identifying proper multi-channel attribution to CRM-based conversions requires extra integration work.
  3. 3. 3@adrianvender My tools… but choose your own! I use the above tools as part of our process, but you can swap out with your preferred set of tools.
  4. 4. 4@adrianvender Integrated Attribution - Universities Last Click Attribution of Leads is easy in Web Analytics, but for universities Admissions and Starts are what create revenue. That conversion info is in CRM.
  5. 5. 5@adrianvender Warm-up: Single Touch Conversion Insights Grab campaign info from UTM or referral data, then push into the Lead form to get campaign info into the CRM. http://pastebin.com/uDmQALT6 Code by Mechelle Warneke - @mechellewarneke
  6. 6. 6@adrianvender Identifying Conversions in CRM Now you have Campaign info inside CRM data!
  7. 7. 7@adrianvender Identifying Conversions in CRM Records with an Admit Date = Admission Then segment Admission activity be channel or campaign
  8. 8. 8@adrianvender Next Level: Multi Touch Conversion Insights Convertro (and other tools) will distribute multi-touch credit for web conversions. We want to apply that same conversion distribution to the CRM activity.
  9. 9. 9@adrianvender Next Level: Multi Touch Conversion Insights Similar to an Ecommerce Transaction ID, we create a Lead Transaction ID for each unique form submission. Push the ID into a Multi-Touch Analytics system, as well as push to the CRM. Map it together and now you have Multi-Touch CRM Conversion Insights! Lead Transaction ID
  10. 10. 10@adrianvender Multi-Touch CRM Conversions
  11. 11. 11@adrianvender Lead and Admission Latency By using the client’s CRM data, we identified that over 40% of leads take over a month to turn into admissions. THEN by connecting CRM records to Convertro data, we find over 30% of prospects take over 3 months to convert from first digital touchpoint to Admission.
  12. 12. 12@adrianvender Integrated Attribution - Race Registrations New race registrants are much more valuable than Repeat race registrants, based on client’s customer lifecycle strategy. Website registration platform isn’t able to recognize new vs returning. This is mapped within their CRM that is not directly integrated with ecommerce system.
  13. 13. 13@adrianvender Matching Customer Records to Convertro Fetch an export of the Customer matchback file from the client, then join those records via the Ecommerce Transaction ID captured in both system.
  14. 14. 14@adrianvender Revenue Performance by Channel, By Customer Type We can then analyze how each channel performs in contributing towards New vs Repeat registrants.
  15. 15. 15@adrianvender First Touch to Registration, by Customer Type We can determine when to start marketing campaigns to increase the effectiveness of capturing New registrants vs Repeat.
  16. 16. 16@adrianvender Integrated Ecommerce Data We wanted to integrate data from sources like: ● Shopify ● Google Analytics ● Ad Servers ● Inventory systems
  17. 17. 17@adrianvender Stitch Data - Pull from multiple sources...
  18. 18. 18@adrianvender Stitch Data - Push into your data warehouse
  19. 19. 19@adrianvender Use Stitch to push Shopify data to Data Warehouse
  20. 20. 20@adrianvender Query Shopify data with SuperMetrics Setting up queried tables is good because of nested JSON structure in raw data.
  21. 21. 21@adrianvender Bring data into Google Data Studio or Tableau Pull data from: ● Google Sheets ● BigQuery ● Direct Connectors The Stitch/Supermetrics combo helps bring data into Sheets that otherwise is difficult to connect to from these tools.
  22. 22. THANK YOU