tag:econsultancy.com,2008:/topics/attribution Latest Attribution content from Econsultancy 2016-04-20T11:32:57+01:00 tag:econsultancy.com,2008:BlogPost/67760 2016-04-20T11:32:57+01:00 2016-04-20T11:32:57+01:00 Search ads found to lift in-store sales: report Patricio Robles <p>As <a href="http://adage.com/article/cmo-strategy/chobani-yahoo-search-ads-lift-sales/303569/">reported by</a> AdAge, consumers who saw ads for Greek yogurt brand Chobani when searching for yogurt-related terms spent 9% more on Chobani than consumers who didn't see the company's ads.</p> <p>AdAge's Jessica Wohl explained that the test, which occurred in 2015:</p> <blockquote> <p>...could essentially match households from their use of the Yahoo search engine through to actual grocery store checkouts, going well beyond just tracking if someone clicked on an ad.</p> </blockquote> <p>According to Yahoo and NCS, the test methodology allowed for the search ad sales lift to be accurately tracked without interference from other factors, such as external marketing campaigns Chobani was running at the time.</p> <p>Perhaps most interestingly, Chobani found that purchases increased the more consumers were exposed to its search ads, and "once the campaign ended there was a dropoff."</p> <p>This suggests that, not surprisingly, a sustained search marketing campaign might be necessary to realize continued sales lift.</p> <h3>Advances in attribution</h3> <p><a href="https://econsultancy.com/blog/65459-what-is-marketing-attribution-and-why-do-you-need-it">Attribution</a> has been a hot topic for several years. For many brands, establishing a <a href="https://econsultancy.com/blog/10288-companies-struggling-to-perform-attribution-and-online-offline-measurement">connection between online ads and offline activity</a> is a real challenge.</p> <p>There are a <a href="https://econsultancy.com/blog/67038-11-ways-to-track-online-to-offline-conversions-and-vice-versa">number of techniques</a> that are commonly used, but many companies aren't <a href="https://econsultancy.com/blog/66354-customer-journey-tracking-joining-up-digital-and-offline-touchpoints">joining up digital and offline touchpoints</a>.  </p> <p>For CPG brands like Chobani, attribution is especially difficult, but the testing conducted by Yahoo and NCS demonstrates that it can be done.</p> <p>The pair say that they have performed eight to 10 similar tests and while they aren't able to reveal the details of those tests at the current time, the results are similarly impressive.</p> <p>According to Francine Faiella, the senior director of client consulting for NCS:</p> <blockquote> <p>Now that we've got a handful of measurements under our belt, we're starting to see some trends, and it's becoming clear that search advertising can be very effective.</p> </blockquote> <h3>The connection to viewability</h3> <p>Of course, the idea that exposure to search ads could benefit brands even when consumers don't click on them probably won't surprise marketers, many of whom for some time have recognized the importance of <a href="https://econsultancy.com/blog/67334-disproving-the-myth-about-display-clicks-conversions/">view-through conversions</a> in the display ad market.</p> <p>But as these effects are better quantified, it could influence how and where marketers spend money.</p> <p>While there is debate around <a href="https://econsultancy.com/blog/67632-why-chasing-after-100-viewability-makes-no-sense-for-advertisers">the importance of viewability</a> as a KPI, it's clear that ads will have limited impact if they can't be properly seen.</p> <p>And if search ads, which are less susceptible to viewability concerns than their display cousins, become established as potent drivers of view-through conversions, it could make search marketing strategy even more important to brands.</p> tag:econsultancy.com,2008:BlogPost/67726 2016-04-12T14:43:45+01:00 2016-04-12T14:43:45+01:00 SEO is more than just organic traffic: Are you taking all the credit you deserve? Ian Harris <p>Many in the industry still cling to the growth of organic as the metric to measure success but, while it’s still very important, we’re not measuring like for like when comparing with years gone by.</p> <p>So how are SEOs missing out on credit, and what else should they be looking at?</p> <h3><strong>Organic search has changed</strong></h3> <p>Traditionally, the way we judge the success of an SEO campaign is by the growth of the organic channel. In essence, the more visits and sessions that come through this channel, the better.</p> <p>While search has become more expansive, encompassing everything from <a href="https://econsultancy.com/training/courses/social-media-and-online-pr/">online PR to social</a>, this metric of success has remained constant. </p> <p>Put simply, though, this isn’t as simple a metric as it once was to judge success.</p> <p>By making technical changes to improve a website and producing engaging content, you can make sure your web presence gives off all the best signals to Google and hope that has a positive effect on organic traffic.</p> <p>However, as Google’s algorithm becomes more precise and complex upon how it analyses sites, it’s not a sure thing.</p> <p>Organic search is primarily about SERP rankings but, with new additions to results pages such as the carousel and answer box, good rankings aren’t the sole route to success.</p> <p><em>Google carousel</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3878/Google_carousel.png" alt="" width="793" height="512"></p> <p>For example, there’s evidence that the answer box – which scrapes content from ranking results – quite often doesn’t choose the top ranking site.</p> <p>So, even if the authority of your site means you’re not ranking as well as you could, Google could still recognise quality information and place you in the answer box.</p> <p>Conversely, you may be ranking well but may not be receiving the clickthrough rate that you once did if a competitor gets their content in the answer box.</p> <p>The importance of quality on-site copy has, therefore, never been more pressing. </p> <h3><strong>The boundary between organic and direct has blurred</strong></h3> <p>As the industry has naturally evolved it’s become more difficult to definitively attribute traffic to one channel or another.</p> <p>A number of factors, including improvements in browser technology, have meant that traffic that would once have been attributed as organic traffic is now being attributed as direct.</p> <p>Although technology is advanced in these fields, SEOs are still selling themselves short by just looking at organic when, as part of optimising organic, we can drive more traffic than we are often credited for.</p> <p>Groupon ran an experiment in 2014 in which it deindexed itself for a full six hours (not something we’d recommend trying!) to try and understand how users were truly getting to their site.</p> <p>By deindexing its website, Groupon removed the possibility of users finding their site through search.</p> <p>Users could still get to the page by entering the website URL in the address bar, for example, or if they had it saved in their bookmarks, but it allowed Groupon to look at how both direct and organic search was affected by it.</p> <p>Measuring its longer URLs (e.g. www.groupon.com/local/san-francisco/restaurants), the company saw that as organic traffic dropped to near zero after the change, direct traffic also dropped by 60%.</p> <p>This big chunk of what Groupon thought was direct traffic dropped as soon as the site was de-indexed. </p> <p>Indexing is purely for search purposes so that Google can crawl your site and offer you up in its SERPs.</p> <p>If this traffic disappeared, it could indicate a couple of things. While the problem could be metric based, for example, an issue with the website’s Google Analytics tracking, it could also be as a result of misattribution.</p> <p>One study isn’t evidence of an industry-wide problem, but it does highlight the need for SEOs to better understand and measure the true source of their website’s traffic.</p> <h3><strong>Browsers have become more advanced</strong></h3> <p>The way we search has changed and that’s partly due to the advancement of browsers. Modern browsers have evolved to look and work differently to their ancestors.</p> <p>In the past, when we were searching for something online, we would enter the address of a search engine and then search for the query or just search directly from the address bar.</p> <p>The search engine then delivered SERPs based on our query and we would click through to the relevant website.</p> <p>While that is still a common method users use to search, today, browsers may even suggest a URL from your history when you start typing a query in its address bar.</p> <p>If you click on this suggested URL, that traffic bypasses a search engine and is attributed as direct. Browsers such as Chrome or Safari are clever enough to now know what brand you’re searching for even after an incomplete search is entered.</p> <p>In both instances, this means that some traffic you once took previously took credit for as organic could now be recorded as direct traffic and therefore not reported on. </p> <p><em>Fig 1. Safari suggests a website</em><em> </em></p> <p><img src="https://assets.econsultancy.com/images/0007/3869/google_serps_1.png" alt="" width="302" height="532"></p> <p><em>Fig 2. Desktop chrome suggests relevant URLs from a user’s history based on a generic query</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3870/google_serps_2.png" alt="" width="825" height="159"></p> <h3><strong>Impact of mobile</strong></h3> <p>Mobile browser usage varies quite a lot compared to desktop. While Chrome and Safari still take up most of the market, Android’s own internet browser is used by around 11% of mobile users, and Firefox barely features at all.</p> <p>This is important as, even since improvements in the referral data from mobile visits, there’s still a lack of consistency.</p> <p>Some mobile applications often do not send referral data, so traffic almost always comes through as direct.</p> <p>For example, if a user clicks through to your site from a Google Maps app – an app which pulls data from the <a href="https://econsultancy.com/blog/64985-why-google-local-is-vital-for-offline-businesses/">Google My Business listings</a> you’ve optimised as part of your SEO strategy – then you’re probably not getting the credit for it.</p> <p><em>Fig 3. The Apple Maps app uses Yelp &amp; Apple Maps Connect to send traffic to a website, however, this is attributed as ‘direct’. </em></p> <p><em>Google Earth and the Google Maps app will also attribute this to ‘direct’.</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3871/google_serps_3.png" alt="" width="298" height="530">  <img src="https://assets.econsultancy.com/images/0007/3872/google_serps_4.png" alt="" width="298" height="532"></p> <h3><strong>Apps taking organic traffic</strong></h3> <p>Another reason why we may see less organic traffic hitting a website is if a user has an app for the relevant site that appears in the SERP.</p> <p>Clicking the SERP listing can now direct users straight to the content ‘in-app’, without hitting the website at all.</p> <p>If you are solely responsible for sending users to a website, this will reduce the amount of traffic you’re seeing.</p> <h3><strong>Local listings and Yelp</strong></h3> <p>Local listings are vital to businesses with physical premises, especially those who rely on local trade.</p> <p>The people nearest to you are most likely to use your services, so making sure you’re being exposed to this audience is vital.</p> <p>However, they can also be of great benefit to your SEO strategy.</p> <p>The <a href="https://econsultancy.com/blog/66574-10-essentials-for-local-seo-success/">most important part of local listings</a> is that you have standardised, consistent details about your business across the web, particularly the name, address and phone number (NAP details) – specifically in your Google My Business account.</p> <p>The details you put in are dragged through to Google SERPs with local listings and Google Maps / Google Earth so they need to be correct.</p> <p>Your business listing will be more trusted, and rank better if Google can see that the NAP details are consistent across a number of aggregators.</p> <p>So, it’s for that reason that many SEOs undertake a task of adding consistent listings on platforms such as Yelp.</p> <p><em>Fig 4. Yelp, a local search engine or a social platform?</em> </p> <p><img src="https://assets.econsultancy.com/images/0007/3873/Yelp_screenshot.png" alt="" width="887" height="265"></p> <p>This issue here is that by creating and optimising this listing (initially to boost their organic local presence), many SEOs neglect to take credit for the relevant traffic that these places can drive.</p> <p>Yelp, for example, has around 150m unique users per month. While it is technically classed as a social platform by Google Analytics (by default, this can be reconfigured), it has many of the same features as a ‘local search engine'. </p> <p>We also have various changes that Google has made in recent years to the layout in mobile SERPs.</p> <p>Currently, the ‘local pack’ doesn’t have an immediate website click-through option unless the listing is expanded.</p> <p>The main action you’re encouraged to do <a href="https://econsultancy.com/blog/64395-google-click-to-call-used-by-more-than-40-of-mobile-searchers/">is click-to-call</a>, an action that will bypass the website (and any <a href="https://econsultancy.com/blog/67206-why-call-tracking-is-vital-for-accurate-attribution-modelling/">call tracking</a>), thus SEOs may neglect to take credit for that call.</p> <p><em>Fig 5. A mobile SERP for the term ‘sheds’, showing click to call option in the ‘local pack’</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3875/local_listings.png" alt="" width="367" height="653"></p> <p>There currently isn’t any robust way of understanding what traffic the My Business listing brings via analytics, but you can regularly share the reports dashboard provided in the platform to highlight your work.</p> <h3><strong>Google isn’t the only map</strong></h3> <p>Google Maps is a great tool, but it’s also not the only tool out there. Apple Maps, while still lagging behind Google Maps, has the advantage of being pre-loaded on millions of new iPhones.</p> <p>The rival to Google Maps uses a number of sites to pull through its data, but you can be sure it will pull your Yelp business listing so you need to make sure they are optimised.</p> <p>You can also add/manage your listing via ‘Maps Connect’. As with Google Maps, traffic from Apple Maps generally is attributed as direct.</p> <p>This means that even if you’ve optimised your listings you’re not getting the credit through those precious organic search listings.   </p> <h3><strong>In summary...</strong></h3> <p>We can compartmentalise different aspects of search into organic and paid channels but the end goal is the same: impressions, clicks and, ultimately, conversions.</p> <p>Instead of splitting our departmental efforts into individual channels, we need to realise that search has changed.</p> <p>The organic channel is still an important metric to measure success, but there is so much more to showing the true value that your endeavours as an SEO brings.</p> <p>Taking a narrow view of ‘solely measuring success via improvements to the organic channel’ is neglecting the wider value of your digital marketing endeavours.</p> <p>The key to all of this is data is simple: make sure you know where to get all the information that shows the value you’re providing and take credit for it.</p> <p>Send your client or managers reports from your My Business account, Apple Maps Connect and try to understand the organic influence on direct, Yelp and others.</p> <p>Include referral traffic data from links and listings that you created and app analytics data with organic as the source.</p> <p>Look at all the work you do across your campaigns and provide examples and data to show the full effect your work is having.</p> tag:econsultancy.com,2008:BlogPost/67681 2016-03-30T14:56:00+01:00 2016-03-30T14:56:00+01:00 Can cross-channel marketing save the Next catalogue? Matthew Kelleher <h3>Catalogues on the wane?</h3> <p>It’s not the shift from offline to digital that is the stand out issue here, which remains a constant now as it has done for many years (although the shift in buying patterns detailed by Next in their annual review, from offline to online to mobile, is very significant).</p> <p>What is momentus is that the Next catalogue, one of the pillars of Next’s long term success along with Directory and its credit services, as well as being one of the icons of the catalogue market, is on the wane.</p> <p>Of course it is not just Next who are questioning the role of the catalogue in the digital era, many retailers I speak to are struggling to understand both the strategic role of a catalogue in the evolving marketing mix and its value in a multi-channel world.</p> <p><img src="https://assets.econsultancy.com/images/0007/3440/Screen_Shot_2016-03-30_at_14.45.07.png" alt="next catalogue" width="615"></p> <h3>Is the catalogue's value to other channels truly known?</h3> <p>Customer behaviour continues to change and, critically, traditional measurement of channel performance no longer provides accurate understanding of channel performance.</p> <p><a href="https://econsultancy.com/blog/66440-three-key-trends-from-our-marketing-attribution-briefing-digital-cream-2015/">Attribution modelling</a>, if it is being applied, is stymied by the inability to accurately view customers across the great divide between off and online marketing.</p> <p>The convergence of traditional and digital marketing and the rise of cross-channel marketing have been well predicted, for instance <a href="https://econsultancy.com/blog/65990-three-digital-marketing-mega-trends-for-2015/">by Ashley Friedlein</a> here on Econsultancy. The travails of the Next catalogue are a salient reminder of this trend.</p> <p>Retailers operating without cross-channel tracking and genuinely-<a href="https://econsultancy.com/blog/66316-how-are-organisations-integrating-the-single-customer-view">single customer views </a>cannot see what role the catalogue plays in generating, for instances, footfall in store or browsing activity online.</p> <p>The catalogue is therefore operating marooned in its own silo, judged only by its direct response results which, we all know, are declining across the board.</p> <h3>Enhancing attribution models</h3> <p>The solution for retailers facing these issues is to move onto the next generation of cross-channel single customer view database that use cross-channel tracking and customer identification software.</p> <p>Retailers need to know when they send a catalogue who browses, who is driven in store and who is price checking on a mobile device.</p> <p>In this fashion attribution models are enhanced, customer journeys effectively tracked and channel value properly understood. There is also the added benefit, probably the most valuable, of integrating the catalogue into the digital channels.</p> <p>Retailers practising cross-channel marketing in this fashion can serve relevant content to individuals launched on their journey by the catalogue as they arrive at the next stage on their journey, for instance when they arrive at the website or when they interact with an email, delivering an ‘omnichannel’ message and guiding them along the path to conversion.</p> <p><em>A mid-'90s Next Directory (<a href="http://www.ebay.co.uk/itm/Next-Directory-Catalogue-No-10-Autumn-Winter-1992-/281975932968">via eBay</a>)</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3441/Screen_Shot_2016-03-30_at_14.53.28.png" alt="early next directory" width="615"></p> <h3>Confidence in catalogues can only come from a single customer view</h3> <p>I’m also intrigued by the phraseology used by The Telegraph – “for customers who don’t want them”. This refers to the Next press release's ‘Catalogues and Marketing’ review.</p> <p>Next has been a leader in using segmentation and analytics to drive their catalogue and direct mail for many years, but reading between the lines, as the Telegraph is doing, the Next hierarchy is losing confidence and switching spend.</p> <p>Any retailer facing a similar challenge needs a cross-channel single customer view to open the door to a wealth of online generated data that would bolster a shift to Predictive Analytical approaches. The days of offline marketers dismissing and ignoring multi-channel behavioural data as ‘clickstream’ have to be nearing an end.</p> <p>The development of cross-channel tracking software and single customer views will lead retailers not only to greater understanding of the role of the catalogue but will also create additional customer value.</p> <p>Not only will retailers be able to more accurately tie online customers together with offline, showing the true value of a single customer, but it will drive increased value through better decision making at a customer level.</p> <p>That means more accurate personalisation and a greater probability to retain a customer in a world where brand loyalty is an increasingly rare commodity.</p> tag:econsultancy.com,2008:BlogPost/67680 2016-03-29T14:04:00+01:00 2016-03-29T14:04:00+01:00 Cross-device measurement: what to look for in a solution James Collins <h3>We have the technology</h3> <p>I am reminded of Steve Austin, the astronaut from the popular 1970s TV series, The Six Million Dollar Man. His team set out to “rebuild” him, using the latest technology to design the first bionic man.</p> <p>Similarly, the technology exists to connect user journeys across screens – desktop, mobile, tablet, connected TVs and others. Through a <a href="https://econsultancy.com/blog/67110-what-does-the-rollout-of-google-cross-device-conversions-mean-for-marketers">cross-device tracking</a> solution, we have the technology to fix broken user journeys and ultimately improve the conversation between brands and consumers.</p> <p><img src="https://assets.econsultancy.com/images/0007/3390/six.jpeg" alt="six million dollar man" width="225" height="225"></p> <h3>Shopping for a Solution</h3> <p>To truly understand consumer behavior, you need to identify the role different devices play in the customer journey. I have compiled a “buyer’s guide” of five things you should consider when choosing a cross-device measurement solution.</p> <p><strong>1. Look for any joins you already have</strong></p> <p>Most businesses are sitting on piles of first party data; the first step to understanding the customer journey is to look inwards and see what you already have.</p> <p>It is likely that you will have lots of chances to join data within your organisation. Your customer database is a great source and a natural place to start. The solution you choose should be able to integrate this data and build from there. </p> <p><strong>2. Look for ways to enhance the data </strong></p> <p>Work with your measurement provider to add to your current data set.</p> <p>Your solution should allow for importing any <a href="https://econsultancy.com/blog/67674-what-are-first-second-and-third-party-data">first party data </a>where a user provides information that is consistent across devices, like an email address, customer ID or login. Of course, PII data (personally identifiable information) must be hashed and encrypted to safeguard users’ privacy at all times. </p> <p>Your provider should be able to create deterministic joins based on first party data collected and joined. Keep in mind, you are not going to get every match right – no data is 100% accurate.</p> <p>Even with deterministic first party data, there are circumstances that make the data less accurate, such as when multiple people use the same machine or when households share an email address.  </p> <p><strong>3. If you can’t find them, buy them</strong></p> <p>Your data can only get you so far. What about those who are visiting your site on their mobile or tablet for the first time, who you have yet to identify?</p> <p>Whether your provider buys the data or creates it themselves, this is where probabilistic joining comes in. Probabilistic identification involves ‘fingerprinting’ devices using a variety of attributes, such as number of cookies stored, device IDs, public data such as IP addresses and behavioural data (geographic location and movement of devices geographically across time).</p> <p>All of these factors are combined to connect disparate devices to the same user.</p> <p><img src="https://assets.econsultancy.com/images/0007/3391/print.jpg" alt="fingerprint" width="250" height="234"> </p> <p><strong>4. Use deterministic joins to increase confidence in probabilistic data </strong></p> <p>Probabilistic device joining is often very accurate, but since the process employs algorithms, analysis and probabilities to match devices there will always be a degree of inaccuracy. The ‘accurate’ deterministic data can be used to validate the joins made by the probabilistic approach.</p> <p>For example, take a user who’s identified themselves on two devices – has the probabilistic data also matched the same devices, or is it saying something completely different; then repeat this process as required. A cross-device solution provider should be able to provide the degree of accuracy for the data they have joined.  </p> <p><strong>5. Use the data to take action </strong></p> <p>Similar to painting a room, the hard work is done before you actually put fresh paint on the walls. It is in the prep, the patching and the priming that makes a newly painted room shine.</p> <p>Now that you have done the work to create the joins, you can look at all of your marketing performance and use the insights to enhance your marketing. </p> <h3>A smarter abandoned basket campaign</h3> <p>Cross-device data can be used to improve marketing effectiveness and efficiency in many ways. One example is when managing <a href="https://econsultancy.com/blog/67534-from-checkout-to-conversion-how-to-prevent-basket-abandonment">abandoned basket </a>campaigns – when a customer adds items to their online basket but does not place an order.</p> <p>A problem arises when customers are targeted with email reminders based on shopping cart abandonment on a single device. This strategy does not take into consideration real user behaviour – shopping and browsing on tablet or mobile, but making a purchase on desktop, or vice versa.</p> <p>Without a view across devices marketers are unable to see if people have actually converted, and ultimately this can result in a poor experience.   </p> <p>To be successful at targeting users who have left items in their online basket, you need a solution that captures and joins behaviour across all screens, enabling you to send relevant and timely emails to re-engage consumers. By using this insight, brands can make their emails more effective and ensure they don’t retarget customers with products they have already bought. </p> <h3>A Smart Solution for your Business</h3> <p>Marketers need to understand their customers’ cross-device journeys and through harnessing this information they can develop smarter marketing campaigns.</p> <p>When working with a cross-device solution provider, each business should strive to use their data in a pragmatic way, understanding the value that will be gained from creating this joined up view.</p> tag:econsultancy.com,2008:BlogPost/67654 2016-03-16T14:25:45+00:00 2016-03-16T14:25:45+00:00 Google courts enterprise marketers with launch of Analytics 360 Suite Patricio Robles <p>To do all of this, the search giant has combined six products into a single platform:</p> <ul> <li> <strong>Audience Center 360</strong>, a <a href="https://econsultancy.com/reports/the-role-of-dmps-in-the-era-of-data-driven-advertising">data management platform</a> (DMP).</li> <li> <strong>Optimize 360</strong>, a website testing and personalization solution.</li> <li> <strong>Data Studio 360</strong>, a data and visualization tool that can be used to analyze data collected by all of the Google Analytics 360 products.</li> <li> <strong>Tag Manager 360</strong>, which is based on Google's existing tag management solution.</li> <li> <strong>Analytics 360</strong>, the professional analytics solution that Google previously offered under the name GA Premium.</li> <li> <strong>Attribution 360</strong>, an attribution platform that marketers can use to evaluate the performance of their campaigns across channels.</li> </ul> <p>Google says that Analytics 360 Suite has been several years in the making, and was developed based on feedback it received from enterprise marketers, many of whom complained that their existing marketing analytics tools were not meeting their needs.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3052/blog_images__62_-blog-flyer.png" alt="" width="470" height="392"></p> <h3>Integration, integration, integration</h3> <p>Google believes it is delivering on those needs, and early customers like L'Oreal Canada, which says it has doubled anticipated revenue with Google's new offering, are already singing Analytics 360 Suite's praises.</p> <p><iframe src="https://www.youtube.com/embed/ETGsJfYb-gw?wmode=transparent" width="560" height="315"></iframe></p> <p><strong>But Google's secret sauce might not be breadth or depth, but rather integration.</strong></p> <p>Audience Center 360 offers native integration with DoubleClick and over 50 third-party data providers.</p> <p>Tag Manager 360 plays nicely with a variety of third-party vendors, including Turn, comScore, Criteo and Marin Software.</p> <p>Attribution 360 is capable of distributing data to DSPs and <a href="https://econsultancy.com/reports/rtb-buyers-guide/">RTBs</a>, can pull in data automatically from DoubleClick Campaign Manager, and offers an Offline Conversion Connector to help marketers attribute in-store sales to digital campaigns.</p> <p>Analytics 360 works with all Google ad products, and can be used to create remarketing lists that are automatically available in AdWords and DoubleClick Bid Manager.</p> <p>Because many marketers are already so heavily invested in Google's ad-related services, all of the integrations Analytics 360 Suite offers could give Google an edge when trying to win over marketers who are currently using competing solutions from a variety of vendors, some of whom only provide one or two of the functions in Analytics 360 Suite.</p> <p>That makes Analytics 360 Suite a threat to many companies, including Adobe, which offers a DMP, Adobe Audience Manager, and Tableau, which offers a business intelligence data visualization solution.</p> <p>Analytics 360 Suite likely won't be cheap – reports suggest pricing will be in the six-figure range – but if Google can lure enough enterprise customers with a one-stop shop proposition, it could prove to be one of Google's most important product launches in some time.</p> tag:econsultancy.com,2008:BlogPost/67632 2016-03-11T15:02:30+00:00 2016-03-11T15:02:30+00:00 Why chasing after 100% viewability makes no sense for advertisers Rachael Morris <p>If you're a brand advertiser this make total sense, as viewability is a great proxy for quality inventory. However for a performance campaign, total viewability as a goal is neither logical nor effective.</p> <p>Well-meaning supporters of viewability KPIs might partly base their argument on the correct belief that post-click measurement models don’t show correlation between clicks and conversions (as my previous <a href="https://econsultancy.com/blog/67334-disproving-the-myth-about-display-clicks-conversions/" target="_blank">display click myth</a> article demonstrates).</p> <p>Similarly, post-impression attribution - which has been suggested as an alternative - has major problems.</p> <p>It's not sensible to infer a link between impressions and behaviour regardless of whether or not that ad was in view at any point.</p> <p>So viewability sounds like the answer. After all, no one should be denying that viewability correlates considerably more strongly with conversions than clicks do.</p> <p>Should we all be moving away from cost per acquisition (or CPA) as a KPI and focusing on the percentage of ads seen?</p> <h3><strong>The flaw in this thinking</strong></h3> <p>Well, this is where viewability can run into problems. Although higher viewability correlates with a higher conversion rate, it doesn’t necessarily correlate with a lower CPA.</p> <p>Inventory with high levels of viewability, the kind of inventory a percentage viewability target would lead you to optimise towards, tends to be more expensive than inventory with lower viewability rates, leading CPAs to be higher on the better quality inventory, especially if using a post impression or post click attribution model.</p> <p>For most advertisers, this simply isn’t an option - viewability is not cost-effective enough as a KPI.</p> <p>You can see from the example below the impact that optimising to viewability can have on the cost of the inventory:</p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/resized/0007/2806/visibility_versus_cpm_-_rm-blog-flyer.png" alt="Figure 1. Buying more visible inventory increases CPMs" width="470" height="279"></p> <h3><strong>What’s the solution?</strong></h3> <p>It can feel like we are floating between KPIs, none of which give the client what they are actually looking for.</p> <p>They're looking for a reliable way to identify which activity is actually increasing their return on investment (ROI) and which activity is simply ‘cookie-bombing’, piggy-backing off other marketing work.</p> <p>A good interim measure is the post-viewable-impression CPA.</p> <p>While it’s not perfect - it doesn’t prove intent and isn’t currently supported by <a href="https://www.doubleclickbygoogle.com/en-gb/solutions/digital-marketing/campaign-manager/">DCM</a>, Google’s adserver and the most popular adserver across the industry - it offers a middle ground between post impression and post click, not attributing conversions to impressions that went unseen, but still avoiding the skew towards poor inventory prompted by a post-click CPA.</p> <p>The above graph is a good example of how this can affect performance. A client asked us to work on a metric that would value display more accurately than the post-impression and post-click models we had previously used with them.</p> <p>After identifying the impact of viewable frequency on conversion rates, we suggested moving to a viewability goal for the campaign.</p> <p>While this did improve our overall conversion rates, it also increased CPMs by 196%, effectively counteracting the impact of the increased conversion rates.</p> <p>As a result, we suggested moving to a post-viewable-impression CPA model.</p> <p>This resulted in a drop in overall viewability (almost back to the levels we saw before changing KPI), but a corresponding drop in post-viewable-impression CPA, which had been extremely high before the move in KPI: </p> <p><img style="vertical-align: middle;" src="https://assets.econsultancy.com/images/resized/0007/2808/visibility_versus_pvis_cpa_-_rm-blog-flyer.png" alt="Figure 2. Dropping visibility can lower CPAs" width="470" height="282"></p> <p>This, essentially, is the advantage of a post-viewable CPA: by attaching a cost metric to the KPI, it avoids the inflated CPMs you often see when optimising purely to viewability, allowing advertisers to work to a metric that reflects their commercial reality.</p> <p>So instead of challenging your media buyer to only buy highly viewable impressions, your goal should be to prioritise a KPI which actually delivers a real return from your performance campaigns, rather than a well-meaning, but perhaps ineffective, KPI that purely values viewability.</p> tag:econsultancy.com,2008:BlogPost/67347 2016-01-04T10:58:24+00:00 2016-01-04T10:58:24+00:00 50+ joyous digital stats from 2015's Festival of Marketing Ben Davis <h3>The value of advocacy</h3> <p style="font-weight: normal;">O2 spoke at the Festival and gave some interesting stats on the impact of a highly satisfied customer, worth up to 4.5 times more than a dissatisfied one.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/0259/Screen_Shot_2015-12-22_at_11.38.16.png" alt="o2 customer advocacy" width="615"></p> <h3>Data strategy at The Guardian</h3> <p>The Guardian told us:</p> <ul> <li>Signed-in users make up 1% of users.</li> <li>They punch above their weight – 20 times more valuable.</li> <li>571% (!!) more sessions per user.</li> <li>59% more page views per session.</li> </ul> <p>The publisher cited Deloitte research; people who believe that companies tell them how their personal data is used are more likely to be confident that companies handle, share and use their data to deliver personal benefits.</p> <p>As demonstrated by the graphic below. <a href="https://www.theguardian.com/info/video/2014/nov/03/why-your-data-matters-to-us-video">See this video</a> for The Guardian's data promise to its readers.</p> <p><img src="https://assets.econsultancy.com/images/0007/0250/Screen_Shot_2015-12-22_at_10.27.50.png" alt="data trust" width="615"></p> <h3>Email volume at The Guardian</h3> <p><a href="https://econsultancy.com/blog/64481-finding-your-best-customers-with-the-rfm-matrix/">RFM</a> and propensity modelling at The Guardian to optimise email communications has had dramatic results; a 24% reduction in subscriptions churn over two years.</p> <p>Dedicated resource for email has evolved The Guardian's strategy and improved conversion.</p> <ul> <li>Email volumes have increased by 56%.</li> <li>Total email opens increased by 110% for editorial emails and 32% for commercial emails.</li> <li>Unique click-throughs have increased by 50% whilst unsubscribe rates have remained low.</li> <li>Editorial traffic attributed to email increased by 150% since August 2013.</li> <li>Editorial email sign ups increased by 100% year-on-year.</li> <li>Revenues from commercial emails have increased by 100% year-on-year.</li> </ul> <h3>Multi-touch attribution</h3> <p style="font-weight: normal;">Datalicious gave us a talk on <a href="https://econsultancy.com/blog/65459-what-is-marketing-attribution-and-why-do-you-need-it/">attribution</a>, with the following charts catching my eye.</p> <p style="font-weight: normal;">The first shows how last touch attribution undervalues certain media channels (with Facebook notably jumping 911% in delivered revenue, when switching to multi-touch attribution).</p> <p style="font-weight: normal;">The second chart shows how companies and agencies have adjusted their spending accordingly.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/0257/Screen_Shot_2015-12-22_at_11.01.35.png" alt="attribution roav" width="615"></p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/0258/Screen_Shot_2015-12-22_at_11.09.22.png" alt="which channels seen more investment" width="615"></p> <h3>Music in marketing</h3> <p>Cord, an agency specialising in 'music-first marketing', laid out why music can play such an integral role for campaigns and brands.</p> <ul> <li>'Music' was the most searched YouTube term in 2014.</li> <li>27 out of the 30 most viewed YouTube videos of all time are music.</li> <li>Of 4bn YouTube views every day, 38% of them are music videos.</li> </ul> <h3>External influences on email</h3> <p style="font-weight: normal;">Return Path delivered some excellent charts showing its own data for the affect of external factors on email response.</p> <p style="font-weight: normal;"><em>At lower temperatures, more casual dining emails are read, and less are marked as spam ("cold make hungry").</em></p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/0255/Screen_Shot_2015-12-22_at_10.36.25.png" alt="impact of temp on casual dining" width="615"></p> <p style="font-weight: normal;"><em>Earnings per hour sees a positive correlation with unique open rate (via Experian).</em></p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/0253/Screen_Shot_2015-12-22_at_10.38.40.png" alt="earnings effect on email" width="615"></p> <p style="font-weight: normal;"><em>And external events such as a London Tube strike can dramatically increase open rates.</em></p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/0252/Screen_Shot_2015-12-22_at_10.40.12.png" alt="tube strikes effect on email opens" width="615"></p> <h3>The rise of mobile</h3> <p>Silverpop discussed how best to <a href="https://econsultancy.com/blog/66081-responsive-web-design-15-of-the-best-sites-from-2014/">design for mobile</a> across email and ecommerce, with 53% of emails opened on mobile devices (Litmus, January 2015).</p> <p>The following charts showed how mobile is impacting sales and how the landscape differs across international markets.</p> <p>Mobile sales and traffic are significantly higher (as a proportion of the total) in UK compared to US, Australia and mainland Europe (note, this definition of mobile includes tablet).</p> <p>Mobile conversion differs wildly across countries, at its lowest in Australia (&lt;1%).</p> <p><img src="https://assets.econsultancy.com/images/0007/0248/Screen_Shot_2015-12-22_at_09.59.33.png" alt="mobile sales and traffic" width="615"></p> <p><img src="https://assets.econsultancy.com/images/0007/0247/Screen_Shot_2015-12-22_at_09.59.43.png" alt="mobile conversion by country" width="615"></p> <h3>Visual social media</h3> <p>SYSOMOS discussed the importance of the visual on social media. </p> <ul> <li>At least 2bn images are shared on social media every single day.</li> <li>80m a day on Instagram alone.</li> <li>Photos on Facebook get an 87% interaction rate compared to under 4% for all other content types.</li> </ul> <h3>The decline of print</h3> <p>The Media Briefing selected a few charts to drive home media change even further.</p> <p>In case you're wondering, 'national morning quality' is another way of saying 'broadsheets'.</p> <p>As you can see below, circulation is decreasing for broadsheets, even if not as quickly as the overall average.</p> <p><img src="https://assets.econsultancy.com/images/0007/0189/Screen_Shot_2015-12-19_at_19.43.34.png" alt="newspaper circ" width="615"></p> <p><em>And it's all down to this, the smartphone rising from most important internet device for 15% of people in 2013 to 33% in 2015 (UK figures).</em></p> <p><img src="https://assets.econsultancy.com/images/0007/0190/Screen_Shot_2015-12-19_at_19.44.40.png" alt="device used for internet" width="615"></p> <h3>Building a bank's brand</h3> <p>TSB gave us the lowdown on its brand launch and evolution, based on challenging industry malpractice, branded borrowing and service platforms, <a href="https://econsultancy.com/blog/67107-five-digital-organisations-with-a-transparent-company-culture/">radical transparency</a>, local social enterprises, branches, reduced CEO pay, and making all staff partners.</p> <p>The rebrand targeted the so-called 'boom loop', focusing on advocacy, mutual benefit and loyalty.</p> <p>As you can see from the Net Promoter Scores on the second chart below, this approach paid dividends in a climate where many distrust bankers.</p> <p><img src="https://assets.econsultancy.com/images/0007/0211/Screen_Shot_2015-12-21_at_10.11.43.png" alt="doom loop vs boom loop" width="615"></p> <p><strong><img src="https://assets.econsultancy.com/images/resized/0007/0210/screen_shot_2015-12-21_at_10.04.28-blog-flyer.png" alt="tsb nps" width="470" height="251"></strong></p> <h3>Gamification in food and drink</h3> <p>Silverpoint was an interactive game developed by Absolut Vodka and involving Punchdrunk theatre company.</p> <p>A mobile game inspired by Andy Warhol's Silverpoint sketches was developed to promote a limted edition Warhol bottle of Absolut.</p> <p>The game encouraged users to visit real-life locations to earn more points (Absolut stockists, surprise surprise).</p> <p>Fans of the experience were harnessed through Facebook, and teaser content was delivered to influencers.</p> <p><img src="https://assets.econsultancy.com/images/0007/0206/Screen_Shot_2015-12-21_at_09.06.44.png" alt="absolut silverpoint" width="200"> <img src="https://assets.econsultancy.com/images/0007/0204/Screen_Shot_2015-12-21_at_09.07.38.png" alt="absolut silverpoint" width="200"> <img src="https://assets.econsultancy.com/images/0007/0205/Screen_Shot_2015-12-21_at_09.07.11.png" alt="absolut silverpoint" width="200"></p> <p>The final campaign metrics read as follows:</p> <ul> <li>22,000 downloads.</li> <li>13,000 players.</li> <li>2.5 hours average gameplay.</li> <li>5,000 cocktail brand-in-hand moments over the fortnight.</li> <li>Over 60% said Silverpoint had positviely impacted brand perception.</li> <li>Over 50% would recommend to friends as a result.</li> </ul> <h3>Viral travel campaigns</h3> <p>A not-for-profit that promotes London (funded by the Mayor and commercial partners), London &amp; Partners aims to attract investors and visitors to the city.</p> <p>In the last four years, its success has been significant.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/0208/Screen_Shot_2015-12-21_at_09.37.34.png" alt="london and partners" width="207">  <img src="https://assets.econsultancy.com/images/0007/0207/Screen_Shot_2015-12-21_at_09.38.16.png" alt="london and partners" width="207"></p> <p style="font-weight: normal;">Part of this success was down to its <a href="http://www.visitlondon.com/guest">Guest of Honour campaign</a>, which gave away a London trip-of-a-lifetime (raising London Bridge, visiting the Science Museum with Stephen Hawking, Wimbledon with Tim Henman etc.).</p> <p style="font-weight: normal;">You can see the best-of highlights in the video below. The numbers generated were staggering.</p> <ul> <li>300m campaign reach.</li> <li>27m video views.</li> <li>£5.6m value of media coverage.</li> <li>2.4m site visits.</li> <li>1.8m unique users.</li> <li>749,000 competition entries.</li> <li>189,000 new registrations.</li> <li>1,500 articles across 42 countries.</li> <li>68% reach amongst UK adults.</li> </ul> <p><iframe src="https://www.youtube.com/embed/h8igSKTvdV4?wmode=transparent" width="560" height="315"></iframe></p> <h3>Content marketing in finance</h3> <p style="font-weight: normal;">LV.com's 'Take Heart' campaign was a 2014 post-budget effort to inform customers of how changes would affect them (particularly annuities).</p> <p style="font-weight: normal;">The 'Take Heart' microsite (pictured below) was combined with online advertising, press advertising, email and social, and events and webinars.</p> <p style="font-weight: normal;">All of the activity was aimed at informing consumers about pension reform.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/0184/Screen_Shot_2015-12-18_at_19.05.37.png" alt="lv budget website" width="615"></p> <p style="font-weight: normal;"><em>As a result of this educational and multichannel campaign, LV= saw a significant increase in pensions business.</em></p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/0183/Screen_Shot_2015-12-18_at_18.55.44.png" alt="lv stats" width="615"></p> <h3>The UK's Post Office on social media</h3> <ul> <li>11,780 branches.</li> <li>18m customers visit a branch each week.</li> <li>45m online visits per year.</li> <li>132 products.</li> <li>Second most-trusted UK brand.</li> <li>99.7% of population within three miles of a branch.</li> <li>#1 UK travel money provider.</li> </ul> <p>The Post Office also shared some of its successes with social media.</p> <p>By tapping into culturally relevant conversations (such as the Great War's centenary).</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/0245/screen_shot_2015-12-22_at_09.47.43-blog-flyer.png" alt="stamps - great war" width="470" height="377"></p> <p><em>And being first to break news of key changes affecting customers (such as tax discs no longer required in the UK).</em></p> <p><img src="https://assets.econsultancy.com/images/resized/0007/0246/screen_shot_2015-12-22_at_09.48.11-blog-flyer.png" alt="no tax discs tweet" width="470" height="261"></p> tag:econsultancy.com,2008:BlogPost/67240 2015-11-25T01:01:00+00:00 2015-11-25T01:01:00+00:00 The state of marketing attribution in Singapore Jeff Rajeck <p>The Marketing Attribution Management table was sponsored by lead sponsor, Datalicious, and hosted by Rahul Mudgal, ASEAN Marketing Leader for Mercer.</p> <p>Here is a summary of what was discussed that day by the client-side marketers who participated.</p> <p><img src="https://assets.econsultancy.com/images/resized/0006/9362/2-blog-flyer.png" alt="" width="470" height="309"></p> <h3>Why marketing attribution?</h3> <p>One of the first questions tackled by the table was why is marketing attribution still such a hot topic?</p> <p>The overall reason for the interest was that there are still a number of challenges that marketers face when trying to figure out how well their marketing strategies were working.</p> <p><strong>The first challenge is the fragmented media landscape.</strong> One participant said that they have to measure attribution across seven channels in order to justify media spend.</p> <p>Another issue faced was that the cost metrics across campaigns were not consistent.  </p> <p>Some campaigns were priced on cost-per impression (CPM) basis, other by cost-per-click (CPC), and still others on cost-per-acquisition (CPA). So even when attribution was possible, it was difficult to calculate the optimal media spend.</p> <p>And finally, another participant said that even when you were able to calculate ROI, different departments have different KPIs making success metrics even more difficult to calculate. </p> <p>So, in some ways, being able to attribute media spend to a result was really just the start of the problem.</p> <p>Most agreed, though, that ultimately <strong>marketing attribution created a better overall customer experience</strong> by increasing investment in the marketing channels which were working.</p> <p>And as we all hit the limits of what we can achieve with metrics-led, performance marketing we need new attribution strategies to see the effectiveness of awareness-building marketing.</p> <p>So difficult as it may be, <strong>working hard on marketing attribution was seen to be a worthwhile task.</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/resized/0006/9363/3-blog-flyer.png" alt="" width="470" height="313"></strong></p> <h3>Online vs. offline attribution</h3> <p>The next big topic was how to do marketing attribution across online and offline media.</p> <p>Here, too, participants struggled to measure results of multiple, concurrent campaigns which were running online and offline and targeted the same customer profiles.</p> <p>Marketers found that <strong>offline data was very difficult to match up with online data</strong> as there was a lack of customer identification at offline touchpoints. This meant that that measuring ROI for online campaigns in the offline space was nearly impossible.</p> <p>Some solutions were suggested such as using promo codes and special URLs on offline media, but others stated that they had tried such things, but they didn't work consistently.  </p> <p>And, though popular in the online space, <strong>A/B testing wasn't effective offline</strong> either.</p> <p>One marketer said that the way that they have addressed the challenge was by offering combined services in different, distinct packages online and then advertising the packages offline. In this way, their team was able to gauge the effectiveness of the offline advertising.</p> <p>Overall, though, <strong>everyone found it very difficult to accurately attribute offline marketing</strong> and come up with an overall marketing ROI.</p> <p><img src="https://assets.econsultancy.com/images/resized/0006/9361/1-blog-flyer.png" alt="" width="470" height="313"></p> <h3>Marketing attribution strategies</h3> <p>Despite all of the issues faced, however, marketers do have to perform attribution in order to justify continued media spend, so they had a good idea of what works.</p> <p><strong>Many said that they are still using simple models</strong> such as last-click attribution, where the last media touchpoint is given the credit for the conversion.</p> <p>Others said that they had dabbled with first-click but it was agreed that those were practical, not ideal solutions.</p> <p>Another idea was that using virtual, 'proxy' events and branded keywords for social media usage could show how effective a campaign was in raising awareness even without sales data.</p> <p>And a final suggestion was that marketers could try making a change to a single channel while keeping everything else the same, and then you can gauge the impact of that singular change on overall conversions.</p> <h3>Custom attribution is the key</h3> <p>Ultimately, though, it was generally agreed that <strong>there is no one-size-fits-all approach to marketing attribution</strong>.  </p> <p>Marketers have to come up with their own custom attribution model which accounts for many factors such as the customer journey, the customer's context at touchpoints, and how much marketing automation is being used in the campaign.</p> <p>Measuring results and making frequent tweaks are both very important if we are to avoid what one participant called the 'black magic' formula currently being used by most marketers to assign budgets across channels.</p> <h3>A word of thanks</h3> <p>We'd like to thank Datalicious for being our Lead Sponsor of the event and all of the client-side volunteers who hosted the tables.  </p> <p>We look forward to working with you all again at future Digital Cream Singapore events!</p> <p><img src="https://assets.econsultancy.com/images/resized/0006/9364/end-blog-flyer.png" alt="" width="470" height="313"></p> tag:econsultancy.com,2008:BlogPost/67206 2015-11-19T15:31:25+00:00 2015-11-19T15:31:25+00:00 Why call tracking is vital for accurate attribution modelling Justin Rees <p>But do you really have the full picture of your marketing efforts?</p> <p>Because if you are like most advertisers then you probably aren’t tracking calls and their outcomes.</p> <p>An increasing number of services are going online as apps become more pervasive and ever more sophisticated.</p> <p>The role of a human voice in the path to purchase may seem like an antiquated notion but that fact is that calls are still the lifeblood of many industries.</p> <p>A recent report from Invoca showed that conversation is still the number one reason that people use their phones and that 33% of smartphone owners reported using their devices to make calls more than five times per day.</p> <p>And people aren’t just making calls to speak to their friends and family. Another report from Marchex estimated the US <a href="https://econsultancy.com/admin/blog_posts/67206-going-offline-why-marketers-shouldn-t-obsess-so-much-about-online-conversions/edit/e">click-to-call commerce</a> is worth more than $1 trillion annually.</p> <p><em>Google's click-to-call buttons</em></p> <p><img src="https://assets.econsultancy.com/images/0006/9180/click_to_call.png" alt="" width="615" height="387"></p> <p>Yep; that’s people making calls and buying stuff... a lot stuff.</p> <p>So if you are paying (either directly or indirectly) to drive traffic to your digital properties and there is an option anywhere for consumers to place a call to your business then there is a good chance that some consumers will go offline to make a purchase.</p> <p>But this isn’t a problem as there are many companies that allow you to track this activity and bridge <a href="https://econsultancy.com/blog/67038-11-ways-to-track-online-to-offline-conversions-and-vice-versa/">the gap between online and offline</a>. </p> <p>If you are already generating a healthy return on marketing spend then call tracking will give you a far better insight into which channels are really performing well.</p> <p>You might think that your search campaigns are performing okay but becoming an increasingly expensive acquisition channel but if you are not tracking any associated call activity then you aren’t getting the full picture.</p> <p>Search is often right at the bottom of the sales funnel and there is a high propensity for people to make a call once they hit your landing page but are you measuring what happens after the initial click if the consumer goes offline?</p> <p>There are many examples of consumers starting online but transacting offline.</p> <h3>Travel example</h3> <p>Perhaps the best illustration comes from the travel sector as it’s well known that there is a huge <a href="https://econsultancy.com/blog/63466-nine-case-studies-and-infographics-on-cart-abandonment-and-email-retargeting/">rate of basket abandonment</a> in the industry.</p> <p>Much to the chagrin of all the <a href="https://econsultancy.com/reports/conversion-rate-optimization-report/">conversion optimisation experts</a>, often it’s not because there is anything wrong with the ad copy, site layout or usability of the landing page.</p> <p>Consumers pick up the phone when they have a very specific question that’s important to them but seems so trivial that it is quite unlikely the information would be anywhere on the advertisers website.</p> <p>Before they make a purchase people call up and ask about all sorts of things, so somebody looking to book a family holiday might call the hotel to ask whether children are allowed in the main hotel restaurant in the evening or whether the swimming pool in the spa is open at the same time on a Sunday as other days of the week. </p> <p>If somebody makes a call to get the answer to this question and then transacts over the phone, if you aren’t tracking this then your channel attribution could be all wrong.</p> <p>For sectors where the basket value of goods is hundreds of pounds or more then this can make a huge difference even if just a few percent of customers go offline and make a call to complete their purchase.</p> <p>At the most basic level call tracking will enable an advertiser to measure how many calls on aggregate are being generated for a given campaign but that’s just the start.</p> <p>The amount of information available across some of the leading platforms enables advertisers to get as granular with calls as they can with data.</p> <p>From tracking which keywords generate the calls with the longest duration to which publishers generate the most inbound calls on the weekend, the potential to generate insight is huge. </p> tag:econsultancy.com,2008:BlogPost/67038 2015-10-14T11:27:00+01:00 2015-10-14T11:27:00+01:00 11 ways to track online to offline conversions (and vice versa) Ben Davis <h3>Tracking online marketing to offline sales</h3> <p><strong>1. Tracking estimated store visits from PPC ad clicks</strong></p> <p>An estimate of store visits was introduced to Google's conversion tracking in AdWords at the end of 2014.</p> <p>The concept is simple, link a verified store location from Google Maps with your AdWords account and Google will give an estimated number of store visits within 30 days of your PPC ads being clicked.</p> <p>Google does this by aggregating data from smartphone users who have location history enabled and are signed in to Google.</p> <p>Although only an estimate, this method will reveal which <a href="https://econsultancy.com/training/courses/ppc-training/">PPC campaigns</a> are driving more traffic to store and hence are likely to be more impactful than their mere online conversion rate suggests.</p> <p><strong>2. Importing offline conversions that start with a PPC ad click</strong></p> <p>This is a method of tracking, again within AdWords, that involves capturing customer details on your website (perhaps via a contact form or a phone call) and saving these details alongside the globally unique tracking parameter (Gclid) generated by their incoming PPC ad click.</p> <p>When a sale is closed off the back of this customer contact, it's up to the advertiser to regularly upload these conversions and Gclids back into AdWords, which will register a sale against the appropriate campaign and keyphrases.</p> <p><strong>3. Call tracking</strong></p> <p><a href="https://econsultancy.com/blog/10882-how-usability-testing-and-call-tracking-can-help-your-multichannel-strategy/">Call tracking solutions</a> allow each caller to be assigned a unique phone number, so leads and sales can be assigned to site visitors who move offline and pick up the phone.</p> <p>These solutions allow the marketer to look at page visits and keyword referral. Call tracking is particularly important for considered purchases where a sale is completed offline.</p> <p>From mobiles, the <a href="https://econsultancy.com/blog/64395-google-click-to-call-used-by-more-than-40-of-mobile-searchers/">click-to-call functionality</a> in Google search is becoming more common. This is enabled in AdWords as a call extension.</p> <p>A recent study by Econsultancy and Response Tap showed only 18% of respondents were using call tracking. See the Econsultancy <a href="https://econsultancy.com/reports/understanding-the-customer-journey/">Understanding the Customer Journey </a>report for more.</p> <p><img src="https://i.imgur.com/ALyhZbA.png" alt="adwords call extension" width="615" height="280"></p> <p><strong>4. Coupons</strong></p> <p>The oldest trick in the book and one that works on-to-off and off-to-on. Of course, the rub here is that a discount is necessary as the incentive.</p> <p>A coupon's success is usually used at the campaign level, with number of redemptions and order value being tracked by store. </p> <p><strong>5. Ask the customer how they heard about you</strong></p> <p>If all else fails, simply ask the customer how they heard about you. This may not give any detailed insight and will probably work better for considered purchases where interaction with the customer is increased.</p> <p><strong>6. Click and collect</strong></p> <p><a href="https://econsultancy.com/blog/66389-what-does-the-ideal-click-and-collect-service-look-like">Click and collect</a> is obviously not solely a tracking method, it's a customer expectation in many sectors, improving the experience for online and offline shoppers.</p> <p>However, it's also obvious that click and collect creates data around customers and products, showing which customers shop where and when.</p> <p>This may help to tailor future messaging to customers based on store locations.</p> <p><img src="https://assets.econsultancy.com/images/0006/4702/halfords_click.png" alt="click and collect" width="615"></p> <h3>Tracking offline marketing to online sales</h3> <p><strong>1. Adding UTM parameters to links</strong></p> <p>Using Google's URL builder, you can append a link with information about its source. Traffic from these links is then shown as a unique campaign within Google Analytics.</p> <p>Of course, for offline campaigns, you'll want to use a catchy URL.</p> <p>You can shorten your appended link and customise it (a vanity URL) using Bit.ly. However, bear in mind that this involves a number of redirects and can be unreliable.</p> <p>It's probably better to create a custom landing page (point number two, below), with UTM parameters mostly used for tracking across digital channels.</p> <p><a href="https://econsultancy.com/blog/65229-how-to-use-google-analytics-url-builder-to-track-campaigns">Here's a how-to</a> that will take you through the UTM process, step by step. </p> <p><strong>2. Creating custom landing pages</strong></p> <p>Using landing pages for offline campaigns is a time-tested way of measuring engagement and ultimately sales. Simply use a catchy URL in your offline marketing.</p> <p>Remember not to allow indexing of the landing pages within search.</p> <p>Deciding not to index will prevent search traffic hitting the page and should give a clearer picture of campaign success.</p> <p>Using analytics to also account for social visits to your landing pages may be appropriate, although it's arguable this falls within the context of an offline campaign as customers share it among themselves.</p> <p><img src="https://assets.econsultancy.com/images/0005/9976/directline_wolf.png" alt="direct line landing page" width="615"></p> <p><strong>3. Using redirect domains</strong></p> <p>For services marketed at a local level, marketers may want to use a more relevant domain that is then redirected to the appropriate page on their 'real' website.</p> <p>For example, if I happened to be the owner of Marquees.com but wanted to run a campaign aimed at the mill town in North West England I grew up in, I might purchase the domain BuryMarquees.com in the belief that this would drive more website visitors.</p> <p>Redirecting BuryMarquees.com to my main website and using tracking code to set the redirecting domain as the referrer, I could keep tabs on success.</p> <p><strong>4. QR codes</strong></p> <p>This is essentially a method of directing users to a URL, so is just a delivery method for custom landing pages or tracked URLs.</p> <p>QR codes are a bête noire for many marketers, often used <a href="https://econsultancy.com/blog/62397-qr-codes-the-good-the-bad-and-the-ugly">in the worst way conceivable</a>. NFC is similarly controversial.</p> <p><img src="https://assets.econsultancy.com/images/0003/1117/QR_T_Cs.jpg" alt="qr code" width="600" height="449"></p> <p><strong>5. Direct traffic increase</strong></p> <p>If offline campaigns are big enough, for example a big Christmas TV advert, the increase in direct web traffic and sales is usually visible as a very obvious correlation.</p> <p>This is, of course, only a comfort to those with big above-the-line media budgets.</p> <h3>Joining up online and offline sales data</h3> <p>Honourable mention must be made here for two tactics that don't fall into either of the camps above - <strong>loyalty cards and e-receipts</strong>.</p> <p>These are techniques to unite sales data and give <a href="https://econsultancy.com/reports/single-customer-view-myth-or-reality/">a single customer view</a>.</p> <p>Both can allow a retailer to unite a customer's online and offline sales data and build a more accurate picture of customer value and behaviour.</p> <p>E-receipts in particular are surprisingly uncommon. Shoe retailer Schuh <a href="https://econsultancy.com/blog/64758-how-in-store-tech-improves-customer-service-for-schuh/">uses them to improve the customer experience</a> (makes 365-day returns easier).</p> <p>It's conceivable that e-receipts would allow retailers to match email addresses given in store to their <a href="https://econsultancy.com/blog/64545-what-is-crm-and-why-do-you-need-it/">CRM</a>, to give a similar view to that provided by loyalty card data.</p>