The article will examine the basic principles of end-to-end Analytics. Just be warned: the material is quite heavy and unlikely to go for entertaining reading. The article will be useful for novice marketers and those he customizes advertising and measure its effectiveness. If you are an experienced marketer and are familiar with building end-to-end intelligence, you hardly will find here something new.
Any history of grief-the marketer starts with ill-posed problems. And usually it sounds like “you Need a lot of leads. Well, to find out about us all.”.
Of course, palm marketer immediately enthusiastically throws herself into the battle and turns the activity. Most likely, he will immediately begin to do:.
contextual advertising; SEO; remarketing Facebook; mailing; tough “sell” landing page (I love that word — all of them fighting, although in fact the concept of “selling” does not exist).
And if it is really the devil beguiled, he also rasgado with Bordeaux Yes commercial on the radio gash.
Passes a certain period of time, and the marketer sees that all was not in vain — requests received, the number of subscribers in social networks is growing, as well as site traffic. He’s proud of himself, because such work is done! But.. it turns out that sales of little, head of the sales Department complains that marketing has provided few leads. And those who have, or inappropriate, or on the recommendations. All current customers. And that’s what? How to be with this business strategy successful success?)).
To one day to find himself the hero of such a history, take care about building the right Analytics. With numbers few would, and will, argue. Checked.
Did you ever imagine the way your client — from the first contact with your company to purchase? What problem it tries to solve and how eventually comes to the decision to use your services?.
Frankly, if you now try to visualize all the wandering potential of Lida on the network, then you’ll have something similar to the diagram of the Tokyo metro — all confused and there is no logic. So the first thing we need to do is to simplify the complex. How? Let’s try to construct a linear process of attracting customers, where the lid moves to purchase, moving from stage to stage, never deviating and not wagging in different corners of the Internet.
On this basis draw up a simple sales funnel. For convenience now and in the future we will consider the example of a certain logistics company that delivers goods from China. Sales funnel from that company will be like this:.
Now collect together all activities aimed at customer acquisition. They can be both obvious and non-obvious.
The obvious activity is anything that you do to attract customers. You know about them and can list. For example, this:.
Poole the obvious activities, you will have more. How much — depends on the nature of your business and advertising budget.
Non-obvious — it’s the activity that are often overlooked. Moreover, they are rarely someone thinks and with them most often there are all sorts of fail.
These activities can be very different. For example, the two cases with which I have faced personally:.
After you have completed the previous two points, it is necessary to combine them with activity stages of the funnel and connecting them together, thereby making the lead model.
The lead model is a visualization of your strategy. It looks like this:.
Of course, in your lead model will be quite different stages and a completely different activity. Our challenge now is to understand the algorithm and principle of its construction.
As you can see, our conventional lid-model logistics company consists of three main branches — the first leads to communication via the main site, the second via cold calls and the third is through the personal phone Manager. Such branches may be more or less — it all depends on how many leads you need to attract and how you will do it.
Through what channels we attract clients in the search for solutions (how the potential customer learns about the company when he will need to deliver the goods from China)? Three main — that is, our three branches are advertising on the Internet, cold calls and personal phone Manager. This is the Internet, we mean organic search, contextual advertising and paid placement on the profile resource.
That is, a potential customer could Google, to click on contextual ads or link to other resources — and any of these methods to get to the main website, where kontaktiram with us and through the script of sales promotion would lead him to the meeting, and then to the sale.
Same thing with cold calling, here a potential customer is converted in a meeting, avoiding the need to visit a site, and so on.
Now let’s talk about loose activities — those which in the diagram marked with a question mark is the white spots that you need to fill. For example, if we are talking about cold calls, then you need a database of contacts that your managers will call. You can buy it, collect from open sources and so on. But while it remains a question mark, as at the moment there is no understanding of where we are these contacts take.
Same story with the personal phone Manager — you don’t know anything about who he can call, or who calls it. Thus, there is formed a blind spot, which you have no control over. Of course, your task is not only to detect these blind spots, but to get rid of them.
So, the first stage was the preparatory. Now we know where can come the customers, and we see that need to control. Next, consider how to do it.
Let’s deal with tools. In order to build a correct dimension, you need at least three instruments.
1. The web Analytics system.
The first thing to say — never forget UTM-tags. This is a simple but important tool that allows you to track how it works, all content you post on the network. UTM-tags you can register manually, but much easier to use one of the special services that generate them automatically.
Note UTM-tags all the content that is important to you — from Facebook posts to articles on any resource in which you give a link to your website, landing page, etc. If we are talking about contextual advertising, it is specifically not necessary, since Google Adwords uses autopood.
The web Analytics system you can choose at their discretion. For convenience now and in the future we will consider it the most popular — Google Analytics. In it you need to set the main goals. In fact, you can adjust the goal to any action (clicking on a button, filling out forms etc. ), or to show any page of the site. When the user performs the desired action, it appears in Google Analytics reports. Learn more about goals you can read the help of Google Analytics and how to configure them correctly in the article.
We will examine the setting of objectives is used as an example of the same logistic company.
Setting goals to important actions, with the help of Google Analytics we can track which advertising channel or other activity led to them.
But what if the user went to the site and have not filled out the form, and called to find out details and get answers to your questions? And that is exactly what happens in most cases. And Google Analytics we there is no help: offline conversions (which are calls) he simply does not fix.
How can that be? Here comes in the second tool in our list is calltracking.
2. Calltracking, or system analysts calls.
Calltracking is a technology that tracks calling, and associates them with a particular advertising channel. Simply put, you install on the site a special script that shows the visitor a private room depending on the source of the transition.
Do not dwell on calltracking, what are its types and under what conditions it is advisable to use one or the other of them is detailed and clearly about this you can read here.
We’re talking about Analytics. And you will not be able to build it without calltracking if at least 30% of the customers you call before you make a purchase or to place an order.
Today, CRM is a must have for any, even small sales. Fortunately, systems of customer relationship management today there are many in different price ranges and with different functionality.
Integrate CRM with telephony and calltracking and you will receive advanced Analytics. And besides, can automate routine processes, removing managers greater part of the load and minimizing the human factor, and hence the possibility of error.
Integration of calltracking, telephony, CRM and website involves the automatic creation of transactions, contacts and tasks, and attached to the card call information about the advertising source or keyword. At least, we use integration Ringostat & Pipedrive and we do things that way.
But it is possible and even highly likely that CRM will create duplicate transactions. For example, a customer that has already opened a transaction called from another number. And then another and called his assistant from your phone. In fact, the deal will be one. But in CRM will get to have two contacts and three numbers (two numbers the client and one assistant). Also three different transactions.
To avoid any confusion and errors in Analytics, CRM database must be constantly cleaned from duplicates and other garbage. But if you entrust this work to a sales, they will devote the lion’s share of time, after he buried in CRM a little more than full. It is a bad option, because then sell your product no one will.
The right way to hire an employee on part-time (ideally a student who is friends with digits), and to entrust this task to him. So your base will remain clean, correct data analysts, and sales managers — employed main job.
The quality of leads.
Before we proceed directly to the algorithm for constructing the Analytics, let’s define the criteria of quality leads, which we will, in fact, be considered.
You know perfectly well that not all communication to generate sales. For example, you can call the person interested in your service in the future, but for now he has become your customer for various reasons not ready.
And can call the representative of the supplier drinking water and offer to make an order. Of course, if you or your sales managers — sales guru and, instead to buy water, sell the caller an apartment Bravo. But in 99.9% of cases it will still be a garbage lid. However, for his involvement, you still paid, so we will consider them all.
So, the leads are divided into MQL and SQL.
it is adequate for the client, whose needs we can meet (if a person asks to convert a PDF document into a Word document, it is low quality lead — we do not provide such services); with this lead we managed to connect with three attempts; this is not a phone spam (for example, already familiar to us the seller to drinking water, we do not believe).
It is important to consider both of those leads.
The first digit will allow to understand, how much is the involvement of the application, that is, any Lida, including garbage.
Second — how much is reaching your target Lida, what is the quality of leads in principle and how you fulfilled the plan for attracting leads.
Imagine the situation — the sales Department requires from you as marketer of a certain number of leads to execute the sales plan. Let’s say, 150 a month. You gave them those 150 leads, but what were they? It is possible that half of these leads was poor quality, therefore no implementation plan for the sales speech can not go.
And when do you assess the quality of leads that are well understood criteria, you can objectively assess the situation. For example, to see that you gave 150 SQL, but plan to sell is still not done. So blame the sales Department — you put them quality leads, and they did not work them properly.
But let’s move on finally to the algorithm.
Method # 1. Easy, “the axe”.
In fairness it should be noted that the easiest ways to build end-to-end Analytics does not exist. But this method is easier (and cheaper — which is important) than everyone else. We analyze in detail its algorithm, because in other ways it remains the same — only tools involved will be more.
So, we proceed from the fact that all of the above tools you have, calltracking integrated with CRM and CRM with the website. So we will be able to obtain complete information about the user.
A user comes to your site with contextual advertising, then calls and makes a purchase. In CRM, get data on it — a referral source, user ID, client ID, etc. When it rings, the same data on it in CRM reports and calltracking. All you need to do is to collect these data together and assign them to the transaction, which he did.
Further, the scheme looks like:.
You can greatly simplify the task, simply automating the import of data. It will take two and a half weeks of work of the programmer, but then you will be in the same period get an automatic discharge and don’t waste time on them.
Method # 2. Medium.
This method involves the use of the system end-to-end Analytics — and this is also its minus, and plus. Thanks to the intelligence through all the data pulled automatically, minimizing manual steps. But if you want to build custom reports and charts in the form of pink elephants, then there is some bad news for you — with this method of constructing end-to-end intelligence flexible customization of reports is very limited. There are a set of standard reports, and if you’re satisfied — well, then this option is for you.
Its essence is the following:.
The traffic pattern data in this case will look like this:.
Method # 3. Hard.
Also known under the code name “the coolest”. Why? Yes, because it gives access to all the features through Analytics without the constraints of reports and relevant. If you want to get all of the features through Analytics, understand the data and know how to work with them + invest good money in advertising — this method is for you.
So what we’re doing:.
In fact, the essence end-to-end Analytics is to link evidence of the effectiveness of advertising channels, import data on incomes and expenses into a single system, rendering all this splendor in the form of a graph or chart. The only difference is in methods and tools that are used for this.
Importantly, correctly adjusting the dimension once, you’ll be able to constantly work on improving the quality of leads, ROMI and conversion. And this fact is the goal of any Analytics — to answer the question, what is working and why. Without intelligence, any answer to this question will hit the mark.
Now that you’ve read this article, you have two options — either to do random advertising that embodies mindless and ruthless creative the creative ( in the hope that she once fired). Or bother, to build end-to-end Analytics and to answer the question, “What advertising works and why?”.
Need a logo? Firemany style? Banner or website?.
Order Dizkon and choose from dozens of options!.
Materials on the subject:.
Cover photo by Patrick Tomasso on Unsplash.