Strategic CX: A Deep Dive into Voice of the Customer Insights for Clarity
Measuring Offline Marketing with Web Analytics Data September 2014
1. Using
the
power
of
web
analy3cs
to
measure
offline
campaigns
JOANNE CASEY | GLOWMETRICS
September 2014
2. About GlowMetrics
• Focuses on providing a service
which helps businesses build
out digital strategies that are
underpinned by strong digital
data analysis.
• Have offices in both Belfast and
Dublin.
• Hold a range of clients
internaRonally and locally.
Clients
3. What We’ll Be Looking At:
• Why we need to give offline more credit
• How some companies are currently
trying to measure offline campaigns
online
• GA Reports to view offline impact
4. Why Web AnalyRcs ?
“Web AnalyRcs is the measurement, collecRon, analysis and reporRng
of Internet data for the purposes of understanding and opRmising web
usage”
-‐ Web AnalyRcs AssociaRon
The Benefits of AnalyRcs:
• get closer to the customer
• accurately gauge user experience
• increased accountability
• focus and prioriRzaRon of resources
• conversion rates and enhanced ROI
5. EffecRve Web AnalyRcs
ReporRng on Stat:
– Visits
– Unique Visitors
– Pageviews
– Pages-‐Per-‐Visit
– Time-‐on-‐Site
– New Visitors
– Returning Visitors
Reaping AcRonable insights:
– Where does your most
valuable traffic come from?
– How do visitors from mobile
engage differently from
desktop visitors?
– Where and why are you
loosing visitors?
– How is your offline impacRng
online sales?
6. EffecRve Web AnalyRcs
Web
Data
???
ROI
Marke3ng
“Web analytics and services will
underpin the transformation of web
intelligence to support the entire
marketing mix”
24. TacRcs used to bejer analyse offline:
The uplik approach
+
80000
70000
60000
50000
40000
30000
20000
10000
0
30000
25000
20000
15000
10000
5000
0
Sum
of
2011
Total
Radio
EQ
Sum
of
2011
TVEQ
Sum
of
2011
Press
Sum
of
Display
Impression
Sum
of
Search
Impressions
Sum
of
DI
Visits
2011
28. Wrap Up
• Offline campaigns should be given
more credit
• Even the most basic addiRon to an
ad means the offline investment can
be tracked online
• Upg