Key Metric: An integrated solution for GA
Key Metric: An integrated solution for GA
One of the many challenges we face when integrating our
marketing and communication efforts is bringing together off our off-line
traffic with our online analytics. Digital marketers might argue that print
collateral and traditional marketing efforts are dead and that the world finds
all their information online. While it’s true that the majority of the
population utilizes the internet for their research and increasingly more
often, their purchases, clients and customers still rely on their phones and human
interaction to continue their information gathering, to solidify understanding
or even to complete the deal.
In addition, internet access is not always a reliable source
for sales teams. As an example, when sales teams exhibit at a large conference,
such as the Consumer Electronic Show (CES) there are thousands of vendors and
people trying to utilize the web that there isn’t enough bandwidth to support
the usage and print collateral DOES become important again.
Also, when we analyze phone call data, we have a better view
on how to optimize our keyword search and the content needed from our
customers. Businesses hear, first hand, what the client is seeking and can
determine if that content is missing from the site and can learn how to service
their prospective buyers more efficiently.
Lead quality is not always equal and we as marketers must
remember that “not every lead is the same.” Not everyone is at the same place
in their research, everyone potentially has different questions and needs and
every channel that generates a lead doesn’t necessarily deliver the same
quality of leads.
For these reasons, at a minimum, tracking call volume, call
source and the intel received from those one-on-one conversations is critical
for success. Utilizing a solution that integrates with Google Analytics can
help build out the whole picture of your customer journey in a very efficient
manner.
Key Metric can deliver the data needed from these calls.
Here are just a few of the metrics you can add to your GA report for a better picture
of the journey:
- Referring Traffic Source
- Affiliate Network & ID
- Media Source & Type
- Pay per click Keyword/Organic and Social Source
- Offline Ad Source or campaign
Key metric automatically assigns a
phone number to the lead/source that tracks the lead origination and the rest
of their journey through content, social and other ad campaigns. This information
gets integrated into your reports and you are able to work smarter to make your
campaigns that much more targeted (Key Metric, 2017)
The business provides Key metric
their Google Analytics ID which is used/embedded in tracking the call
information and no other changes or implementation is needed on the client
side. Then, the marketing expert can run reports that infuse data from Key
metrics and GA to see the whole picture.
This seems so important. Having
worked with lead generation efforts, I know that utilizing a system that
requires a specific promo code to be traced back to a call that gets linked
back to a campaign is not always easy. Customers tend to forget the code and
once a campaign goes dormant that code is also “dormant” never to be used again
for fear of the slim chance someone will use that code in the distant future
and data would be confused.
From my standpoint, Key Metric seems
like a great solution to assist in converting customers more efficiently. The
Key Metric site quotes that nearly 70% of e commerce customers still use their
phone for a portion of the interaction with the business, so it makes sense to
pay attention to the attribution from this source and to glean as much information
as possible from that direct contact with potential customers.
By setting up call tracking, you can
compare different ad campaigns (Skelton, 2014)
· How effective is the ad?
o
How many call are you receiving
o
How many of the calls or
click-through’s actually convert
o
What is the cost and the ROI of each
ad based on this information
o
Might their be better verbiage to
use within the ad to help convert quicker?
In the long run, setting up call
tracking will help save your company money as your keyword and ad campaigns
become more and more effective AND could help you earn more wins quicker.
Another off-line benefit is the customer service experience provided to the
customer while on the phone. Figuring out a way to add customer value on the
phone could also be something incorporated into your metrics. For example, if
you add a promotion like “call now and receive this free book” to the mx, you
can track if that increases call volume from a particular source and if that
would increase your conversions.
There are so many reasons to include
call tracking. The investment in something like Key Metric seems valuable for
any business with an online and traditional combination of marketing efforts.
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