This interview with Tim Eyre of Big Leap is part of the Convirza Webinar Series. The following is the Q&A portion of the presentation focusing on Cross-Channel Data.
Moderator: Awesome. Thanks, Tim. It looks like we have a few questions coming in. And we’ll try to get through as many of them as we can. This one here is, “How are you able to pull Salesforce data, like revenue, lead source, etc., into AdWords’ interface?”
Tim: Yeah, that’s a great question. So really, what you do…and it sounds a lot simpler than it actually is, once you get into start implementing it. But You just generate a piece of custom JavaScript code, and put it on all pages of your website. And what you do with that is be able to capture the unique user ID number. From there, if you have admin access, or admin privileges in Salesforce, you go in and create a new column, or a new custom column, and call it something like dynamic user ID number.
From there, you’re able to pull-in the information from that user ID and match it up directly to the Salesforce record. And then, from there, simply assign the different goal types that you have in your own Salesforce campaign. And then push it back out to AdWords. And we do this through our MCC as well.
Moderator: Great. All right. Here’s another one from Sarah. She says that the biggest question they’re trying to answer is how to do order attribution between print catalogue and online marketing. She says they’re having a difficult time merging offline print sources with digital channels. And she’s wondering if there’s a good way to do that?
Tim: Yeah, that’s a great question. So the offline and the online worlds are definitely starting to collapse upon each other. There’s some really cool attribution programs that are being invented and created, really, on a daily basis. But Google also actually purchased/invested into an attribution program. But, essentially you can attach…and kind of going back to the previous webinar, using UTM codes, any way that you can to be able to decide or differentiate different users, different visitors coming to your site. You’ll be able to put them in those different audience buckets. And, from there, it’s really easy to differentiate the value that each campaign is having.
Now, it does get a little bit more challenging when you’re talking about offline events. But, now, the example that I use with a phone call, it’s fairly easy because if you’re able to put a piece of JavaScript on your website. You capture the call coming from your website.
The challenge is slightly different when you have a print magazine or a piece information that doesn’t actually have some sort of controllable backend tracking system. And from there, I would love to talk to you more about some different options on how to do it. I think it’s a very, very good question. One that’s very difficult to answer, I think, for a lot of instances. But, any way you can have a unique tracking code and unique pages on a billboard or on a print magazine, it’s really easy to track it from there because you can actually get them or direct them to your website.
Woman: All right. Well, I have a question for you. You went into quite a bit of detail about attribution and different models there and how people use them. But, what kind of tools or strategies do you guys like to use to determine the quality of those leads?
Tim: Yeah. There’s various different lead scoring models out there than you can look into. Very similar to the attributions slide that I had. Lead scoring is also very similar, depending on your company or your organization, how you qualify leads.
I’ll give an example of when I was at a previous company, we did some research in determining that a phone call was 17% more likely to convert into a customer than a form submission. And we kind of followed the same pattern all the way down to understanding, “Well, this particular landing page produces this conversion rate, which allows us to see what the sales to…or lead to sales conversion rate was.” And it was a big spreadsheet with a lot of information. But, ultimately, being able to qualify a lead and attach a score to it, using those weighted metrics, a lot of it comes down to understanding the quality of those leads, and understanding the close rates of those leads, and even different campaigns. Like, email, paid search, SEO, even direct navigation — understanding the close rates, not only from a lead’s perspective. But from the lead to a sale side, which is really where pulling in that Salesforce data comes in handy. Being able to see, of the lead generated, in AdWords, or even Google Analytics for that matter, how many of those are closing? And what’s the average revenue value? Or, average lifetime value of a lead that closes with that particular channel?
Woman: Okay. Great. Looks like we have another question from Sam. They’re asking, from a publisher’s standpoint, what is the best way to track conversions? Whether it’d be a sale confirmation, email sign-up, or other action after the initial visit?
Tim: Yeah, another great question. So, again, any time you have a thank you page that has a very specific piece of code assigned to it, you’re able to pass in that unique visitor ID number into Salesforce and capture it. From there, you can associate your Salesforce record…again, this is assuming that you’re using Salesforce. I realize that there’s other CRMs out there. I’m very particular to Salesforce, but there’s a lot of others that work really well, also.
We, here, at Big Leap, don’t have as much experience pulling that information directly in the AdWords. So I’ll keep using the Salesforce experience for an example, because that’s where we have our experience.
From there, being able to assign value and actually use…you can use offline sources, such as print and be able to put that directly into Google Analytics as well. They have some really cool functionality that they have created.
If you haven’t been into Google AdWords recently…I’m sorry. Google Analytics, they’re building out new functionality. It seems like every week they come out with something really, really cool. It’s becoming highly customizable. You’re able to import many offline events directly in there, assign values to them like you would any kind of online event. The challenge is just being able to pull in some sort of digital metric, like a UTM code, or a thank you page, or a unique visitor ID, and be able to associate it with Google Analytics, and you’re up and running.
Moderator: All right. Well, thanks Tim. Thanks for sharing that. That was a good 40-minutes. And we’re getting a lot of responses to it here. People are giving it really positive feedback, so thanks for that everybody. Is there anything else you’d like to add, Tim?
Tim: No. No. I don’t think. Really, I guess, just to sum it up, if you do have any questions…and I tried to go through this as quickly as possible. I think there were numerous sections that really could warrant their own webinar, attributions being one. Google Analytics could probably be numerous webinars. But if you ever have any questions or want to talk through stuff, here, at Big Leap, we love digital marketing. We love data.
