Web analytics are critical to monitor customer behavior and optimize marketing campaign performance. They provide marketers with high value and a high volume data set that can be analyzed for actionable insights. First things, first. Let’s focus on why it’s mandatory to connect marketing campaign management solutions leveraging mainly CRM data to analytics solutions, which analyzes Web behaviors and how they get the most interactions between organizations and consumers.
Marketers face two big challenges regarding campaign management:
- the ability to improve performance measurement to optimize marketing strategy efficiency and
- the ability to gather consumer digital behavior and fuse it with the CRM profile to transform every touch-point into a win-win relationship.
Cross-channel campaign management solutions provide some metrics for measuring the ROI of outbound digital communications: deliverability rates, open rates, and click-through rates mostly.
However, it’s not enough for savvy marketers to only figure out customers’ interactions and engagement toward their organizations. If they are unable to figure out how campaigns generate conversions, see the impact on ROI, and understand the entire customer journey, then they are not able to optimize their marketing strategy.
By connecting campaign management solutions with Web analytics, marketers are able to “follow” the customer on their journey. They can understand “what happened after the click” on their digital message with a high granularity:
- Gain insights on click path analysis and gather pages views, clicks, items added on carts, and content shared on social media.
- Look at how these insights can be split using “pure Web” criteria, captured on the fly by Web analytics and most of the time unknown by the CRM: devices used, OS used, screen size, localization, visitor frequency, etc.
- Also split data using “segments” and “personas” defined in the Web analytics. For example, look at personas such as “men living in Paris, visiting the website at least one time per week, and visiting sport equipment pages.”
These kinds of considerations open a new world of how marketers can understand campaign performance. They can qualify far deeper into their customers’ journeys. It’s not enough to use typical campaign management analysis (i.e., men clicked two times more on an email). It’s better to know that men living in Boston connected two times a week on the website, and those that use Google as a search engine are the heaviest clickers on that campaign.
In addition to email campaigns, this kind of analysis can also be completed for SMS, Twitter, direct mail, or mobile push notifications. It’s possible to compare, within a Web analytics interface, the performance of direct marketing campaigns with other incoming traffic sources: AdWords, AdSense, retargeting, affiliation, etc. This is called “attribution marketing,” and it’s a very hot topic for brands.
Finally, thanks to the speed of Web analytics solutions, it’s possible to get these insights in real time. Isn’t it every marketers dream to receive a comprehensive performance analysis of their campaign split by CRM and analytics segments in their inbox right after sending a campaign? And then every 10 minutes afterward? It’s possible now. For an example, visit here to learn how Axcess Financial gained the ability to track data for every dollar spent for their marketing strategy and was able to monitor the ROI of each of their actions, thanks to analytics tools.
In my next post, I’ll discuss how these insights can help marketers better target their customers.