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.