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Roi Tracking Between Lead And Sale
Posted 07 June 2007 - 11:21 AM
Posted 07 June 2007 - 12:09 PM
- For high-end products with lengthy sales cycles, our marketing often has to make multiple points of contact with a customer before a sale completes. We've known clients who have purchased after having initially received our product catalog, then gone to our website (finding us by search) to look for information, talked to one of our sales reps on the phone for further information, been reminded to follow through after seeing a journal ad, and discussed our product with a colleague who has used it before. To make it more complicated, once they actually purchase, the sale comes not from them, but from a purchasing department or agent who knows nothing of the whole process. This can make it very difficult to connect the sale back to an initial lead, or to credit a sale to a single marketing channel. Therefore, some of our tracking systems are very broad in scope- some are highly quantitative, some more qualitative. At times it seems as much art as it does science.
- Also agree that at the end of the day, there is no substitute for a competent sales team that's comfortable building relationships with clients. This becomes increasingly important for higher-end products. For some of our products, we'll know a sale is coming ahead of time simply because we're staying in touch with clients currently using the product who are recommending it to others. A good relationship with a client can be a pot of gold in terms of understanding where some of your sales are coming from- you get to see the world through a buyer's eyes (not your own marketing eyes).
- As other have implied, you have to match your tracking systems/strategies to the potential sales volume/ROI for a product. That is, don't over-engineer a system for a product that nets you $20 a month! Similarly- if you're getting a high volume of traffic relative to conversion, you can't possibly keep up with every lead, and will need to use more broadly based quantitative approaches.
Posted 08 June 2007 - 08:01 AM
Posted 08 June 2007 - 08:19 AM
If you're going to do something like that I would approach it a different way. I would capture the keyword phrase to a database, and tie it to a unique identifier. If you're using server side scripting you could even generate this (pretty) unique identifier using a Date() function. For instance, I use php's date('U"); to generate unique invoice numbers, so as long as two people aren't clicking the exact same second they get a unique invoice number. I can't think of a single time where I've had two customers end up with the same invoice number.
If you saved this unique identifier to a persistent cookie on the users computer you could then grab it back later, allowing you to tie it back to the original query/entry point. Of course this assumes you have a need to send buyers back to a page on your web site after the sale is complete.
Posted 08 June 2007 - 09:58 AM
Posted 08 June 2007 - 10:02 AM
I have not used it, but you might want to look at the e-commerce tracking on Google Analytics -- you can include a (fake) order number in there which you could attach to the customer info and get the info back through analytics. Like I said, I have not tried this but it might work.
Posted 08 June 2007 - 02:09 PM
You could track which ad was showing I believe, if you had your adwords campaigns set up to do it. Or you might be able to get at least some information by having different landing page addresses for different campaigns and recording that info into the cookie. But I don't know of an easy way to extract any search phrase data on the back end.
It would be a good question to ask of the Adwords team if no one else knows of a solution that's already available. I would imagine it has to have been asked before.
Posted 12 June 2007 - 08:15 AM
Please note you will record the keyword in your campaign that triggered the ad, if you use broad match this may differ from the actual keyphrase your user typed in.
Posted 13 June 2007 - 10:28 AM
Posted 13 June 2007 - 02:14 PM
You really don't want to rely on a single channel to deliver all or even most of your sales. It's folly and very dangerous since any single channel can be shut off tomorrow. Just doesn't make good business sense IMO.
I rather like the fact that less than 50% of my income is produced by search engine referrals. And I don't even do email marketing campaigns, though I probably should make a more concerted effort on that front. Even if it's just buying space in industry publications.
It sounds like you have a pretty good handle on getting the type of information you need now.
Posted 13 June 2007 - 02:43 PM
Posted 13 June 2007 - 03:44 PM
Posted 19 June 2007 - 02:31 AM
Basically, AdWords lead captures are recorded automatically in SalesForce and automatically distributed to the sales team for follow up, which in turn can be tracked through SalesForce.
Source: Salesforce.com and Google Form Strategic Global Alliance
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