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Leads, Leads, Leads

In previous posts, we talked about the difference between Web and Lead metrics and how you can fill the gap by using cookies to attach […]

Marketing Metrics

The metrics I’m going to describe in the following section come from disparate sources, primarily your Content Management System (CMS), a Web Analytics platform like […]

The Marketing Channel Report

In previous posts, I talked about putting together the foundation for a Marketing Channel report, one that would show us for the first time not only […]

Lead Analytics vs Web Analytics

In our inaugural post, we talked about the birth of the Marketing Channels report, our first look at the true contribution of all marketing efforts – […]

Prove Marketing ROI

This story begins in 2010, when Nate Otiker joined Quest Software as our Director of Internet Marketing. Nate came to us from T-Mobile and before […]

Lead Analytics vs Web Analytics

In our inaugural post, we talked about the birth of the Marketing Channels report, our first look at the true contribution of all marketing efforts – including unpaid or Natural channels – to the complete picture of leads and revenue. Today, we’re going to talk about bridging the gap between the mountains of data in Lead Analytics vs Web Analytics.

Lead Analytics vs Web Analytics - The Gap

By Web Analytics, I’m referring to the types of metrics you get out of Google Analytics or Adobe SiteCatalyst:

  • Unique Visitors
  • Page Views
  • Traffic Sources
  • Form Completions
  • Geography
  • Browser Information

When I talk about Lead Analytics, we’re discussing counts you get out of SalesForce or another CRM:

  • Leads
  • Campaign Codes
  • Opportunities
  • Pipeline
  • Revenue

But those data points are stored in different systems, you might say. True! However, we’re able to get paid campaign information into the CRM by way of the Campaign Code. What if we hijacked that Campaign Code field to store Natural sources of leads? Or rather, how would we do that? Cookies!

Lead Analytics vs Web Analytics - Bridging the Gap through Cookies

We can do this by writing the referral source to the first-party cookie we set when prospects visited our Web site. If a prospect completes a conversion form, say for a trial download or webinar registration, we attach the referral source to the registration record and write it to the Response record we sent to SalesForce. Just be sure you take pains not to over-write the channel identifier for your paid ads so that you don’t cannibalize those efforts.

Most people that work in Marketing focus on paid efforts, and for good reason. The people paying for those campaigns want to know how they were performing, If it were my money, I would too! What is missing from that approach is that we tend to view the company Web site as infrastructural rather than as an ongoing campaign unto itself.

Don’t get me wrong – websites aren’t free. It costs a company lotsa dough to keep an enterprise website up and running. However, most of that expense is in the form of salaries the company pays its Web developers, database specialists, project managers, graphic designers, copywriters, and so on. In other words, the expenses are buried in headcount, not program spend. Program spend was where executives expect to see a direct ROI and typically, they are disappointed. In my experience, a good paid campaign returns a 1:1 ROI. Give me a dollar and I’ll give you a dollar back, CEO. Now that’s a tough sell.

But if we take that perspective, we are missing the big picture! The natural sources are where the big-money conversions are happening. Let me explain further in future posts.

One caveat: everything I’m about to get into was based on last-touch attribution. In other words, the last channel before the conversion would get 100% of the credit for any resulting revenue.  I’ll get into the differences between last-touch, first-touch and multi-touch, but for right now, let’s pretend it’s still 2010 and that all we know is last-touch. The entire picture will become clear in the fullness of time, I promise you.

Thanks for reading! More to come.

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