The online marketing channels such as Email, Pay per Click (PPC), Video, Social Media and Mobile are growing more rapidly than traditional offline marketing channels such as Direct Mail, Newspaper and TV Ads. Marketing professionals need to integrate both online behavioural data and offline CRM data together, in order to create a sales and marketing process that takes advantage of the best of both worlds.
The main reasons behind the growth of online CRM include more accurate targeting, more predictable ROI and the availability of free web analytics reporting tools such as Google Analytics (GA). With GA, you can track and measure many types of online campaigns including social media, and conduct A/B and multivariate testing. GA is also capable of tracking and reporting offline campaigns such as phone and TV campaigns, creating an affordable platform for integrated marketing.
But GA metrics are available only at an aggregated level, which means you cannot readily integrate it with offline CRM systems. Based on our recent investigation, this blog post outlines the steps to break down the aggregated metrics into individual visitor and session level data and how to export and integrate it with the offline CRM systems.
There are three steps involved:-
- Extracting the visitor and session level data from the GA tracking process
- Exporting the web metrics at visitor and session level
- Pass data to the offline CRM databases
2. Exporting the web metrics – the visitor or session level data collected in the above step can be accessed via the GA data export API after authentication through the main GA account. You can export the data as a text file which will enable it to be integrated into most offline CRM systems.
3. Pass data to the offline CRM databases – Once you have the data as a text file, the online data can be matched to the offline data with identifiable information such as surname and postcode. This information can be either collected from the order transactions or when the visitor submits some type of form or engages in some mechanism that includes identifiable information.