From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Beyond Clicks: Online–To–Offline Tracking & Attribution. PRESENTATION: The Holy Grail: Connecting CRM & Analytics Platforms - Given by Michael Wiegand, @mwiegand - Portent, Analytics Architect. #SMX #14C

1. #SMX #14C @mwiegand
No Code Necessary!
THE HOLY GRAIL:
CONNECTING
CRM & ANALYTICS
PLATFORMS

2. #SMX #14C @mwiegand
Hi, I’m Indy Jones.

3. #SMX #14C @mwiegand
I’m visiting your website.

4. #SMX #14C @mwiegand
• Content
I
saw
• Traffic
Sources
that
drove
me
to
your
site
• My
level
of
Engagement
Analytics collects data about my visit.

5. #SMX #14C @mwiegand
• The
Company
I
work
for
• My
Lead
Status
after
talking
to
your
sales
team
• My
Lifetime
Value
after
buying
several
things
If I fill out a form, CRM collects more data about me.

6. #SMX #14C @mwiegand
If you had all my info in one place, that would be great.

7. #SMX #14C @mwiegand
But that’s not how analytics platforms work, sadly.

8. #SMX #14C @mwiegand
That’s where User ID (UID) comes in!

9. #SMX #14C @mwiegand
Here’s how UID works in theory.

10. #SMX #14C @mwiegand
STEP #1:
PREPARE GA TO RECEIVE UID

11. #SMX #14C @mwiegand

12. #SMX #14C @mwiegand

13. #SMX #14C @mwiegand

14. #SMX #14C @mwiegand

15. #SMX #14C @mwiegand

16. #SMX #14C @mwiegand

17. #SMX #14C @mwiegand

18. #SMX #14C @mwiegand

19. #SMX #14C @mwiegand

20. #SMX #14C @mwiegand

21. #SMX #14C @mwiegand

22. #SMX #14C @mwiegand

23. #SMX #14C @mwiegand
STEP #2:
CAPTURE UID USING TAG MANAGER

24. #SMX #14C @mwiegand

25. #SMX #14C @mwiegand

26. #SMX #14C @mwiegand

27. #SMX #14C @mwiegand

28. #SMX #14C @mwiegand

29. #SMX #14C @mwiegand

30. #SMX #14C @mwiegand

31. #SMX #14C @mwiegand

32. #SMX #14C @mwiegand
STEP #3:
EXPORT CRM DATA FOR USE IN GA

33. #SMX #14C @mwiegand

34. #SMX #14C @mwiegand

35. #SMX #14C @mwiegand

36. #SMX #14C @mwiegand

37. #SMX #14C @mwiegand

38. #SMX #14C @mwiegand

39. #SMX #14C @mwiegand

40. #SMX #14C @mwiegand

41. #SMX #14C @mwiegand

42. #SMX #14C @mwiegand

43. #SMX #14C @mwiegand
THE HOLY GRAIL!

44. #SMX #14C @mwiegand
You chose wisely!

45. #SMX #14C @mwiegand

46. #SMX #14C @mwiegand

47. #SMX #14C @mwiegand
Thank you! See you at the next #SMX!
portent.co/SMX-Analytics