Adrian Vender

1. Adrian Vender
@adrianvender
VP, Digital Marketing, Remark Holdings
eMetrics Summit Chicago, June 2017
Integrating Web Marketing & CRM Data:
The Big Picture

2. 2@adrianvender
The Big Picture is spread across multiple sources
Attribution insights are spread throughout dispersed data sources.
Identifying proper multi-channel attribution to CRM-based conversions requires
extra integration work.

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My tools… but choose your own!
I use the above tools as part of our process, but you can swap out with your
preferred set of tools.

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Integrated Attribution - Universities
Last Click Attribution of Leads is easy in Web Analytics, but for universities
Admissions and Starts are what create revenue. That conversion info is in CRM.

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Warm-up: Single Touch Conversion Insights
Grab campaign info from UTM or referral data, then push into the Lead form to get
campaign info into the CRM.
http://pastebin.com/uDmQALT6
Code by Mechelle Warneke - @mechellewarneke

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Identifying Conversions in CRM
Now you have Campaign info inside CRM data!

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Identifying Conversions in CRM
Records with an Admit Date = Admission
Then segment Admission activity be channel or campaign

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Next Level: Multi Touch Conversion Insights
Convertro (and other tools) will distribute multi-touch credit for web conversions.
We want to apply that same conversion distribution to the CRM activity.

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Next Level: Multi Touch Conversion Insights
Similar to an Ecommerce Transaction ID, we create a Lead Transaction ID for each
unique form submission.
Push the ID into a Multi-Touch Analytics system, as well as push to the CRM.
Map it together and now you have Multi-Touch CRM Conversion Insights!
Lead Transaction ID

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Multi-Touch CRM Conversions

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Lead and Admission Latency
By using the client’s CRM data, we identified that over 40% of leads take over a
month to turn into admissions.
THEN by connecting CRM records to Convertro data, we find over 30% of prospects
take over 3 months to convert from first digital touchpoint to Admission.

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Integrated Attribution - Race Registrations
New race registrants are much more valuable than Repeat race registrants, based
on client’s customer lifecycle strategy.
Website registration platform isn’t able to recognize new vs returning. This is
mapped within their CRM that is not directly integrated with ecommerce system.

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Matching Customer Records to Convertro
Fetch an export of the Customer matchback file from the client, then join those
records via the Ecommerce Transaction ID captured in both system.

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Revenue Performance by Channel, By Customer Type
We can then analyze how
each channel performs in
contributing towards New
vs Repeat registrants.

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First Touch to Registration, by Customer Type
We can determine when to
start marketing campaigns
to increase the
effectiveness of capturing
New registrants vs Repeat.

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Integrated Ecommerce Data
We wanted to integrate
data from sources like:
● Shopify
● Google Analytics
● Ad Servers
● Inventory systems

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Stitch Data - Pull from multiple sources...

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Stitch Data - Push into your data warehouse

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Use Stitch to push Shopify data to Data Warehouse

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Query Shopify data with SuperMetrics
Setting up queried tables is good because of
nested JSON structure in raw data.

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Bring data into Google Data Studio or Tableau
Pull data from:
● Google Sheets
● BigQuery
● Direct Connectors
The Stitch/Supermetrics
combo helps bring data
into Sheets that otherwise
is difficult to connect to
from these tools.

22. THANK YOU