Closed Loop Analytics

Closed Loop Analytics

by Gary Vander April 27, 2018
Closed-Loop Analytics

What is Closed Loop Analytics?

Closed-Loop Analytics, also known as Closed-Loop Marketing, refers to that details from the Sales group can be utilized by the Marketing group to enhance their efforts and results.Without Closed-Loop Analytics, your marketing team is limited to stating, “I know what marketing efforts got individuals to our site.”
With Closed-Loop Analytics, your marketing group can say, “I understand exactly what marketing efforts resulted in Sales and the value of those Sales. I can offer you a breakdown of income by a marketing campaign.”

It’s a powerful difference.

How do we get there?

An effective sale typically has four phases:

  1. The visitor comes to your website due to marketing activities or SEO
  2. The visitor browses your site
  3. Visitor converts to a lead through a web type
  4. Lead becomes a customer

The majority of tools will track your potential client through stages 1 and 2. Some track through stage 3. Real Closed Loop Analytics tracks through all four stages. Let’s search in higher information at how we track the four phases.

Visitor Arrives at your Site

You can begin comprehending visitors before they even reach your website with Google Webmaster Tools (reveals exactly what percentage of individuals clicked through on your natural search results) and Google Adwords (portion who clicked your ad).
And, lots of free analytics bundles such as Google Analytics, or paid analytics packages such as Omniture, Woopra, etc., will track the source of that visitor when they land on your site. This is the section in Google Analytics that reveals your Traffic Sources.

Often there is no known source, such as when somebody enters the name of your site directly into their browser or uses a bookmark. Usually, though, somebody will have googled your website and clicked an organic search results page or a paid ad. Or they may have clicked on your link from an email, a PDF, a partner website, another ad, or a visitor article you wrote (all of which is trackable, though might require additional effort).

Salesforce Closed Loop Analytics – Google Analytics– Traffic Sources

Visitors Browse your Site

You can begin tracking extra information on your visit at this point. How long do they stay on each page?

Google Analytics provides this in aggregate, however, you’ll never know this information for each private visitor. Daddy Analytics offers this details on your Leads in Salesforce, so within the Salesforce you can see what your Lead has actually looked at, and how long they invested taking a look at it. You can see what pages they saw before and after filling out your web kind.

Visitor Converts to a Lead

To track Conversions, individuals often utilize Goals in Google Analytics, or they setup Conversion Tracking with Google Adwords. These tools do a great task telling you which of the people who concerned your website transformed.

You can boost your conversion tracking by utilizing funnels, and understanding where people fall out of the funnel.

Utilizing these tools, you can optimize for conversions, which is much better than enhancing simply for traffic. Many individuals stop their marketing efforts here, but there’s one last thing you need to pull into your reporting in order for it to be truly Closed Loop Analytics.

Salesforce Adwords – Conversion Tracking with Google Analytics Funnels
Google Analytics Funnel– the second best thing to enhance for.

Lead Becomes a Customer

Typically, marketing’s task ends as soon as the Lead is in Salesforce, or as soon as the Lead is in Salesforce and has been certified. With real Closed Loop Analytics, marketing can comprehend which of their efforts result in leads that do not buy, and which efforts result in leads that do buy.

Using Daddy Analytics to incorporate your site, Google Adwords, and Salesforce, you can answer the critical concern, which keywords should we be putting our money towards and which keywords are producing time-wasters?

Alternatively, you can begin to take a look at the quality of Leads and the Revenue created from LinkedIn ads vs Google Ads, or how the different partners you have compare amongst themselves.

You have actually reached the nirvana of Closed Loop Marketing, and can lastly challenge John Wanamaker’s famous claim, “Half the money I spend on marketing is squandered; the difficulty is I don’t know which half.”

True Closed Loop Analytics tracks through all 4 phases. Normally, however, somebody will have googled your website and clicked on a natural search outcome or a paid ad. Google Analytics provides this in aggregate, however you’ll never ever understand this info for each private visitor. Daddy Analytics provides this details on your Leads in Salesforce, so within the Salesforce you can see what your Lead has actually looked at, and how long they spent looking at it. Most people stop their marketing efforts here, however there’s one final thing you require to pull into your reporting in order for it to be truly Closed Loop Analytics.

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written by: Jay Verrone
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