CRM Data

In a world with numerous choices, personalising your message can be a make or break factor. In other words, be more relevant than your competition. Historically, B2C marketers have not really focused on personalisation or customisation. Metrics such as reach and frequency were king. We believe that there are numerous ways to personalise your messaging. Some difficult and costly, some easy and cheap. Doing this well can really drive success.

The coolest example I can think of is the Starbuck app. It is able to display ten thousand different customised offers and recommendations and has arguably one of the best use rates of any loyalty program. But the chances that your companies following are as loyal and passionate as the average Starbucks fan are slim, so your options, and your pockets, might not be as deep. But there is no reason to despair. There are a lot of different things you can personalise. However, for the sake of simplicity, let’s focus on the most straightforward ones first:

• Signal about who your clients are: Apple watch Anthem spot uses this well. Most large digital advertising platforms have detailed audience insights. Cross-reference this with your own Google Analytics data and find the audiences you want to target with a specific creative.
• First-party audience data about what they want: Purchase history, website activity (via Google Analytics), funnel drop off point or search intend. Behaviour from the not so distant past is a pretty good signal in predicting the future. Or what about lifecycle stage data?
• Third-party data about context: personalise the creative for device, date and time or location. Or audience data like family size or in-market audience data.

If you are keen to get a full understanding of how we can use the above data sets for your business, feel free to reach out and lets talk about what we can do to personalise your messaging.

In a world with abundant data and numerous opportunities, it makes sense to start with a small step. In other words, just get started and learn. We believe the best way to do that is to start experimenting with different Google Analytics audiences. This is easy and cheap and doing it well can really drive success. You can use Google Analytics to create audiences to:

• Personalise your create messaging
• Test different marketing strategies
• Adjust the landing page(s) and or content on your site or app.

When you are done playing with your Google Analytics audience data start to think about what is next. CRM data can be translated into “cookies” by both Google and Facebook. Outside of Europe, you can buy location data and target audiences that physically go to your competitor stores.

In my experience, simple differentiators between audiences drive the most impactful results. And the law of diminishing returns definitely applies here. If you are keen to bounce some ideas off of us, feel free to reach out and let’s talk about what we can do with your audience data.

Marketo (a leading provider of lead management solutions) has a closed-loop solution for importing offline conversions into Google Ads. Here is a very nice solution brochure. This will you to automatically export offline conversions tracked in Marketo (e.g., lead qualified, opportunity won, etc.) directly back to Google Ads, thereby allowing them to quantify the impact of their Google Ads spend against actual revenue or revenue-generating events.

You can find the Marketo technical specifications here.

If you use Salesforce’s Sales Cloud® to track leads or opportunities or both, you can import your offline conversions from Salesforce’s Sales Cloud into Google Ads. This will help you better measure how your online Google Ads investments are generating offline value. You can contact us for setup or alternatively set up the integration yourself following these instructions.

You can import offline (or otherwise untraceable) conversion events directly into Google Ads for purposes of reporting and optimisation.

Many advertisers leverage Google for online lead generation (counted as a ‘conversion’) but the actual sale or conversion of leads generated by Google Ads happens outside of Google’s technological ‘walls’ and are tracked elsewhere. Sometimes days or weeks after the ad click. Since Google Ads cannot report on these conversions, you cannot demonstrate the full value they are receiving from Google Ads and therefore help customers make better decisions or use the full power of machine learning-driven automation in your marketing strategies from Google.

Google Ads Conversion Import offers advertisers the possibility to feed ‘offline’ customer conversion data to Google Ads and match it to Google Ads paid clicks/conversions (or ‘leads’) allowing advertisers to make better-informed decisions and optimise for keywords that lead to actual sales.