I've just watched and on video about online marketing, and there are some very interesting aspects of online marketing that I want to talk about right here in the forum. There are many companies who knows the advantages of combining both online marketing data and offline marketing data. In order to get a better insight of the company's marketing efforts and to eliminate any mistakes made in the way, being able to merge online and offline statistics, can really help the company achieve a better insight of what's happening in its marketing division.
When you're working on online campaigns using affiliate marketing strategies, PPC campaigns like Adwards, e-mail marketing campaigns, etc., the data can be easily tracked and analyzed using the latest Web analytics software available today. But when we are talking about multichannel data collection, we'd also defined away to measure the effectiveness of off-line marketing efforts. For example, you can use coupons on brochures with special primary key codes, in older to tag the specific competing in combining the data together with online collectible data.
Today many companies advertise on different media channels, like TV, radio, newspaper, telemarketing, etc. in telemarketing is very easy to tag every call to customer, because you have a specific identification of the customer you are talking to (most of the time). On the other hand, when you advertise on TV or on the radio, you need a specific method to get an insight of the effectiveness of this type of marketing strategy. For example, if your advertising with your main domain, it's later hard to distinguish between visitors who came to the website through the TV marketing campaign or through a direct hit or through search engines, by loading the website from their favorites. When people look at the TV commercial and they see a domain name, what they do, isn't that a day usually type in the company's name in the search engine and click on the site's link, enter the domain name in the browser's address bar or type the domain name in the search engine text box and then press the search button to find the website.
Of course you have an option to use Google analytics advanced segments in order to create a specific segment for visitors who came from off-line campaigns. You can do that a specific time metric that specifies the time range which the TV commercial actually took place. In order to make the output data as expert as possible, you should previously create a segment that includes visitors that entered the website using the three methods that we mentioned earlier. After that, you can substract the second metric that includes the three methods for entering the website, and then substract that information from the first segment that contains the time range of metric.
Of course you can use more complicated data calculations, in order to get a better and more accurate figures. Measuring offline marketing campaigns statistics is not that easy as many people think. There are many tools that can help you achieve the month of accuracy you expect, but usually there are third-party solutions that are not integrated into a Web analytics solution. I think that any future we will probably see more sophisticated and integrated Web analytics tools that will provide us the solutions for easily combining both online campaigns statistics with offline statistics.
If you had a chance to come across such software or software-as-a-service solution, please reply and post the link here. Many thanks for listening and talk to you soon.