Data collection methods for analyzing the effectiveness of contextual advertising in offline sales

To assess the effectiveness of contextual advertising, it is necessary to conduct research on customer behavior at various stages of product purchase. One of the objectives of such a study is to track the client's path from the moment an ad is shown to a purchase. If the purchase is made online, then using web analytics, this problem is solved quite simply. But if purchases are made offline, then there are some difficulties.
People go on advertising, go to the Landing Page, then make calls and come to the office. And so, you have a new client in your office, and you have no idea where it came from and how many rubles his visit cost, what advertisement he clicked on, etc. The most important task is to take into account complaints on the source of traffic (advertising campaigns, ad groups, search engines, etc.)

Client path

To simplify further consideration of the problem, take the example of product lending. Also suppose that we already have all the web analytics set up and have a good CRM .
Consider a credit sales funnel:


Using web analytics, we can trace the sales funnel only to the number of clicks on ads and customer behavior on the site. Next, web analytics ends, and all that we reliably know is a total conversion from “online to offline” (how many people turned to the bank for the number of site visitors). But how to divide offline contacts into traffic sources? The problem arises in data collection at the third stage - the beginning of offline contacts, which are counted in the CRM system and are not tied to the web data.

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Problem solutions

To solve the problem, you must specify the source of traffic in CRM. It remains only to figure out how to determine the source of traffic when starting contacts with a client.
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1. No phone - no problem

Remove the phone from the site and force all customers to interact with the web form. In this case, sales professionals will receive web forms that will then establish contacts with customers. After filling out the web form, all the necessary data for analytics will fall into CRM and we will be able to track the further course of events.
Example: www.tcsbank.ru/credit/form
Go to the page by clicking on the ad in the Yandex advertising block and see approximately the following url-mark:
When sending a web form, the url tags are analyzed and transmitted to CRM, as a result, the bank receives reliable information on each application - advertising campaign, ad position, keyword, and so on.

2. Why do they need so many phones?

Another way to make friends online and offline - the substitution of numbers. One way to implement:
We set the url tags for different ad groups, on the site side we analyze the url tag, for each url tag we assign our own phone number and display it for the client.
This method is very well described on Wikipedia .
Below is a very simple example of a number spoofing code implemented using the from tag.
Suppose we want to know how many customers get a loan by clicking on ads in Google Adwords, Yandex Direct, and other traffic sources. Register links to Landing Page in ads:

• Google Adwords: www.example.com/landing?from=1
• Yandex Direct: www.example.com/landing?from=2
• Other: www.example.com/landing?from=3

Now, on the page www.example.com/landing, instead of a phone number, we write <? Php echo get_phone (); ?>.

3. Promotional codes

The method shows itself well if the specificity of the product implies a high probability of the client coming to the office without preliminary actions (call or request), and also in the event that we do not want to introduce room spoofing and want to leave a phone number on the site.
The client is offered to get a hot discount on services, for this you need (select the one you need):

• fill out a web form and receive an SMS with a discount code, which you will then need to inform the employee
• dictate to the employee of the company by calling "your code" (see example)
• print or take a picture of the coupon (in which the same code is embedded)
• other

Example:
When implementing this method, you can embed almost any information obtained on the website into a promo code.

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Choose

	Benefits	disadvantages
Without phone	100% integration of online and offline, complete and high-quality data	The client is deprived of the usual way of communication, possibly falling conversion
Substitution of numbers	The usual "telephone for communication" on the spot, the client has a choice of contact options	The cost of maintaining a large number of rooms, "blurring" the main number
Promo codes	The very fact of the existence of discounts can encourage customers to buy, in the promo code you can "sew" a lot of information about the client from the web data	The procedure for obtaining a discount may be too obscure and scare the customer, the customer can ignore the discount.

The choice of a specific option depends on many factors: product specifics, customer characteristics, how many traffic sources are required to be analyzed, the availability of labor and technical resources, how much detailed statistics are needed to be collected, etc.
In any case, making friends online and offline is possible, and this is the main thing.