Pseudo-goals of B2B companies Measure incoming calls?

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Web analytics for B2B. Connection with CRM and telephony
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Web analytics for B2B. Connection with CRM and telephony
Completo Editorial
Completo Editorial
September 25, 2014
Content
What goals should B2B companies set and what should they measure with analytics?
Features that are not taken into account when measuring ROI
What do we need from web analytics at Completo?
Questions to the speaker
A bit of theory
B2B features that influence goals and their measurement:
1. Specific goods or services.

2. Complex audience segmentation.

3. Decisions are made by many responsible persons.

4. Transactions that are long in time and complex in terms of decision-making cycle.

5. Often – indirect sales (dealers, franchises, branches, representatives).

6. The telephone is the most important channel of communication and transaction movement.

7. Initial direct sales are far from the only goal of business.

What goals should B2B companies set and what should they measure with analytics?
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Calls are a purely synthetic metric that has no bearing on marketing, business development, working with competitors, sales, or leads.

Generate leads?
Leads do not always lead to sales and are not always targeted. Leads are contact details of certain people, not to mention exchanges and cheating.

Is conversion important?
Conversion only roughly accounts for sales; south africa consumer email list it is very difficult to calculate for B2B.

Is useful actions on the site our goal?
Measuring actions is not marketing, but some kind of "piecemeal" story. Viewing the contact page, ordering a call back, downloading a price list - all this has nothing to do with sales or business development.

The most important thing is sales?
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Sales are not all the same. Sales are:
- direct and indirect;

— online, offline;

— recommendatory;

— from different demands;

- repeat.

Even when talking about types of sales, all of these are different internet marketing strategies, with different measurement methods and business goals.

Serious mistakes
1. Focusing on a one-time initial sale in an established market is what hinders business development.

2. If you don’t do online marketing, you don’t educate or train your market, you don’t expand demand, and you don’t create new expectations.

Features that are not taken into account when measuring ROI
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A simple formula that condemns inexperienced marketers to “phishing”
The ROI indicator does not take time into account and is calculated based on the last interaction channel.

Personification
Google Analytics and Yandex.Metrica systems will not provide you with serious measurements and will not help you collect detailed information on a specific person.

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Multichannel
In B2B, there are 5 to 12 channels. However, many consider only the last channel and do not consider offline channels at all - this approach does not allow making an objective decision.

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Telephony is disconnected from web analytics
— Not everyone has a connection with CRM.

— Not all call tracking systems identify incoming numbers.

— When there are a large number of calls, the original source is lost.

— When linking a number to a session, there is no analytics.

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For more details, watch Mikhail Fedorov's presentation "Dealer Monitoring and CRM Integration". ( https://www.youtube.com/watch?v=0-jlm9leHKo)

Time period and scale of internet marketing effectiveness assessment
Usually, everything is limited to people coming to the site, where they perform some actions - and this whole "mess" is spinning. To successfully promote your business, you need to see the whole picture, because in B2B everything is much more complicated. It is necessary to take into account a special coordinate axis, divided into segments - dealers and time.

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Availability of all collected data in any sections and types
Yandex.Metrica and Google Analytics provide a very weak opportunity to obtain data slices. In order to work fruitfully with information, it is necessary to download it from Google Analytics and transfer it to Excel. In this case, it will not be possible to obtain all the data. However, it is very important to be able to collect all the data and analyze it.

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Availability of all collected data in any sections and types

Collection, processing and access to data
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Data collection, sampling
Data at the stage of entering the system is "rolled up", statistically "collapsed". It is no longer stored in "raw" form. Even Universal Analytics, which allows personalizing analytics, is designed only to receive aggregated data.

Limited set of events
There are serious limitations on tracking a large number of different events. There are also limitations on describing the dimensions of these events.

Data processing
The data is processed only once - when entered into the database, by the system itself. It is impossible to correct them or do a preliminary check. If something has changed in the business, erroneous data was entered for some period - nothing can be corrected, all statistics will be spoiled. However, by paying a considerable amount of money, you can correct this mistake.

Access to data
Data is aggregated (raw data is never provided or worked with). Data is provided in a disaggregated form, so it is often impossible to link one figure to another.

What do we need from web analytics at Completo?
1. Personification

For B2B, personalized analytics is very important because each person is a “big contract,” a “big deal,” a long stage of decision-making. It is necessary to single out each specific person, linking them to a phone number and orders in CRM. We recommend Universal Analytics, Snowplow, Woopra.

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2. Linking with accounting systems

Telephone, 1C, CRM — this is the minimum, without which there is nothing to do in B2B. Cohort analysis is the most hackneyed example of customer base analytics. They identify cohorts (segments) of people based on some similar characteristics and look at what happens to these groups (cohorts) over time.

Conducting a cohort analysis is easy. However, determining what data to use and how to divide the groups is not easy.

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3. Ability to build customer lifecycles

Where ROI fails, because time, net profit and advertising channels are not normally taken into account, all this can be taken into account in life cycles.

Only through lifecycle analysis can you see how customers go through different advertising journeys. To initially attract a visitor requires a completely different set of marketing activities than those needed to attract them for subsequent purchases.

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As a result
All data and events are collected not only from the website. It is necessary to use mobile devices, desktop computers, cash registers from an offline store, and delivery service telephone data. All data must be in a single log file. Unfortunately, these are different systems now, and therefore different log files. There must be a unified log in which all this data will be stored.

Web analytics as such is no longer interesting. In fact, it is becoming business analytics. This is an old trend that is now gaining special importance.

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Case. Let's move on to practice
Let's consider the most complex case of analytics - a B2B company with dealers.

The telephone is the main channel of communication

It is necessary to understand:
- how many calls were made and to which dealers;

— from which advertising channels did these calls come;

— quality of service by dealers over the phone;

- analysis of negativity (if there was any);

— offline advertising measurement;

— quality of communications.

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We track dealer performance
According to these criteria:
- sales volume;

— number of webinars listened to;

— number of certified sellers;

— quality of call reception;

— percentage of successfully processed calls;

— the number of positive reviews about the dealer;

— the number of complaints about the dealer;

— quality of the dealer’s work;

— call acceptance limit — the number of calls after which the quality of the dealer’s work decreases;

— the optimal number of calls per day, per week, per month;

— does the dealer read the newsletter;

— whether the dealer uses a personal account.

It is important to calculate the comprehensive indicator of the dealer's work, including online and offline channels.

Need to get telephony data for each dealer
— call duration,

- recording of conversations,

— date and time of calls,

— number of calls,

- calls answered or not answered,

— regionality of calls. CRM and web analytics are connected to this database.

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Basic scheme of sales control at dealers
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We chose an IP PBX with analytical software that performs number substitution on a website that is linked to web analytics.

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The number 8-800-…, to which various advertising channels come — we determine the number, the subscriber's region, the advertising channel. After that, we transfer the calls to a special call center, which records this data in the CRM. All this is recorded in 1C. Then the calls are distributed among the dealers. The dealers process the filtered incoming calls.

Now we know
— which dealer is it more profitable to address the call to;

- what is the quality of call reception;

- how much money is spent on each dealer, and how much profit he brings;

— we make decisions about the correct distribution of calls;

— we track advertising channels, search queries, and how sales are going at the dealer by User-ID. We record all data in the client card, including User-ID (Universal Analytics). This allows us to track the entire sequence of actions of a potential buyer.

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If the CRM is linked to telephony, then not only the User-ID is recorded, but also telephone conversations and advertising channels.