End to end marketing allows marketers to see what’s working and what isn’t by allowing them a view of their full customer journey. This blog shares how you can accurately track your end to end marketing campaigns and definitively prove ROI.
Understanding your business, your products and your customers is important. However, it only gets you so far. Understanding where your customers start and finish their buyer’s journeys, and the steps they take to a sale is key to success.
End to end marketing can help you analyse your customer journey to better understand how each marketing campaign and channel work together to support your bottom line.
Keep reading to learn:
End to end marketing are campaigns that cover multiple channels and campaigns. To be successful online, you need to coordinate all of these moving parts to reach, engage and convert website visitors.
With the right tools in place, however, you can automatically understand the impact of your end to end marketing campaigns.
The first step to achieving proper tracking across end to end marketing is understanding the customer journey. The buyer’s journey generally follows three stages: awareness, consideration and decision.
You can read our full guide to tracking customer journey stages. However, it’s important to remember each of these stages can have multiple touchpoints.
As a marketer, it’s important to understand how those who go on to purchase from you, find your business.
If you have even just a few sales a month, it becomes really tricky to track every time those users interact with your website and understand where they originally came from.
Proper tracking allows you to prove your end to end marketing campaigns are working. You can take the guesswork out of your reporting and use real-time data to monitor your performance and make data-driven decisions.
We know that marketers don’t land on your website and convert right away. In fact, it can take up to 20 touchpoints for users to convert when considering a product as small as a chocolate bar!
With end to end marketing and a proper lead generation funnel in place, you can be sure you’re driving new users to your website and that your marketing efforts are working to convert them in the background.
Understanding the outcome and impact of that work is essential to learning what to do next. After all, business leaders in your company will want to know what marketing is achieving in terms of the one metric that matters: revenue.
While you might see a large number of clicks or huge reach across a particular campaign, what role is it playing as part of your customer’s journey?
Measuring your work in isolation, and assuming your work is having an impact is a big red flag.
There are a number of problems that marketers face when using channels and campaigns to attract website visitors and convert users into customers.
Unless you’re a Google Analytics whizz, chances are you won’t have maximised the options available to you to track actions on your website.
And, even if you are a whizz, there are some actions you just can’t properly track.
We advise tracking:
Another issue for marketers is lead visibility. If you have tracking set up to count your form submissions and phone calls, that’s great to see how many leads you’re creating. However, you can’t see how high quality those leads are.
Related: Complete guide to lead tracking
It means you’re left without key data. And due to the lack of tracking between your sales team and your analytics, you can’t connect your leads to your sales.
Not only do long customer journeys mean lack of tracking as they last longer than the tracking timeframes of 90 days held by Google Analytics, but they’re complicated for another reason too.
Long customer journeys mean lots of touchpoints.
If a user interacts with your website 100 times, how can you even begin to understand which channels have worked well? And surely, even if a user engages with a PPC advert in those 100 touchpoints, that means the ad had some success?
Related: Tips to reduce your long sales cycle
Let’s use an example.
You set live a new campaign around a particular topic. As part of your campaign, you get a budget of £2,000 to spend on paid campaigns. So, you spend £1,000 on a PPC campaign across Google, and the other £1,000 on paid social. You also run some organic content too.
In the weeks of your campaign, you see ten new newsletter signups, as well as five new demo requests. Great!
But you should be asking yourself:
Proper tracking can help you answer these questions. It will allow you to make informed decisions about your future end to end marketing campaigns because you’ll know what works best.
We’ve hinted at it, but the problems you face when implementing end to end marketing can be resolved with the right tools. Ruler Analytics is that tool.
Marketing attribution works to reduce the data discrepancies marketers have to face on a daily basis.
Ruler tracks every new and returning visitor to your website. Not only that, but it also tracks variables like their lead source, first-click landing page and more.
That’s what makes it the perfect solution for those marketers struggling to evidence the impact of their end to end marketing campaigns.
Here’s how Ruler works.
A user visits your website for the first time. Ruler tracks all of their data including their first-click source.
Ruler continues to track and collate the data for this user on subsequent visits. When they convert into a lead, via call, form or live chat, Ruler fires all of the relevant marketing and lead details to your CRM.
But it doesn’t stop there. Ruler will continue to track your lead until they convert into revenue. At this point, Ruler will scrape the revenue from your CRM and fire it back to your marketing apps. There, it will automatically attribute it to the influencing marketing channels and campaigns.
With this in place, you can get a full overview of how your end to end marketing campaigns are working. As you can track the full customer journey of your leads and visitors, you’ll be able to see how particular marketing messages are working to drive meaningful conversions.
Learn more about tracking customer journeys from end to end by downloading our eBook. You’ll learn how to link your closed revenue back to the marketing touchpoints that matter!