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Using Anonymous Visitor Web Tracking Data to Improve Your Marketing Campaigns

As a marketer, knowing specifics around your website visitors becoming identified in CRM gives you valuable insight into the effectiveness of your content. Being able to identify that a marketing campaign met or failed to meet expectations, or that the web traffic during that marketing campaign increased since the previous month would help guide decisions on future campaigns. But how can you gather this information and apply it to future marketing efforts? If you are using web tracking with ClickDimensions, through anonymous visitor data, you have the ability to see trends for anonymous visitors on your website, providing valuable insight into their journey to become identified as a lead or contact in CRM.

Note the reference of “marketing campaign” versus “CRM campaign.” In this blog post, we are not referring to CRM campaigns.

In this blog post, we will guide you through different reporting scenarios that you may encounter in your marketing efforts, as related to the use of anonymous visitor data, using both static and dynamic time frames. Using the results of the advanced find queries, you will be able to assemble and analyze actionable data you can use for insights into how your marketing efforts are performing. Further, you will be able to use these queried results to create CRM charts for a visual representation of the data.

Each scenario below is intended to stand alone, meaning you can use the criteria for each scenario separately, but also have the flexibility you may need to build on to the existing criteria. You will want to define the advanced find criteria in a way that fits your organization’s goals. For example, if you are trying to determine the effectiveness of a recent marketing campaign focused on converting anonymous visitors into contacts or leads, you may want to have a smaller range of dates to account for the beginning and end of the campaign.

For each of the following scenarios, you will need to start with an advanced find, which can be saved as a CRM view. Saving your advanced find as a view will be necessary for us to create a CRM chart, where we can use the information as an easy-to-read visual representation of the data.

Scenario One: How Many Anonymous Visitors were Converted to Contacts (or Leads) in January?

In this first scenario, you want to learn about the anonymous visitors that were converted in a specific month. Since we are not trying to compare several months, we want the results to return information limited to a specific month, which we can refer to as a static time frame because it does not change as time passes (more on this later when we look at creating a personal view). In our example below, we have chosen the month of January. You will set up your advanced find criteria as follows:

Look
For: Contacts (or Leads)

Identified On | On
or
After | 1/1/2018 (Select starting date)

Identified On | On
or
Before |1/31/2018 (select ending date)

Note: After entering this info, use the arrow beside the criteria fields for Select Row, select these two rows and click the icon for Group AND because we require this exact range of dates. The CRM default for this already groups as AND by default, unless specified otherwise. Then continue…

Anonymous
Visitor | Contains
Data

Since we are not trying to compare this data to other months, we have no need to set up a CRM personal view and turn it into a CRM chart for this scenario. However, saving the criteria will allow you to use this advanced find in the future, changing the time frame as needed, where you can search on-demand for lead/contact records during a given month. This type of query is quite useful to save you time on reporting on, or creating a marketing list of, leads/contacts who were identified in a given month (or other static time frame), perhaps to be used in an email campaign.

Scenario Two: How Many of Our Current Contacts (or Leads) were Converted Last Month?

Marketers often must report monthly on the performance of website content, and one of the more valuable metrics would be to see how many anonymous visitors were converted to leads/contacts in the last calendar month. For this, you may also want to create a view of all anonymous visitors. Instead of a static time frame, such as the static time frame in the first scenario, your advanced find would be more dynamic by choosing last month. Further, it will provide information on the previous calendar month and you never need to change the criteria from month to month, while still being able to analyze the previous calendar month’s data. Your CRM views and charts based on this criteria will always update to show the most recent data.

To determine the aggregate number of contacts (or leads) that were converted from anonymous visitors, your advanced find criteria should appear as:

Look
For: Contacts (or Leads)

Identified
On | Last
Month

Anonymous
Visitors

Anonymous
Visitor | Contains
Data

Depending on how your company uses leads and contacts in CRM, you will want to run your advanced find on leads or contacts, and then determine if saving both as a view will be necessary (especially for CRM charting purposes). An example of this would be when an anonymous visitor on your website has just submitted a form. When you created the form, you specified if new visitors will be created as leads or contacts in CRM and are identified as such.

In this scenario, you will need to adjust your advanced find criteria to look for the correct record types: leads or contacts. Further, if your company qualifies leads into contacts after a specific amount of time, it would be worth performing your advanced find to search on contacts that have become identified after becoming a contact. One such example of a contact not having yet been identified would be if they were manually created/imported into CRM (such as manual registration at a trade show, or similar events).

In this context, it is quite possible that some of your current contacts have anonymous visitor data that has not yet been associated with their contact record. You may want to have these results available for a variety of reasons, but more specifically (as an example) to assess their interaction with your website before the trade show and what led to them to visiting your booth at the event.

Based on these criteria, you could create a personal view in CRM by saving this query and its results when you select Save As on the advanced find window. At this point, you would be able to create a CRM chart based on this information; however, since your criteria limits the results to only the latest month, you may not want to spend your time creating one. Instead, you may have the need to compare this information across a larger time frame like six months. So, in the following scenario, we will look at using a six-month time frame.

Scenario Three: I Need Data on Contacts (or Leads) Who Were Converted from Anonymous Visitors, and I Need to Compare the Monthly Data Across a Six-Month Time Frame.

Querying for results on a larger time frame will enable you to compare data changes between a range of time, like month to month for the past six months. This query is the same as the last advanced find, but we change Last Month to Last X Months, where you can now define a time frame as the number of months.

Also, depending on your desired time frame, in the advanced find criteria, you can select from all sorts of time frames from minutes to years, and even fiscal years. So instead of a six-month time frame, you may need to see the course of a year by using Last X Years or the course of weeks by using Last X Weeks. Further, you may even want your results segmented by weekly, monthly or quarterly. A chart will be a great way to see these results.

As a simple example, I have sought out anonymous visitors who were converted in the past six months, using this advanced find query:

Look
For: Contacts

Identified
On | Last
X
Months | 6

Anonymous
Visitors

Anonymous
Visitor | Contains
Data

Once you have your results, you can save the advanced find as a personal view, which you can then use to create a chart similar to the one below:

Creating the Chart

After saving your query as a view, navigate to either Marketing > Contacts or Marketing > Leads depending on which entity your advanced find is focused on, as that is where the new personal view will reside. On the right-hand side of the screen, you can see where to create your chart. In my example, I have used the Identified On in a Series, and set it to Count:Non-empty, with a Category of Identified On by Month.

Companies will establish different criteria for defining marketing campaign success, but time frames tend to be one of the universals.

In CRM, there is a system view in Marketing > Anonymous Visitors called All Anonymous Visitors that will show you all records from all time. However, there are most likely too many records to create a chart. If attempting to create a chart with this view, you are likely to receive the error:

“The maximum record limit is exceeded. Reduce the number of records.”

As a result, it will be necessary to limit the results, as we have done using various time frames. However, there are many other methods of reducing your results for more actionable data such as integrating geography in your advanced find to further segment your results, as well as filtering out the ones who do not meet a minimum lead score.

2018-07-27T12:07:40+00:00 By |Web Tracking|0 Comments

About the Author:

mm
Rickey Jolley is a ClickDimensions Product Consultant.

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