Analyzing the closing time of a deal . When making a conclusion about the effectiveness of campaigns, consider how long it takes on average to make a purchase decision. If a new advertising campaign has been running for 2 weeks, but the average closing time of a deal is 12 days, it is too early to draw conclusions about the effectiveness of the test. At the very least, you should evaluate the effectiveness by an intermediate stage of the funnel, for example, the cost of a qualified lead, and not by revenue.
LTV and retention rate analysis . The costs of attracting a client may not be covered from the first transaction, but pay attention to the lifetime value of the client (LTV). This indicator will help you assess how much profit the attracted client has brought over the entire period of interaction with your business. It is also important to track the customer retention rate and select tools to return the client base. Personalized offers, promotions, email newsletters and push notifications will increase the lifetime value of the client, thereby increasing the profitability of marketing in general.
Monitoring and evaluating contractors. Track the performance find your cell phone number list of contractors without waiting for a monthly report or a regular meeting with a specialist. Providing access to analytics will allow the contractor to promptly respond to a drop in efficiency in their area. It will also add motivation to avoid channel management mistakes and promptly discuss problematic situations.
Who will benefit from end-to-end analytics?
End-to-end analytics will not provide value to every business. It will allow companies to grow that:
Services or goods can be ordered online. If the site is used as a business card, and the company only accepts applications offline, there will be nothing to analyze.
Work with clients and requests is carried out in CRM. As mentioned above, it is the availability of data on closed sales that makes end-to-end analytics valuable. It is important to set up the transfer of clientID or another client identifier to at least three systems: counter, call tracking, CRM. With the help of such an identifier, it will be possible to analyze the history of interaction with a specific user both at the level of traffic channels and manager communications.