Cross-cutting business analytics sales

In this article, I will reveal the essence of cross-cutting analytics for small and medium-sized businesses. It is aimed at entrepreneurs who have always believed that end-to-end analytics is cool, but very expensive and is only suitable for giants, large companies.

What is cross-cutting analytics?

End-to-end analytics makes a supermarketer from a marketer. It helps to determine and track the path of the client from the first click, which could be long before the purchase to a happy moment, when the satisfied customer leaves with the purchase home, or not home, maybe somewhere else. But the main thing is that he brought money to the company! And we, in turn, see where he clicked, what he wrote to the manager when he called, how much time he thought about the purchase, how much it cost us all this time and whether the investment in it paid off for our company.

What does cross-cutting analytics give?

If you are an entrepreneur, top manager, or simply all of Russia in an enterprise, analytics will tell:

  • How much sales the marketing of the company brings, and how much word of mouth, customer recommendations and personal experience of managers.
  • Exact conversion figures from Leads to sales for each specific channel. It will immediately become clear which of the departments “Marketing!” Or “Sales!” (Eternal Confrontation) “worked hard” for what period.
  • Whether the costs of advertising on the Internet and not only pay off, and you can demand explanations about the expenses spent in the empty budget of the last month.

If you are a marketer at the enterprise, then end-to-end analytics will open your eyes, give you new super-glasses, with which everything will suddenly become clear:

  • A report will appear on advertising sources that bring real sales to the company.
  • You will find a narrow neck in your funnel and you will be able to squeeze Leads at each stage of the funnel using targeted marketing communications.
  • Learn the payback of each advertising source, each marketing campaign and maximize ROMI (return on marketing investment)
  • In fact, a new level of web analytics, sales analytics, marketing analytics will open before you. You will see conversions not only by source, but also by region, gender, age.

Important! You will understand yourself and tell the head - what advertising budget flew into the pipe because of disrupted transactions. You will have strong arguments for the opportunity to influence sales.

How it works?

This is due to the integration of web analytics with sales. Below I will describe in detail 3 basic processes that need to be implemented in an enterprise to increase its efficiency. I want to draw attention to each process should be a continuation of the previous one. So web analytics statistics should not be torn off from call statistics, sales calls, and so on. We must see the full picture before the money at the box office. This is Important, otherwise the system does not make sense. Otherwise, the confrontation between marketing and sales will never disappear.

Base: Advertising sources + Call-Tracking + CRM
Advertising sources. Web analytics

Most likely you are using a huge number of advertising platforms to attract customers to the business. We understand that contextual advertising alone is not enough, we are looking for sales on social networks, on free sites, in catalogs, on recalls, and so on. And rightly so, everything changes very quickly, you need to be as flexible as possible and use all the features to achieve the desired results.

But all these actions need to be monitored. The time for intuitive selection of a particular site has passed. You need to rely on numbers.

And so let's say you have:

- SEO search queries
- Blog
advertising - Contextual advertising in Yandex Contextual advertising in Google
- Forum posts
- Flyers
- Social networks
- Paid banners on popular sites
- Ratings
- Market place

And of course many others. If you are using my help for the first time to get acquainted with the term “End-to-end analytics” - most likely you only consider the number of calls, and more precisely, you do not have a specific number of people who came from each channel, and especially how much money you earned from it in revenue and arrived.

But if you collect web analytics data on the main sites - that's good! That means you will be able to introduce a cross-cutting analytical culture by a third.

CallTracking / CallTracking

This is a technology that tracks customer calls to the company over the phone and links these calls to a specific advertising source. In fact, this is a code that is installed on the site and collects call statistics, but call tracking can also be used offline marketing advertising events, indicating on the leaflet the phone associated only with a specific event.

The basis of this system is the substitution of numbers. Instead of your company’s contact phone number, he shows a potential customer a replacement number. Then it compares it with a specific advertising source.

Let's go through the client path using an example:

  1. The client went to the site from the advertising site;
  2. He sees a replacement phone number and calls the company;
  3. The call goes to the virtual PBX;
  4. After the call, all information about it falls into the call log, which already contains all the data about this client.

As a rule, there are 2 types of call tracking:

  1. Static
  2. Dynamic

Static or classic:

  1. Assigns a separate number to each advertising source;
  2. It can be used on offline advertising - in magazines, on leaflets and other surfaces.


  1. Different visitors to the site are shown a different phone;
  2. Matches a call to a specific visit;
  3. You can trace in detail the source of the appeal - down to the keyword;
  4. It requires the purchase of more numbers, because at the same time on the site there can be many people and everyone will have their own number.


All of the above shows the effectiveness of marketing and advertising, but this is not the main thing. The main thing for business is sales, revenue, profit - money at the checkout! Previous tools are nothing without the main. CRM

What is CRM?

This is a customer relationship management system. In simple words, this is a program in which our managers communicate with a client. This is necessary to increase sales, optimize marketing, preserve the entire history of customer relationships, analyze the results.

In order to choose a CRM system, you need to answer 2 questions:

Question 1: Who will work in the system? Only the sales department or other departments too?
Question 2: What functional tasks should the system solve?

By implementing a CRM system in the company's business processes, we immediately affect 2 main processes:

1. Initial sale
2. Subsequent work with the client.

At primary sales:
Increased profit. The seller has complete customer information and sales history. The number of transactions and the speed of conclusion of the transaction are increasing. Easy to focus on the best deals.

Improving the accuracy of sales forecasting. Statistical information allows you to assess the likelihood of a deal and predict the speed of customers passing through the sales funnel, which allows you to effectively manage the company's cash flows.

Increase the likelihood of a deal.
Lower costs.
Increased employee productivity.

In further work with clients:

Improving the quality of service. Full information about the client allows you to more accurately identify the category of treatment and accurately determine the necessary resource to solve the problem. No need to switch to other representatives of the support service during a conversation with a client.

Increase customer satisfaction. The client is expected to work with a company that always accurately and timely provides information, maintains regular contacts with him, always timely and efficiently solves service problems, treats him personally and any person in the company has complete information about interaction with him.

Generating customer loyalty. Reducing support costs.
Increase in the average bill.

What conclusions should be made after reading this article

  1. Embed analytic culture in the company. The company needs end-to-end analytics. We need to know how much of the investment budget for advertising is not effective in order to invest in effective! There are low-cost cloud solutions - We know these solutions - contact, we will configure.
  2. Use CRM if you do not already have it.
  3. Use CallTracking for offline marketing and advertising campaigns.
  4. The fast, flexible wins, the one who uses the opportunities that the market gives a second sow.

Posted by Maxim Lednev, founder of LEDNEV.PRO, an expert in building marketing strategies and analytics, a certified specialist in Yandex and Google, an official partner of Bitrix 24, AmoCRM and Roistat.

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