You’re a startup and it’s you (the CEO), your CTO and your marketing guy in the monthly board meeting, and your investors ask “so what did you learn from the marketing activities last month?” Don’t say something like “we’re not real sure”, or “traffic went up, but we don’t know from where” – or anything like that. In fact, make sure you don’t fall into the old adage “I know half of my marketing is working – I just don’t know which half.”
Clicky
Below is a video tutorial of an example of how you can correlate offline media efforts to web traffic, and essentially understand the effectiveness of your offline media.
I use Clicky Web Analytics to help measure the the effectiveness of offline media because it can track visitors down to the street level. All of the other analytics tools I have used only go to the city level. (caveat: this isn’t exact, so don’t knocking on people’s doors or anything! Use this for relative measure of density in areas of a city).
How can marketers use this data? Well, I can drop a direct mail piece and a few days later see if I have a concentration of visitors in the neighborhoods the piece was dropped. You can do the same thing with billboards as well, although it may be more beneficial to place the boards in the areas with the most concentration (or least if you are after brand awareness). This could even work great for a nation-wide television campaign, to where you could follow-up with direct response marketing to the areas with the highest concentration of visitors.
Anyway, watch this short video and if you’re not already using this tool, get Clicky!
