How do you identify the anonymous traffic you work so hard to deliver for clients?
When it comes to our agency partners across the country, we know what they are looking to provide the clients. They are always looking to find innovative technology. In our case, we can provide a future-proof technology. Our main goal – to assist with increasing online conversion.
You’re spending a lot of money to drive people to the site. Our technology can help increase and improve your online conversion. We also provide a scalable marketing activation program with relevant data. Client data and trends that you, as an agency, can help and present to your client, which will help you with making marketing decisions. Lastly, we help with improved customer retention, which is another revenue source for your agency.
Our focus for this post is about identifying anonymous traffic that agencies are working to focus in on. Most agencies do a great job driving quality traffic to a client’s website. So realistically, what are the problems we’re trying to solve?
1. Over-reliance on indefinite metrics, like bounce rate, title on-site, and Google Analytics.
There’s fatigue from that limited 2% of your client’s website converting. At FullThrottle, we’re always trying to illustrate the value of quality traffic. Solving this is important to us, as we show our clients the value of pinpointing what households did and bought once they finished their conversion.
2. Helping agencies to explain to our clients, through our technology, that consumers don’t shop linearly.
This is how traditional, older tools (ie. Google Analytics) tracks data. One session can be defined by a lot of theoretical or vague analytics. Someone will open an email, click, and fill out a form, and Google will count this as a goal conversion. The email will look solid because of the click-through rate and how many people filled out the form all within one session.
But how do most consumers shop? It’s through multiple sessions.
POV: you open your email, you get busy and come back to it, maybe late. Maybe later in the day, you see a display ad, which you click on, but don’t have time to shop right now. You get busy again. Maybe later at night, you have some free time. You have a little bit of free time in front of your laptop. You have that brand recall and say “you know what? I keep seeing the ads about it. I want time to do it”. Do you go back and find that display ad? Do you go find that email again? No, that’s not what you do. You end up going to Google and do an organic search, looking for that brand or product. And then maybe you’ll fill out the form.
So now, traditional analytical tools (like Google) are only giving credit to organic searches through Google.
Due to this, we are missing out on two huge parts of that influence, which is the email and the display ad before. And this is where FullThrottle comes into play. How do we identify these audiences?
As you can see here [picture of map view], we can identify a large portion of your online traffic down to the anonymous households. This can be done across any number of geographic areas, whether it’s nationally or regionally. Even if you’re an individual store and you want to look at a fifty-mile radius.
This can also be seen as a list view [maybe add the list view here instead]. Seeing the list view of all the households, you can see how we resolve multiple devices to that single household. Maybe there’s one spouse shopping with their iPhone. Maybe you have another spouse shopping. Maybe you have an influencing teenager or additional adult in the household. We are taking all that traffic and bringing it all into single resolved households.
So, what do we do with data now that we’ve made these identified households available? What can agencies take advantage of once they’ve gathered this data?
We identify, market, and measure.
The first point of identification is determining an addressable household. Again, these are website visitors who did not fill out a form submission. These are people who have looked at products and services and have left the site.
Once we have identified these addressable households, they become our marketing audience. Any display of social marketing would hit all those households. Direct mail is a variable, based on budget allocation, and then email addresses, which is uncapped.
Because we have identified the household, we are able to do a conversion match back with that client, allowing us to show two data points, variable on the client. For example, one goal could be actual sales transactions and the second could be measuring against appraisals.
Once you’ve identified your audiences and ran automated marketing as an agency, you get phenomenal opportunities to further connect the dots.
What are the key verticals that agencies should focus on when harnessing this technology?
We’re glad you asked!
We have seen success in several different industry verticals, including industries that spend money to drive people to their site and industries with a longer buying cycle and competitive industries. Think products and services where people are going to do more research. For example: HVAC, home improvements, specialty retail, insurance energy, travel education, etc.
Most importantly, companies are spending money to drive people to their website, so technology that can identify households and market back to them instantly is an essential part of the business. If you’re an agency with a variety of clients, the technology assists in analyzing your customers timeline to buy. When a purchase takes consideration, we can track that entire journey. You can see the household and every URL that’s clicked over multiple devices.
What do we deliver as a technology provider to agencies?
It’s that innovative, future-proof technology. It’s cookie-less, it doesn’t rely on mobile IDs. We help increase online conversion and identify your missed opportunities.
We make it very scalable. It’s not a hands-on, manual solution, rather it’s technology that can scale with the size of your business, with the size of your clients. There’s always interest in more client data trends and insights. We want to help our agencies bring even more value to their relationships with their brands and clients. And of course, an improved customer retention and revenue source is so key for agencies today, as they look for month-to-month revenue.
Whether it’s in-store or offline, brick and mortar, or it’s true online E-commerce - what are the amazing things you can do, once you’ve connected the dots with this anonymous digital world, with your actual transaction role?