About Me
- nata.zaharova
- Reykjavik, 105, Iceland
- πΉ Business, Strategy, Marketing, PsychoanalysisπΉ 25 years of Driving Deep Level Connectionsπ
Π‘ΡΡΠ°Π½ΠΈΡΡ
My vision board for first half of 2020
Offline and online metrics: How to measure in direct and email marketing
How to improve your customers' tracking in a combined direct and email marketing strategy?
Of course, during our new COVID-shaped reality we marketers have started to search what works and what doesn’t to make our print and digital advertising work together even better. We know it's not enough to attract the target audience, you have to be able to close sales and retain those customers.
Further, shortly, I walk you through the whole process of customer tracking via offline and online combined together.
The tracking system helps you analyze your audience preferences and deliver product value in a data-driven approach. So use offline conversions tracking. Sometimes, an ad doesn't start directly from an online offer sent by email, but instead begins with a customer down a path that ultimately started with a sale in the offline world, such as your office or home delivery thank you letter.
Offline Conversions automate customer success and get how much of it can be attributed to your digital offers. You can measure the offline return on offers reaching people by their offline actions collecting CSV-file and visualizing their actions on the map and sending them digital ads on Facebook or Google Ads for example.
Coupons
By tracking the coupons, we can easily see how many online (or offline) sales were made using a given coupon code and tie the conversions to a given marketing channel.
Loyalty Cards
Loyalty cards are an even more powerful tool in the hands of marketers, as they tie together all the offline and online sales of a single customer. However, their use is limited to an existing customer base.
Postal codes
Marketers can track the delivery postal code and find associated transactions, we can use this data in various ways to measure the effectiveness of:
- Direct-mail campaigns or leaflet distribution in a given postal code area,
- Display and PPC online campaigns targeted at a given postal code.
Call tracking
If you are directing offline campaigns to your website that provides an answer to the offline lead generation. With this approach, you can measure the effectiveness of other campaigns while bringing the analytics of your marketing activities — all your marketing activities, online and offline — under one powerful umbrella.
In fact, if you`re scaling relationships between online and offline conversions we could serve your goals best. Utilizing ML and AI power takes your direct and email marketing strategy to new heights.
Recommendations:
Combine your expertise with our huge direct mail library to get a data-driven approach to a rapidly disseminating offline-online channels match.
Start building the long-term marketing strategy shifting customer tracking in online and offline conversions.
Π£ΡΡΠ΅Π½Π½ΡΡ ΡΡΡΠΈΠ½Π° "ΡΠΌΠ΅ΡΡ ΡΠ»ΡΡΠ°ΡΡ"
Π₯Π²Π°ΡΠΈΡ ΠΊΠΎΠΏΠΈΡΠΎΠ²Π°ΡΡ ΡΡΠΆΠΈΠ΅ ΡΡΡΠ°ΡΠ΅Π³ΠΈΠΈ ΠΈ ΡΠ°ΠΊΡΠΈΠΊΠΈ! #marketing #cutthebullshit
ΠΠ΅Π»ΠΈΠΊΠΈΠ΅ Π³ΠΎΠ²ΠΎΡΡΡ... Π§ΡΡΡ!
ΠΠ°ΠΊ ΡΠΎΠ»ΡΠΊΠΎ Π²Ρ ΡΡΠ»ΡΡΠ°Π»ΠΈ ΡΠ΅ΠΊΠΎΠΌΠ΅Π½Π΄Π°ΡΠΈΡ ΠΎΡ ΠΈΠ·Π²Π΅ΡΡΠ½ΠΎΠ³ΠΎ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³-Π³ΡΡΡ ΠΎ ΡΠΎΠΌ, ΠΊΠ°ΠΊ ΠΏΡΠΎΠ΄Π²ΠΈΠ³Π°ΡΡ ΡΠ΅Π±Ρ, Π½Π°ΡΡΡΠ°ΠΈΠ²Π°ΡΡ ΠΊΠ°ΠΌΠΏΠ°Π½ΠΈΠΈ ΠΈΠ»ΠΈ Π΄Π΅Π»Π°ΡΡ ΡΡΠ°ΡΠΈΠΊ, Π·Π½Π°ΠΉΡΠ΅, Π²ΡΠ΅ ΡΡΠ΄Π° ΡΠΆΠ΅ Π»ΠΎΠΌΠ°Π½ΡΠ»ΠΈΡΡ, ΠΈ ΡΡΠΎ Π²ΡΡΠ΄ Π»ΠΈ Π±ΡΠ΄Π΅Ρ ΡΠ°Π±ΠΎΡΠ°ΡΡ ΡΠ°ΠΊ, ΠΊΠ°ΠΊ Π²Ρ ΠΎΠΆΠΈΠ΄Π°Π΅ΡΠ΅.
ΠΡΠ΅ ΠΊΠΎΠ½ΠΊΡΡΠ΅Π½ΡΡ ΡΠ°ΠΊΠΆΠ΅ ΠΊΠ°ΠΊ ΠΈ Π²Ρ ΡΠΆΠ΅ ΠΏΠΎΠ±Π΅ΠΆΠ°Π»ΠΈ "ΡΠ»ΠΈΠ·ΡΠ²Π°ΡΡ" ΡΠ°ΠΊ Π½Π°Π·ΡΠ²Π°Π΅ΠΌΡΠ΅ "Π½ΠΎΠ²ΡΠ΅ ΡΡΡΠ°ΡΠ΅Π³ΠΈΠΈ" ΡΠΎ ΡΠ»ΠΎΠ², Π½Π°ΠΏΡΠΈΠΌΠ΅Ρ, ΠΠΈΠ»Ρ ΠΠ°ΡΠ΅Π»Ρ - ΠΈΠ·Π²Π΅ΡΡΠ½ΠΎΠ³ΠΎ Π³ΡΡΡ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π°, ΠΈ Π²ΡΠ΅, ΡΡΠΎ Π²Ρ ΡΠ΄Π΅Π»Π°Π΅ΡΠ΅ Π±ΡΠ΄Π΅Ρ Π»ΠΈΡΡ ΠΏΠΎΠ²ΠΎΠ΄ΠΎΠΌ ΠΏΠΎΠ΄ΡΠ°ΡΡΡΡ Π²ΠΎΠΊΡΡΠ³ "ΡΠ°Π·Π·Π°Π±ΠΈΡΠΎΠ³ΠΎ ΠΊΠΎΡΡΡΠ°".
ΠΠΊΡΠΏΠ΅ΡΠΈΠΌΠ΅Π½ΡΠΈΡΡΠΉΡΠ΅, ΠΈΡΠΈΡΠ΅ ΡΠ²ΠΎΠΈ ΠΌΠ΅ΡΠΎΠ΄Ρ ΠΈ ΡΠΏΠΎΡΠΎΠ±Ρ ΠΏΡΠΈΠ²Π»Π΅ΡΠ΅Π½ΠΈΡ ΡΡΠ°ΡΠΈΠΊΠ°, Π½Π°ΡΡΡΠΎΠΉΠΊΠΈ ΡΠ΅ΠΊΠ»Π°ΠΌΡ ΠΈ ΠΏΡΠΎΠ΄Π²ΠΈΠΆΠ΅Π½ΠΈΡ.
ΠΠ±ΡΠΈΠ΅ ΡΠ΅ΠΊΠΎΠΌΠ΅Π½Π΄Π°ΡΠΈΠΈ ΠΏΠΎ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Ρ ΠΈ ΡΠ·Π°Π±ΠΈΠ»ΠΈΡΠΈ ΡΠ°ΠΉΡΠ° Π΄Π»Ρ Π°Π²ΡΠΎΠΌΠΎΠ±ΠΈΠ»ΡΠ½ΠΎΠΉ ΠΊΠΎΠΌΠΏΠ°Π½ΠΈΠΈ - ΠΏΠΎΡΡΠ°Π²ΡΠΈΠΊΠ° Π°ΠΌΠ΅ΡΠΈΠΊΠ°Π½ΡΠΊΠΈΡ Π°Π²ΡΠΎΠΌΠΎΠ±ΠΈΠ»Π΅ΠΉ
ΠΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³-ΡΡΡΠ°ΡΠ΅Π³ΠΈΡ: ΡΡΠ°ΠΏΡ Π·Π°ΠΏΡΡΠΊΠ° ΠΎΡΠ΄Π΅Π»Π° ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π° Ρ Π½ΡΠ»Ρ Π² IT-outsource
I ΠΠ’ΠΠ
Π¦Π΅Π»Ρ: Π Π΅ΡΡΡΡ Π°ΡΠ΄ΠΈΡΠΎΡΠΈΠΈ, ΠΊΠΎΠ½ΠΊΡΡΠ΅Π½ΡΠΎΠ², ΡΡΠ½ΠΊΠ° - Π²Π½Π΅ΡΠ½ΠΈΡ ΡΡΠ»ΠΎΠ²ΠΈΠΉ
ΠΠΏΡΠ΅Π΄Π΅Π»ΠΈΡΡ ICP Π΄Π»Ρ ΡΠΎΠ³ΠΎ, ΡΡΠΎΠ±Ρ ΠΏΠΎΠ½ΠΈΠΌΠ°ΡΡ, ΠΊΠ°ΠΊΠΈΠ΅ ΡΠ΅Π³ΠΌΠ΅Π½ΡΡ ΡΡΠ»ΡΠ³ Π½Π°ΠΈΠ±ΠΎΠ»Π΅Π΅ ΠΏΡΠΎΠ΄Π°Π²Π°Π΅ΠΌΡ ΠΈ ΠΌΠ΅Π½ΡΡΠ΅ Π²ΡΠ΅Π³ΠΎ ΡΡΠ΅Π±ΡΡΡ ΡΡΠΈΠ»ΠΈΠΉ, Π²ΡΡΠΎΠΊΠΎΠΌΠ°ΡΠΆΠΈΠ½Π°Π»ΡΠ½ΡΠ΅ ΡΡΠ»ΡΠ³ΠΈ.
ΠΡΠΎΠ²Π΅ΡΡΠΈ customer persona research ΠΈ ΡΠ΅ΡΠΈΡ ΠΈΠ½ΡΠ΅ΡΠ²ΡΡ Ρ ΡΡΡΠ΅ΡΡΠ²ΡΡΡΠΈΠΌΠΈ ΠΊΠ»ΠΈΠ΅Π½ΡΠ°ΠΌΠΈ, ΡΡΠ΅ΠΉΠΊΡ ΠΎΠ»Π΄Π΅ΡΠ°ΠΌΠΈ ΠΊΠΎΠΌΠΏΠ°Π½ΠΈΠΈ, ΡΡΠΎΠ±Ρ ΠΎΠΏΡΠ΅Π΄Π΅Π»ΠΈΡΡ Customer activity cycle ΠΈ Value Map.
ΠΡΠΎΠ²Π΅ΡΡΠΈ ΠΈΡΡΠ»Π΅Π΄ΠΎΠ²Π°Π½ΠΈΠ΅ ΠΊΠΎΠ½ΠΊΡΡΠ΅Π½ΡΠΎΠ² ΠΈ ΡΡΠ΅Π½Π΄ΠΎΠ² ΡΡΠ½ΠΊΠ° Π΄Π»Ρ ΠΏΡΠΎΠ³Π½ΠΎΠ·ΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΡΠ΅Π·ΡΠ»ΡΡΠ°ΡΠΎΠ² ΠΈ ΠΏΡΠΈΠ±ΡΠ»ΡΠ½ΠΎΡΡΠΈ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³-ΠΈΠ½Π²Π΅ΡΡΠΈΡΠΈΠΉ ROIM.
Delivery ΡΡΠ°ΠΏΠ°: Π―ΡΠ½ΠΎΡΡΡ ΠΎ ΡΠΎΠΌ, ΠΊΠ°ΠΊΠΈΠ΅ ΠΏΠ΅ΡΡΠΏΠ΅ΠΊΡΠΈΠ²Ρ Π½Π° ΡΡΠ½ΠΊΠ΅ ΠΈ ΠΊΠ°ΠΊΠΈΠ΅ ΡΠ΅Π»ΠΈ ΠΌΠΎΠ³ΡΡ Π±ΡΡΡ ΠΎΠ±ΠΎΡΠ½ΠΎΠ²Π°Π½Π½ΡΠΌΠΈ Π² ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π΅ ΠΈ ΠΏΡΠΎΠ΄Π°ΠΆΠ°Ρ , ΠΊΠ°ΠΊΠΈΠ΅ ΡΡΠ΅Π±ΡΡΡΡΡ ΠΈΠ½Π²Π΅ΡΡΠΈΡΠΈΠΈ ΠΈ ΠΏΠ΅ΡΠ²ΠΈΡΠ½ΡΠ΅ ΠΏΡΠ΅Π΄ΠΏΠΎΠ»ΠΎΠΆΠ΅Π½ΠΈΡ ΠΎ ΡΠΎΠΌ, ΠΊΠ°ΠΊ Π±ΡΡΡΡΠΎ ΠΈ Π·Π° ΡΡΠ΅Ρ ΡΠ΅Π³ΠΎ ΠΎΠ½ΠΈ ΠΎΠΊΡΠΏΡΡΡΡ.
II ΠΠ’ΠΠ
Π¦Π΅Π»Ρ: ΠΠ½Π°Π»ΠΈΠ· ΠΈ Π°ΡΠ΄ΠΈΡ ΡΠ΅ΠΊΡΡΠ΅ΠΉ ΡΠΈΡΡΠ°ΡΠΈΠΈ Π²Π½ΡΡΡΠΈ
ΠΡΠΎΠ°Π½Π°Π»ΠΈΠ·ΠΈΡΠΎΠ²Π°ΡΡ ΡΡΡΠ΅ΡΡΠ²ΡΡΡΠΈΠ΅ ΠΌΠ΅ΡΠΎΠ΄Ρ ΠΏΡΠΎΠ΄Π°ΠΆ, ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³-ΡΠΎΠΎΠ±ΡΠ΅Π½ΠΈΡ, Π±ΠΈΠ·Π½Π΅Ρ-ΠΏΡΠΎΡΠ΅ΡΡΡ - ΠΏΡΠ΅Π·Π΅Π½ΡΠ°ΡΠΈΠΈ, Π΄ΠΎΠΊΡΠΌΠ΅Π½ΡΡ, Π»Π΅Π½Π΄ΠΈΠ½Π³ΠΈ Π½Π° ΡΠΎΠΎΡΠ²Π΅ΡΡΡΠ²ΠΈΠ΅ ICP, Π‘P ΠΈ Value Map.
ΠΡΠΎΠ²Π΅ΡΡΠΈ CX ΠΈ UX-Π°ΡΠ΄ΠΈΡ ΡΠ°ΠΉΡΠ°.
SEO ΠΈ ΠΊΠΎΠ½ΡΠ΅Π½Ρ-Π°ΡΠ΄ΠΈΡ.
Delivery ΡΡΠ°ΠΏΠ°: ΠΠ΅ΡΠ°Π»ΡΠ½ΡΠΉ ΡΠΏΠΈΡΠΎΠΊ ΠΈΠ·ΠΌΠ΅Π½Π΅Π½ΠΈΠΉ (Π΄ΠΈΠ·Π°ΠΉΠ½, ΡΠ΅ΠΊΡΡΡ, ΡΠ°ΠΉΡ, ΠΊΠΎΠ½ΡΠ΅Π½Ρ ΠΈ ΡΠΏ) Π² ΡΡΡΠ΅ΡΡΠ²ΡΡΡΠΈΠ΅ ΠΏΡΠΎΡΠ΅ΡΡΡ ΠΈ ΡΠΏΠΎΡΠΎΠ±Ρ ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΈ Π΄Π»Ρ Π΄ΠΎΡΡΠΈΠΆΠ΅Π½ΠΈΡ ΡΠ΅Π»Π΅ΠΉ ΠΎΠΊΡΠΏΠ°Π΅ΠΌΠΎΡΡΠΈ Π²Π»ΠΎΠΆΠ΅Π½ΠΈΠΉ Π² ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³ ΠΈ ΠΏΡΠΎΠ΄Π°ΠΆΠΈ.
III ΠΠ’ΠΠ
Π¦Π΅Π»Ρ: ΠΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³-ΡΡΡΠ°ΡΠ΅Π³ΠΈΡ
Π Π°Π·ΡΠ°Π±ΠΎΡΠ°ΡΡ ΠΈ Π²Π½Π΅Π΄ΡΠΈΡΡ Customer experience journey Π² ΡΠΎΠΎΡΠ²Π΅ΡΡΡΠ²ΠΈΠΈ Ρ ΠΈΠ½ΡΠ°ΠΉΡΠ°ΠΌΠΈ Π°ΡΠ΄ΠΈΡΠΎΡΠΈΠΈ
ΠΠΎΠ·ΠΈΡΠΈΠΎΠ½ΠΈΡΠΎΠ²Π°Π½ΠΈΠ΅, tone of voice, Π±ΡΠ΅Π½Π΄-ΡΠΈΡΡΠ΅ΠΌΠ°, ΠΊΠ»ΡΡΠ΅Π²ΡΠ΅ ΠΌΠ΅ΡΠ΅Π΄ΠΆΠΈ, wording.
ΠΠΎΡΡΡΠΎΠΈΡΡ ΡΡΡΠ°ΡΠ΅Π³ΠΈΡ Outbound ΠΈ Inbound-ΠΊΠ°Π½Π°Π»ΠΎΠ²
ΠΠΏΡΠ΅Π΄Π΅Π»ΠΈΡΡ ΡΠ΅Π»ΠΈ ΠΈ KPI-ΠΊΠ°Π½Π°Π»ΠΎΠ² ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³-ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΈ, ΡΠΎΡΡΡΠ΄Π½ΠΈΠΊΠΎΠ², ΠΏΠ°ΡΡΠ½Π΅ΡΠΎΠ².
Π Π°Π·ΡΠ°Π±ΠΎΡΠ°ΡΡ ΠΎΠ½Π±ΠΎΡΠ΄ΠΈΠ½Π³-Π΄ΠΎΠΊΡΠΌΠ΅Π½ΡΠ°ΡΠΈΡ Π΄Π»Ρ ΡΠΎΡΡΡΠ΄Π½ΠΈΠΊΠΎΠ² ΠΎΡΠ΄Π΅Π»Π°-ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π°, ΠΎΠΏΠΈΡΠ°ΡΡ Π±ΠΈΠ·Π½Π΅Ρ-ΠΏΡΠΎΡΠ΅ΡΡ, KPI, ΡΠΈΡΡΠ΅ΠΌΡ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π°.
Delivery ΡΡΠ°ΠΏΠ°: Π‘ΡΡΠ°ΡΠ΅Π³ΠΈΡΠ΅ΡΠΊΠΈΠΉ ΡΠΎΡΠ΄ΠΌΡΠΏ ΡΠ°Π·Π²ΠΈΡΠΈΡ ΠΎΡΠ΄Π΅Π»Π° ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π°, ΡΠ΅ΡΡΡΡΠΎΠ² Π½Π΅ΠΎΠ±Ρ ΠΎΠ΄ΠΈΠΌΡΡ Π΄Π»Ρ Π΄ΠΎΡΡΠΈΠΆΠ΅Π½ΠΈΡ ΡΠ΅Π»Π΅ΠΉ, ΠΏΠΎΡΡΠ°Π²Π»Π΅Π½Π½ΡΡ Π½Π° ΡΡΠ°ΠΏΠ΅ ΡΠ΅ΡΡΡΡΠ°.
IV ΠΠ’ΠΠ
Π¦Π΅Π»Ρ: Π’Π°ΠΊΡΠΈΠΊΠ°
ΠΠ°ΠΏΡΡΡΠΈΡΡ ΠΊΠΎΠ½ΡΠ΅Π½Ρ-Π²ΠΎΡΠΎΠ½ΠΊΡ Π½Π° ΡΠ°ΠΉΡΠ΅ Ρ Π½Π°ΠΈΠ±ΠΎΠ»Π΅Π΅ ΡΠ΅Π»Π΅Π²Π°Π½ΡΠ½ΡΠΌ SEO-ΠΊΠΎΠ½ΡΠ΅Π½ΡΠΎΠΌ.
ΠΠΊΠ»ΡΡΠΈΡΡ seeding ΠΊΠΎΠ½ΡΠ΅Π½ΡΠ° Π² SMM.
Π Π°Π·ΡΠ°Π±ΠΎΡΠ°ΡΡ ΠΏΡΠΎΠ΄Π°ΡΡΠΈΠ΅ ΠΈ squeeze Π»Π΅Π½Π΄ΠΈΠ½Π³ΠΈ ΠΏΠΎΠ΄ ΠΊΠ°ΡΡΠΎΠΌΠΈΠ·ΠΈΡΠΎΠ²Π°Π½Π½ΡΠΉ ΡΠ΅ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³.
ΠΠΈΠ½ΠΊΠ±ΠΈΠ»Π΄ΠΈΠ½Π³ Ρ ΠΏΠΎΠΌΠΎΡΡΡ PR-ΠΊΠΎΠΌΠΏΠ°Π½ΠΈΠΈ Π½Π° Π³Π»ΠΎΠ±Π°Π»ΡΠ½ΡΠΌ ΠΈΠ½ΡΠΎΡΠΌ-ΡΠ΅ΡΡΡΡΠ°ΠΌ.
Delivery ΡΡΠ°ΠΏΠ°: Π’Π΅ΡΡΡ ΠΌΠ°ΡΠΊΠ΅Ρ-ΡΠΈΡΠ° ΠΊΠ°Π½Π°Π»ΠΎΠ² ΠΈ ΠΊΠΎΠ½ΡΠ΅Π½ΡΠ°, Π²ΠΎΠ·ΠΌΠΎΠΆΠ½ΠΎΡΡΡ ΠΏΡΠΎΠ³Π½ΠΎΠ·ΠΈΡΠΎΠ²Π°ΡΡ ΠΏΡΠΈΠ±ΡΠ»Ρ, ΠΏΡΠΎΠ²Π΅ΡΠΊΠ° ΠΈ ΠΏΠ΅ΡΠ²ΡΠ΅ ΠΈΡΠ΅ΡΠ°ΡΠΈΠΈ ΡΡΡΠ°ΡΠ΅Π³ΠΈΠΈ ΠΏΠ΅ΡΠ²ΠΈΡΠ½ΡΡ ΠΏΡΠ΅Π΄ΠΏΠΎΠ»ΠΎΠΆΠ΅Π½ΠΈΠΉ ΠΎΠ± ΠΎΠΊΡΠΏΠ°Π΅ΠΌΠΎΡΡΠΈ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π° ΠΈ ΠΏΡΠΎΠ΄Π°ΠΆ.
May the fourth be with you!
04.05.2020
ΠΠ°ΡΠ° ΠΠ°Ρ Π°ΡΠΎΠ²Π°, ΠΊΠΎΠ½ΡΡΠ»ΡΡΠ°Π½Ρ ΠΏΠΎ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Ρ
https://www.linkedin.com/in/natazaharova/

