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A New Way to Measure Online Campaigns

Like everything online that relates to lead or sales generation there are some best practices that should be part of what every online company should use to measure the success of their lead / sales generation campaigns (either organic search or PPC campaigns).

I suggest that with the major impact of mobile technology today and its influence on how easily the online and offline participation can become mixed we need another  measurement for online campaign measurement.

Online Campaign Call Tracking – this utilizes web analytics to track campaigns, referrals and search keywords and matches it with offline phone tracking capabilities.  This allows you to capture the call to action that lead your prospect to your site and then capture the phone call they made instead of only online actions (a sale or lead capture).

There are companies already tying together the offline (IVR) and online world and some of us (that’s right my company – Arrive Technology) can take SMS, IVR and the Web and manage them all as one continuous measurable conversation…stay tuned.

Thoughts? Let me know what you think what you see that is working? What’s not working?