Google Case Studies Adviso and Technologia use the power of Multi-Channel Funnels to discover the true paths to conversion

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	Adviso and Technologia use the power of Multi-Channel Funnels to discover the true paths to conversion Google

Adviso and Technologia use the power of Multi-Channel Funnels to discover the true paths to conversion

Google

Technology Category	Analytics & Modeling - Real Time Analytics
Applicable Industries	Education
Applicable Functions	Sales & Marketing
Use Cases	Demand Planning & Forecasting
Services	Data Science Services
Challenge	Technologia, a leading business training firm in Montreal, had been successful with paid search marketing for years. However, they wanted to understand the influence of cost-per-click advertising on conversions, not just at the moment of sale, but in the days and weeks beforehand. They knew that potential customers did detailed research and made multiple visits to their website before buying. The challenge was to understand what influenced these customers along the way. They suspected that organic search and paid advertising were having just as much to do with sales as the strength of the Technologia brand. Read More
About Customer	Technologia is one of Montreal's leading business training firms. The company has trained over 70,000 people in project management, SQL, Microsoft WindowsTM, and dozens of other high-tech topics. A training by Technologia can cost $1000 or more, so the company knew that potential customers did detailed research and made multiple visits to Technologia.com before buying. Technologia was already working with Adviso, a growing Internet marketing and strategy firm and a Google Analytics Certified Partner. They asked Adviso to lead the new project. Read More
Solution	Technologia partnered with Adviso, an Internet marketing and strategy firm, to use Google Analytics' new feature: Multi-Channel Funnels. This tool goes beyond the last click to give marketers insight into the full path to conversion over a 30-day period. It reports on the interactions a customer had with paid and organic search, affiliates, social networks, and display ads, to show how all these channels work together to create a sale. Adviso started with the Top Paths report, which shows the starting point and all the following touch points of the sales funnel. This allowed them to look at all the online interactions related to the sale in the last 30 days, including paid ads and searches for things like 'Technologia' or 'IT training' to see the conversions where Adwords ads had contributed. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Applicable Industries

Education

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Services

Data Science Services

Challenge

Technologia, a leading business training firm in Montreal, had been successful with paid search marketing for years. However, they wanted to understand the influence of cost-per-click advertising on conversions, not just at the moment of sale, but in the days and weeks beforehand. They knew that potential customers did detailed research and made multiple visits to their website before buying. The challenge was to understand what influenced these customers along the way. They suspected that organic search and paid advertising were having just as much to do with sales as the strength of the Technologia brand.

About Customer

Technologia is one of Montreal's leading business training firms. The company has trained over 70,000 people in project management, SQL, Microsoft WindowsTM, and dozens of other high-tech topics. A training by Technologia can cost $1000 or more, so the company knew that potential customers did detailed research and made multiple visits to Technologia.com before buying. Technologia was already working with Adviso, a growing Internet marketing and strategy firm and a Google Analytics Certified Partner. They asked Adviso to lead the new project.

Solution

Technologia partnered with Adviso, an Internet marketing and strategy firm, to use Google Analytics' new feature: Multi-Channel Funnels. This tool goes beyond the last click to give marketers insight into the full path to conversion over a 30-day period. It reports on the interactions a customer had with paid and organic search, affiliates, social networks, and display ads, to show how all these channels work together to create a sale. Adviso started with the Top Paths report, which shows the starting point and all the following touch points of the sales funnel. This allowed them to look at all the online interactions related to the sale in the last 30 days, including paid ads and searches for things like 'Technologia' or 'IT training' to see the conversions where Adwords ads had contributed.

Impact #1	Adviso and Technologia got a clearer view of the true sales path.
Impact #2	They learned that fully 18% of Technologia's sales paths included paid ads.
Impact #3	Ad budget was then raised by nearly 100%, leading to an 120% increase in conversions.

Impact #1

Adviso and Technologia got a clearer view of the true sales path.

Impact #2

They learned that fully 18% of Technologia's sales paths included paid ads.

Impact #3

Ad budget was then raised by nearly 100%, leading to an 120% increase in conversions.

Benefit #1	18% of Technologia's sales paths included paid advertising.
Benefit #2	Ad budget was raised by nearly 100%.
Benefit #3	Online conversions increased by 120%.

Benefit #1

18% of Technologia's sales paths included paid advertising.

Benefit #2

Ad budget was raised by nearly 100%.

Benefit #3

Online conversions increased by 120%.

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Overview

Adviso and Technologia use the power of Multi-Channel Funnels to discover the true paths to conversion

Operational Impact

Quantitative Benefit