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How do you track offline sales?

Often when I speak to groups, I ask for a show of hands. “How many of you have a shopping cart on your Web site?” Rarely do even ten percent of the hands shoot up. That’s because most Web sites are designed to convert offline, leading to the question of how you can track those sales back to your Web site. Google Analytics and other Web metrics systems don’t do it. Well, Google came up with at least one answer a few weeks back, and I am finally getting around to blogging about it.


Google has entered a partnership with Salesforce.com that includes sales performance metrics. For the uninitiated, Salesforce.com operates a Web-based Customer Relationship Management (CRM) system. Among their many features, CRM system help you track sales—even offline sales. It’s hard to tell from the press release, but it looks like the CRM dashboard can be used to track sales back to your Web activity.
If so, this would be a boon to marketers of almost any business. If you don’t have a CRM system, but you need to track offline sales back to the Web, this might be one to watch.

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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