Web Analytics Services

Implementation, integration and engineering support

Unifying Online and Offline Sales Channels for Accurate Revenue Attribution

About client:

Client is into providing credit repair services

Introduction:

In the modern business landscape, the convergence of online and offline sales channels presents both challenges and opportunities. Our latest case study delves into a client’s journey of bridging these channels to achieve accurate revenue attribution. Through data integrations from multiple platforms and strategic insights, we empowered the client to not only quantify the impact of their online efforts but also optimize their overall sales strategy for exponential growth.

Challenges:

Operating in a dual sales environment posed a significant challenge for our client. Balancing offline telecalling strategies with online lead generation efforts led to difficulties in attributing revenue accurately. Without a robust system in place, the client lacked a clear understanding of how much of their revenue could be attributed to their online endeavors, restricting their ability to allocate resources effectively.

Our solution:

To address the challenge of operating in a dual sales environment, we devised a solution that streamlined our client’s operations and data management:

  • Data Integration: We established a data integration pipeline, connecting Salesforce with Snowflake. This integration allowed for a unified view of sales data, bridging the gap between offline telecalling strategies and online lead generation efforts.
  • Data Mapping:Utilizing ReverseETL via RudderStack, we meticulously mapped offline sales data to online traffic. This process provided insights into customer journeys and facilitated precise revenue attribution.
  • Real-time Tracking: We implemented revenue tracking events on the client’s website using Google Tag Manager (GTM). This enabled real-time monitoring of revenue generation from online channels.
  •  Behavioral Insights: Through Google Analytics 4 (GA4) and Looker Studio, we created user behavior funnels. These tools offered visualizations and analytics to identify critical touchpoints in the sales process, enabling optimization.

Results:

Our approach to addressing the challenge of operating in a dual sales environment yielded significant and measurable results for our client. Here are the outcomes of our solution:

  1. Clear Revenue Attribution: By syncing data from Salesforce to Snowflake and implementing ReverseETL through RudderStack, our client gained a precise understanding of how their offline sales and online lead generation efforts were interconnected. This clarity in revenue attribution allowed them to accurately assess the impact of their online activities on overall revenue.
  2. Real-time Revenue Monitoring: With the implementation of revenue tracking events via Google Tag Manager (GTM), our client gained real-time visibility into the revenue generated from online channels. This timely data empowered them to make agile decisions and allocate resources more effectively.
  3. Resource Allocation Optimization: With a clear understanding of revenue attribution and user behavior insights, our client was able to allocate resources more effectively. They could invest in the online channels that were driving revenue growth while fine-tuning their offline telecalling strategies.
  4. Increased Revenue: The combined efforts of accurate revenue attribution, real-time monitoring, and optimized sales strategies resulted in a notable increase in revenue for our client. They saw a tangible return on investment as their online efforts began to yield substantial results.