Tracking offline conversions

Which stats package will track phone sales?

[mattb]

Our company utlizes PPC and natural listings to drive traffic to our website. Once there, customers can buy online or call in to purchase. They can also request a print catalog and then either buy online or via phone. We are looking for a stats package that can tie phone sales back to the keyword in the PPC or natural listing. Does anyone know of any that support this?

[marketingmagic]

Omniture's site catalyst offers some support for this, but phone and catalog orders are tough to track.

I'd recommend a custom solution that would serve up unique 1800 numbers based on source referrer.

Expect to spend some big money on any solution though as there is no off the shelf solution for this.

J

[Tastatura]

If you have tracking ability to discern how a visitor came to your site (via SE kwd, ad with specific kwd, etc), and tie this with the visitor’s current session, then in the scenario where visitor comes to your site, looks around and requests a catalog (fills in a form for it, etc), it could be possible to tie your future phone order via catalog to ad kwd / se kwd.

When user requests a catalog, that ‘order’ is somehow processed by you (your system) so that you can ship it – if you can parse out ad kwd (from tracking info) and associate it with that catalog order you’re half way home. Then before you ship the catalog, put alpha-numeric sticker on it as in Code: 54A78. Your system internally associates that code with the ad kwds. So when someone calls to order your phone operator can ask for code on the catalog, enter it in the system, and association between ad kwd and phone order is done.

Again note that this is just ‘back of the napkin’ description of how this type of tracking can be done. Also if the customer orders via catalog again, the code in actuality would tell you which ad was used to acquire customer and not necessarily which of your current ad campaigns brought him/her to you this time….
HTH