For operators with retail betting shops, bingo halls or land based casinos it can be extremely difficult to promote your business online and prove that your marketing budget is being well spent.
It has become common in many industries that customers Research Online and Purchase Offline (ROPO) and our data suggests that land based gaming is no different. In this article we are going to show in four easy steps how you can use Google Analytics to connect online marketing activity and in-store activity to help allocate a more accurate return on investment to your marketing budget.
Step 1: Link your Systems
As with all things getting the right foundations in place is in order to have data that you can actually use and rely upon.
The first step is to link Google Analytics with your CRM / Back-end system. We don’t have enough space to go into the details in this, but the key is the ability to pass User IDs between both systems. The User ID could be the unique Google Analytics tracking ID or your own system ID the choice is yours.
There are three different ways to pass this data, either through Custom Dimensions, Measurement Protocol or a manual upload. The right method depends on your current infrastructure and all are relatively straightforward to implement.
Step 2: Tag Up Your Online Marketing
You now need to start tagging up all of your online marketing activity using UTM parameters. These parameters pass extra information that Google Analytics can read and categorize visitors by. When it comes to stage 4 you can use these parameters to get very granular with your optimization. It would look something like this: https://www.examplecasino.com/?utm_source=TripAdvisor&utm_medium=BannerAd&utm_content=ChineseTourists&utm_campaign=VisitingLondon
Step 3: In-Store Conversions
Most realistic and trackable in-store conversion for gaming is that the customer registers for membership to your bingo hall/casino or for a betting shop a loyalty card. Your CRM then automatically send the customer an email to validate their email address. On clicking this email link we can link then link the CRM data to the Google Analytics using the integration done in step one.
Step 4: Magic
Google Analytics will now link all the data and show you how all of your online marketing campaigns are performing in generating in-store sales. It now becomes relatively simple to allocate an ROI and focus on growing your business.