Integrating Analytics & CRM Platforms – SMX West 2016
Michael Wiegand Mar 1 2016
Thanks to everybody who attended my talk at SMX West on closed-loop analytics! It covered enriching your web analytics data with customer information from your CRM or marketing automation platforms.
A Quick Closed-Loop Analytics Primer
I did a quick whiteboard interview with Colin Parker, Director of Marketing at Portent. We covered the benefits to investing the time and connecting the data sets you have on your customers:
My SMX Deck
SMX made the decks from my talk and every other talk available in Slideshare format.
Resources from the Talk
I made a tool for querying the HubSpot API (work for other CRMs too with minor modifications) and brings it into a Google Sheet in a format that Google Analytics will be able to read and import.
Note: You will need to make a copy of the tool as it’s read-only.
In 15 years as a marketer, Michael's experience has run the gamut from design, development, direct mail, multivariate testing, print, and search. He now heads Portent's Analytics practice, overseeing everything from Google Tag Management, to CRM integration for closed-loop analytics, to solving ponderous digital marketing questions. Outside of work, he enjoys recording music, playing JRPGs and supporting Seattle Sounders FC. Read More