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Connecting Ecommerce & Centralized 
Analytics to Cascade Server 
Mark Dirks 
CEO/President 
mdirks@beacontechnologies.com
• Developed in 2000, initially as a custom ecommerce solution for eWeddings.com 
• Fully functional ecommerce software pro...
Product Data Orders Order Status 
Back Office Systems (JDE) 
(accounting, inventory, shipping, CRM, ordering, etc.) 
ADMIN...
CMS Controls (includes) allow the user to update the footer, header and side tab 
content within CS. Publish from one page...
Master Page Templates are created in CS to contain all global elements such as 
header, footer, body container and script ...
Internal View Formats 
are created so the users see the 
page the way it will be published 
in CS. Therefore, to the user,...
Control Name 
In the custom metadata, the developer or user can add a control name to call a 
transactional control. For e...
Other Ecommerce Requirements? 
Mark Dirks 
CEO/President 
mdirks@beacontechnologies.com 
?
• Connects online marketing to offline transactions (applications, 
enrollment, sales) 
• Brings these offline transaction...
Scenarios RETAIL HIGHER ED 
Dress 
Organic 
Website 
Contest 
Form 
Golf Club 
In-Store or Phone 
Purchase 
PPC 
Website 
...
RETAIL
HIGHER ED
GAF Tracker
What does GAFUSION provide for Retailers? 
28% 
higher revenue 
from SEO than 
they realized! 
…expanding SEO 
strategy no...
What does GAFUSION provide for Higher Ed? 
Primary Conversion Goal  Apply to College 
1. Apply online directly 
2. 3rd Pa...
Identify Marketing Sources that are Driving Applications 
Goal 3: Application Submission 
Application Submission 
(Goal 3 ...
• Identify Keywords that Drive Applications from Students 
• Evaluate Social Media’s affect on Applications & Enrollment 
...
Goal 3: Confirmation Application Submission 
Confirmation Application 
Submission (Goal 3 
Conversion Rate) 
Confirmation ...
Goal 3: Confirmation Application Submission 
Confirmation Application 
Submission (Goal 3 
Conversion Rate) 
Confirmation ...
Why it’s Needed 
1. Can’t tie online marketing to 
applications & enrollment 
(conversions) 
2. Return-on-Ad-Spend (ROAS) ...
Connecting 
Ecommerce & 
Centralized 
Analytics to 
Cascade Server 
? 
Questions? 
Mark Dirks 
CEO/President 
mdirks@beaco...
Connecting Ecommerce & Centralized Analytics to Cascade Server
Connecting Ecommerce & Centralized Analytics to Cascade Server
Connecting Ecommerce & Centralized Analytics to Cascade Server
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Connecting Ecommerce & Centralized Analytics to Cascade Server

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Connecting Ecommerce & Centralized Analytics to Cascade Server

  1. 1. Connecting Ecommerce & Centralized Analytics to Cascade Server Mark Dirks CEO/President mdirks@beacontechnologies.com
  2. 2. • Developed in 2000, initially as a custom ecommerce solution for eWeddings.com • Fully functional ecommerce software product that • is SEO Friendly • functions as a true “web store front” • is easily customized and flexible, especially to support marketing • Has processed over $250M in transactions (secure, solid) • Has continuously evolved over the last 13 years • Most Prominent BeCommerce Customers • Bassett Furniture (since 2005) • Burton+Burton (since 2002). • Both sites also use Cascade Server CMS
  3. 3. Product Data Orders Order Status Back Office Systems (JDE) (accounting, inventory, shipping, CRM, ordering, etc.) ADMIN Product Management Order Management
  4. 4. CMS Controls (includes) allow the user to update the footer, header and side tab content within CS. Publish from one page without requiring a full site publish.
  5. 5. Master Page Templates are created in CS to contain all global elements such as header, footer, body container and script files. Publish from these files without requiring a full site publish. A master template was created for standard and secure pages on LAL.
  6. 6. Internal View Formats are created so the users see the page the way it will be published in CS. Therefore, to the user, the setup does not appear any different. The content is published out as a control file that can be pulled into the master template.
  7. 7. Control Name In the custom metadata, the developer or user can add a control name to call a transactional control. For example, on the “login” page, the user can add content in the WYSIWYG editor above the transactional content and the developer can control the content below in the control file called “login”. This allows more independent control for the CS user and developer.
  8. 8. Other Ecommerce Requirements? Mark Dirks CEO/President mdirks@beacontechnologies.com ?
  9. 9. • Connects online marketing to offline transactions (applications, enrollment, sales) • Brings these offline transactions into Google Analytics alongside online transactions. History • In Development for about 9 months. • Retail GAF Beta Testing in late 2013, completed in Feb 2014. • Production Launch in Mar 2014. • Great response at the Internet Retailer Conference - Chicago • Higher Ed GAF Beta Testing (currently taking place)
  10. 10. Scenarios RETAIL HIGHER ED Dress Organic Website Contest Form Golf Club In-Store or Phone Purchase PPC Website Email Signup (10% off) MBA School Referral Website Info Request College PPC, FB, Email Website Tour Request Application & Enrollment How do you connect these OFFLINE actions back to ONLINE marketing efforts?
  11. 11. RETAIL
  12. 12. HIGHER ED
  13. 13. GAF Tracker
  14. 14. What does GAFUSION provide for Retailers? 28% higher revenue from SEO than they realized! …expanding SEO strategy now. 67% higher revenue from Email than they realized! …more attention to Email now. 16% higher ROAS than they realized! …investing more in PPC now.
  15. 15. What does GAFUSION provide for Higher Ed? Primary Conversion Goal  Apply to College 1. Apply online directly 2. 3rd Party App (Common App, Banner, Jenzabar, ApplyYourself, etc.) 3. Download/Print/Mail Issues with Conversion Goals in Google Analytics for Higher Ed: 1. Not Setup 2. Setup, but not registering any data (e.g. zeros) 3. Setup, but simply registering a count of the number of visitors that reached the page about Applying – before clicking to go to the application.
  16. 16. Identify Marketing Sources that are Driving Applications Goal 3: Application Submission Application Submission (Goal 3 Conversion Rate) Application Submission (Goal 3 Conversion) Application Submission (Goal 3 Value) facebook.com/referral
  17. 17. • Identify Keywords that Drive Applications from Students • Evaluate Social Media’s affect on Applications & Enrollment • Evaluate Enrollment by Application Method • Identify the Landing Pages Driving Applications (by Medium) Directory Jobs
  18. 18. Goal 3: Confirmation Application Submission Confirmation Application Submission (Goal 3 Conversion Rate) Confirmation Application Submission (Goal 3 Completions) Application Submission (Goal 3 Value) Analyze Application Submission Geographically
  19. 19. Goal 3: Confirmation Application Submission Confirmation Application Submission (Goal 3 Conversion Rate) Confirmation Application Submission (Goal 3 Completions) Application Submission (Goal 3 Value) Drill Down into States & Cities
  20. 20. Why it’s Needed 1. Can’t tie online marketing to applications & enrollment (conversions) 2. Return-on-Ad-Spend (ROAS) is impossible to determine. 3. Marketing decisions are being made without key data How it Works 1. Simple tracking script automatically passes online data to GAFUSION 2. Standard XML feed loads offline transactions into GAFUSION 3. GAFUSION does the rest via proprietary matching and GA Load processes. What you Get 1. New Offline & Combined Profiles in Google Analytics 2. A truly centralized & more accurate conversion database of all application & enrollment data 3. Powerful analytics to drive higher ROAS, more applications & enrollment
  21. 21. Connecting Ecommerce & Centralized Analytics to Cascade Server ? Questions? Mark Dirks CEO/President mdirks@beacontechnologies.com

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