Tracking and analytics: measure, analyze and optimize your performance
Whether it is tracking your sales in e-commerce or physical points of sale, or optimizing your B2B lead generation, Agence Dékuple transforms your data into concrete results.
Tracking and analytics: a complete vision to manage your performance
In a context where customer journeys are becoming ever more complex, an effective tracking and analytics strategy is essential to measure, understand and optimize your results. Whether you manage online sales, in-store sales or a B2B sales process, tracking must go beyond simple cost per lead and allow a detailed analysis of your costs per sale or signature.
At Dékuple Agency, we combine technological expertise and tailor-made solutions to offer you a complete vision of your marketing performance. Our approach includes monitoring digital interactions, in-store tracking with our exclusive “TRACK-in-the-SHOP” tool, and managing B2B leads, from their acquisition to signature in your CRM.
Tracking and analytics case studies
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Why are tracking and analytics essential?
For B2C Sales (E-commerce and Physical Stores)
- Track customer journeys: from ad click to online or in-store purchase.
- Measure omnichannel campaign impact: assess the contributions of digital and local channels to your sales.
- Optimize your advertising investments: allocate budgets to the most profitable channels.
For B2B Sales (Lead Tracking and CRM)
- Track leads throughout the sales process: from generation to CRM management and contract signing.
- Analyze the real ROI of campaigns: go beyond cost per lead to accurately measure cost per sale or signature.
- Prioritize qualified prospects: with advanced tracking and scoring tools.
The two main contexts: B2C tracking and B2B tracking
1. Tracking for B2C Sales: E-commerce and Physical Stores
A Complete View of Your Customer Journeys
- E-commerce: track visitors from ad click to purchase on your site, analyzing each step in the conversion funnel.
- Physical Stores: with our exclusive “TRACK-in-the-SHOP” solution, measure the impact of your campaigns on physical store traffic using GPS data and local analysis (catchment areas, geographic targeting).
Optimizing Omnichannel Campaigns
- Track the performance of digital, local, and omnichannel campaigns.
- Conduct A/B tests to compare creatives, promotions, or targeted zones.
- Attribution models to measure each channel’s contribution (SEA, SEO, social media, display).
2. Tracking for B2B Sales: Lead Tracking to Contract Signing
Tracking Leads in a Long Process
In B2B, conversion doesn’t end at lead generation. We help track each lead throughout their journey in your CRM, up to sale or contract signing.
Accurate Performance Measurement
- Lead tracking: analyze the sources, channels, and campaigns that generate qualified leads.
- CRM integration: integrate data into your tools (Salesforce, HubSpot, Zoho, etc.) for real-time tracking.
- Cost per sale: move beyond the traditional cost per lead to a detailed analysis of cost per sale or signature.
Lead Optimization and Prioritization
- Lead scoring: evaluate prospects based on their actions and interactions.
- Lead nurturing: use marketing automation tools to maintain interest until they’re ready to buy.
- Detailed reports: identify the most effective campaigns for generating high-potential leads.
Methodology and tools used
A 5-Step Approach
1. Audit and KPI Definition
Analyze your goals: traffic, conversions, ROI, cost per sale or signature.
2. Implement Tracking Solutions
- For B2C: e-commerce tracking tools, integration of “TRACK-in-the-SHOP” to measure physical visits.
- For B2B: pixel setup, integration with your CRM, and scoring tools.
3. Analyze Journeys and Media Attribution
- Attribution models to measure the contribution of different channels.
- Track customer or prospect journeys from acquisition to conversion.
4. Reports and Dashboards
Create customized dashboards to visualize KPIs and adjust campaigns in real time.
5. Continuous Optimization
- A/B testing and performance analysis.
- Strategic adjustments to maximize sales and reduce costs.
Advanced Tools for Reliable Data
- Tracking solutions: Google Analytics, GTM, Adobe Analytics.
- Proprietary tools for B2C retail: “TRACK-in-the-SHOP” for tracking in-store visits.
- B2B CRM integration: Salesforce, HubSpot, Marketo for lead tracking.
- Attribution models: analyze channel contributions.
Why choose Agence Dékuple for your tracking and analytics?
Dual expertise in B2C and B2B
We understand the specifics of online sales, in-store sales, and complex sales processes.
Unique B
2C Solution: “TRACK-in-the-SHOP”
Accurately measure the impact of your campaigns on physical visits and optimize local actions.
Learn more about the TRACK-in-the-SHOP solution
Comprehensive B2B Vision
Track your leads from generation to conversion in your CRM for precise cost-per-sale analysis.
Actionable Results
With reliable data and clear insights, we help you make informed decisions and maximize performance.
Explore the agency’s other expertise to boost your conversions