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Google Analytics by Justin Cutroni

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Chapter 12. CRM Integration

You can use the data stored in the Google Analytics tracking cookies in other applications. After all, the cookies are standard first-party cookies that can you can access using JavaScript or server-side application code. One popular way to use Google Analytics cookie data is with a Customer Relationship Management (CRM) system.

What kind of data can we get from the Google Analytics cookies? Marketing data, custom variable data, and visit history data.

Google Analytics‒CRM integration involves extracting the cookie data and adding it to a lead generation form. When the visitor submits the form, the Google Analytics cookie data (which is marketing data, custom segment data, and visit history data) is connected to other information that the individual provides (usually her name and other contact information). Knowing the marketing message that an individual responds to is a valuable piece of information for a sales team.

Direct CRM integration depends on the CRM platform. Some systems allow you to pull form fields directly into the application, and some systems may have a specific Google Analytics plug-in. Check with your CRM provider for information about your specific system.

The technique described next has many different applications and should serve as a template for your implementation.

As I’ve discussed before, Google Analytics stores all visitor information in cookies. For example, marketing information is stored in the __utmz cookie. You can extract ...

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