Bend Digital Marketers: Analytics for Decision Making
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ANALYTICS for Decision Making Katie M. Smith, Marketing Technologist |@katiemsmith |[email protected]
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Transcript of Bend Digital Marketers: Analytics for Decision Making
ANALYTICSfor Decision Making
Katie M. Smith, Marketing Technologist |@katiemsmith |[email protected]
How do you know...
What’s working or not?
Only 40% of marketing professionals think their marketing is effective.
Source: Adobe’s 2013 Report: “Digital Distress: What Keeps Marketers up at Night?”
How to Use Analytics for Decision Making
1. Prioritize Goals2. Identify KPI’s3. Customize Your Dashboards4. Input and Analyze Data (yee-haw!)5. Establish benchmarks & goals6. Update and automate the Scorecard
1) What does success look like?
Business Goals:
● Brand - more market share● Leads - increasing inbound leads● Sales - increasing sales, decreasing cycle● Loyalty - increasing LTV & Net Promoter
1) What does success look like?
Marketing Goals:
● Brand - visits/month, referral sources● Leads - # of form fills & downloads● Sales - which channels convert best● Loyalty - # of active customers, churn rate
2) Identify performance indicators ● Brand
○ Blog subscribers○ Email subscribers○ Social Reach
● Leads ○ Content Downloads○ Event Registrations○ Lead Source○ Lead Quality Score (MQL, SQL)
● Sales○ Revenue won (annual recurring, monthly recurring, one-time)○ Conversion rates (lead to customer, visitor to customer)○ Conversion assists by channel○ New customer sources (direct, email, offline, organic, paid, referral)
● Loyalty○ Active Customers○ Churn Rate○ Lifetime Value○ Customer Reviews & Referrals
3) Set it up Dashboards to see visually
Options:
● Google Analytics Dashboards (free)● Dashboard Software (i.e. Leftronics) - pulls
data from Analytics, Marketing Automation, Social into one
● Google Sheets with Analytics plug in
Google Analytics Dashboards
Dashboards vs. using Analytics as is
● Saves time digging through dimensions● Can see key indicators quickly● Can email Dashboards to yourself● Can share Dashboards across the team● Can adjust date & filters to key in on
segments, and data refreshes instantly
How to: Setup Google Analytics Dashboards
Shortcut: Use templates http://bit.ly/1W747pq
Start with 1, create more as insights evolve
5) Establish Benchmarks & Goals
Under Audience, 3 built-in reports
● Channels● Location● Devices
5) Establish Benchmarks & Goals
Compare Industry Vertical, Country, & Size
5) Establish Benchmarks & Goals
Other sources of Benchmarking Data:
● Marketing Benchmark Report (Hubspot) http://bit.ly/1M6R81w
● eCommerce Conversion Rates (Marketing Sherpa) http://bit.ly/1nwL3F3
● Email Benchmarking Reports○ MailChimp, SilverPop, Marketo
5) Establish Benchmarks & Goals
Which goals in Analytics to track?
● Form fills on website. To use goals, must re-direct to thank you page. (not iframe)
● Branded Traffic - Visits/Month● Leads - # of Downloads, email sign ups● Loyalty - % repeat visits
6) Iterate and automate Dashboards
● Adjust layouts to see full conversion path
● Adjust widgets to display best insight (number, timeline, table, pie or bar chart)
6) Iterate and automate Dashboards
Automate emails to come to you
○ monthly, 1st day of month for stakeholders
○ weekly for people in the trenches
Links to Resources & Analytics Training
● Read Marketing Performance Blueprint (Roetzer)
● Marketing Performance Spreadsheets http://bit.ly/1pgrd2Q
● Google Analytics Dashboards Templates: http://bit.ly/1W747pq
● Interactive Dashboard in Google Sheets with Google Analytics Sheets Add-on http://bit.ly/1W9ftt1 (Install Google Analytics Sheet Add-on: http://goo.gl/WefPHR)
● Analytics Academy (Google) - Free● Inbound Certification (Hubspot) - Free● www.kaushik.net (Google’s Digital Evangelist)● blog.kissmetrics.com (Analytics & Conversion Rate Blog)
