In this presentation, Jeffalytics’ own Jeff Sauer and Hanapin’s Kristin Vick will provide you with some quick and effective ways to weed out important numbers and present them impactfully to your CMO.

1. #thinkppc
&
How to Impress, Not
Overwhelm, your CMO
with Analytics
HOSTED BY:
&

2. #thinkppc
Presenters
• Jeff Sauer
– Founder of Jeffalytics
– @jeffalytics
• Kristin Vick
– Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @krisvick

3. #thinkppc
Who is Hanapin?
– Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.
#thinkppc

4. #thinkppc
Our Clients
#thinkppc

5. #thinkppc
Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send
us questions.

6. #thinkppc
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

7. #thinkppc
&
Understanding Analytics
What data are you trying to share?
&

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Data for Thought

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What is analytics?

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What is analytics?

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Analytics Turns Data into Information and Knowledge
Data vs. Information vs. Knowledge: http://www.infogineering.net/data-information-knowledge.htm

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Use Analytics To Tell a Story

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&
Are You Telling The Right
Story?
What is the end-goal?
&

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Three Principals of Going Beyond “the What”
1) Get Organizational Buy-In

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Three Principals of Going Beyond “the What”
1) Get Organizational Buy-In
2) Being Tool Independent

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Three Principals of Going Beyond “the What”
1) Get Organizational Buy-In
2) Being Tool Independent
3) Sharing Your Results

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&
Organizational Buy-In
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Is what you are saying boardroom worthy?

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Boardroom Presentations Components
What are the objectives of your
company/client?

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Boardroom Presentations Components
What are the objectives of your
company/client?
People want to hear the benefits
they will receive

21. #thinkppc
Boardroom Presentations Components
What are the objectives of your
company/client?
People want to hear the benefits
they will receive
Use terms everyone can
understand (no acronyms)

22. #thinkppc
Boardroom Presentations Components
What are the objectives of your
company/client?
People want to hear the benefits
they will receive
Use terms everyone can
understand (no acronyms)
Point out facts & use case
studies to help your cause

23. #thinkppc
Boardroom Presentations Components
What are the objectives of your
company/client?
People want to hear the benefits
they will receive
Use terms everyone can understand
(no acronyms)
Point out facts & use case studies
to help your cause
Predict the value you will bring
to the table

24. #thinkppc
Boardroom Presentations Components
What are the objectives of your
company/client?
People want to hear the benefits
they will receive
Use terms everyone can understand
(no acronyms)
Point out facts & use case studies
to help your cause
Predict the value you will bring to
the table
Executives will want numbers to
support your arguments

25. #thinkppc
Friendly Reminders
● Less is More
○ Most C-Level Executives have limited time. There is probably
A LOT more information you can add, however if it doesn’t
help support your story, you don’t need it.
● Get to the Point
○ Revenue Increased X% this year, we expect to grow Y% next
year and here’s how.
● Tie It Back
○ Everything you present should tie back to the main point

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Find Strength in Successful Outcomes
Full article can be found here: bit.ly/data-driven-performance

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Frameworks
&

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Start With the Outcome in Mind
Goal 1: Build a National Community of Educators
Goal 2: Support Sustained Professional Learning
Goal 3: Facilitate Sharing of Strategies

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Establish KPI’s (Key Performance Indicators)
Build a
Community
of
Educators
New
User
Growth
National
Teacher
Coverage
Registered
Users

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Give Each KPI Meaning
Target
1,500
Registered Users

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Give Each KPI Meaning
Target Tactics
1,500
Registered Users
● Email
● PPC
● Social Media
● You-Tube

32. #thinkppc
Give Each KPI Meaning
Target Tactics Team
1,500
Registered Users
● Email
● PPC
● Social Media
● You-Tube
● In-House
Marketing
● PPC Agency
● IT

33. #thinkppc
Give Each KPI Meaning
ToolsTarget Tactics Team
1,500
Registered Users
● Email
● PPC
● Social Media
● You-Tube
● In-House
Marketing
● PPC Agency
● IT
● Our Back-
End System
● Google
Analytics

34. #thinkppc
Create a Digital Measurement Strategy
Goal 1: Build a National
Community of Educators
Goal 2: Support Sustained
Professional Learning
Goal 3: Facilitate Sharing of
Strategies
KPI: Active Users
Target: 1,500 Registered Users
KPI: New User Growth
Target: 100 Users/Month
KPI: National Coverage
Target: 25 States
KPI: Active Website Users
Target: 700 Active
KPI: User Contributions
•Target: 10% of Users
KPI: Core Content
•Target: 50 Downloads
KPI: Strategy Shared
•Target: 5 Strategies Shared
KPI: Conversations
•Target: 5 Conversations

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&
Be Tool Independent
What are they telling you to see?
&

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How much have analytics really changed?
Then Now
vs

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Start With the Outcome in Mind
Is there a better understanding of why
customers leave the site without purchasing
(or converting)?

38. #thinkppc
It is OK Essential
To Use More Than One Analytics Tool

39. #thinkppc
Analytics Tools
Lean Analytics User Analytics
Site Analytics Site Surveys
Conversion Optimization Something We Haven’t Thought
Of Yet

40. #thinkppc
&
Share Your Results
&

41. #thinkppc
Finding Analytics Zen
Understanding Components of Strategic Analysis:
● What?
● How?
● Why?

42. #thinkppc
Path to Analytics Zen : What Happened?
What Happened?
In Your Own Words, How Did Our Campaign
Perform During This Time?

43. #thinkppc
Path to Analytics Zen : How Many Times?
What Happened?
In Your Own Words, How Did Our Campaign
Perform During This Time?
By How Much?

44. #thinkppc
Path to Analytics Zen : Did We Expect This?
What Happened?
In Your Own Words, How Did Our Campaign
Perform During This Time?
By How Much?
Is This Expected?

45. #thinkppc
Path to Analytics Zen : Reason For Concern?
What Happened?
In Your Own Words, How Did Our Campaign
Perform During This Time?
By How Much?
Should We Be
Worried?
Is this behavior normal? If not, should we be
concerned that it happened? Is This Expected?

46. #thinkppc
Path to Analytics Zen : Understand Why?
What Happened?
In Your Own Words, How Did Our Campaign
Perform During This Time?
By How Much?
Why Did It Happen?
Should We Be
Worried?
Is this behavior normal? If not, should we be
concerned that it happened? Is This Expected?

47. #thinkppc
Path to Analytics Zen : Should & How Do We React?
What Happened?
In Your Own Words, How Did Our Campaign
Perform During This Time?
By How Much?
Why Did It Happen?
Should We Be
Worried?
Is this behavior normal? If not, should we be
concerned that it happened?
Are there any necessary reactions?
Is This Expected?
How Do We React?

48. #thinkppc
Path to Analytics Zen : What is the Story to Tell?
What Happened?
In Your Own Words, How Did Our Campaign
Perform During This Time?
By How Much?
Why Did It Happen?
Should We Be
Worried?
Is this behavior normal? If not, should we be
concerned that it happened?
Are there any necessary reactions?
Is This Expected?
How Do We React?
What Is The Story?

49. #thinkppc
Path to Analytics Zen : Formalize Learning
What Happened?
In Your Own Words, How Did Our Campaign
Perform During This Time?
By How Much?
Why Did It Happen?
Should We Be
Worried?
Is this behavior normal? If not, should we be
concerned that it happened?
Are there any necessary reactions? Understanding what was learned is a key to
future improvements
Is This Expected?
How Do We React?
What Is The Story?
What Did We Learn?

50. #thinkppc
Path to Analytics Zen : Start The Cycle Again, Wiser
What Happened?

51. #thinkppc
&
Presenting
Tips
&

52. #thinkppc
What You
Say Is
Important

53. #thinkppc
What You
Say Is
Important
What You Don’t Say is even
MORE Important

54. #thinkppc
More Presentation Tips
Use Visuals

55. #thinkppc
More Presentation Tips
Use Visuals Don’t Show Your Work

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More Presentation Tips
Use Visuals Don’t Show Your Work
Find Your Champion

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More Presentation Tips
Use Visuals Don’t Show Your Work
Find Your Champion
Assume Others Will Receive
Your Report or Presentation
Offline

58. #thinkppc
More Presentation Tips
Use Visuals Don’t Show Your Work
Find Your Champion
Assume Others Will Receive
Your Report or Presentation
Offline
Remove Ambiguity

59. #thinkppc
More Presentation Tips
Use Visuals Don’t Show Your Work
Find Your Champion
Assume Others Will Receive
Your Report or Presentation
Offline
Remove Ambiguity Smart People Act Dumb

60. #thinkppc
&
Pulling It All Together
Tips
&

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Presentation Results :: Cover Example

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Presentation Results :: Agenda Example

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Presentation Results :: Executive Summary Example

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Presentation Results :: KPI Example

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Presentation Results :: KPI Example

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Presentation Results :: Overall Summary Example

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Presentation Results :: Supporting Evidence Example

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Presentation Results :: Appendix Example

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Presentation Results :: Remember...

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Presentation Results :: Closing Example

71. #thinkppc
Offers!
A. I’d like 50% off Jeffalytics’ Google Analytics Course
B. Get an account analysis by the experts at Hanapin
(For accounts spending 15k+/month)
C. I’d like both
D. No Thanks!

72. #thinkppc
Live Q&A Time!

73. #thinkppc
Thank you for attending our webinar! #thinkppc
• Contact Us Directly:
– Hanapin Feedback: marketing@hanapinmarketing.com
– Jeffalytics Feedback: jeff.sauer@digitalmantis.com
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero conf