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Smart Reporting:
How to Stop Wasting Time and Make
Better Marketing Decisions
Vice President of Marketing
@ HubSpot
@KippBodnar
Kipp
Bodnar
Head of Analytics Product
Marketing @ HubSpot
@RSprung
Rachel
Sprung
“HALF MY ADVERTISING IS WASTED,
I JUST DON’T KNOW
WHICH HALF.”
- JOHN WANNAMAKER
$$
$
40%
of US marketers said they
increased spending on data-
driven marketing in 2014.
- Emarketer
What the heck are
other 60% doing?
Want to
watch the
on-demand
webinar? http://offers.hubspot.com/smart-
reporting-webinar
Want to
watch the
on-demand
webinar? http://offers.hubspot.com/smart-
reporting-webinar
Click here!
Measuring marketing is
too complicated.
We all have one goal:
Growth.
Reporting for the sake of reporting
isn’t solving for growth.
Reporting to justify the
work you have done
isn’t solving for growth.
Reporting for growth is about
IDENTIFYING ACTIONABLE OPPORTUNITIES
for improvement.
Analysis is for…
•  Planning Strategy Changes
•  Validating A/B Tests
•  Optimizing Tactics
•  Troubleshooting
Reporting i...
Don’t listen to vendors.
Listen to your business needs.
Simplify Marketing Metrics
" Don’t: Report on of every
little metric
" Don’t: Waste your time
building reports no one will
read
Do’s and Don’ts Of Ma...
“Creating too many reports
is the most time consuming
way to measure nothing.”
Marketing Funnel Aligns with Methodology
Key ATTRACT Metrics to Measure
1.  Website and Blog Visits
2.  Blog Subscribers
3.  First Conversion Leads
Key CONVERT Metrics to Measure
1.  Workable Marketing Qualified Leads
2.  Lead-to-Customer Conversion Rate
3.  Lead Close R...
Key CLOSE Metrics to Measure
1.  Percent of Leads Worked
2.  Percent of Leads Attempted
3.  Opportunity to Customer Rate
Report Monthly, Track Progress Daily
HubSpot Traffic Growth Overtime
Set Month Leads Goals By Channel
When Data Lies…
" The data itself isn’t clean or is double counted
" You don’t understand how the metric is actually measured
" The market...
Steps For Identifying Dirty Data
1  Understand how the data in your marketing
software is populated
2  Spot check records/...
What is a “visit”?
Always Report and Analyze
Full Funnel Metrics.
Email open rate is
a useless metric.
Facebook CTR vs. Facebook Likes
One size metrics don’t work...
Have metrics for
each persona in
your business.
Allocate resources
to channels that are
driving the most
revenue.
How does a marketer
do all of this with out
making reporting his or
her full-time job?
GET A PERSONALIZED DEMO
hubspot.com/demo
Blogging Ÿ SEO Ÿ Social Ÿ Email Ÿ Landing Pages Ÿ CMS Ÿ Analytics Ÿ CRM Sy...
Measuring marketing is too complicated.
Measuring marketing is too complicated.
Measuring marketing is too complicated.
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Measuring marketing is
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