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Seek Insights from Analytics Data
- 1. Seek Refuge in Cool Data Julie Huval, CPSM @juliehuvalcpsm
- 5. Key Performance Indicators (KPIs) Validate initiatives Constant feedback
- 7. webinars emails conferences phone calls office visits tangible
- 10. 90% of users listen to recommendations shared from friends. Clicks from shared content are 5 times more likely to result in a purchase. Voltier Digital (2012)
- 11. Demand Metric (2013) Per dollar spent, content marketing generates approximately 3 times as many leads as traditional marketing.
- 12. People want to be in control of the content they receive: • 86% of people skip TV commercials • 44% of direct mail is never opened • 91% of email users have unsubscribed from a company email they previously opted into Content Marketing Institute (2012)
- 13. ANALYTICS? What can we learn from
- 14. Don’t just look at one.
- 15. Combine several to get a better picture.
- 16. Sessions % New Sessions New Users Bounce Rate Pages / Session Avg. Session Duration 8,522 % of Total: 65.95% (12,922) 64.80% Site Avg: 67.92% (-4.60%) 5,522 % of Total: 62.91% (8,777) 47.96% Site Avg: 48.67% (-1.46%) 2.85 Site Avg: 2.79 (2.16%) 00:02:33 Site Avg: 00:02:35 (-1.22%)
- 17. Acquisition State New Users # of customer locations Region Economy Strength (#of new construction jobs) Ranking of new construction jobs Rank within region Florida 331(4.98%) 11 E 38,900 1 1 Texas 1,433(21.58%) 21 C 38,500 2 1 California 791(11.91%) 16 W 34,300 3 1 Illinois 242(3.64%) 8 C 14,800 4 2 Colorado 162(2.44%) 6 W 9,000 7 2 North Carolina 169(2.54%) 12 E 7,200 10 2 Washington 125(1.88%) 5 W 9,900 6 3 Georgia 245(3.69%) 8 E 8,500 8 3 Michigan 255(3.84%) 8 C 4,300 18 3 Utah 37(0.56%) 0 W 11,000 5 4 Minnesota 92(1.39%) 4 C 7,400 9 4 Tennessee 91(1.37%) 8 E 6,700 12 4 New York 242(3.64%) 4 E 5,600 13 5 Indiana 111(1.67%) 7 C 3,500 21 5 Nevada 72(1.08%) 5 W 2,100 26 5
- 18. 57.4% of B2B businesses say SEO has the biggest impact on lead generation goals. MDG Advertising (2013)
- 20. MARKETING? How do analytics help
- 21. Sales trips Construction hot spots Event planning Event ROI Relevant content Social media traffic Effect of sponsorships Sales process Focus on warm leads Qualify prospects Tailored presentations Regional approach References Publications
- 27. 1. Know your company objectives 2. Build marketing campaigns around objectives 3. What does success look like? 4. Quantify success (KPIs) 5. Put campaign into action 6. Track data on a consistent basis 7. Schedule team communication/collaboration on results/activities 8. Improve
- 29. Karen Okerlund Louise Le Lisa S Whittier, CA 84 years in business
- 30. Objective: Track traffic on new careers page Marketing campaign: Work with web designer to get new page updated and promote positions on social media Success?: See traffic increase on careers page KPIs: Set goals in Google Analytics to track conversions
- 31. Campaign Action: Get careers page live at the beginning of 2016 Track Data: 4 weeks between meetings Team Effort: Visit with web designer and setup goals in Google Analytics Improve: Create marketing campaigns for specific positions
- 33. Outcome: • Saw a lot of traffic coming in from LinkedIn. • Able to see which positions are getting more notice. • Will work with HR to combine the data from applicants with the data from Google Analytics to get a good idea of how ideal candidates are finding the positions. “There is so much to explore in the analytics! I’m excited to see what happens long term and how we can use this analytical thought process on other initiatives like our email campaigns.”
- 34. Stacey Schexnayder New Orleans, LA $100 million per year
- 35. Objective: Quality new hires for hard to fill positions: estimator and Sr. Superintendent Marketing campaign: Promote senior level positions on social media Success?: Fill positions within 2 months and repeatable campaign KPIs: Set goals in Google Analytics to track conversions
- 36. Campaign Action: Posted regularly to LinkedIn, Twitter, and Facebook Track Data: 9 weeks between meetings Team Effort: Visit with HR to show results of campaign Improve: Create a HR + marketing approach to fill positions
- 37. April 15 Twitter 192 followers 317 following Facebook 217 likes LinkedIn 536 followers June 17 Twitter 212 followers 321 following +20 (9.4%) Facebook 222 likes +5 (2.3%) LinkedIn 601 followers +65 (10.8%)
- 38. Outcome (as of June 2015): • Website is not updating outside of company’s servers. • Traffic increase from Twitter and LinkedIn for careers page but high bounce rate. • Will use analytics for future KPIs. “Each department has been tasked with creating and tracking KPIs as they relate to company objectives. Seeing what can be done with analytics has opened up the door for what we can track on the marketing side beyond proposals.”
- 39. Outcome (as of January 2016): • Website is updating outside of company’s servers. • Weekly review of analytics and tracking trends. • Setting up new goals in Google Analytics. January 31 Twitter 268 followers 472 following +56 (26.4%) Facebook 270 likes +48 (21.6%) LinkedIn 969 followers +368 (61.2%)
- 40. Shawn Barron, CPSM Barb Mahaffey Holly White Lancaster, PA Rank No. 208 in Design Firms
- 41. Objective: Drive website traffic around two newsletters Update content where needed/relevant Marketing campaign: Send out newsletters on routine basis Success?: Traffic on website increases KPIs: Set goals in Google Analytics to track conversions Track Mail Chimp analytics
- 42. Campaign Action: Emailed to a targeted list Track Data: 9 weeks between meetings Team Effort: Content creation by staff and routine check of analytics Improve: Build on top of hot topics in newsletters and promote content beyond email blasts Update content on site that appeals to traffic
- 47. Outcome (as of June 2015): • Team meeting on a monthly basis to review analytics. • Discuss website updates that are supported by analytics. • Explore marketing opportunities with training center. “Seeing this information has totally validated all of the time we have put into our initiatives.”
- 48. Outcome (as of January 2016): • Monthly track and analyze: – Audience overview – Queries – Referral traffic – Pages – Channels – Device type – Locations – Goal completions • Seen major traffic to the site when news updates are posted • LinkedIn referrals are significant, so will continue to robustly use that platform
- 49. Outcome (as of January 2016): • Also provide a quarterly summary with suggested action steps, such as (From Q3 2015): – More robust content on Safety Consulting page, as it’s a heavily searched topic; also more safety consulting mentions throughout website copy – Updating HR on best recruiting-focused sites for visitors – Add more vides to specific pages as they are developed – brings traffic in – Pages or content to remove – Focus on responsive design in very near future, as percentage for mobile and tablet are slowly increasing • Tracked several email marketing campaigns – An event campaign brought 140 first-time visitors to the site – The last of a four-part campaign in 2015 brought more than 60% of its page views in new visitors – A once-and-done regulatory update email brought 38 new users
- 50. “Now that we have our feet under us with ongoing analysis of the analytics, we’re planning to create a quarterly brief that shares select data with higher-level leadership, highlighting changes that will or have been made. “
- 51. SMALL Start
- 52. Start Small
- 53. Start Small
- 54. Start Small
- 55. • Make it manageable • Make it quantifiable • Share your results and recommendations • Have an action plan moving forward Start Small
- 56. Start Small
- 57. Start Small
- 58. Go Big
- 59. Go Big Oops!
- 61. Scenario 1a: Industry event: American Society for Healthcare Engineering Co-worker attends: Project Manager Write recap article (include 2 quotes) 24 hours to turn in article What do you do with the article and why? Company objective: Increase win rate of integrated projects in healthcare market
- 62. Scenario 1b: You posted article to company blog. Now what?
- 63. Scenario 2: You attend SMPS Pacific Regional Conference Write recap article (include 2 quotes) 24 hours to turn in article What do you do with the article and why? Objective: Increase company recognition and be a thought leader in industry
Notes de l'éditeur
- We combine our analytics from our website, number of customer locations, our sales regions, and number of new jobs as reported by U.S. labor reports. We then rank those states based on this data. This helps our sales team pinpoint “low hanging fruit” in our opportunity pipeline.
- This is Google’s PageRank algorithm. It is the first algorithm that they developed for SEO rankings. I show this simply to say do not try to game the system. Search engine optimization is using several algorithms and they are becoming more refined each year. The best way to increase SEO is to have robust marketing content on valid digital platforms that connect to each other. Algorithms are making sure the digital platform is as authentic as possible. Don’t piss them off.
- Setup goals for each specific position to track how those people are using the site to find the positions (their digital road map) Posted careers page in LinkedIn and Facebook (did not promote individual positions)
- This ended up getting “backburnered" by me because of proposal deadlines :-( but they are currently working to try and see what the issue is… I found out also, since we last spoke, that I am not seeing any of the updates on the mobile version although of course I see them on my desktop.
- Not a lot of website traffic Making improvements to site internally & updating content
- Their ‘Focus on Funding’ newsletter is sent to contacts in municipalities/townships and project owners. Their open rate and click rate are above industry average.
- By doing a reverse goal path in Google Analytics we can see how people are finding their newsletter links. A good rule of thumb is “less than 3 clicks”. If you are wanting to drive your audience to a specific piece of information on your website you want them to get there in under three clicks of a mouse button. Sometimes that means putting a special “call to action” button on a page that gets heavy traffic.
- Being able to see the click report is a great tool. Their call to action is “Read this month’s Safety Net” button. Which leads to the newsletter link. My company has similar call to action buttons on our e-blasts and we have tested out different colors to see if it drives more traffic to that button. Spoiler alert: it does.
- We also looked at the sites that were linking to their website. And what we are looking for is a low bounce rate and a high average session duration. And, again, since we are focusing on driving traffic around our newsletters we have sorted this chart by number of goal completions on the right side of the chart. *click* As you can see, the No. 3 referral website had 5 sessions, a very low bounce rate of 40%, and spent over 7 minutes on the site. As it turns out, this is a company that would hire Rettew staff to lead their training classes. It may be worthwhile to do joint marketing events with this company if the goal completions increase.
- I posted this on July 27th. Within a day, it had 112 views. This has NOTHING to do with what my company does. I didn’t write about software, technology, preconstruction, estimating, integrated project delivery … NOTHING.
- However, my company page had a spike in unique visitors following that post. I show this not to tout my LinkedIn post but to show how influential an individual’s network can benefit your company’s brand.