Katie M Smith's workshop for Bend Digital Marketers March 2016, showing how visualizing and automating insights can assist marketers with making decisions & proving value.

1. ANALYTICS
for Decision Making
Katie M. Smith, Marketing Technologist |@katiemsmith |hello@katiemsmith.com

2. How do you know...
What’s working or not?

3. Only 40% of marketing
professionals think their
marketing is effective.
Source: Adobe’s 2013 Report: “Digital Distress: What Keeps Marketers up at Night?”

4. How to Use Analytics for Decision Making
1. Prioritize Goals
2. Identify KPI’s
3. Customize Your Dashboards
4. Input and Analyze Data (yee-haw!)
5. Establish benchmarks & goals
6. Update and automate the Scorecard

5. 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

6. 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

7. 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

8. 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

9. 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

10. How to: Setup Google Analytics Dashboards
Shortcut: Use templates http://bit.ly/1W747pq
Start with 1, create more as insights evolve

11. 5) Establish Benchmarks & Goals
Under Audience, 3 built-in reports
● Channels
● Location
● Devices

12. 5) Establish Benchmarks & Goals
Compare Industry Vertical, Country, & Size

13. 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

14. 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

15. 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)

16. 6) Iterate and automate Dashboards
Automate emails to
come to you
○ monthly, 1st
day of month
for stakeholders
○ weekly for
people in the
trenches

17. 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)

18. bit.ly/decisiondata
Katie M. Smith, Marketing Technologist |@katiemsmith |hello@katiemsmith.com