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Marketing Analytics 101

Chris Sietsema of Teach to Fish Digital discusses marketing analytics, provides some success stories, covers common analytics pitfalls, and explores how to create a sound structure for your own marketing metrics program.

Originally presented on March 22, 2016 in a webinar hosted by Marketri. See http://www.marketri.com/ and http://teachtofishdigital.com/ for more information.

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Marketing Analytics 101

  1. 1. MarketingAnalytics 101 for B2B Companies
  2. 2. Analytics 101 • Defining Analytics and What to Measure • Helpful Analytics Tools • Common Analytics Pitfalls • Building an Analytics Program ! Chris Sietsema • Digital Marketing Consultant • 15+ Years of Experience • Working in Phoenix, AZ
  3. 3. TL;DRVERSION: • 40 Senior B2B MarCom Executives identified two key challenges: people &data • 50% of tech firms have CMOs with tenure of two years or less • 25% of marketing roles today did not exist 10 years ago • “Becoming a data-driven organization”is a top priority
  4. 4. DEFINING ANALYTICS
  5. 5. Analytics is Not: 12% 13% 34% 41% Neat! Pretty Neat Somewhat Neat Not Really Neat at All
  6. 6. Businesses don’t fail because mistakes happen. ! Businesses fail because mistakes aren’t found and corrected.
  7. 7. Creating Reports • For every hour spent pulling data, spend an hour providing insights. • Translate Data • Highlight Trends & Insights • Make Recommendations • Provide Next Steps
  8. 8. BIG DATA
  9. 9. BIG EMPATHY
  10. 10. BIG INSIGHTS
  11. 11. BIG IDEAS
  12. 12. Questions Lead to Insights • What is the purpose of the site? • What key metrics will we rely upon to determine success? • Where are visitors coming from? • What referral sources are most valuable? • How do traffic and conversion patterns changed by referral source? • What is the average cost per lead/ cost per sale from each referral source? • Are there specific referral sources that deserve more/less attention? • Once they arrive, how do visitors navigate through the site? • What are the most/least popular navigation items? • How should navigation be modified? • How is site search utilized? • What can qualitative metrics (time on site or pages/visit) tell us about our audience? our site content? • What content is most/least popular among visitors? • What questions are visitors asking? • Is the Home page effective in routing the visitor to their desired content? • Do individual content elements/pages do well to encourage conversion? • At what points in the navigation stream are visitors most likely to leave? • Is there a correlation between referral sources and specific site content? • What is the pattern of return visits? • Are return visits more likely to convert? • What devices are visitors using to access site content? To convert?
  13. 13. Three Big Questions Why? So What? What Next?
  14. 14. “Failure is not fatal, but failure to change might be.” - John Wooden
  15. 15. ANALYTICS SUCCESS STORIES
  16. 16. Heatmaps & Click Interaction
  17. 17. A/B Testing A B +64%
  18. 18. “He who knows best knows how little he knows.” -Thomas Jefferson
  19. 19. Creative Testing ADAIRYIN CASAGRANDE,ARIZONA CHOOSYMOM HEALTH CONSCIOUS SWEETTOOTH
  20. 20. Audience Taxonomy
  21. 21. ANALYTICS PITFALLS
  22. 22. POLITICAL THRILLERS DAVID FINCHER KEVIN SPACEY
  23. 23. POLITICAL THRILLERS DAVID FINCHER KEVIN SPACEY
  24. 24. Highest Paid Person’s Opinion
  25. 25. ANALYTICAL MYOPIA
  26. 26. BUILDINGAPROCESS FOR MEASUREMENT
  27. 27. “If I had eight hours to chop down a tree, I’d spend six hours sharpening my ax.” -Abraham Lincoln
  28. 28. PROCESS. PROTOCOL. PRECISION.
  29. 29. The Three C’s CAMPAIGNS CONTENT CONVERSIONS
  30. 30. Metrics by the Sales Funnel SHARE DO THINK SEE • Awareness: Visitors, Followers, Impressions, “Branded” Search Volume • Consideration: Engagement with Content and Campaign Materials • Conversions: Leads & Transactions • Loyalty & Evangelism: Reviews, User Generated Content
  31. 31. Goals First Approach 1. Define & Prioritize Business Objectives 2. Identify Relevant Measures for Each Goal A. By Tactic / Channel B. Establish Growth Targets C. Select Measurement Tools/Systems 3. Report Metrics that Align with Goals 4. Make Adjustments to Programs Accordingly
  32. 32. Goals First Approach OBJECTIVE Increase Sales by 20% GrowVisit-to-Lead Conversion Rate to 4.0% Increase Brand Awareness 10% SEARCH Search Revenue Search Lead Conversion Rate Branded Search Volume + New Visitors DISPLAY Display Revenue Display Lead Conversion Rate Percentage of New Visitors EMAIL Display Revenue Email Lead Conversion Rate Subscriptions SOCIAL Social Revenue Social Lead Conversion Rate Subscriptions + Mentions
  33. 33. Goals First Approach OBJECTIVE Increase Sales by 20% GrowVisit-to-Lead Conversion Rate to 4.0% Increase Brand Awareness 10% SEARCH DISPLAY EMAIL SOCIAL
  34. 34. The IdealAnalytics Resource • Curious / Humble • Empathetic • Eclectic
  35. 35. Chris Sietsema • hello@teachtofishdigital.com • @sietsema • linkedin.com/in/sietsema • 480.570.1636

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