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.

1. MarketingAnalytics 101
for B2B Companies

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. 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. DEFINING
ANALYTICS

5. Analytics is Not:
12%
13%
34%
41%
Neat!
Pretty Neat
Somewhat Neat
Not Really Neat at All

7. Businesses don’t fail because
mistakes happen.
!
Businesses fail because
mistakes aren’t found and corrected.

8. Creating Reports
• For every hour spent pulling data,
spend an hour providing insights.
• Translate Data
• Highlight Trends & Insights
• Make Recommendations
• Provide Next Steps

9. BIG DATA

10. BIG EMPATHY

11. BIG INSIGHTS

12. BIG IDEAS

13. 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?

14. Three Big Questions
Why?
So What?
What Next?

15. “Failure is not fatal, but
failure to change might be.”
- John Wooden

16. ANALYTICS
SUCCESS STORIES

17. Heatmaps & Click Interaction

18. A/B Testing
A B
+64%

19. “He who knows best
knows how little he knows.”
-Thomas Jefferson

20. Creative Testing
ADAIRYIN CASAGRANDE,ARIZONA
CHOOSYMOM HEALTH CONSCIOUS SWEETTOOTH

21. Audience Taxonomy

22. ANALYTICS
PITFALLS

24. POLITICAL
THRILLERS
DAVID FINCHER KEVIN SPACEY

25. POLITICAL
THRILLERS
DAVID FINCHER KEVIN SPACEY

27. Highest
Paid
Person’s
Opinion

28. ANALYTICAL MYOPIA

29. BUILDINGAPROCESS
FOR MEASUREMENT

30. “If I had eight hours to chop
down a tree, I’d spend six hours
sharpening my ax.”
-Abraham Lincoln

31. PROCESS. PROTOCOL. PRECISION.

32. The Three C’s
CAMPAIGNS
CONTENT
CONVERSIONS

33. 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

34. 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

35. 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

36. Goals First Approach
OBJECTIVE Increase
Sales by 20%
GrowVisit-to-Lead
Conversion Rate to 4.0%
Increase Brand
Awareness 10%
SEARCH
DISPLAY
EMAIL
SOCIAL

37. The IdealAnalytics Resource
• Curious / Humble
• Empathetic
• Eclectic

38. Chris Sietsema
• hello@teachtofishdigital.com
• @sietsema
• linkedin.com/in/sietsema
• 480.570.1636