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Marketing Analytics: Building a Reporting Format You Can Own

Marketers habitually spend valuable time on drafting, designing, developing, refining and presenting marketing reports and dashboards. How can you make sure that you are telling a meaningful story and that the audience for your reports see value in your measurement efforts? Here we discuss how to build a solid foundation for reporting accuracy, efficiency and substance.

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Marketing Analytics: Building a Reporting Format You Can Own

  1. 1. Analytics: Building a Reporting FormatYou Can Own
  2. 2. Tonight’s Discussion • Building (or Refining) a Reporting Process • Five Resources: Crafting Reports for Decision Makers • Helpful Tools for Hazy Outcomes ! ! ForAnotherTime (OrAfter) • Attribution Models • Predictive Analytics • Customer Data Hubs • Correlation / Regression / Factor Analysis
  3. 3. DEFINING ANALYTICS
  4. 4. Analytics is Not: 12% 13% 34% 41% Neat! Pretty Neat Somewhat Neat Not Really Neat at All
  5. 5. Businesses don’t fail because mistakes happen. ! Businesses fail because mistakes aren’t found and corrected.
  6. 6. Security/Privacy/Risk Web/Mobile Development Digital Marketing (SEO, Social, Display) Software Development Analytics/Big Data Digital Strategy/Business Modeling Smart Product Development 30% 35% 40% 45% 50% 37% 39% 43% 39% 40% 41% 39% 32% 35% 38% 40% 41% 42% 42% Currently In 3Years Most Important Digital Competencies According to Executives in Europe and the US Source: Economist Intelligence Unit & Cognizant (April 2016)
  7. 7. Who Determines The Analytics Agenda? Source: McKinsey & Company (April 2016) 12% 5% 10% 11% 11% 13% 38% CEO CIO CMO Business Unit Head CFO Chief Data/Analytics Officer Other
  8. 8. Who Has The Time? h/t: @avinash Access to Data Ability toAnalyze &Recognize Causal Factors “TellThem What to Do”Continuum (in Plain English) Analyst Director Business Unit Head CMO CIO CFO CEO
  9. 9. Report Layout • Translate Data • Highlight Trends & Insights • Make Recommendations • Provide Next Steps • For every hour spent pulling data, spend an hour providing insights.
  10. 10. WHATYOU MUST SHOW WHATYOU MUST KNOW
  11. 11. OBJECTIVEA ! OBJECTIVE B ! OBJECTIVE C
  12. 12. METRICA ! METRIC B ! METRIC C
  13. 13. Metrics by the Sales Funnel SHARE DO THINK SEE • Awareness: Visitors, Followers, Impressions, “Branded” Search Volume • Consideration: Carts, Engagement with Content, Email Subscriptions • Conversions: Leads / Product Sales • Loyalty & Evangelism: Return Customers, Reviews, User Generated Content
  14. 14. METRICA METRIC B METRIC C
  15. 15. “Truth is ever to be found in simplicity, and not in the multiplicity and confusion of things.” -Isaac Newton
  16. 16. Reporting Cadence
  17. 17. REPORT MEETING DURATION TIME DEDICATEDTO DATAREVIEW TIME DEDICATEDTO DECISION MAKING
  18. 18. REPORT MEETING DURATION TIME DEDICATEDTO DATAREVIEW TIME DEDICATEDTO DECISION MAKING
  19. 19. REPORT SUPPORT: FIVE RESOURCES
  20. 20. “If I had eight hours to chop down a tree, I’d spend six hours sharpening my ax.” -Abraham Lincoln
  21. 21. Question Everything • 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?
  22. 22. Setting Up The Three C’s CAMPAIGNS CONTENT CONVERSIONS • Where did they come from? • What do they care about? • Were we successful?
  23. 23. CAMPAIGNS. CARTS. CONVERSIONS.
  24. 24. Campaign Tracking • Each campaign should be tagged with special tracking code to help measure its impact on visits, shopping behavior and conversions. A. Use the “Google URL Builder” B. Create a Google Doc or Spreadsheet. Append URLs with Google Tracking Code. Share with Media Team
  25. 25. URL Builder
  26. 26. Shared Tracking Sheet
  27. 27. “THANKYOU” Conversion/Goal Types DESTINATIONS “CLICK HERE” EVENTS
  28. 28. GOAL ID GOAL TYPE DESTINATION / EVENT LABEL Email Subscription Destination example.org/subscribe-thank-you Contact Form Destination example.org/contact-thank-you Clicks to Social Media Event Social / Click / Pinterest Download Product Info Event Content / Download / Product Info PDF Event Registration Destination example.org/RSVP-confirm Play Product Video Event Video / Play / Product Video Metrics Matrix
  29. 29. Metrics Matrix
  30. 30. Metrics Matrix
  31. 31. Why Use a Tag Manager?
  32. 32. Why Use a Tag Manager?
  33. 33. PROCESS. PROTOCOL. PRECISION.
  34. 34. Segments & Filters ADVANCED SEGMENT
  35. 35. Segments & Filters FILTER
  36. 36. Advanced Segment
  37. 37. Advanced Segment
  38. 38. Filter
  39. 39. Analytics Task List
  40. 40. REPORT SUPPORT: MASTER QUESTIONS LIST CAMPAIGNTRACKING INVENTORY METRICS MATRIX FILTERS & SEGMENTS ROSTER ANALYTICSTASK LIST
  41. 41. HELPFULTOOLS
  42. 42. “He who knows best knows how little he knows.” -Thomas Jefferson
  43. 43. A/B Testing A B +64%
  44. 44. Heatmaps & Click Interaction
  45. 45. More Visitor Story Telling
  46. 46. Adjusted Bounce Rate
  47. 47. Adjusted Bounce Rate bit.ly/adjusted-bounce-gtm h/t: @datarunsdeep
  48. 48. Custom Alerts
  49. 49. Video Instruction & Insights
  50. 50. ABOUT BIG DATA
  51. 51. POLITICAL THRILLERS DAVID FINCHER KEVIN SPACEY
  52. 52. POLITICAL THRILLERS DAVID FINCHER KEVIN SPACEY
  53. 53. BIG DATA
  54. 54. BIG EMPATHY
  55. 55. BIG INSIGHTS
  56. 56. BIG IDEAS
  57. 57. Chris Sietsema • hello@teachtofishdigital.com • @sietsema • linkedin.com/in/sietsema • 480.570.1636 PRESENTATION MATERIALS: app.box.com/v/azima
  58. 58. “In character, in manner, in style, in all things, the supreme excellence is simplicity.” -Henry Wadsworth Longfellow

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