let's get cookin' with advanced marketing analytics - #inbound 2013

#INBOUND13

Let’s Get Cookin’ With Advanced Analytics

Advanced Marketing Analytics that Identify “What is Really Working For You?”

Michael Freeman

#inbound13

Probably only person here to have both raised pigs and lived in Spain for more than 5 years each

@spanishgringo

Michael FREEMAN

LET’S TALK ABOUT ANALYSIS

I LOVE ANALYSIS

Supply Chain Management (Maersk)

Ecommerce (eHobbies.com)

Entertainment (Disney)

Business Services (Teleflora)

Online Advertising (logismarket.es, .fr, .de, .ar, etc…)

Phone Systems (ShoreTel)

#inbound2013

WE HAVE A PROBLEM

IN MARKETING

#inbound2013

WE REPORT A LOT BUT DON’T

ANALYZE ENOUGH

Let’s Imagine a Restaurant…

You’re the Food Buyer

https://twitter.com/spanishgringo

How’d We Do & What Do I Need to Buy?

Meal Sales % Change Cost

Breakfast $500 +10% $200

Lunch $900 -6% $550

Dinner $1200 +12% $850

Dessert $350 N/C $280

What Do I Do with This?

Breakfast: Croissants or Omelets?

Produce: Mushrooms, Tomatoes or Lettuce?

Meat: Beef or Chicken or Fish?

What Happens If You Invest Poorly?

A Lot of Waste & Less Satisfied Customers

Quality

Selection / Availability

Likely to Recommend

To justify one’s or one’s department’s

existence

To seek understanding on how to

improve

#inbound2013

LET’S FIX THAT

1 Common Objections

2 Get the Right Data

3 Insights From the Funnel

LET’S GET PHYSICAL ANALYTICAL

1 Common Objections

#inbound2013

MANAGEMENT WANTS REPORTING

#inbound2013

ONLY AGREE TO PROVIDE REPORTS THAT ARE (NEARLY)

AUTOMATED

Google Analytics

Get the Dashboard Template:

https://www.google.com/analytics/web/template?uid=pW7LgPENRMaEo5ZJ1DvBYw

Google Analytics

Get the Dashboard Template:

https://www.google.com/analytics/web/template?uid=pW7LgPENRMaEo5ZJ1DvBYw

#inbound2013

I DON’T HAVE

ENOUGH DATA

• Unless your site is huge, then you likely

have a small sample size

• Segmenting data means you need to

wait even longer to make conclusions

• Have enough data before you decide (rough rule of thumb: 30+ conversions)

Thy Data Is Fragmented

#inbound2013

GROUP YOUR DATA UNTIL IT IS

SIGNIFICANT

Group your Keywords using GA Advanced Segments (or using filters in Excel)

Find Strength in Numbers

Visits

Yikes!

Visits

Yikes!

Visits

Yikes!

#INBOUND13

IT’S TOO MUCH IT’S TOO HARD

#inbound2013

START SMALL &

DIVE DEEP

2 Get the Right Data

The Data Needs to Flow to the CRM

Read my article: http//moz.com/ugc/how-to-measure-roi-for-leadgen-websites

Grab our code from GitHub: https://github.com/ShoreTelSky/ga-campaign-tracking

Add hidden fields to every HubSpot Form

Use JavaScript to get GA data from GA Cookie and insert into hidden form fields

Map these fields from HubSpot to Salesforce.com

• More and more companies are

hiring “Inbound Engineers”

• Closed loop reporting alone

justifies the investment

• If you don’t have any internal

resource, use a HubSpot partner

It’s Helps to Know a Code Cowboy

https://twitter.com/retlehs

3 Insights From the Funnel

Pre-Funnel

Customers

Getting Funnel-Vision

Gain Awareness & Discovery

Increase Core Visits & Conversions

Get Better Engagement & Sell Your Story

Accelerating the Close

Build Loyalty & Advocacy

Pre-Funnel

What Drives Discovery (New Visits)?

Content Type

Pre-Funnel

Content Type

Pre-Funnel

What Drives New Visits?

Few visits overall

These KW drive core TOFU pages

Not targeted for Pre-Funnel activity

Pre-Funnel

What Drives New Visits?

Few visits overall

These KW drive core TOFU pages

Not targeted for Pre-Funnel activity

Content Type

These pages are going for a much broader audience beyond

just “phone systems”

Pre-Funnel

KW Business Performance

Top of the Funnel (TOFU)

What keywords actually drive revenue vs. potentially waste our time?

Improve

conversion %

Improve Traffic

/ Rankings

KW Group Avg Deal

Size MQL

Disqualified Closed Lost Closed Won

voip $3,100 $ 30,000 $ 75,000 $ 18,000

phone $2,500 $ 55,000 $ 38,000 $ 5,500

pbx $1,800 $ 6,000 $ 15,000 $ 3,000

cloud $4,300 $ 70,000 $ 42,000 $ 3,800

Simulated Revenues

Need to improve "cloud" performance

We need better middle of the funnel support for sales

"PBX" KW group appears to be low traffic & small $ potential

Experiment with a new CTA and images on primary VoIP and Phone pages

Closed Loop Keyword Takeaways

Middle of the Funnel (MOFU)

Get Better Engagement

• 2 x 1 More Traffic from New Visitors

• Return Visitors Spend 2.3x More Time on Site

• Very Excited to Start Reporting in GA by HubSpot Customer Lifecycle Stage! (I’ll write a blog about this after we have more data)

Get Better Engagement

Better Engagement = More Sales

All Avg. Visits Avg Page Views

Closed Lost 1.0 4.6

Closed Won 1.5 5.3

MKT Sourced Avg. Visits Avg Page Views

Closed Lost 1.3 5.9

Closed Won 2.4 8.2

Non-Marketing Avg. Visits Avg Page Views

Closed Lost 0.2 0.8

Closed Won 0.1 0.2

Successful Marketing Deals Have

• More Visits (Statistically Significant)

• More Page Views (Not Significant)

Non-Marketing Deals Have

• Not Nearly Enough Traffic

• No Statistical Relationship Between

Website & Outcomes

Better Engagement = More Sales

All Avg. Visits Avg Page Views

Closed Lost 1.0 4.6

Closed Won 1.5 5.3

MKT Sourced Avg. Visits Avg Page Views

Closed Lost 1.3 5.9

Closed Won 2.4 8.2

Non-Marketing Avg. Visits Avg Page Views

Closed Lost 0.2 0.8

Closed Won 0.1 0.2

What are the most popular pages for return visitors?

Sell Your Story

New Visitors Returning Visitors

Sell Your Story

In Depth Info

Sell Your Story

Where Are We?

Who Can I Talk To?

Sell Your Story

Who We Are &

What We Think

Return Visitors Come Back For More

In-Depth Information on Us, Our

Products & What We Have To Say

aka Our Story

Sell Your Story

Customers

Let’s Imagine That Restaurant…

You’re the Food Buyer

How’d We Do & What Do I Need to Buy? • We did great but we can do better

• Sales were up 4% compared with yesterday

• We had to throw away $240 worth of food (8% of sales)

How’d We Do & What Do I Need to Buy? • We did great but we can do better

• Sales were up 4% compared with yesterday

• We had to throw away $240 worth of food (8% of sales)

• Same shopping list as yesterday but make these changes

Staples

• Buy 10% more eggs (We ran out because the omelets are so popular)

• Buy 20% less syrup (French Toast with Jam is more popular than with syrup)

Fresh Produce

• Stop buying green beans (Now serve sweet potato w/the trout & we threw out 2kg last night)

• 15% more cherry tomatoes (We sold out of the tomato salad)

• Buy 10 more Rib Eye steaks (It will be the lunch special)

• Buy 20 Sockeye Salmon Steaks (Chef wants to test a new recipe)

• We need half as much chicken (Please check inventory before you buy)

#inbound2013

THANK YOU

mfreeman AT shoretel dot com

@spanishgringo

Michael FREEMAN

QUESTIONS?

spanishgringo.blogspot.com

Sr. Manager, Search & Analytics ShoreTel Inc.

#INBOUND13

Reminder:

Please fill out the session survey in

the INBOUND mobile app.

#inbound2013

Want to talk to a HubSpot Inbound Marketing Specialist today?

Email: analytics@HubSpot.com

• http://flic.kr/p/6CpWhr

• http://upload.wikimedia.org/wikipedia/commons/9/96/Eleonora_Maersk_DCT_4.JPG

• http://flic.kr/p/6GMCQ1

• http://flic.kr/p/6u9syq

• https://www.triasflowers.com/images/item/zoom_414BeHappyBouquet101002114241.jpg

• http://flic.kr/p/5S5Ue7

• http://flic.kr/p/KF52f

• http://flic.kr/p/4ZNxQ7

• http://flic.kr/p/bVtwES

• http://flic.kr/p/t2a7o

• http://flic.kr/p/da63iW

• http://flic.kr/p/o65J

• http://flic.kr/p/8tbeSm

• http://flic.kr/p/7otRUZ

Image Credits

APPENDIX AKA

SLIDES I WANTED TO SHOW BUT DIDN’T HAVE THE TIME

WHAT IS A KEYWORD? IT SHOULD BE

THIS EASY

The reports will tell us everything!!!

(BTW - Can I get that laptop at Best Buy?)

BUT FOR MANY IT’S NOT We either don’t get the answers

we need or it seems too hard to

get them

HubSpot

Automate Reporting

HubSpot

Rolling Dates

Automate Reporting

Salesforce.com

Automate Reporting

Salesforce.com

Automate Reporting

• Take 2 hours each week or two weeks

and deep dive on 1 or 2 areas

(5% OF YOUR TIME)

• Analysis is both ART and SCIENCE

• Make friends with a developer

• Use code that is online already

Rome Wasn’t Built In a Day Either

Start Small & Dive Deep

Add hidden fields to every HubSpot Form

• GA Campaign Medium (e.g. organic, cpc, referral, banner, (none))

• GA Source (e.g. google, facebook.com, linkedin.com, rootstheme.com)

• GA Campaign Name (e.g. Campaign 1, retgargeting-abandonded-form, (organic))

• GA Campaign Content (ad variation if cpc or referring page if from referral)

• GA Campaign Keyword (e.g. (not provided), hosted voip, business communications)

• GA Landing Page (e.g. “/”, “/products/”, “/products/cloud-phone-system/”)

• GA Web Lead? (e.g. Yes –quick and simple tag to see if lead came from website)

Use JavaScript to get GA data from GA Cookie and insert into hidden form fields

Map these fields from HubSpot to Salesforce.com

Pass Campaign/Source Info via GA

Grab our code from GitHub: https://github.com/ShoreTelSky/ga-campaign-tracking

Get the Right Data

• First Page Seen

• Last Page Seen

• Number of Pageviews

• Number of Visits

• Time First Seen

• Time of First Visit

• Time Last Seen

• Original Source Type

• Original Source Data 1

• Original Source Data 2

• First Referring Site

• Last Referring Site

• Average Pageviews

• First Conversion

• Number of Conversions

• First Conversion Date

• Recent Conversion

• Recent Conversion Date

• Number of Unique Forms Submitted

HubSpot Captures This Data By Default

HubSpot Intelligence for Salesforce.com makes this data available in SFDC

Read: How to Map Data Between HubSpot & Salesforce.com

Get the Right Data

• What is driving new visitors to discover our site?

• Landing pages

• KW groups

• Who are the most popular authors?

• New visitors, referral traffic, social shares

• http://cutroni.com/blog/2012/09/12/google-analytics-custom-variables-for-publishers/

• Are we building links to improve traffic and SEO?

• Links report in HubSpot

• Open Site Explorer (or Majestic SEO – free for tracking your own site)

• Are obtaining emails via Subscriptions (for later nurturing and personalization)?

• GA Goal tracking or HubSpot Events

• How effective are we at Social?

• Conversation, Amplification, and Applause are the 3 social metrics that really matter

• http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

Pre-Funnel

• What is driving the highest quality audience for sales?

• KW Business Performance

• Visit to Lead to Opportunity

• What is our Cost per Lead vs. Cost per MQL, vs. Cost per Customer?

• http://moz.com/ugc/how-to-measure-roi-for-leadgen-websites (last section)

• What are the most effective CTAs?

• HubSpot A/B CTA testing

• HubSpot Landing Page Analysis

• Try GA Content Experiments and/or Optimizely for further testing

• What is leading up to the first form fill?

• HubSpot Conversion Assists

• Google Analytics Multi-Channel Funnel Analysis

• You must read this: http://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-business-framework/

• How engaged are our leads after making contact?

• Do leads return to the site and how deep do they go?

• Are engaged leads more likely to buy?

• What campaigns and channels drove the most return activity?

• Number of touches after lead is created & qualified

• Are leads hearing our story?

• What are the most popular pages for return visitors?

• Most popular content by lifecycle stage (use Hubspot API to setup customer variables in GA)

• How much video and rich content did they consume?

• Watch Simon Sinek’s TED talk

• http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

• Does your content show and explain WHY you do what you do?

• Time from Lead to Close

• Closed Lost vs. Closed Won

• Segmented by Deal Size (large deals always take longer)

• Time from Proposal to Close

• # of Touches from Proposal to Close

• Marketing Touches vs. Sales Touches

• Think about SEO at the end of the Funnel: http://blog.kissmetrics.com/driving-sales-with-seo/

Bottom of the Funnel (BOFU)

Customers

• Customer Lifetime Value

• Initial purchase

• Repurchase frequency

• Repurchase amount

• Acquisition costs

• Maintenance costs

• http://blog.kissmetrics.com/how-to-calculate-lifetime-value/

• Net Promoter Score / How Likely Would You Recommend Us?

http://www.netpromoter.com/why-net-promoter/know/

• I recommend you read Joanna Lord’s MozCon presentation

https://seomoz.box.com/shared/static/cq2cf70afdbdebbo02kg.pptx

let's get cookin' with advanced marketing analytics - #inbound 2013

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