analyze this all things analytics- without presenter notes
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Ad Club of Maine slide presentation without the presenter notes. See how to apply long standing marketing theory and process to inbound internet marketing using analytics.TRANSCRIPT
All Things Analytics withCarole Mahoney, President of Mahoney Internet Marketing
facebook.com/mahoneyinternetmarketinglinkedin.com/in/carolemahoney@minetmarketing
@mahoneyinternet
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• Analytics doesn’t matter until the end.
• Analytics is for techie math geeks, not creative.
• You can only react to data, not predict or plan.
• It’s impossible to measure everything.
• Analytics is too complicated for the lay person to understand.
Marketing & Sales Analytics Myths
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Analytics is...• Wikipedia.org says: “Web Analytics is the measurement of the
behavior of visitors to a website. In a commercial context, it refers to the measurement of which aspects the website work towards the business objectives.”
• I say: “Analytics is the measurement of ACTIONS web visitors take, (or don’t take) in their buying process. In a commercial context, it is the tool used to align the buying process to the organizational selling process, thereby aligning sales and marketing together to reach and communicate with the prospect or customer.”
• In other words, use Analytics as the common language between you, your customer, your marketing team and your sales team.
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Analytics and the Funnel (s)
Credit to J. Nimetz- Search Engine Guide
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(Analytics) Tools and the Loop
Credit to Hubspot5
(Analytics) Tools and the
Funnel (s)
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How to Start:3 Steps for Inbound Internet
Marketing (& Sales)
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Step 1= Think.• What are the business goals and consequences of not reaching those
goals? How do those goals drill down to traffic, leads, conversion and retention?
• Who is the best target customer, how they gather information, what motivates them, how they will approach the business in their quest for an answer?
• What campaigns and tactics are you going to use to reach your quotas? What are the KPIs for those?
• What do you need them to do at every step of the process? How will you measure their progress? How will you make improvements?
• How will you define a qualified lead with sales? How will you collaborate with sales for everything from messaging to reporting?
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Tactics for Step 1
Business Goal
Success Event
KPI
Increase online leads
Completed RFP or RFI form
Downloaded whitepaper
Form conversion rate
Download Rate
Most visited page
Page/Form
Bounce Rate
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Persona is not a new word.
(It’s not everyone.)
Who are your BEST customers?
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Step 2= Do.
• Wireframe
• Design
• Development
• Content Creation
• Social Media
• E-commerce
• Campaign Creation and launch
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Prospect Driving Points
Funnel Entry Point
David- Business Claims ManagerBuying Stage- Attention
How can I speed up the claims I process?
Search: claim management best practices
SEO
Question: claim management best practices
Social Media Blogs
Tags: claims processing
Blog post topic: claim management best
practices
Subscribe to Feed
Macro Conversions Events
Linear Metrics:-Traffic Sources-Social Media
Reach-Inbound links
Linear Metrics:-Top Landing
Page-Top Content
-Traffic Source to Page
-Cost per visitor
Tactics
Action
Page Entity
Micro Conversion Events
Video Demo
Webinar RegistrationDownload
Case Study
Conversion Goals
Home Page
Download/Watch
Presentation
Waypoints and Points of ResolutionNon-Linear
Metrics-Funnel
Abandonment points
-page views by pathWhich product/
serivce is the best fit?
Who else has used this process/ product?
What credentials/expertise does this
company have?
Customer listResource/
Page EntityProfessional Associations
Customer testimonials
Software feature/benefit
comparison sheet
What can this product do that others can't?
Implementation Process diagram
and checklist
Mailing List
Lead Nurturing Campaigns
Linear Metrics:-Page
conversion rate-Conversion
Funnel abandonment
rate-Video plays,
stops-Blog
subscribers- # of downloads
Linear Metrics:-Open Rate
-CTR-Forward rate-Unsubscribe
rate
Linear Metrics:-Conversion
Rate-CPL
-Lead to Closed Business Ratio
Analytics
About Us
How long does implementation take? What can I expect? How will this
help me do my job better?
Software benefit by role
Analytics
Analytics
Analytics
Analytics
Analytics
CTAs
Request a live demo and/or Start a free 30 day trial
Read blog posts
Watch videos
Download Case study
Watch videos
Webinar Signup
Watch presentation Watch videos
Webinar Signup
Watch presentation
Download Case study
Case study
Webinar Signup
Download Case study
Download Presentation slides
Watch videos
Prospects need and possible approach
How they could enter the funnel
The prospect’s questions
Online (or offline) conversion
Lead Nurturing & Qualification
Customer Retention
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Step 3= Review (metrics according to the funnel)
• Web Traffic Sources
• Blog Analytics
• SEO Ranking
• Social Media Reach
• (Campaign) Click Through Rate (CTR)
• Conversion Rate (CR)
• Cost per Lead (CPL)
• Lead to Customer Rate (LCR)
• Average Order Value (AOV)
• Customer Lifetime Value (CLV)
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Web Traffic Sources
Blog Analytics
SEO Ranking
Social Media Reach
CTRCPLCR
LCRAOVCAC
CLV
Metrics for the
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Results
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Closed Loop AnalyticsTop of the FunnelAwareness/ Prospect
Middle of the FunnelInterest/Rapport& Qualify/ Research
Bottom of the FunnelCommit/Close/ Purchase
Customer Management (CRM)Client Retention/ Cross Sell/ Service
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Sales & Marketing Alignment
Credit to A.Mitra
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What to do now.
Trade Business Cards
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Ask me about our partnership and alliance program.
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Ask me about our upcoming training courses.
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Ask me about Hubspot.
(Join the evolution...)21
Your turn.
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