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

Download Let's Get Cookin' with Advanced Marketing Analytics - #INBOUND 2013

Post on 20-Jun-2015

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My presentation from HubSpot's Inbound 2013 conference about overcoming reporting and data problems to instead focus on analysis and ideas for gaining insights from the funnel. A core pillar of Inbound Marketing is to be data-driven, yet too many are not using data enough to understand what is really working for them and where they are wasting time and resources. My presentation gives actionable recommendations on tackling these problems and hopefully help empower you to improve your business. If you want to use the GA Campaign Tracking code, we've made it available for public use from github: https://github.com/ShoreTelSky/ga-campaign-tracking

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  • 1. #INBOUND13 Lets Get Cookin With Advanced Analytics Advanced Marketing Analytics that Identify What is Really Working For You? Michael Freeman

2. #inbound13 3. Probably only person here to have both raised pigs and lived in Spain for more than 5 years each @spanishgringo Michael FREEMAN 4. LETS TALK ABOUT ANALYSIS 5. LETS TALK ABOUT ANALYSIS 6. LETS TALK ABOUT ANALYSIS 7. I LOVE ANALYSIS 8. Supply Chain Management (Maersk) 9. Ecommerce (eHobbies.com) 10. Entertainment (Disney) 11. Business Services (Teleflora) 12. Online Advertising (logismarket.es, .fr, .de, .ar, etc) 13. Phone Systems (ShoreTel) 14. #inbound2013 WE HAVE A PROBLEM IN MARKETING 15. #inbound2013 WE REPORT A LOT BUT DONT ANALYZE ENOUGH 16. Lets Imagine a Restaurant 17. Youre the Food Buyer 18. https://twitter.com/spanishgringo Howd We Do & What Do I Need to Buy? 19. https://twitter.com/spanishgringo Meal Sales % Change Cost Breakfast $500 +10% $200 Lunch $900 -6% $550 Dinner $1200 +12% $850 Dessert $350 N/C $280 Howd We Do & What Do I Need to Buy? 20. What Do I Do with This? 21. Breakfast: Croissants or Omelets? 22. Produce: Mushrooms, Tomatoes or Lettuce? 23. Meat: Beef or Chicken or Fish? 24. What Happens If You Invest Poorly? 25. A Lot of Waste & Less Satisfied Customers Quality Selection / Availability Likely to Recommend 26. Verb To justify ones or ones departments existence Verb To seek understanding on how to improve 27. #inbound2013 LETS FIX THAT 28. 1 Common Objections 2 Get the Right Data 3 Insights From the Funnel LETS GET PHYSICAL ANALYTICAL 29. 1 Common Objections 30. #inbound2013 MANAGEMENT WANTS REPORTING 31. #inbound2013 ONLY AGREE TO PROVIDE REPORTS THAT ARE (NEARLY) AUTOMATED 32. Google Analytics Get the Dashboard Template: https://www.google.com/analytics/web/template?uid=pW7LgPENRMaEo5ZJ1DvBYw 33. Google Analytics Get the Dashboard Template: https://www.google.com/analytics/web/template?uid=pW7LgPENRMaEo5ZJ1DvBYw 34. #inbound2013 I DONT HAVE ENOUGH DATA 35. https://twitter.com/spanishgringo 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 36. #inbound2013 GROUP YOUR DATA UNTIL IT IS SIGNIFICANT 37. https://twitter.com/spanishgringo Group your Keywords using GA Advanced Segments (or using filters in Excel) Find Strength in Numbers 38. https://twitter.com/spanishgringo Group your Keywords using GA Advanced Segments (or using filters in Excel) Find Strength in Numbers 15% Visits Yikes! 39. https://twitter.com/spanishgringo Group your Keywords using GA Advanced Segments (or using filters in Excel) Find Strength in Numbers 15% Visits Yikes! 40. https://twitter.com/spanishgringo Group your Keywords using GA Advanced Segments (or using filters in Excel) Find Strength in Numbers 15% Visits Yikes! 41. #INBOUND13 ITS TOO MUCH ITS TOO HARD 42. #inbound2013 START SMALL & DIVE DEEP 43. 2 Get the Right Data 44. https://twitter.com/spanishgringo 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 45. https://twitter.com/spanishgringo More and more companies are hiring Inbound Engineers Closed loop reporting alone justifies the investment If you dont have any internal resource, use a HubSpot partner Its Helps to Know a Code Cowboy https://twitter.com/retlehs 46. 3 Insights From the Funnel 47. https://twitter.com/spanishgringo Pre-Funnel TOFU MOFU BOFU Customers Getting Funnel-Vision Gain Awareness & Discovery Increase Core Visits & Conversions Get Better Engagement & Sell Your Story Accelerating the Close Build Loyalty & Advocacy 48. https://twitter.com/spanishgringo Pre-Funnel Gain Awareness & Discovery Increase Core Visits & Conversions Get Better Engagement & Sell Your Story Accelerating the Close Build Loyalty & Advocacy 49. https://twitter.com/spanishgringo What Drives Discovery (New Visits)? Content Type Pre-Funnel Gain Awareness & Discovery 50. https://twitter.com/spanishgringo What Drives Discovery (New Visits)? Content Type Pre-Funnel Gain Awareness & Discovery 51. https://twitter.com/spanishgringo What Drives Discovery (New Visits)? Pre-Funnel Gain Awareness & Discovery 52. https://twitter.com/spanishgringo What Drives New Visits? Few visits overall These KW drive core TOFU pages Not targeted for Pre-Funnel activity Pre-Funnel Gain Awareness & Discovery 53. https://twitter.com/spanishgringo 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 Gain Awareness & Discovery 54. https://twitter.com/spanishgringo Gain Awareness & Discovery Increase Core Visits & Conversions Get Better Engagement & Sell Your Story Accelerating the Close Build Loyalty & Advocacy TOFU 55. https://twitter.com/spanishgringo KW Business Performance Top of the Funnel (TOFU) Increase Core Visits & Conversions What keywords actually drive revenue vs. potentially waste our time? 56. https://twitter.com/spanishgringo KW Business Performance Top of the Funnel (TOFU) Increase Core Visits & Conversions What keywords actually drive revenue vs. potentially waste our time? Improve conversion % Improve Traffic / Rankings 57. https://twitter.com/spanishgringo KW Business Performance Top of the Funnel (TOFU) Increase Core Visits & Conversions What keywords actually drive revenue vs. potentially waste our time? 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 58. https://twitter.com/spanishgringo 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 Top of the Funnel (TOFU) Increase Core Visits & Conversions 59. https://twitter.com/spanishgringo Gain Awareness & Discovery Increase Core Visits & Conversions Get Better Engagement & Sell Your Story Accelerating the Close Build Loyalty & Advocacy MOFU 60. https://twitter.com/spanishgringo Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story Get Better Engagement 61. https://twitter.com/spanishgringo Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story 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! (Ill write a blog about this after we have more data) Get Better Engagement 62. https://twitter.com/spanishgringo Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story 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 63. https://twitter.com/spanishgringo Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story 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 64. https://twitter.com/spanishgringo What are the most popular pages for return visitors? Sell Your Story New Visitors Returning Visitors Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story 65. https://twitter.com/spanishgringo What are the most popular pages for return visitors? Sell Your Story New Visitors Returning Visitors In Depth Info Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story 66. https://twitter.com/spanishgringo What are the most popular pages for return visitors? Sell Your Story New Visitors Returning Visitors Where Are We? Who Can I Talk To? Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story 67. https://twitter.com/spanishgringo What are the most popular pages for return visitors? Sell Your Story New Visitors Returning Visitors Who We Are & What We Think Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story 68. https://twitter.com/spanishgringo What are the most popular pages for return visitors? Return Visitors Come Back For More In-Depth Information on Us, Our Products & What We Have To Say aka Our Story Sell Your Story New Visitors Returning Visitors Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story 69. https://twitter.com/spanishgringo BOFU Customers Gain Awareness & Discovery Increase Core Visits & Conversions Get Better Engagement & Sell Your Story Accelerating the Close Build Loyalty & Advocacy 70. Lets Imagine That Restaurant 71. Youre the Food Buyer 72. https://twitter.com/spanishgringo