Content MarketingAnalytics
How to make your data work
harder for your business
…on a budget
@dSmulevich
I can’t think of any other
industry where its top
professionals have repeated
the same thing…
OVERAND OVER...
And pretty much everyone out
there listened to them
FLUFF
FAILURE
Choose the right KPIs
AKPI is a metric used to
determine how well you are
performing against your
business objectives.
Business
Objective
Goal KPI KPITarget
Segmented
KPI
Number of
new leads per
month
Effective
Marketing
Build a
customer
dat...
New leads from
Affiliate programs
BOUNCE RATE
BOUNCE RATE
TIME ON SITE
TIME ON SITE
KPIs
KPIs
KPIs
Flags
And they are also misleading:
they think in terms of
interactive engagement hits,
do you?
External
KPIs Board
Anything that you can correlate with revenues, conversions, cost (£)
PIs Marketers
Metrics that help y...
The goal of our work is to
understand the triggers behind
new and existing customers
content consumption and
buying behavi...
…so we can plot the best
course of action to drive
demonstrable improvements in
revenue
How do we get to
that?
Step up your analytics game
Three distinct phases
1. Data audit
2. Framework development
3. Ongoing reporting and
analysis
Three distinct phases
1. Data audit
2. Framework development
3. Ongoing reporting and
analysis
Understanding what structures
you/the client has in place, and
how the business is using the
data at its disposal, so that...
1. Sources attribution
1. Sources attribution
We must attribute prospects to their
acquisition source or channel. We can’t work
out where our bes...
1. Sources attribution
2. Sales funnel definition
2. Sales funnel definition
We need to define the sales funnel stages by
establishing the demographic and
behavioural measu...
1. Sources attribution
2. Sales funnel definition
3. Data integration/data warehousing
3. Data integration/data warehousing
A data warehouse is just a big database that
pulls data from lots of different source...
1. Sources attribution
2. Sales funnel definition
3. Data integration/data warehousing
4. Conversion attribution
4. Conversion attribution
We should AT LEAST create an attribution
model to determine credit for content and
sales convers...
SEO
PPC EMAIL DIRECT
1
2
3
7
4
10
8
9
5
10+
6
CONVERSION PATH LENGTH
SEO
PPC EMAIL DIRECT
1
2
3
7
4
10
8
9
5
10+
6
CONVERSION PATH LENGTH
SEO PPC EMAIL DIRECT
SEO PPC EMAIL DIRECT
SEO PPC EMAIL DIRECT
SEO PPC EMAIL DIRECT
SEO PPC EMAIL DIRECT
1. Sources attribution
2. Sales funnel definition
3. Data integration/data warehousing
4. Conversion attribution
5. Conver...
5. Conversion optimisation
If we know where opportunities fall out, we
can take positive actions: messaging, copy,
calls-t...
Don’t forget to test
your assumptions
A/B
AA/BB
1. Sources attribution
2. Sales funnel definition
3. Data integration/data warehousing
4. Conversion attribution
5. Conver...
6. Prospects segmentation
You should segment your prospects, so that
you can boost conversion rates with better
content an...
1. Sources attribution
2. Sales funnel definition
3. Data integration/data warehousing
4. Conversion attribution
5. Conver...
7. Post-purchase funnel
Can we separate online communications
strategies, campaigns and messages for
repeat sales to the e...
Thanksto thegenial @martooziefor this!
1. Sources attribution
2. Sales funnel definition
3. Data integration/data warehousing
4. Conversion attribution
5. Conver...
8. Reporting
The right level of reporting should enable
different stakeholders (marketers,
salespeople etc.) to receive on...
Three distinct phases
1. Data audit
2. Framework development
3. Ongoing reporting and
analysis
Framework development
=
Data collection strategy
Start from the business
requirements, talk to the
stakeholders involved and then
visualise the
dimensions/metrics that you...
Now you’re ready to
spec it out!
1. Planforthemid-longterm
2. Don’tovercomplicatethings
3. Thinkofconstraints:
• Budget
• ...
Three distinct phases
1. Data audit
2. Framework development
3. Ongoing reporting and
analysis
AND NOW
WHAT?
AAAAA
Always
Add
Analysis
And
Action
In-depth analysis should be
carried out on a regular basis:
results should be brought into
quarterly meetings with the
rel...
Take data out of silos
Outcome:
integrated, personalised, dynamic
dashboards and reports, on which
we can easily add our analysis
Outcome:
integrated, personalised, dynamic
dashboards and reports, on which
we can easily add our analysis
Outcome:
integrated, personalised, dynamic
dashboards and reports, on which
we can easily add our analysis
Outcome:
integrated, personalised, dynamic
dashboards and reports, on which
we can easily add our analysis
Become best friends with these
bad boys…
APIs Webhooks
Become best friends with these
bad boys…
APIs Webhooks
Your bible: GAreference guide
http://bit.ly/P8msWU
Your playground: the query
explorer
http://bit.ly/XeNbVy
Three ways to extract data using
theAPI:
Add-ons (Supermetrics rocks!)
Custom functions
Programmatically (build a PHP app)...
You can also use the
management API to import
data into GA!
[features still rolling out]
http://bit.ly/1nTIkEl
Become best friends with these
bad boys…
APIs Webhooks
Webhooks let you send data to
GoogleAnalytics when something
special in another platform
happens, e.g. you won that
contra...
GAMeasurementProtocolhttp://bit.ly/N3z7sa
WAIT, WAIT, WAIT….
How do I link GAusers
with CRM entries?
• ExtractclientidfromGAcookie
• UseyourCRMAPItopushthedatathrough
alongwiththeCRMi...
Now all your data is integrated,
you can visualise data the way
you/your client/your board needs!
Use free visualisationsA...
Alittle reminder
Collection Reporting Analysis
OUR BIG CHALLENGE
MEDIUM
HIGH
LOW
Collection Reporting Analysis
OUR BIG CHALLENGE
MEDIUM
HIGH
LOW
Collection Reporting Analysis
OUR BIG CHALLENGE
MEDIUM
HIGH
LOW
Collection Reporting Analysis
WHAT OUR CLIENTS WILL EXPECT
MEDIUM
HIGH
LOW
Collection Reporting Analysis
MANAGING EXPECTATIONS
MEDIUM
HIGH
LOW
Collection Reporting Analysis
MANAGING EXPECTATIONS
MEDIUM
HIGH
LOW
THE CIRCLE OF LIFE
ACTIONABLEADVICE
IMPROVE
IMPROVE
Thank you.
sli.do/SearchLondon
@dSmulevich
@dSmulevich
Content marketing analytics: how to make your data work harder for your business
Content marketing analytics: how to make your data work harder for your business
Content marketing analytics: how to make your data work harder for your business
Content marketing analytics: how to make your data work harder for your business
Content marketing analytics: how to make your data work harder for your business
Content marketing analytics: how to make your data work harder for your business
Content marketing analytics: how to make your data work harder for your business
Content marketing analytics: how to make your data work harder for your business
Content marketing analytics: how to make your data work harder for your business
Content marketing analytics: how to make your data work harder for your business
Content marketing analytics: how to make your data work harder for your business
Content marketing analytics: how to make your data work harder for your business
Content marketing analytics: how to make your data work harder for your business
Content marketing analytics: how to make your data work harder for your business
Content marketing analytics: how to make your data work harder for your business
Upcoming SlideShare
Loading in...5
×

Content marketing analytics: how to make your data work harder for your business

2,713

Published on

Presentation from Search London - July 2014.

The goal of our work is to understand the triggers behind new and existing customers content consumption and buying behaviour so we can plot the best course of action to drive demonstrable improvements in revenue.

Here is a 3-step process to do that.

Published in: Data & Analytics
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,713
On Slideshare
0
From Embeds
0
Number of Embeds
14
Actions
Shares
0
Downloads
10
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide
  • And when I mean everyone, I really mean everyone
  • So choose your model carefully: 5 steps
  • Bullet graphs
  • Key Performance Indicators
  • Soft indicators
  • Soft indicators
  • Cit. Cutroni (http://cutroni.com/blog/2011/05/05/merging-google-analytics-with-your-data-warehouse/)
  • Cit. Cutroni (http://cutroni.com/blog/2011/05/05/merging-google-analytics-with-your-data-warehouse/)
  • Chances are you aren’t!
  • Chances are you aren’t!
  • Data don’t lie, but often hide the truth…
  • With split testing, for instance
  • Even tests lie… split testing with control variants

    FREE? Google Content Experiments
  • Love this by @martoozie
  • Visualise the metrics on an Excel file
  • Example #1
  • Example #2
  • The most dreaded question
  • Example #2
  • Soft indicators
  • Soft indicators
  • Thank you.
  • Content marketing analytics: how to make your data work harder for your business

    1. 1. Content MarketingAnalytics How to make your data work harder for your business …on a budget @dSmulevich
    2. 2. I can’t think of any other industry where its top professionals have repeated the same thing… OVERAND OVER...
    3. 3. And pretty much everyone out there listened to them FLUFF
    4. 4. FAILURE
    5. 5. Choose the right KPIs
    6. 6. AKPI is a metric used to determine how well you are performing against your business objectives.
    7. 7. Business Objective Goal KPI KPITarget Segmented KPI Number of new leads per month Effective Marketing Build a customer database 200 per month Number of new leads per month by channel
    8. 8. New leads from Affiliate programs
    9. 9. BOUNCE RATE
    10. 10. BOUNCE RATE
    11. 11. TIME ON SITE
    12. 12. TIME ON SITE
    13. 13. KPIs
    14. 14. KPIs
    15. 15. KPIs
    16. 16. Flags
    17. 17. And they are also misleading: they think in terms of interactive engagement hits, do you?
    18. 18. External KPIs Board Anything that you can correlate with revenues, conversions, cost (£) PIs Marketers Metrics that help you get to your KPI targets (Content performance) Internal Flags Marketers + Website managers To spot issues early (Adjusted bounce rate, site speed)
    19. 19. The goal of our work is to understand the triggers behind new and existing customers content consumption and buying behaviour…
    20. 20. …so we can plot the best course of action to drive demonstrable improvements in revenue
    21. 21. How do we get to that?
    22. 22. Step up your analytics game
    23. 23. Three distinct phases 1. Data audit 2. Framework development 3. Ongoing reporting and analysis
    24. 24. Three distinct phases 1. Data audit 2. Framework development 3. Ongoing reporting and analysis
    25. 25. Understanding what structures you/the client has in place, and how the business is using the data at its disposal, so that we can devise a data collection and reporting strategy that supports our content marketing efforts.
    26. 26. 1. Sources attribution
    27. 27. 1. Sources attribution We must attribute prospects to their acquisition source or channel. We can’t work out where our best prospects are if we don’t know the source (PPC, list purchase).
    28. 28. 1. Sources attribution 2. Sales funnel definition
    29. 29. 2. Sales funnel definition We need to define the sales funnel stages by establishing the demographic and behavioural measures as prospects move down the funnel.
    30. 30. 1. Sources attribution 2. Sales funnel definition 3. Data integration/data warehousing
    31. 31. 3. Data integration/data warehousing A data warehouse is just a big database that pulls data from lots of different sources. When this data is put together, you can do an all-round user analysis, e.g. looking at online behaviour and offline conversion. Or tie long- term purchase history to online behaviour.
    32. 32. 1. Sources attribution 2. Sales funnel definition 3. Data integration/data warehousing 4. Conversion attribution
    33. 33. 4. Conversion attribution We should AT LEAST create an attribution model to determine credit for content and sales conversions. It’s a mistake to attribute conversion to a single action: the reality is usually a complex mix of sales path interactions. The attribution model should be applied to evaluate content promotion campaigns.
    34. 34. SEO PPC EMAIL DIRECT 1 2 3 7 4 10 8 9 5 10+ 6 CONVERSION PATH LENGTH
    35. 35. SEO PPC EMAIL DIRECT 1 2 3 7 4 10 8 9 5 10+ 6 CONVERSION PATH LENGTH
    36. 36. SEO PPC EMAIL DIRECT
    37. 37. SEO PPC EMAIL DIRECT
    38. 38. SEO PPC EMAIL DIRECT
    39. 39. SEO PPC EMAIL DIRECT
    40. 40. SEO PPC EMAIL DIRECT
    41. 41. 1. Sources attribution 2. Sales funnel definition 3. Data integration/data warehousing 4. Conversion attribution 5. Conversion optimisation
    42. 42. 5. Conversion optimisation If we know where opportunities fall out, we can take positive actions: messaging, copy, calls-to-action, value propositions, design, and even entire campaigns can be optimized to overcome any issues.
    43. 43. Don’t forget to test your assumptions
    44. 44. A/B
    45. 45. AA/BB
    46. 46. 1. Sources attribution 2. Sales funnel definition 3. Data integration/data warehousing 4. Conversion attribution 5. Conversion optimisation 6. Prospects segmentation
    47. 47. 6. Prospects segmentation You should segment your prospects, so that you can boost conversion rates with better content and increase sales interest with stronger problem focus.
    48. 48. 1. Sources attribution 2. Sales funnel definition 3. Data integration/data warehousing 4. Conversion attribution 5. Conversion optimisation 6. Prospects segmentation 7. Post-purchase funnel
    49. 49. 7. Post-purchase funnel Can we separate online communications strategies, campaigns and messages for repeat sales to the existing customer base?
    50. 50. Thanksto thegenial @martooziefor this!
    51. 51. 1. Sources attribution 2. Sales funnel definition 3. Data integration/data warehousing 4. Conversion attribution 5. Conversion optimisation 6. Prospects segmentation 7. Post-purchase funnel 8. Reporting
    52. 52. 8. Reporting The right level of reporting should enable different stakeholders (marketers, salespeople etc.) to receive only the information they need, in a way that’s as simple and clear as possible, to take informed decisions.
    53. 53. Three distinct phases 1. Data audit 2. Framework development 3. Ongoing reporting and analysis
    54. 54. Framework development = Data collection strategy
    55. 55. Start from the business requirements, talk to the stakeholders involved and then visualise the dimensions/metrics that you aim to get
    56. 56. Now you’re ready to spec it out! 1. Planforthemid-longterm 2. Don’tovercomplicatethings 3. Thinkofconstraints: • Budget • Technology • Resources
    57. 57. Three distinct phases 1. Data audit 2. Framework development 3. Ongoing reporting and analysis
    58. 58. AND NOW WHAT?
    59. 59. AAAAA Always Add Analysis And Action
    60. 60. In-depth analysis should be carried out on a regular basis: results should be brought into quarterly meetings with the relevant stakeholders, upon internal sharing first with the (agency) team.
    61. 61. Take data out of silos
    62. 62. Outcome: integrated, personalised, dynamic dashboards and reports, on which we can easily add our analysis
    63. 63. Outcome: integrated, personalised, dynamic dashboards and reports, on which we can easily add our analysis
    64. 64. Outcome: integrated, personalised, dynamic dashboards and reports, on which we can easily add our analysis
    65. 65. Outcome: integrated, personalised, dynamic dashboards and reports, on which we can easily add our analysis
    66. 66. Become best friends with these bad boys… APIs Webhooks
    67. 67. Become best friends with these bad boys… APIs Webhooks
    68. 68. Your bible: GAreference guide http://bit.ly/P8msWU
    69. 69. Your playground: the query explorer http://bit.ly/XeNbVy
    70. 70. Three ways to extract data using theAPI: Add-ons (Supermetrics rocks!) Custom functions Programmatically (build a PHP app) Easy Hard
    71. 71. You can also use the management API to import data into GA! [features still rolling out] http://bit.ly/1nTIkEl
    72. 72. Become best friends with these bad boys… APIs Webhooks
    73. 73. Webhooks let you send data to GoogleAnalytics when something special in another platform happens, e.g. you won that contract with the client!
    74. 74. GAMeasurementProtocolhttp://bit.ly/N3z7sa
    75. 75. WAIT, WAIT, WAIT….
    76. 76. How do I link GAusers with CRM entries? • ExtractclientidfromGAcookie • UseyourCRMAPItopushthedatathrough alongwiththeCRMid • Callwebhooksasusersperformsetactions
    77. 77. Now all your data is integrated, you can visualise data the way you/your client/your board needs! Use free visualisationsAPIs: • GoogleAnalytics EmbedAPI • Google Charts
    78. 78. Alittle reminder
    79. 79. Collection Reporting Analysis OUR BIG CHALLENGE MEDIUM HIGH LOW
    80. 80. Collection Reporting Analysis OUR BIG CHALLENGE MEDIUM HIGH LOW
    81. 81. Collection Reporting Analysis OUR BIG CHALLENGE MEDIUM HIGH LOW
    82. 82. Collection Reporting Analysis WHAT OUR CLIENTS WILL EXPECT MEDIUM HIGH LOW
    83. 83. Collection Reporting Analysis MANAGING EXPECTATIONS MEDIUM HIGH LOW
    84. 84. Collection Reporting Analysis MANAGING EXPECTATIONS MEDIUM HIGH LOW
    85. 85. THE CIRCLE OF LIFE ACTIONABLEADVICE
    86. 86. IMPROVE
    87. 87. IMPROVE
    88. 88. Thank you. sli.do/SearchLondon @dSmulevich
    89. 89. @dSmulevich
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×