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Marketing Analytics: How Do You Define Success?
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Marketing Analytics: How Do You Define Success?

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  • 1. Marketing Analytics – How do You Define Success?
    September 23, 2010
    Presented by:
    Linda Wu
  • 2. 5 things you want to know about this presentation…
    The presentation will be 45 minutes including Q & A
    You can send your questions to us via your GoToWebinar controls at any time during the presentation
    We will answer timely, topic-specific questions during the presentation and save the rest for the Q & A period
    We answer all the questions we don’t have time for during the presentation in a blog post later in the day
    We will send out a link to the recording and a PDF of the presentation slides after the presentation
  • 3. How do you define success?
    B2B & B2C:
    • Increase Engagements
    • 4. Lead Conversions
    • 5. Deals Closed
    • 6. Value of Deals
  • How do you define success?
    Non-Profit:
    • Increase Awareness
    • 7. Increase Engagements
    • 8. More Donations & Donors
    • 9. Reaching Fundraising Targets
  • How do I …
    Where do I……start measuring success?
    Non-Profit:
    • Increase Awareness
    • 10. Increase Engagements
    • 11. More Donations & Donors
    • 12. Reaching Fundraising Targets
    B2B & B2C:
    • Increase Engagements
    • 13. Lead Conversions
    • 14. Deals Closed
    • 15. Value of Deals
    1 – Marketing Analytics
    2 – Sales Analytics
  • 16. Types of analytics:
    What analytics really matter?
    Sales Analytics:
    • Lead Aging
    • 17. Cost Per Lead / Opportunity / Client
    • 18. Lead to Opportunity Conversion
    • 19. Lead to Closed Deals Conversion
    • 20. Margin on Won Deals
    • 21. Etc.
    Marketing Analytics:
  • Essential Marketing Analytics
    Website & Online
    • Google Analytics
    • 27. SEO Analytics
    Email Campaigns
    Webinars
    • Registrants
    • 33. Attendees
    • 34. Asked Questions
    • 35. Thank you email responses
    • 36. Recorded Webinar Views
    Social Media
    • Followers
    • 37. Interactions
    Lead Scoring
    • by Behaviour
    • 38. by Subscriber Attributes
    • 39. by Campaigns
    Advertising
    • Tracked through Lead Source
    • 40. Online banner ad click throughs
    • 41. Offer redemptions / Form Fill Conversions
    Website & Online
    • Google Analytics
    • 42. SEO Analytics
    Email Campaigns
    Webinars
    • Registrants
    • 48. Attendees
    • 49. Asked Questions
    • 50. Thank you email responses
    • 51. Recorded Webinar Views
    Social Media
    • Followers
    • 52. Interactions
    Lead Scoring
    • by Behaviour
    • 53. by Subscriber Attributes
    • 54. by Campaigns
    Advertising
    • Tracked through Lead Source
    • 55. Online banner ad click throughs
    • 56. Offer redemptions / Form Fill Conversions
    Self-Audit:
    How do you stack up today?
  • 57. Eliminate low value activities
    Try new activities
    Increase high value activities
    Gain maximum return on resources
    Time, Staff, Budget
    Relevant Content that is meaningful for your audience
    Analytics help you continue to focus on writing great content for your audience
    Content is King!
    Value of Analytics
  • 58. Trending is Essential
    Measure  Benchmark  Improve and Grow
    When to measure:
  • How do you define success in Email Marketing?
    Measure  Benchmark  Improve and Grow
    Standard Success Ranges:
    • Open Rate 20 to 25%
    • 63. Click Through 2 to 5%
    • 64. Conversion 0.1 to 1%
    • 65. Unsubscribes <1%
    • 66. Bouncebacks <10%
    Variables to Success:
    • Varies by Industry
    • 67. Organic List vs List Purchase
    • 68. Offer / Content Relevancy
    • 69. Frequency of Send-outs
    • 70. List Quality Maintenance
    • 71. Email Deliverability
    • 72. Ability of a Marketing System to track these statistics
  • How do you define success in Webinars?
    Measure  Benchmark  Improve and Grow
    What to Measure:
    • # of Registrants Track over time
    • 73. # of Attendees 50% of Regs
    • 74. Asked Questions Score
    • 75. Attendee Profile Score
    • 76. Thank You Email Stats
    • 77. Recorded Views Web Stats
    Variables to Success:
    • Content Relevancy
    • 78. # of times invite is sent out – standard is 3-4 invites to list
    • 79. # of reminders to registrants – standard is 2-3 prior to event
    • 80. Third party registrant recruitment
    • 81. Leverage Social Media Channels for promotion
    • 82. Email Deliverability a big issue!
  • Sign-up for our feed today via email to win a FREEWebsite Effectiveness Assessment
    Follow our blog at http://www.marqui.com/blog
    Follow us on Twitter @Marqui_CMS
    Linda Wu
    Linda.wu@marqui.com
    Richard Sharp
    richard.sharp@marqui.com