7 steps to a culture of measurement(3)

Using Analytics to Grow Your Business7 Steps to building a culture of measurement

Hi, I’m Matt Cooper

Step1Care about the numbers

www.tomssalestraining.com

Tom’s Sales TrainingVisits: +15%Avg Time on Site: +5%Site Bounce Rate: -2%Avg Pages Views: +10%Direct: 13% Page: Price ListReturn: 98% Unique Visitors: 6

Vanity Metrics

Step 2Care about the right numbers

Business Objectives Goals Ecommerce Sell Products Lead Generation Contact Info sent to Sales Brand Awareness Drive Awareness & Engagement Support Help customers solve problems Content Publisher Show advertising to visitors

Goals There is value here!These actions lead to your future conversions

Micro Conversions

Tom’s Objectives Goals Ecommerce Sell Products Lead Generation Contact Info sent to Sales Brand Awareness Drive Awareness & Engagement Support Help customers solve problems Content Publisher Show advertising to visitors

+ Take Action Identify your sites’ primary business objective

Step 3Deﬁne your Goals

www.tomssalestraining.comContent Goal MicroCourse Information Registration PDF DownloadPrice List N/A PDF DownloadContact Us Lead Form N/ANewsletter N/A SubscriptionsBlog N/A Post Comment Key Performance Indicators (KPI)

Tom’s Objectives Goals Ecommerce Sell Products Lead Generation Contact Info sent to SalesKey Performance Indicators1. Course Registrations2. Contact Form Lead3. Newsletter Subscriptions

+ Take ActionDeﬁne 3 Key Performance Indicators (KPI)

Step 4Understand the source

SearchReferralSocialDirectCampaign

What does the source tell us?

SearchBranded Keywords: “Tom’s Sales Training”Indicates:Brand awareness, Ofﬂine campaign effectiveness

SearchNon-Branded Keywords: “Sales Training Halifax”Indicates:Search Engine Optimization Effectiveness

ReferralReferrer - www.ns.dailybusinessbuzz.caIndicates:Link Building Effectiveness (SEO), Public Relationseffectiveness

SocialBlog Post - Running effective sales meetingsIndicates:Content customers care about

Directwww.tomssalestraining.comIndicator:Soft measure of brand equity

Multi-Funnel Conversions

Start thinking at the page level

Tom’s Sales TrainingVisits: +15%Avg Time on Site: +5%Site Bounce Rate: -2%Avg Pages Views: +10%Direct: 13% Page: Price ListReturn: 98% Unique Visitors: 6

Campaign trafﬁc is critical

Paid Search & DisplayEmail, Social & Ofﬂine

Paid Search & DisplayLink your Google Adwords accountEnsure auto-tagging is on

Email, Social, & OfﬂineEnsure links are tagged

Google URL Builder

www.tomssalestraining.com/promo

+ Take ActionMeasure the number of conversionsyour next campaign delivered

Step 5Set Targets

How do you know what targets to set?

KPI Q1 TargetCourse Registrations 48 +25%Contact Form Leads 28 +50%Newsletter Subscribers 223 +10% Start Simple

+ Take Action Deﬁne targets for your KPIs

Step 6Care about the results

This takes workYou will need help

Meet about the resultsSet new targetsAssign tasksRepeat

KPI Target ResultCourse Registrations 60 43Contact Form Leads 42 26Newsletter Subscribers 245 263Tasks 1. Run Adwords Campaign to promote courses 2. Optimize contact form with clear call to action 3. Research sources of trafﬁc resulting in new subscribers

+ Take ActionSchedule your review meeting in advance

Step 7Report on Outcomes

Start with you primary goal

Tom’s Objectives Goals Ecommerce Sell Products Lead Generation Contact Info sent to SalesKey Performance Indicators1. Course Registration2. Contact Form Lead3. Newsletter Subscriptions

Course RegistrationsSource / Medium Conversions ValueGoogle/Organic 43 $3655Direct/None 26 $1955Social 3 $255Paid Search 18 $1530Campaign 14 $1190

Communicate Economic Value

+ Take Action Calculate the ROI of your next campaign

Step 1 - Care about the numbersStep 2 - Care about the right numbersStep 3 - Deﬁne your goalsStep 4 - Understand the sourceStep 5 - Set targetsStep 6 - Care about the resultsStep 7 - Report on outcomes

Start TodayIdentify your sites’ primary business objectiveDeﬁne 3 Key Performance Indicators (KPI)Measure the number of conversions your nextcampaign deliveredDeﬁne targets for your KPIsSchedule your review meeting in advanceReport on outcomes

thank you :)@mattc goo.gl/XFHLl

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7 steps to a culture of measurement(3)

by aimconference on Jun 13, 2012

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