7 steps to a culture of measurement(3)
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  • 1. Using Analytics to Grow Your Business7 Steps to building a culture of measurement
  • 2. Hi, I’m Matt Cooper
  • 3. Step1Care about the numbers
  • 4. www.tomssalestraining.com
  • 5. 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
  • 6. Vanity Metrics
  • 7. Step 2Care about the right numbers
  • 8. 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
  • 9. Goals There is value here!These actions lead to your future conversions
  • 10. Micro Conversions
  • 11. 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
  • 12. + Take Action Identify your sites’ primary business objective
  • 13. Step 3Define your Goals
  • 14. 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)
  • 15. Tom’s Objectives Goals Ecommerce Sell Products Lead Generation Contact Info sent to SalesKey Performance Indicators1. Course Registrations2. Contact Form Lead3. Newsletter Subscriptions
  • 16. + Take ActionDefine 3 Key Performance Indicators (KPI)
  • 17. Step 4Understand the source
  • 18. SearchReferralSocialDirectCampaign
  • 19. What does the source tell us?
  • 20. SearchBranded Keywords: “Tom’s Sales Training”Indicates:Brand awareness, Offline campaign effectiveness
  • 21. SearchNon-Branded Keywords: “Sales Training Halifax”Indicates:Search Engine Optimization Effectiveness
  • 22. ReferralReferrer - www.ns.dailybusinessbuzz.caIndicates:Link Building Effectiveness (SEO), Public Relationseffectiveness
  • 23. SocialBlog Post - Running effective sales meetingsIndicates:Content customers care about
  • 24. Directwww.tomssalestraining.comIndicator:Soft measure of brand equity
  • 25. Multi-Funnel Conversions
  • 26. Start thinking at the page level
  • 27. 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
  • 28. Campaign traffic is critical
  • 29. Paid Search & DisplayEmail, Social & Offline
  • 30. Paid Search & DisplayLink your Google Adwords accountEnsure auto-tagging is on
  • 31. Email, Social, & OfflineEnsure links are tagged
  • 32. Google URL Builder
  • 33. www.tomssalestraining.com/promo
  • 34. + Take ActionMeasure the number of conversionsyour next campaign delivered
  • 35. Step 5Set Targets
  • 36. How do you know what targets to set?
  • 37. KPI Q1 TargetCourse Registrations 48 +25%Contact Form Leads 28 +50%Newsletter Subscribers 223 +10% Start Simple
  • 38. + Take Action Define targets for your KPIs
  • 39. Step 6Care about the results
  • 40. This takes workYou will need help
  • 41. Meet about the resultsSet new targetsAssign tasksRepeat
  • 42. 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
  • 43. + Take ActionSchedule your review meeting in advance
  • 44. Step 7Report on Outcomes
  • 45. Start with you primary goal
  • 46. Tom’s Objectives Goals Ecommerce Sell Products Lead Generation Contact Info sent to SalesKey Performance Indicators1. Course Registration2. Contact Form Lead3. Newsletter Subscriptions
  • 47. Course RegistrationsSource / Medium Conversions ValueGoogle/Organic 43 $3655Direct/None 26 $1955Social 3 $255Paid Search 18 $1530Campaign 14 $1190
  • 48. $8585
  • 49. Communicate Economic Value
  • 50. + Take Action Calculate the ROI of your next campaign
  • 51. 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
  • 52. 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
  • 53. thank you :)@mattc goo.gl/XFHLl