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: Pri...
Vanity Metrics
Step 2Care about the right numbers
Business Objectives                          Goals    Ecommerce                             Sell Products    Lead Generati...
Goals    There is value here!These actions lead to your future conversions
Micro Conversions
Tom’s Objectives                            Goals    Ecommerce                            Sell Products    Lead Generation...
+ Take Action  Identify your sites’ primary  business objective
Step 3Define your Goals
www.tomssalestraining.comContent                      Goal          MicroCourse Information        Registration   PDF Down...
Tom’s Objectives                             Goals      Ecommerce                           Sell Products     Lead Generat...
+ 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: Pri...
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 ...
+ 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                43Cont...
+ Take ActionSchedule your review meeting in advance
Step 7Report on Outcomes
Start with you primary goal
Tom’s Objectives                             Goals     Ecommerce                            Sell Products     Lead Generat...
Course RegistrationsSource / Medium        Conversions   ValueGoogle/Organic             43        $3655Direct/None       ...
$8585
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 sourc...
Start TodayIdentify your sites’ primary business objectiveDefine 3 Key Performance Indicators (KPI)Measure the number of co...
thank you :)@mattc       goo.gl/XFHLl
7 steps to a culture of measurement(3)
7 steps to a culture of measurement(3)
7 steps to a culture of measurement(3)
7 steps to a culture of measurement(3)
7 steps to a culture of measurement(3)
7 steps to a culture of measurement(3)
7 steps to a culture of measurement(3)
Upcoming SlideShare
Loading in...5
×

7 steps to a culture of measurement(3)

841

Published on

Published in: Business, Education
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
841
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
7
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

7 steps to a culture of measurement(3)

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

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

×