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Ad Club of Maine slide presentation without the presenter notes. See how to apply long standing marketing theory and process to inbound internet marketing using analytics.

Ad Club of Maine slide presentation without the presenter notes. See how to apply long standing marketing theory and process to inbound internet marketing using analytics.

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Analyze this all things analytics- without presenter notes Presentation Transcript

  • 1. All Things Analytics with Carole Mahoney, President of Mahoney Internet Marketing @minetmarketinglinkedin.com/in/carolemahoney facebook.com/mahoneyinternetmarketing @mahoneyinternet 1
  • 2. • Analytics doesn’t Marketing & Sales matter until the end. Analytics Myths• Analytics is for techie math geeks, not creative.• You can only react to data, not predict or plan.• It’s impossible to measure everything.• Analytics is too complicated for the lay person to understand. 2
  • 3. Analytics is...• Wikipedia.org says: “Web Analytics is the measurement of the behavior of visitors to a website. In a commercial context, it refers to the measurement of which aspects the website work towards the business objectives.”• I say: “Analytics is the measurement of ACTIONS web visitors take, (or don’t take) in their buying process. In a commercial context, it is the tool used to align the buying process to the organizational selling process, thereby aligning sales and marketing together to reach and communicate with the prospect or customer.”• In other words, use Analytics as the common language between you, your customer, your marketing team and your sales team. 3
  • 4. Analytics and the Funnel (s) Credit to J. Nimetz- Search Engine Guide 4
  • 5. (Analytics) Tools and the Loop Credit to Hubspot 5
  • 6. (Analytics)Tools and the Funnel (s) 6
  • 7. How to Start:3 Steps for Inbound Internet Marketing (& Sales) 7
  • 8. Step 1= Think.• What are the business goals and consequences of not reaching those goals? How do those goals drill down to traffic, leads, conversion and retention?• Who is the best target customer, how they gather information, what motivates them, how they will approach the business in their quest for an answer?• What campaigns and tactics are you going to use to reach your quotas? What are the KPIs for those?• What do you need them to do at every step of the process? How will you measure their progress? How will you make improvements?• How will you define a qualified lead with sales? How will you collaborate with sales for everything from messaging to reporting? 8
  • 9. Tactics for Step 1 Business Success KPI Goal Event Form conversion rate Completed RFP or RFI form Download Rate Increase online leads Downloaded Most visited page whitepaper Page/Form Bounce Rate 9
  • 10. Persona is not a new word.Who are your BEST customers? (It’s not everyone.) 10
  • 11. Step 2= Do.• Wireframe• Design• Development• Content Creation• Social Media• E-commerce• Campaign Creation and launch 11
  • 12. How can I speed up the claims I process? Prospects need and possible approach David- Business Claims Manager Buying Stage- Attention Linear Metrics: Analytics -Traffic SourcesTactics Prospect Driving Points -Social Media Reach -Inbound links SEO Social Media Blogs Search: claim Question: claim How they could enter the funnelAction Tags: claims management best management best Linear Metrics: processing practices practices Analytics -Top Landing Page Page Entity -Top Content Funnel Entry Point -Traffic Source to Page Blog post topic: claim -Cost per visitor Home Page management best practices Analytics The prospect’s questions Non-Linear Waypoints and Points of Resolution Metrics -Funnel Abandonment points Who else has used this process/ product? -page views by Which product/ What can this What credentials/ How long does path serivce is the product do that expertise does this implementation take? best fit? others cant? company have? What can I expect? How will this help me do my job better? Linear Metrics: Resource/ Page Entity Customer list Professional Associations About Us Customer testimonials Implementation Process diagram and checklist Software feature/benefit comparison Software benefit by role -Page conversion rate -Conversion Funnel Online (or offline) conversion sheet abandonment CTAs rate Analytics -Video plays, Conversion stops Micro Conversion Events -Blog Goals subscribers Webinar - # of downloads Download/ Registration Download Video Subscribe Mailing List Watch Case Study Demo to Feed Presentation Lead Nurturing Campaigns Analytics Linear Metrics: -Open Rate Lead Nurturing & Qualification -CTR -Forward rate -Unsubscribe rate Read blog posts Watch videos Case study Watch presentation Download Presentation slides Watch videos Watch presentation Watch videos Download Case study Download Case study Download Case study Webinar Signup Webinar Signup Webinar Signup Watch videos Request a live demo and/or Start a free 30 day trial Macro Conversions Events Analytics Linear Metrics: -Conversion Rate Customer Retention -CPL -Lead to Closed Business Ratio 12
  • 13. Step 3= Review (metrics according to the funnel)• Web Traffic Sources• Blog Analytics• SEO Ranking• Social Media Reach• (Campaign) Click Through Rate (CTR)• Conversion Rate (CR)• Cost per Lead (CPL)• Lead to Customer Rate (LCR)• Average Order Value (AOV)• Customer Lifetime Value (CLV) 13
  • 14. Metrics for the Web Traffic Sources Blog Analytics CTR LCR SEO Ranking CPL AOV CLV Social Media Reach CR CAC 14
  • 15. Results 15
  • 16. Closed Loop Analytics Top of the Funnel Awareness/ Prospect Middle of the Funnel Customer Management (CRM) Interest/Rapport& Qualify/ ResearchClient Retention/ Cross Sell/ Service Bottom of the Funnel Commit/Close/ Purchase 16
  • 17. Sales & Marketing AlignmentCredit to A.Mitra 17
  • 18. What to do now.Trade Business Cards 18
  • 19. Ask me about our partnership and alliance program. 19
  • 20. Ask me about our upcoming training courses. 20
  • 21. Ask me about Hubspot. (Join the evolution...) 21
  • 22. Your turn. 22