Let's Get Cookin' with Advanced Marketing Analytics - #INBOUND 2013
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Let's Get Cookin' with Advanced Marketing Analytics - #INBOUND 2013

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My presentation from HubSpot's Inbound 2013 conference about overcoming reporting and data problems to instead focus on analysis and ideas for gaining insights from the funnel. ...

My presentation from HubSpot's Inbound 2013 conference about overcoming reporting and data problems to instead focus on analysis and ideas for gaining insights from the funnel.

A core pillar of Inbound Marketing is to be data-driven, yet too many are not using data enough to understand what is really working for them and where they are wasting time and resources. My presentation gives actionable recommendations on tackling these problems and hopefully help empower you to improve your business.

If you want to use the GA Campaign Tracking code, we've made it available for public use from github:
https://github.com/ShoreTelSky/ga-campaign-tracking

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Let's Get Cookin' with Advanced Marketing Analytics - #INBOUND 2013 Let's Get Cookin' with Advanced Marketing Analytics - #INBOUND 2013 Presentation Transcript

  • #INBOUND13 Let’s Get Cookin’ With Advanced Analytics Advanced Marketing Analytics that Identify “What is Really Working For You?” Michael Freeman
  • #inbound13
  • Probably only person here to have both raised pigs and lived in Spain for more than 5 years each @spanishgringo Michael FREEMAN
  • LET’S TALK ABOUT ANALYSIS
  • LET’S TALK ABOUT ANALYSIS
  • LET’S TALK ABOUT ANALYSIS
  • I LOVE ANALYSIS
  • Supply Chain Management (Maersk)
  • Ecommerce (eHobbies.com)
  • Entertainment (Disney)
  • Business Services (Teleflora)
  • Online Advertising (logismarket.es, .fr, .de, .ar, etc…)
  • Phone Systems (ShoreTel)
  • #inbound2013 WE HAVE A PROBLEM IN MARKETING
  • #inbound2013 WE REPORT A LOT BUT DON’T ANALYZE ENOUGH
  • Let’s Imagine a Restaurant…
  • You’re the Food Buyer
  • https://twitter.com/spanishgringo How’d We Do & What Do I Need to Buy?
  • https://twitter.com/spanishgringo Meal Sales % Change Cost Breakfast $500 +10% $200 Lunch $900 -6% $550 Dinner $1200 +12% $850 Dessert $350 N/C $280 How’d We Do & What Do I Need to Buy?
  • What Do I Do with This?
  • Breakfast: Croissants or Omelets?
  • Produce: Mushrooms, Tomatoes or Lettuce?
  • Meat: Beef or Chicken or Fish?
  • What Happens If You Invest Poorly?
  • A Lot of Waste & Less Satisfied Customers Quality Selection / Availability Likely to Recommend
  • Verb To justify one’s or one’s department’s existence Verb To seek understanding on how to improve
  • #inbound2013 LET’S FIX THAT
  • 1 Common Objections 2 Get the Right Data 3 Insights From the Funnel LET’S GET PHYSICAL ANALYTICAL
  • 1 Common Objections
  • #inbound2013 MANAGEMENT WANTS REPORTING
  • #inbound2013 ONLY AGREE TO PROVIDE REPORTS THAT ARE (NEARLY) AUTOMATED
  • Google Analytics Get the Dashboard Template: https://www.google.com/analytics/web/template?uid=pW7LgPENRMaEo5ZJ1DvBYw
  • Google Analytics Get the Dashboard Template: https://www.google.com/analytics/web/template?uid=pW7LgPENRMaEo5ZJ1DvBYw
  • #inbound2013 I DON’T HAVE ENOUGH DATA
  • https://twitter.com/spanishgringo • Unless your site is huge, then you likely have a small sample size • Segmenting data means you need to wait even longer to make conclusions • Have enough data before you decide (rough rule of thumb: 30+ conversions) Thy Data Is Fragmented
  • #inbound2013 GROUP YOUR DATA UNTIL IT IS SIGNIFICANT
  • https://twitter.com/spanishgringo Group your Keywords using GA Advanced Segments (or using filters in Excel) Find Strength in Numbers
  • https://twitter.com/spanishgringo Group your Keywords using GA Advanced Segments (or using filters in Excel) Find Strength in Numbers 15% Visits Yikes!
  • https://twitter.com/spanishgringo Group your Keywords using GA Advanced Segments (or using filters in Excel) Find Strength in Numbers 15% Visits Yikes!
  • https://twitter.com/spanishgringo Group your Keywords using GA Advanced Segments (or using filters in Excel) Find Strength in Numbers 15% Visits Yikes!
  • #INBOUND13 IT’S TOO MUCH IT’S TOO HARD
  • #inbound2013 START SMALL & DIVE DEEP
  • 2 Get the Right Data
  • https://twitter.com/spanishgringo The Data Needs to Flow to the CRM Read my article: http//moz.com/ugc/how-to-measure-roi-for-leadgen-websites Grab our code from GitHub: https://github.com/ShoreTelSky/ga-campaign-tracking Add hidden fields to every HubSpot Form Use JavaScript to get GA data from GA Cookie and insert into hidden form fields Map these fields from HubSpot to Salesforce.com
  • https://twitter.com/spanishgringo • More and more companies are hiring “Inbound Engineers” • Closed loop reporting alone justifies the investment • If you don’t have any internal resource, use a HubSpot partner It’s Helps to Know a Code Cowboy https://twitter.com/retlehs
  • 3 Insights From the Funnel
  • https://twitter.com/spanishgringo Pre-Funnel TOFU MOFU BOFU Customers Getting Funnel-Vision Gain Awareness & Discovery Increase Core Visits & Conversions Get Better Engagement & Sell Your Story Accelerating the Close Build Loyalty & Advocacy
  • https://twitter.com/spanishgringo Pre-Funnel Gain Awareness & Discovery Increase Core Visits & Conversions Get Better Engagement & Sell Your Story Accelerating the Close Build Loyalty & Advocacy
  • https://twitter.com/spanishgringo What Drives Discovery (New Visits)? Content Type Pre-Funnel Gain Awareness & Discovery
  • https://twitter.com/spanishgringo What Drives Discovery (New Visits)? Content Type Pre-Funnel Gain Awareness & Discovery
  • https://twitter.com/spanishgringo What Drives Discovery (New Visits)? Pre-Funnel Gain Awareness & Discovery
  • https://twitter.com/spanishgringo What Drives New Visits? Few visits overall These KW drive core TOFU pages Not targeted for Pre-Funnel activity Pre-Funnel Gain Awareness & Discovery
  • https://twitter.com/spanishgringo What Drives New Visits? Few visits overall These KW drive core TOFU pages Not targeted for Pre-Funnel activity Content Type These pages are going for a much broader audience beyond just “phone systems” Pre-Funnel Gain Awareness & Discovery
  • https://twitter.com/spanishgringo Gain Awareness & Discovery Increase Core Visits & Conversions Get Better Engagement & Sell Your Story Accelerating the Close Build Loyalty & Advocacy TOFU
  • https://twitter.com/spanishgringo KW Business Performance Top of the Funnel (TOFU) Increase Core Visits & Conversions What keywords actually drive revenue vs. potentially waste our time?
  • https://twitter.com/spanishgringo KW Business Performance Top of the Funnel (TOFU) Increase Core Visits & Conversions What keywords actually drive revenue vs. potentially waste our time? Improve conversion % Improve Traffic / Rankings
  • https://twitter.com/spanishgringo KW Business Performance Top of the Funnel (TOFU) Increase Core Visits & Conversions What keywords actually drive revenue vs. potentially waste our time? KW Group Avg Deal Size MQL Disqualified Closed Lost Closed Won voip $3,100 $ 30,000 $ 75,000 $ 18,000 phone $2,500 $ 55,000 $ 38,000 $ 5,500 pbx $1,800 $ 6,000 $ 15,000 $ 3,000 cloud $4,300 $ 70,000 $ 42,000 $ 3,800 Simulated Revenues
  • https://twitter.com/spanishgringo Need to improve "cloud" performance We need better middle of the funnel support for sales "PBX" KW group appears to be low traffic & small $ potential Experiment with a new CTA and images on primary VoIP and Phone pages Closed Loop Keyword Takeaways Top of the Funnel (TOFU) Increase Core Visits & Conversions
  • https://twitter.com/spanishgringo Gain Awareness & Discovery Increase Core Visits & Conversions Get Better Engagement & Sell Your Story Accelerating the Close Build Loyalty & Advocacy MOFU
  • https://twitter.com/spanishgringo Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story Get Better Engagement
  • https://twitter.com/spanishgringo Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story • 2 x 1 More Traffic from New Visitors • Return Visitors Spend 2.3x More Time on Site • Very Excited to Start Reporting in GA by HubSpot Customer Lifecycle Stage! (I’ll write a blog about this after we have more data) Get Better Engagement
  • https://twitter.com/spanishgringo Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story Better Engagement = More Sales All Avg. Visits Avg Page Views Closed Lost 1.0 4.6 Closed Won 1.5 5.3 MKT Sourced Avg. Visits Avg Page Views Closed Lost 1.3 5.9 Closed Won 2.4 8.2 Non-Marketing Avg. Visits Avg Page Views Closed Lost 0.2 0.8 Closed Won 0.1 0.2
  • https://twitter.com/spanishgringo Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story Successful Marketing Deals Have • More Visits (Statistically Significant) • More Page Views (Not Significant) Non-Marketing Deals Have • Not Nearly Enough Traffic • No Statistical Relationship Between Website & Outcomes Better Engagement = More Sales All Avg. Visits Avg Page Views Closed Lost 1.0 4.6 Closed Won 1.5 5.3 MKT Sourced Avg. Visits Avg Page Views Closed Lost 1.3 5.9 Closed Won 2.4 8.2 Non-Marketing Avg. Visits Avg Page Views Closed Lost 0.2 0.8 Closed Won 0.1 0.2
  • https://twitter.com/spanishgringo What are the most popular pages for return visitors? Sell Your Story New Visitors Returning Visitors Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story
  • https://twitter.com/spanishgringo What are the most popular pages for return visitors? Sell Your Story New Visitors Returning Visitors In Depth Info Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story
  • https://twitter.com/spanishgringo What are the most popular pages for return visitors? Sell Your Story New Visitors Returning Visitors Where Are We? Who Can I Talk To? Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story
  • https://twitter.com/spanishgringo What are the most popular pages for return visitors? Sell Your Story New Visitors Returning Visitors Who We Are & What We Think Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story
  • https://twitter.com/spanishgringo What are the most popular pages for return visitors? Return Visitors Come Back For More In-Depth Information on Us, Our Products & What We Have To Say aka Our Story Sell Your Story New Visitors Returning Visitors Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story
  • https://twitter.com/spanishgringo BOFU Customers Gain Awareness & Discovery Increase Core Visits & Conversions Get Better Engagement & Sell Your Story Accelerating the Close Build Loyalty & Advocacy
  • Let’s Imagine That Restaurant…
  • You’re the Food Buyer
  • https://twitter.com/spanishgringo How’d We Do & What Do I Need to Buy? https://twitter.com/spanishgringo
  • https://twitter.com/spanishgringo How’d We Do & What Do I Need to Buy? • We did great but we can do better • Sales were up 4% compared with yesterday • We had to throw away $240 worth of food (8% of sales) https://twitter.com/spanishgringo
  • https://twitter.com/spanishgringo How’d We Do & What Do I Need to Buy? • We did great but we can do better • Sales were up 4% compared with yesterday • We had to throw away $240 worth of food (8% of sales) • Same shopping list as yesterday but make these changes Staples • Buy 10% more eggs (We ran out because the omelets are so popular) • Buy 20% less syrup (French Toast with Jam is more popular than with syrup) Fresh Produce • Stop buying green beans (Now serve sweet potato w/the trout & we threw out 2kg last night) • 15% more cherry tomatoes (We sold out of the tomato salad) Meats • Buy 10 more Rib Eye steaks (It will be the lunch special) • Buy 20 Sockeye Salmon Steaks (Chef wants to test a new recipe) • We need half as much chicken (Please check inventory before you buy) https://twitter.com/spanishgringo
  • #inbound2013 THANK YOU
  • mfreeman AT shoretel dot com @spanishgringo Michael FREEMAN QUESTIONS? spanishgringo.blogspot.com Sr. Manager, Search & Analytics ShoreTel Inc.
  • #INBOUND13 Reminder: Please fill out the session survey in the INBOUND mobile app.
  • #inbound2013 Want to talk to a HubSpot Inbound Marketing Specialist today? Email: analytics@HubSpot.com
  • https://twitter.com/spanishgringo • http://flic.kr/p/6CpWhr • http://upload.wikimedia.org/wikipedia/commons/9/96/Eleonora_Maersk_DCT_4.JPG • http://flic.kr/p/6GMCQ1 • http://flic.kr/p/6u9syq • https://www.triasflowers.com/images/item/zoom_414BeHappyBouquet101002114241.jpg • http://flic.kr/p/5S5Ue7 • http://flic.kr/p/KF52f • http://flic.kr/p/4ZNxQ7 • http://flic.kr/p/bVtwES • http://flic.kr/p/t2a7o • http://flic.kr/p/da63iW • http://flic.kr/p/o65J • http://flic.kr/p/8tbeSm • http://flic.kr/p/7otRUZ Image Credits
  • APPENDIX AKA SLIDES I WANTED TO SHOW BUT DIDN’T HAVE THE TIME
  • WHAT IS A KEYWORD? IT SHOULD BE THIS EASY The reports will tell us everything!!! (BTW - Can I get that laptop at Best Buy?)
  • BUT FOR MANY IT’S NOT We either don’t get the answers we need or it seems too hard to get them
  • HubSpot Automate Reporting
  • HubSpot Rolling Dates Automate Reporting
  • Salesforce.com Automate Reporting
  • Salesforce.com Automate Reporting
  • https://twitter.com/spanishgringo • Take 2 hours each week or two weeks and deep dive on 1 or 2 areas (5% OF YOUR TIME) • Analysis is both ART and SCIENCE • Make friends with a developer • Use code that is online already Rome Wasn’t Built In a Day Either Start Small & Dive Deep
  • https://twitter.com/spanishgringo Add hidden fields to every HubSpot Form • GA Campaign Medium (e.g. organic, cpc, referral, banner, (none)) • GA Source (e.g. google, facebook.com, linkedin.com, rootstheme.com) • GA Campaign Name (e.g. Campaign 1, retgargeting-abandonded-form, (organic)) • GA Campaign Content (ad variation if cpc or referring page if from referral) • GA Campaign Keyword (e.g. (not provided), hosted voip, business communications) • GA Landing Page (e.g. “/”, “/products/”, “/products/cloud-phone-system/”) • GA Web Lead? (e.g. Yes –quick and simple tag to see if lead came from website) Use JavaScript to get GA data from GA Cookie and insert into hidden form fields Map these fields from HubSpot to Salesforce.com Pass Campaign/Source Info via GA Grab our code from GitHub: https://github.com/ShoreTelSky/ga-campaign-tracking Get the Right Data
  • https://twitter.com/spanishgringo • First Page Seen • Last Page Seen • Number of Pageviews • Number of Visits • Time First Seen • Time of First Visit • Time Last Seen • Original Source Type • Original Source Data 1 • Original Source Data 2 • First Referring Site • Last Referring Site • Average Pageviews • First Conversion • Number of Conversions • First Conversion Date • Recent Conversion • Recent Conversion Date • Number of Unique Forms Submitted HubSpot Captures This Data By Default HubSpot Intelligence for Salesforce.com makes this data available in SFDC Read: How to Map Data Between HubSpot & Salesforce.com Get the Right Data
  • https://twitter.com/spanishgringo • What is driving new visitors to discover our site? • Landing pages • KW groups • Who are the most popular authors? • New visitors, referral traffic, social shares • http://cutroni.com/blog/2012/09/12/google-analytics-custom-variables-for-publishers/ • Are we building links to improve traffic and SEO? • Links report in HubSpot • Open Site Explorer (or Majestic SEO – free for tracking your own site) • Are obtaining emails via Subscriptions (for later nurturing and personalization)? • GA Goal tracking or HubSpot Events • How effective are we at Social? • Conversation, Amplification, and Applause are the 3 social metrics that really matter • http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/ Gain Awareness & Discovery Pre-Funnel Gain Awareness & Discovery
  • https://twitter.com/spanishgringo Top of the Funnel (TOFU) Increase Core Visits & Conversions • What is driving the highest quality audience for sales? • KW Business Performance • Visit to Lead to Opportunity • What is our Cost per Lead vs. Cost per MQL, vs. Cost per Customer? • http://moz.com/ugc/how-to-measure-roi-for-leadgen-websites (last section) • What are the most effective CTAs? • HubSpot A/B CTA testing • HubSpot Landing Page Analysis • Try GA Content Experiments and/or Optimizely for further testing • What is leading up to the first form fill? • HubSpot Conversion Assists • Google Analytics Multi-Channel Funnel Analysis • You must read this: http://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-business-framework/ Increase Core Visits & Conversions
  • https://twitter.com/spanishgringo • How engaged are our leads after making contact? • Do leads return to the site and how deep do they go? • Are engaged leads more likely to buy? • What campaigns and channels drove the most return activity? • Number of touches after lead is created & qualified • Are leads hearing our story? • What are the most popular pages for return visitors? • Most popular content by lifecycle stage (use Hubspot API to setup customer variables in GA) • How much video and rich content did they consume? • Watch Simon Sinek’s TED talk • http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html • Does your content show and explain WHY you do what you do? Get Better Engagement & Sell Your Story Middle of the Funnel (MOFU) Get Better Engagement & Sell Your Story
  • https://twitter.com/spanishgringo • Time from Lead to Close • Closed Lost vs. Closed Won • Segmented by Deal Size (large deals always take longer) • Time from Proposal to Close • Closed Lost vs. Closed Won • Segmented by Deal Size (large deals always take longer) • # of Touches from Proposal to Close • Closed Lost vs. Closed Won • Segmented by Deal Size (large deals always take longer) • Marketing Touches vs. Sales Touches • Think about SEO at the end of the Funnel: http://blog.kissmetrics.com/driving-sales-with-seo/ Accelerating the Close Bottom of the Funnel (BOFU) Accelerating the Close
  • https://twitter.com/spanishgringo Customers Build Loyalty & Advocacy • Customer Lifetime Value • Initial purchase • Repurchase frequency • Repurchase amount • Acquisition costs • Maintenance costs • http://blog.kissmetrics.com/how-to-calculate-lifetime-value/ • Net Promoter Score / How Likely Would You Recommend Us? http://www.netpromoter.com/why-net-promoter/know/ • I recommend you read Joanna Lord’s MozCon presentation https://seomoz.box.com/shared/static/cq2cf70afdbdebbo02kg.pptx Build Loyalty & Advocacy