Reporting and Analytics: Glean insights that drive results

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Here's a high level overview of reporting and formulas. What reports you should be looking at, what formulas you should use, and why. How to compute those formulas. How to pull this data from Bronto, how to show this data to your boss. Topics covered will be information that is able to pull from the Bronto Marketing Platform. Delivery metrics, opens, clicks, conversions, AOV, RPE, CTR, List growth/loss... and so much more.

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  • Lack of insight (what is happening)Inefficient Access (Why is this happening)Inability to predict (What is going to happen)
  • Data is everywhere. You are in control of your company’s data. Data is overwhelming, how do we make sense and see though all the noice
  • Data by itself is not useful What is happening? Insights Why is it happening? Access What is going to happen? Ability to predict
  • First we have to build a strong foundation and understanding of what data is before talking about reporting and analytics. When it comes to data there are so many meaning and so many sources where data comes from. It is important to approach this topic with an open mind and not to approach this with your blinders on.
  • You need to ask – why are you doing what you are going.
  • You need to ask – why are you doing what you are going.
  • Dashboards are here for speed, Transparency and Insights
  • You need to ask – why are you doing what you are going. Your ability to drive traffic to the email.
  • Your ability to drive traffic to the site. If you do not believe in open rates then go with the CTR
  • To optimize templates put more valued information into segments For Example: Look who is clicking on the girls in the navigtion
  • You need to ask – why are you doing what you are going.
  • Free shipping on orders over x, use your rewards program – more you spend more you earn, gift card with purchase, discounts with min order amountTest your messaging and discounts with:Loyalty Program offersShipping offersMin. order discountsGift Card offers
  • You need to feed the funnel.
  • You need to ask – why are you doing what you are going.
  • How do my welcome emails perform compared to my marketing emails?
  • Stores is size, hours is operation, employees is cost, items is campaigns, customers is subscribers, worth is investment opportunity
  • You are not the Gap, Macy’s and Amazon
  • This is a great educational guide
  • Build groups by Month, Message, Series…
  • Drill down a step further
  • The marketing group already exists
  • Use the data to find your nuggest
  • Goal: These are example results with metrics.Owner: Email Marketing Strategist
  • Goal: These are example results with metrics.Owner: Email Marketing Strategist
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Owner: Email Marketing Strategist
  • ¾ of you share email analytics data with their bosses or other executives. That number decreases as you move up and across an organization. 50% of you are in control or can make a direct impact on your companies revenue.
  • Plan, test, execute, analyze, repeat1. Focus less on others2. Set baselines based on your past performance
  • 30% of your data actually makes it to sales, this is the team that can help you bring in the next bigger and better deal.
  • Reporting and Analytics: Glean insights that drive results

    1. 1. Reporting and Analytics:Glean insights that drive results
    2. 2. Why are we talking about data?Data can make you go crazy.Common causes ofAnalysis Paralysis: Data overload – too much information No clear understanding of what you’re collecting Why are you collecting this data What is the data telling you
    3. 3. Where is your data coming from?
    4. 4. Can’t live with it, Can’t live without itWithout data you can’t do analysis… so there isnothing to reportData can help you gain insights in: What is happening? Why is it happening? What is going to happen?
    5. 5. Help is on the way…Today let’s review:1. Key data points to use in Bronto2. What should you Analyze?3. How to make data useable and approachable?4. How to report on the insights that were found
    6. 6. Basic metrics to measureSpecifically for an Email Marketer
    7. 7. Understand why……you are doing what you’re doing? This is what my boss told me to do. This is what we did last year. It looks good to me and I think this will work. All the cool kids are doing it.
    8. 8. ResultsLook at your Opens, Clicks & Conversions… Delivered Opens Clicks Conversions
    9. 9. A quick look into your results…Navigate to the dashboards
    10. 10. Results Open Rate will tell you how you are being received by your users… Brand Recognition1 2 3
    11. 11. ResultsOpen Rate Data to Analyze and Segment
    12. 12. ResultsClick Rate & Click Through Rate will tell you how yourusers are responding to your email messageHow many engagements are happening?Conversion Rate will tell you how much of an impactyour message had on driving the user to the site, andhow well your site did at closing the sale Conversions Revenue
    13. 13. ResultsOptimize and Segment with this Click Data
    14. 14. CompareTake a quick snap shot
    15. 15. RevenueRevenue per Email (RPE) will tell you how effective anemail is performing for your company. This is theamount of revenue generated per messagedelivered.This is extremely useful when figuring out when to cutout emails from your plan. This is also extremely handywhen finding the results of a test.Example: Is it worth sending 5 messages in my welcome series or6 messages?
    16. 16. Revenue In 2011 a MarketingSherpa survey found that just 33 percent of email marketers track RPE; and no one reported tracking ROI! 90 percent or more of the respondents were only looking at open and click-through rate.
    17. 17. RevenueAverage Order Value (AOV) will tell you the averagevalue of all transactions that have taken placeExample:If 10 orders total $100…Then the AOV = $10
    18. 18. Contact GrowthLook at your new contacts & lost contacts…
    19. 19. Contact Loss Bounce Unsubscribe Contact Loss / Turnover Complaint
    20. 20. Increases and DecreasesTo find out the performance between data points usethe following formula.Example:2010 Total Revenue = $150,0002011 Total Revenue = $300,000Total Revenue increases 100% from 2011 to 2010
    21. 21. Create a BaselineA Baseline is a measurement and/or calculation usedas a basis for comparison.
    22. 22. Calculating your baseline1. Start recording your metricsStart with at least the past 30 days worth of data2. Find the overall average of your send(s)Calculate the average by summing all the sent, delivered, opens, clicks,and conversions... then calculate the average overall rates Accurate Not AccurateDO NOT do an average calculation of all the rates
    23. 23. My favorite question…How do my metrics compare to everyone else’s?Number of Stores 3 in 1 city 9,000+ in 60 countriesHours per week open 70 86Employees 30 90,000Items on the menu 15 40Customers per day 300 10 millionWorth $100K $1 billionThey don’t…
    24. 24. The problem is…There are way too many variables: Sample Size Subject Line Send Time Email Creative Industry Product Offering Market Positioning Sales Cycle Promotions/Discount Offered Seasonality List health/hygiene
    25. 25. Solution: How are you doing?The key word here is YOU! It’s less about howeveryone else is doing and how do we compare? Use these aids only if you: 1. Are new to email mktg 2. Have NO data of your own 3. Need a jumpstart
    26. 26. Otherwise…1. Focus less on others2. Set baselines based on your performance
    27. 27. How do we analyze data inBrontoLet’s create paths to success!
    28. 28. This is what everyone wants know…What is working the best for me?What can I do more of to drive more revenue?What was learned from the testing?Where do I need to improve?What does the growth look like?How much money was made?
    29. 29. Collect and OrganizeDelivery Groups are a collection of deliveries groupedtogether for the purposes of segmenting andreporting. You can add individual deliveries,messages, or automated message rules to a deliverygroup.Delivery Groups will bring organization to your data tohelp you see right through all the noise.
    30. 30. Delivery GroupsHow to create…To add a message, delivery, post, and/or automated message rule to a deliverygroup:1. Go to Messages->Delivery Groups.2. Click on the name of the delivery group you want to add deliveries to.3. You will be brought to the Overview page for that delivery group.4. Depending on the deliveries you want to add, click Add Deliveries, Add Message, or Add Automated Message Rule.5. Select the deliveries you want to add.
    31. 31. Delivery GroupsBe sure to create the following groups:Time  Month, Quarter, YearCampaignsMessage TypeTestsAdd messages or deliveries to the delivery group at the time of send orafter. This takes just 2 clicks and it will take less than a minute to do.Use your Delivery Groups to create your baselines andgain more visibility.
    32. 32. Extract the dataI didn’t see that… 21 3 OR
    33. 33. Dive into the DataSlice, Dice, Sort, and Analyze
    34. 34. Overall Year over Year
    35. 35. ROI Year over YearGain the insights to get the most bang for your buck!
    36. 36. What else…• How last year’s holiday season perform?• Which stores or channels are the most productive?• Which products are driving the greatest profits?• What is the right coupon to offer?• What segment is the most engaged?• What campaigns work the best?• Is my list growing or shrinking?• What are the biggest wins and biggest losers?
    37. 37. Quick and Easy…Path to more revenueExport the full marketing delivery groupSort by revenue then by conversion ratePath to more engagementSort by open rate to find tends in the top performingsubject linesSort by click rate to see what were the top engagedcampaignsRepeat your successes
    38. 38. AttributionWhere is my revenue coming from?  Welcome Emails generated 39x the RPE of a Marketing Email  Birthday Emails generated 19x the RPE of a Marketing Email
    39. 39. AttributionWhere is my revenue coming from?The automated welcome and birthday emails only made up0.63% of all sends but made up 11.63% of all revenue earned.
    40. 40. AttributionWhere is my revenue coming from?
    41. 41. Track list growth by sourceTracking the source comes in very handy Engagement RevenueBe sure every point of entry to your email list isassigned to a different source.
    42. 42. Reporting DashboardUse the predefined reports
    43. 43. List GrowthList comparison In the last 8 months, the Active list dropped 1.5%, the Educational list dropped 1.9%, and the Insider list dropped 0.3%.
    44. 44. InactivesMonitor engagement levels and clean your list
    45. 45. Inactive PopulationWhy is list hygiene important?Save moneyDrop dead weightFocus on the right userImprove deliverability
    46. 46. Year to Year Holiday ResultsK.I.S.S. & Focus on one metric at a time 10.86% 13.18%
    47. 47. Key Takeaways
    48. 48. Failing to plan is planning to fail Get educated Get organized Determine Baselines Set KPIs & Goals
    49. 49. Dive in…You don’t need a PhD or an advanced degree toread and understand YOUR data. K.I.S.S. Focus on the right data Turn the data into results Communicate
    50. 50. Some Helpful Siteshttp://www.iab.net/guidelines/508676/508905http://emailstatcenter.com/http://www.email-marketing-reports.com/http://www.clickz.com/http://www.internetretailer.com/home/

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