Marketing data analytics reinforce process to identify and manage data collection cycles for major milestones using agile management and development frameworks.

1. Select Excerpts
Data Analytics
Process Collection
Sample Directional Representations for Developing Insights

2. Data Analysis x Milestone Objectives
Ideally, marketing data analytics reinforce process to identify and manage data collection cycles for major milestones using
agile management and development frameworks
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3. Data Analytics Is Only As Good As The Data
The goal is to leverage the breadth of available marketing data to glean insights from data analysis across a data ecosystem.
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Leveraging the full breadth of a data ecosystem will enable analytical views for measuring and optimizing omnichannel marketing and business performance
acrossall consumer touchpoints.

4. Measurement Plans Steer Data Analysis
Guiding measurement plans identify relevant KPIs and actionable performance metrics by attribution.
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Regardless of reporting vehicle, the keystone to delivering valued business insights and intelligence is to leverage a structured attribution KPI and metrics
framework based on guiding strategic questions relevant to the stakeholder or stakeholder group to deliver timely and actionable business insights measured
against three core analytic pillars and as aligned to the marketing funnel.

5. Extracting Campaign + Marketing Insights
Expanding process to use guiding measurement plans align measurement to the marketing funnel analytic pillars for greater
insights.
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Measurement plans enable marketing insights to be aligned to marketing funnels to ascertain leading business intelligence at each stage of the customer journey
with thegoal to expand measurement and support dashboard visual buildsand reporting across an omnichannel consumer touchpoint journey.

6. Aligning Marketing Insights to Business Intelligence
Defined KPI frameworks developed from business leading questions help guide dashboard and reporting for delivering
maximum business impact insights.
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7. Enabling Agility With Actionable Intelligence
Timely actionable business intelligence enables the ability to strategically drive future marketing performance and
ultimately business outcomes via recurring Marketing Analytics Reporting.
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Dashboard and/or reporting should support a process for qualitative analytics to deliver actionable insights for campaign optimization and enhanced marketing
performance.

8. Optimizing for Maximum Business Returns & ROI
Leveraging a methodology into data analysis delivers actionable attribution business intelligence required for marketing and
campaign analysis, optimization and reporting via an ecosystem of data + segmentation + measurement + cross tabulation.
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9. SEO
SEM
Marketing
Automation
Marketing
Analytics
Social
Media
Email &
Lead
Nurturing
Landing
Pages
Content
Creation
INBOUND
MARKETING
Reinforcing Digital Strategy + Lead Generation
In most organizations, adopted Marketing &
Automation platforms govern content marketing
and lead generation efforts.
Marketing data analysis should emphasize
reinforcement and impact for creating triggered
digital touchpoints for attracting website visitors
in various stages of the buyer's cycle across all
consumer touchpoints, marketing techniques,
and content types to stimulate lead generation
and conversion.
Insights and Intelligence can be delivered via data analysis of adopted and applied marketing platforms and frameworks for
understanding big picture impact and influence.
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10. Leveraging Marketing Frameworks
STRANGERS VISITORS LEADS CUSTOMERS PROMOTERS
ATTRACT CONVERT CLOSE REINFORCE
Blog
SEO / SEM
Social Media
Optimization
Call to Actions
Landing Pages
Lead Forms
CRM Database
CRM
Email
Workflows
Reporting
CRM
Events
Analytics
Smart Content
Marketing frameworks, Inbound Marketing as one example, are designed to create leads and conversions using a marketing and content strategies leveraging a
guiding strategic and tactical directions for building traffic and credibility among prospects and customers throughout each stage of the buyer cycle. Across
marketing platforms, each buyer cycle stage can be defined with core marketing events, KPIs and analytics which aid to deliver meaningful business insights and
intelligencefor optimizing to greaterperformance.
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Marketing platforms and frameworks are many but each create the underlying foundation for extracting data analytics
insights.

11. Developing Customer Journey Maps
awareness consideration purchase retention advocacy
Physical Touchpoints
Digital Touchpoints
PR
Radio, TV
Print
Trade Shows
Conferences
Word of Mouth
Display Ads
Email
PPC
Social Ads
Blog
Website
Direct Mail
News / Influencer
3rd Party Sites
Sales Call
RFP
Website
Community Forum
IM/Chat
Call Center
FAQ
Knowledge Base
Promotions
Blog
Social Networks
Newsletter
Email
Social Media +
Groups / Forums
CTAs
Paid Search
Landing Page
Email
Social Engagements
News Feed Content
Although every company’s customer journey map may be different, it does require continually validation as data points become available which aid in overall
dataanalysisand businessintelligencecollection.
Journey Maps can visually aid in contextually aligning data analysis for delivering required business insights and intelligence.
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12. Applying Digital Touchpoint Maps
Asanydigitalinitiativeisexecuted,thecustomerjourneyanddigitaltouchpointperformancemapswillcontinuetoevolveasmetricsareappliedtoanalyzeandbetter
understandhowcustomerstraversethemulti-channelroadmap.Thiswillensurebestresources,tacticsandcontentarealwaysappliedtoMBRsandareandoptimizedat the
righttimesforeachdigitaltouchpoint.
Digital Touchpoint Traffic Trust Credibility Influence
Website
Portal
Articles
Paid Search + PPC
Testimonials
Price Comparison
Social + Communities
Online Videos
CTA Offers
Email
Blog
Performance
Dimension
Awareness Consideration
Strong Performance Weak Performance
Product
Research
Compare
Solutions
Purchase
Customer
Service
Product Support
Retention
Learn More
Customer
Relations
Advocacy
Touchpoint Maps can further strategically help align content marketing directions with the collection of consumer behaviors.
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13. Defining Channel Purpose & Use
Aligning channels as a strategic guiding direction for purpose and use aligned to data analytics uncovers channel values,
impact and influence.
Blog
brand image
expertise
credibility
trust
WOM (sharing)
SEO
LinkedIn
brand image
thought
leadership
credibility
competitive
differentiation
SEO &
backlinking
Twitter
brand
awareness
valued
information
resource
expertise
backlinking
Facebook
future
consideration if
target
community
activity shifts
Tik Tok
brand image
thought
leadership
credibility
SEO &
backlinking
Groups
& Forums
brand image
expertise
credibility
trust
YouTube
brand image
solution
showcase
credibility
education
SEO
Each individual (social media) channel should have a unique Brand use and purpose for reaching, engagingand influencing intended targeted audiences. The purpose and use
defined for each channel should match channel strengths and align to community preferences for how audiences use the channel for related business themes and topics.
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14. Tracking Community Activity & Engagements
Analyzing discussion amplitude across the social landscape for select keywords re-affirms the selected channel footprint,
and/or a need to realign and optimize the channel landscape.
Based on continuous listening and validation, a social and online channel footprint selection should mirror the community discussion. Process through a Listening & Monitoring
program will continuously monitor the level of targeted activity across the social and online landscape to ensure content and engagements are always balanced channel mix for
maintainingan online presence.
Twitter News Blogs Groups & Forums
Compensation Management
Filters Applied
1. Select Keywords
2. United States
3. English Language
4. Last 7 Days
Footnote: Holiday Period
Sales Performance Management
Filters Applied
1. Select Keywords
2. United States
3. English Language
4. Last 7 Days
Footnote: Holiday Period
Twitter
News Blogs Groups & Forums
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15. Aligning To Channel Target Execution Goals
1. Posting Goals
– 3 posts per week (1x original content)
– (Variable: 1x brand, 2x curated)
– (Variable: topic and/or CTA splits)
2. Awareness & RelationshipBuilding Goals
– Content developmentobjectives
– First Line ambassadors sharing
– Active community participation - following, monitoring,
engagements, posting
– Influencer tracking and engagement
3. Community Building Goals
– Grow Followers organically 10% week over week
– Paid supportperformancefor follower growth, post reach &
engagements
4. Measure Progress
– Follower growth, engagement rates, content KPIs, web traffic
– Milestone Goals: ex., scale efforts to 5 posts per week
Analyzing user engagements via channel goal setting provides levels of insights and intelligence aligned to valued user
behaviors.
Example
Representation

16. @beqom
Measuring Triggered Community Engagement
Deeper community relationships are built on tracking past engagements and aid in developing community resonance.
TriggeredcommunitymanagementprovidethecapabilitytomonitorthecommunitydiscussionviaListeningStreams;engagewithusers,followersandinfluencersviamentions,keywords,
hashtags;identifytypesofcontentthatresonatesbestwithaudiences;scheduletriggereddeliveryofnewcontenttoleads,andultimatelymeasurecontentforactualinfluenceandROI.
Real-time "inbox' streaming provides an easy-to-use mechanism to
continueengagingwith influencers,followersandleads based ontracking
past interactions and content consumption - aiding in the relationship
buildingandconversionprocess.
Real-time keyword monitoring stream will allow beqom to track the ongoing
community discussion and identify key influencers to follow and engage.
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17. Understanding SEM Impact & Influence
Brand Conversation
SHARING
MENTIONS
SHARES
REPOSTS
REVIEWS
Brand Experience
WEB PROPERTIES
WEBSITE
MOBILE SITE
BLOG SITE
SOCIAL MEDIA CHANNELS
Brand Awareness
ADVERTISING
PAY PER CLICK
DISPLAY ADS
RETARGETING
PAID INFLUENCERS
PAID CONTENT
PROMOTION
SOCIAL MEDIA ADS
EARNED
MEDIA
PAID
MEDIA
OWNED
MEDIA
SEO & brand content
drive earned media
(sharing) & traffic
Leverage owned, earned,
and paid media to create a
comprehensive SEM strategy
Gain more exposure to
web properties with
SEO and PPC
Propel sharing & engagement with paid
promotion
Analyzing Content Marketing across SEO, SEM and Paid Promotion campaign performance and their associated costs can be measured and optimized and further
strengthen organic SEO rankings and social media sharing.
Analyzing SEM(Earned, Owned &PaidMedia)provides opportunities totightlyintegrateefforts for maximum influence across allchannels and
media.
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18. Optimizing To Keyword Analysis Management
q Keyword Research - Althoughthere may be a list of valid
keywords in use, keyword analytics should be an ongoing
process to help optimize and improve keyword selections for
gaining better rankings.
q Competitive& Long Tail Keywords- Throughout the keyword
analysis stages, competitive and long tail keywords should
also be analyzed to better understand with granularity what
topics users are searching in order to refine content and to
bring more qualified traffic to the website.
q On-PageSEO - As keywords are optimized and site KPIs
analyzed, insightswill be provided to the web development
team to always have the most up-to-date SEO website.
q Off-PageSEO - As content is developed, SEO will continue
to be leveraged into blog and social media content for
greater influence and discovery leading to greater levels of
sharing and clicks.
Additionally, SEO will be leveraged with backlinking and
email links, as well as with the use of Google+ and Google
Authorship.
q Measurement & PerformanceAnalysis- Website traffic will
be measured weekly for all indexed Pages and diagnosed for
better optimization.
Refining and grooming keyword sets should be an ongoing process to help steer content directions and development.
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19. Defining Key Performance Indicators
Blog
q Overall Blog Visits
q Traffic Source Breakdown
q Blog HomepageVisits
q Number Posts Published
q Top Viewed Posts
q Avg. Views Per Post
q Avg. In-Bound Links / Post
q Avg. Comments/ Post
q Social Shares / Post
q New Blog Leads
q Lead Source Breakdown
q Top Lead Gen Posts
q Conversion Rate
q Active RSS Subscribers
q Email Subscribers
Social Media
q Audience (Follower) Growth
q Monthly Reach & Impressions
q Channel Engagement Levels
q Content Consumption / Clicks
q Share of Voice
q Website Traffic, Referrals
q Website Consumption
q In-Bound Lead Generation
Email DirectMarketing
q Conversion Rate
q Click Rate
q Unique Open Rate
q Unsubscribe Rate
q Bounces
q Site Traffic
SEM
q Organic Traffic
q Conversion Rate
q Impressions
q Percentageof Branded Words
q Entry Pages
q Keyword Traffic
q Stickiness
q Bounce Rate
q Rankings Boost Since Start
SEO
q Organic Traffic (non-branded)
q Number of New High Quality Links
q Content Quality
q Conversion Improvements
q New Leads
A combination of analytic tools with quantitative and qualitative analysis can be applied to measurement and reporting to gauge impact and influence, while aiding in the
constant re-alignment of best practicesand program performance.
KPIs identified via MBRs enable meaningful continuous measurement to keep strategies and tactics aligned for greater
business ROI.
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20. Delivering Analytics & Reporting
Full-FunnelAnalytics
q Sources Reports analyzes site
traffic attribution by visits, leads
and customers
q AttributionReports identifies
the most influential content,
pages and sources that drive
conversions
q Channel Reports analyzes
landing page, email and CTA
performance
q Contact List Reports analyzes
database influence performance
q Competitive Reports analyzes
SEO and site performance
q Contact Leads Reports provides
data-rich, individual lead profile
insights with complete
interaction reporting
Real-time dashboards and reporting with monthly qualitative insights provide transparent stakeholder reporting based on needs.
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21. Designing Usable Dashboard Environments
Dashboard processes expand dataanalytics capabilities for delivering real-time insights for varying stakeholder groups.
For a dashboard to truly provide value and actionable insights, dashboard design must be approached leveraging meaningful data and analytics with the stakeholder
in mind. It begins with understanding end user business needs and requirements. Three primary questions need to be answered: 1) What does the dashboard need
to communicate?2) Who will be usingthe dashboard?3) What KPIs and metricsare most relevant and providevaluefor thebusiness insightsrequired?

22. Delivering Insights x Campaign Modeling
Historic marketing performance canbeanalyzed tofindoptimization opportunities for greater business performance andROI.
Predictive modeling enables the use of historic marketing performance benchmarks to plan and/or optimize inflight real time performance for media and channel
investments.
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23. Daniel McKean
danielmckean@gmail.com
Linkedin.com/in/DanielMcKean