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Smart Reporting:
How to Stop Wasting Time and Make
Better Marketing Decisions
Vice President of Marketing
@ HubSpot
@KippBodnar
Kipp
Bodnar
Head of Analytics Product
Marketing @ HubSpot
@RSprung
Rachel
Sprung
“HALF MY ADVERTISING IS WASTED,
I JUST DON’T KNOW
WHICH HALF.”
- JOHN WANNAMAKER
$$
$
40%
of US marketers said they
increased spending on data-
driven marketing in 2014.
- Emarketer
What the heck are
other 60% doing?
Want to
watch the
on-demand
webinar? http://offers.hubspot.com/smart-
reporting-webinar
Want to
watch the
on-demand
webinar? http://offers.hubspot.com/smart-
reporting-webinar
Click here!
Measuring marketing is
too complicated.
We all have one goal:
Growth.
Reporting for the sake of reporting
isn’t solving for growth.
Reporting to justify the
work you have done
isn’t solving for growth.
Reporting for growth is about
IDENTIFYING ACTIONABLE OPPORTUNITIES
for improvement.
Analysis is for…
•  Planning Strategy Changes
•  Validating A/B Tests
•  Optimizing Tactics
•  Troubleshooting
Reporting i...
Don’t listen to vendors.
Listen to your business needs.
Simplify Marketing Metrics
" Don’t: Report on of every
little metric
" Don’t: Waste your time
building reports no one will
read
Do’s and Don’ts Of Ma...
“Creating too many reports
is the most time consuming
way to measure nothing.”
Marketing Funnel Aligns with Methodology
Key ATTRACT Metrics to Measure
1.  Website and Blog Visits
2.  Blog Subscribers
3.  First Conversion Leads
Key CONVERT Metrics to Measure
1.  Workable Marketing Qualified Leads
2.  Lead-to-Customer Conversion Rate
3.  Lead Close R...
Key CLOSE Metrics to Measure
1.  Percent of Leads Worked
2.  Percent of Leads Attempted
3.  Opportunity to Customer Rate
Report Monthly, Track Progress Daily
HubSpot Traffic Growth Overtime
Set Month Leads Goals By Channel
When Data Lies…
" The data itself isn’t clean or is double counted
" You don’t understand how the metric is actually measured
" The market...
Steps For Identifying Dirty Data
1  Understand how the data in your marketing
software is populated
2  Spot check records/...
What is a “visit”?
Always Report and Analyze
Full Funnel Metrics.
Email open rate is
a useless metric.
Facebook CTR vs. Facebook Likes
One size metrics don’t work...
Have metrics for
each persona in
your business.
Allocate resources
to channels that are
driving the most
revenue.
How does a marketer
do all of this with out
making reporting his or
her full-time job?
GET A PERSONALIZED DEMO
hubspot.com/demo
Blogging Ÿ SEO Ÿ Social Ÿ Email Ÿ Landing Pages Ÿ CMS Ÿ Analytics Ÿ CRM Sy...
Smart Reporting: How to Stop Wasting Time and Make Better Marketing Decisions
Smart Reporting: How to Stop Wasting Time and Make Better Marketing Decisions
Smart Reporting: How to Stop Wasting Time and Make Better Marketing Decisions
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Smart Reporting: How to Stop Wasting Time and Make Better Marketing Decisions

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Check out these webinar slides to learn about how to create more impactful reports in less time. Learn about why reporting can be a challenge, which reports don't tell you the whole truth, which metrics to start tracking and which are a waste of time.

Published in: Marketing
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Smart Reporting: How to Stop Wasting Time and Make Better Marketing Decisions

  1. Smart Reporting: How to Stop Wasting Time and Make Better Marketing Decisions
  2. Vice President of Marketing @ HubSpot @KippBodnar Kipp Bodnar
  3. Head of Analytics Product Marketing @ HubSpot @RSprung Rachel Sprung
  4. “HALF MY ADVERTISING IS WASTED, I JUST DON’T KNOW WHICH HALF.” - JOHN WANNAMAKER
  5. $$ $ 40% of US marketers said they increased spending on data- driven marketing in 2014. - Emarketer
  6. What the heck are other 60% doing?
  7. Want to watch the on-demand webinar? http://offers.hubspot.com/smart- reporting-webinar
  8. Want to watch the on-demand webinar? http://offers.hubspot.com/smart- reporting-webinar Click here!
  9. Measuring marketing is too complicated.
  10. We all have one goal: Growth.
  11. Reporting for the sake of reporting isn’t solving for growth.
  12. Reporting to justify the work you have done isn’t solving for growth.
  13. Reporting for growth is about IDENTIFYING ACTIONABLE OPPORTUNITIES for improvement.
  14. Analysis is for… •  Planning Strategy Changes •  Validating A/B Tests •  Optimizing Tactics •  Troubleshooting Reporting is for… •  Predicting Revenue Growth •  Sharing results •  Determining success of current strategy •  Democratizing marketing data Don’t Confuse Analysis and Reporting
  15. Don’t listen to vendors. Listen to your business needs.
  16. Simplify Marketing Metrics
  17. " Don’t: Report on of every little metric " Don’t: Waste your time building reports no one will read Do’s and Don’ts Of Marketing Reporting " Do: Set daily, weekly and monthly metrics " Do: Automate marketing reports and share them the entire team
  18. “Creating too many reports is the most time consuming way to measure nothing.”
  19. Marketing Funnel Aligns with Methodology
  20. Key ATTRACT Metrics to Measure 1.  Website and Blog Visits 2.  Blog Subscribers 3.  First Conversion Leads
  21. Key CONVERT Metrics to Measure 1.  Workable Marketing Qualified Leads 2.  Lead-to-Customer Conversion Rate 3.  Lead Close Rate By Offer Type
  22. Key CLOSE Metrics to Measure 1.  Percent of Leads Worked 2.  Percent of Leads Attempted 3.  Opportunity to Customer Rate
  23. Report Monthly, Track Progress Daily
  24. HubSpot Traffic Growth Overtime Set Month Leads Goals By Channel
  25. When Data Lies…
  26. " The data itself isn’t clean or is double counted " You don’t understand how the metric is actually measured " The marketer doesn’t look at the full funnel " The metric is meaningless " One-size fits all metrics are used Data Lies When….
  27. Steps For Identifying Dirty Data 1  Understand how the data in your marketing software is populated 2  Spot check records/fields 3  Looks of historical data that has shifted 4  Be aware of outliers not tied to campaigns
  28. What is a “visit”?
  29. Always Report and Analyze Full Funnel Metrics.
  30. Email open rate is a useless metric.
  31. Facebook CTR vs. Facebook Likes
  32. One size metrics don’t work...
  33. Have metrics for each persona in your business.
  34. Allocate resources to channels that are driving the most revenue.
  35. How does a marketer do all of this with out making reporting his or her full-time job?
  36. GET A PERSONALIZED DEMO hubspot.com/demo Blogging Ÿ SEO Ÿ Social Ÿ Email Ÿ Landing Pages Ÿ CMS Ÿ Analytics Ÿ CRM Sync

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