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Live Customer Webinar: Performance and Reporting in LinkedIn Lead Accelerator

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You’ve got your creative set and your nurture streams up and running. But how do you know what’s working--and more importantly--how to boost performance down the road? This webinar will walk you through how to take advantage of all the reporting available in Lead Accelerator, and apply this data to driving even more powerful results for your programs.

Bill Buecksler, marketing automation consultant, walks you through the reporting capabilities of Lead Accelerator and how to use this data to increase performance. Topics will include how to:

-Use data from the Audience Insight report to influence your Lead Accelerator program
-Understand the metric definitions within the Nurture Streams Performance Table
-Explore the effectiveness of your program throughout the marketing funnel with the Funnel Impact report
-Apply your learnings to increasing overall performance with Lead Accelerator

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Live Customer Webinar: Performance and Reporting in LinkedIn Lead Accelerator

  1. 1. 2 LinkedIn Lead Accelerator: Performance and Reporting ​ Bill Buecksler ​ Marketing Automation Consultant ​ LinkedIn
  2. 2. 3 •  Got a question? Submit it in the Q&A box. •  Slides and recording will be sent via email post event •  Follow us for more: @LinkedInMktg •  Subscribe to our blog! Text 948222 to (781) 262-3877 How to Engage with Us
  3. 3. Let’s Talk About 4 •  Understanding Metrics & Reporting •  Measuring Performance through the Funnel •  Influencing Lead Accelerator with Audience Insight Data •  Applying Learnings to Boost Performance & the Power of the Export •  Q&A
  4. 4. Metrics 5
  5. 5. 6 Understanding Lead Accelerator Metrics: Nurture Stream Performance
  6. 6. 7 Understanding Lead Accelerator Metrics: Nurture Usage
  7. 7. Reports 8
  8. 8. 9 Reports: Nurture Stream Performance
  9. 9. 10 Reports: Nurture Stream Performance
  10. 10. 11 Reports: Nurture Stream Performance
  11. 11. 12 Reports: Nurturing Usage
  12. 12. 13 Reports: Nurturing Usage
  13. 13. Full Funnel Analytics 14
  14. 14. 15 Reports: Funnel Impact
  15. 15. 16 Reports: Funnel Impact
  16. 16. Leveraging Audience Impact Data 17
  17. 17. My Assumptions 18
  18. 18. Assumption 1: Nurturing ~100% of Contact Tier
  19. 19. Assumption 2: Utilizing All Inventory Channels Facebook News Feed: LinkedIn Sponsored Content: Display:
  20. 20. 21 Audience Impact Repot
  21. 21. 22 Audience Impact
  22. 22. The Power of the Export 23
  23. 23. 24 Export
  24. 24. Dimension or Metric Isn’t in Dashboard Dimensions 25 1 1.  Channel 2.  Creative Group 3.  Month or Week 1.  Landing Page Conversion Rate 2.  % of Impressions, Clicks or Actions Metrics
  25. 25. Combine Data Sets E.g., combine performance data with CRM lead data 26 2 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 0 50 100 150 200 250 300 January February March April May Total Actions MQLs MQL Rate
  26. 26. Need True Graphs, Not Screenshots 27 3 vs.
  27. 27. See Trends by Larger Time Intervals Compare metrics… why haven’t post-click actions gone up? 28 0 500 1000 1500 2000 2500 3000 Total Actions Post-Click Actions Client Actions Action Changes Over Time December January February March April Example of combining data sets
  28. 28. See How Channels Contribute to Performance Why have Facebook actions decreased? 29 0 100 200 300 400 500 600 December January February March April Post-Click Actions by Channel LISU FBNF Display
  29. 29. 30 Is the Ad or the Landing Page to Blame? A sharp decline in CTR points to the ad creative 0% 5% 10% 15% 20% 0.000% 0.020% 0.040% 0.060% 0.080% 0.100% December January February March April Banner CTR vs Click to Conversion Rate CTR Click to Conv. 0% 5% 10% 15% 20% 25% 0.00% 0.50% 1.00% 1.50% December January February March April Facebook CTR vs Click to Conversion Rate CTR Click to Conv.
  30. 30. 31 Highlight Best & Worst Offers Sort by Impressions/ Action
  31. 31. 32 Export: Audience Impact Example
  32. 32. A Few Final Thoughts Test and Optimize! This isn’t the Ronco oven – we can’t just set it and forget it. Give your retargeting program love on a regular basis because audiences are dynamic. Leverage new content. Content is constantly being created, so don’t be afraid to refresh content for your Lead Accelerator program. Measure performance through the sales pipeline. Truly measuring return on ad spend doesn’t end when a user converts and gives you their contact information. Track ad campaign performance in your CRM as well.
  33. 33. Help Center Links: •  Optimization Overview •  http://help.lms.linkedin.com/hc/en-us/articles/205548358-Lead-Accelerator-Optimization- Overview •  Understanding Lead Accelerator Performance Metrics •  http://help.lms.linkedin.com/hc/en-us/articles/206430177-Understanding-Lead-Accelerator- performance-metrics •  Nurturing Usage Report Overview •  http://help.lms.linkedin.com/hc/en-us/articles/203992878-Nurture-Usage-Report •  Funnel Impact Report Guide •  http://help.lms.linkedin.com/hc/en-us/articles/203993378-Funnel-Impact Helpful Links:
  34. 34. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.

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