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Marketing Analytics: How Do You Define Success?

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Marketing Analytics: How Do You Define Success?

  1. 1. Marketing Analytics – How do You Define Success?<br />September 23, 2010<br />Presented by:<br />Linda Wu<br />
  2. 2. 5 things you want to know about this presentation…<br />The presentation will be 45 minutes including Q & A<br />You can send your questions to us via your GoToWebinar controls at any time during the presentation <br />We will answer timely, topic-specific questions during the presentation and save the rest for the Q & A period<br />We answer all the questions we don’t have time for during the presentation in a blog post later in the day <br />We will send out a link to the recording and a PDF of the presentation slides after the presentation <br />
  3. 3. How do you define success?<br />B2B & B2C:<br /><ul><li> Increase Engagements
  4. 4. Lead Conversions
  5. 5. Deals Closed
  6. 6. Value of Deals</li></li></ul><li>How do you define success?<br />Non-Profit:<br /><ul><li> Increase Awareness
  7. 7. Increase Engagements
  8. 8. More Donations & Donors
  9. 9. Reaching Fundraising Targets</li></li></ul><li>How do I …<br />Where do I……start measuring success?<br />Non-Profit:<br /><ul><li> Increase Awareness
  10. 10. Increase Engagements
  11. 11. More Donations & Donors
  12. 12. Reaching Fundraising Targets</li></ul>B2B & B2C:<br /><ul><li> Increase Engagements
  13. 13. Lead Conversions
  14. 14. Deals Closed
  15. 15. Value of Deals</li></ul>1 – Marketing Analytics<br />2 – Sales Analytics<br />
  16. 16. Types of analytics:<br />What analytics really matter?<br />Sales Analytics:<br /><ul><li>Lead Aging
  17. 17. Cost Per Lead / Opportunity / Client
  18. 18. Lead to Opportunity Conversion
  19. 19. Lead to Closed Deals Conversion
  20. 20. Margin on Won Deals
  21. 21. Etc.</li></ul>Marketing Analytics:<br /><ul><li>Website & Online
  22. 22. Email Campaigns
  23. 23. Webinars
  24. 24. Social Media
  25. 25. Lead Scoring
  26. 26. Advertising</li></li></ul><li>Essential Marketing Analytics<br />Website & Online<br /><ul><li>Google Analytics
  27. 27. SEO Analytics</li></ul>Email Campaigns<br /><ul><li>Open Rate
  28. 28. Click Through Rate
  29. 29. Form Conversions
  30. 30. Unsubscribes
  31. 31. Bouncebacks
  32. 32. Sender Score for Deliverability</li></ul>Webinars<br /><ul><li>Registrants
  33. 33. Attendees
  34. 34. Asked Questions
  35. 35. Thank you email responses
  36. 36. Recorded Webinar Views</li></ul>Social Media<br /><ul><li>Followers
  37. 37. Interactions</li></ul>Lead Scoring<br /><ul><li>by Behaviour
  38. 38. by Subscriber Attributes
  39. 39. by Campaigns</li></ul>Advertising<br /><ul><li>Tracked through Lead Source
  40. 40. Online banner ad click throughs
  41. 41. Offer redemptions / Form Fill Conversions</li></ul>Website & Online<br /><ul><li>Google Analytics
  42. 42. SEO Analytics</li></ul>Email Campaigns<br /><ul><li>Open Rate
  43. 43. Click Through Rate
  44. 44. Form Conversions
  45. 45. Unsubscribes
  46. 46. Bouncebacks
  47. 47. Sender Score for Deliverability</li></ul>Webinars<br /><ul><li>Registrants
  48. 48. Attendees
  49. 49. Asked Questions
  50. 50. Thank you email responses
  51. 51. Recorded Webinar Views</li></ul>Social Media<br /><ul><li>Followers
  52. 52. Interactions</li></ul>Lead Scoring<br /><ul><li>by Behaviour
  53. 53. by Subscriber Attributes
  54. 54. by Campaigns</li></ul>Advertising<br /><ul><li>Tracked through Lead Source
  55. 55. Online banner ad click throughs
  56. 56. Offer redemptions / Form Fill Conversions</li></ul>Self-Audit:<br />How do you stack up today?<br />
  57. 57. Eliminate low value activities<br />Try new activities<br />Increase high value activities<br />Gain maximum return on resources<br />Time, Staff, Budget<br />Relevant Content that is meaningful for your audience<br />Analytics help you continue to focus on writing great content for your audience<br />Content is King!<br />Value of Analytics<br />
  58. 58. Trending is Essential<br />Measure  Benchmark  Improve and Grow<br />When to measure:<br /><ul><li>Each Activity
  59. 59. One Activity to the Next
  60. 60. Monthly
  61. 61. Quarterly
  62. 62. Annually</li></li></ul><li>How do you define success in Email Marketing?<br />Measure  Benchmark  Improve and Grow<br /> Standard Success Ranges:<br /><ul><li>Open Rate 20 to 25%
  63. 63. Click Through 2 to 5%
  64. 64. Conversion 0.1 to 1%
  65. 65. Unsubscribes <1%
  66. 66. Bouncebacks <10%</li></ul>Variables to Success:<br /><ul><li>Varies by Industry
  67. 67. Organic List vs List Purchase
  68. 68. Offer / Content Relevancy
  69. 69. Frequency of Send-outs
  70. 70. List Quality Maintenance
  71. 71. Email Deliverability
  72. 72. Ability of a Marketing System to track these statistics</li></li></ul><li>How do you define success in Webinars?<br />Measure  Benchmark  Improve and Grow<br /> What to Measure: <br /><ul><li># of Registrants Track over time
  73. 73. # of Attendees 50% of Regs
  74. 74. Asked Questions Score
  75. 75. Attendee Profile Score
  76. 76. Thank You Email Stats
  77. 77. Recorded Views Web Stats</li></ul>Variables to Success:<br /><ul><li>Content Relevancy
  78. 78. # of times invite is sent out – standard is 3-4 invites to list
  79. 79. # of reminders to registrants – standard is 2-3 prior to event
  80. 80. Third party registrant recruitment
  81. 81. Leverage Social Media Channels for promotion
  82. 82. Email Deliverability a big issue!</li></li></ul><li>Sign-up for our feed today via email to win a FREEWebsite Effectiveness Assessment<br />Follow our blog at http://www.marqui.com/blog<br />Follow us on Twitter @Marqui_CMS<br />Linda Wu<br />Linda.wu@marqui.com<br />Richard Sharp <br />richard.sharp@marqui.com<br />

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