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#1NWebinar: Digital Blindspots - A Q&A on Common Marketing Analytics Hurdles


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Although we have all kinds of technology at our fingertips, marketers continue to struggle to quantify and report on the effectiveness of their activities. In this Q&A-style #1NWebinar, Senior Data Strategist Ben Magnuson sat down with One North’s Marketing Coordinator Olivia Koivisto to discuss common data analytics and reporting questions from B2B and professional services marketers. During the session, Ben explained what to look for in analytics tools, how to identify which data points matter, the importance of goal-setting, and more.

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Published in: Data & Analytics
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#1NWebinar: Digital Blindspots - A Q&A on Common Marketing Analytics Hurdles

  1. 1. Digital Blind Spots: A Q&A on Common Marketing Analytics Hurdles Prepared by / 10 May 2018 Ben Magnuson & Olivia Koivisto
  2. 2. Senior Data Strategist Ben Magnuson Marketing Coordinator Olivia Koivisto
  3. 3. Some Context I began 2018 with a particular goal… To create a quarterly report on our marketing activities In order to: 1. Show the business what our team is doing 2. Learn about our audiences and activities 3. Get better!
  4. 4. I’m Not Alone!
  5. 5. Where to start Using Analytics is never a single activity, it is an ongoing process that should help consistently inform you. However, I like to group the process into 3 main buckets to identify where I am and what I should be doing. Define Analyze Report
  6. 6. These buckets eventually form a cycle Define Analyze Report Improve
  7. 7. Define Setting Goals, Selecting Tools, Identifying Values
  8. 8. Q: How do I know I’m collecting the right data?
  9. 9. Q: Am I collecting the right data? To know this, you need to define your Analysis Ask yourself: “What does performing well look like?” • Write your questions down • Look at an actual web page or email • Set hypotheses • Set goals/expectations
  10. 10. Example pre-analysis work Analysis questions: • How many visitors are clicking the subscribe button? • Are users reading the content or dropping off right away? • Which topics are performing best? Hypotheses: - 60% or more of the visitors are returning visitors - 3% or more of new visitors are subscribing
  11. 11. What was the goal of the digital marketing initiative? Brand Awareness Lead Gen Engagement Pageviews Conversions Time on Page Impressions Bounce Rate/Exit % Scroll Tracking to 90% Branded Keyword Ranking Form drop-offs Exit % Click-through Rates (CTRs) Shares
  12. 12. OK, but how do I know I’m collecting the right data? By first defining what you want to know, you have identified the user actions that are actually measuring performance. Are you collecting that data already? • Research what’s offered in your analytics for that user action • If it’s not, use event tagging tools such as Google Tag Manager to track it yourself
  13. 13. Q: ROI(?) Measuring Return on Investment (ROI) is highly desired, but very murky. 1. It is not a magic wand, it is a process. 2. The “return” needs to be defined first. 3. Work bottom-up. Business Impact Advanced Measurements Tactical Results Core Investments Hierarchy of Measurements Source: Sam Melnick, Allocadia
  14. 14. The 3 steps to success! In summary, the 3 steps to make sure you are collecting what you need are: 1. Define (define, define, define) what you are looking for. 2. Set goals or hypotheses before you even collect data. 3. Review current measurement set-up to discover any gaps in the available data.
  15. 15. Analyze Analyzing Results, Discovering Insights, Evolving Strategy
  16. 16. Now that you have the precious, it’s time to analyze it One of the benefits of defining what you need ahead of time is you are less likely to spin your wheels or look in one thousand different directions. However, how you will answer your questions can change each time.
  17. 17. Q: Do you have recommendations for analytics tools that collect data on the website?
  18. 18. Q: Do you have recommendations for analytics tools for a website? I prefer to use just these three tools for just about everything: • Google Tag Manager • Google Analytics • Excel (and I mostly work in excel L)
  19. 19. But I still have fun! Social UX/User Behavior Marketing Automation Sprout Social* Lucky Orange* Hubspot Analytics^* Buzzsumo* Crazy Egg* Marketo^* Linkedin Analytics Google Analytics * Paid subscription ^* Included w/ service
  20. 20. Q: How do the free analytics tools compare to paid? The answer here depends on the purpose of the tool. • Web Analytics • Social Analytics • Website Management • Reporting
  21. 21. Q: Do you ever struggle with uncovering the meaningful metrics that reaffirm or contradict the direction of your digital strategy?
  22. 22. Q: Do you ever struggle with uncovering the meaningful metrics that reaffirm or contradict the direction of your digital strategy? No, of course not. (all the time) • This will be largely mitigated by goal setting • Don’t be afraid of your data
  23. 23. 3 Tips for not getting lost 1. Work with percentages, not just total numbers • Instead of focusing on how many people clicked a button, focus on how many people clicked a button / total pageviews. Can you improve that? 2. Dive into user segments • Don’t just focus on “All traffic” • How did mobile perform? Organic Search? A campaign? Returning users? Your goals should have specific user groups in mind 3. Compare numbers where possible to the previous year’s time period • There will be natural traffic patterns throughout the year
  24. 24. Present Make It Pretty, Give It Context
  25. 25. When it’s time to present the data: Consider: • Who is your audience? • Document your process • Prioritize reports for automation • Resist urge to show your work Tips for Reporting on Data “Using a table in a live presentation is rarely a good idea” (this list is in a table) Stick to a 3-minute story Don’t be afraid of including non-supporting data, but only if it makes a point There will be a hierarchy to your findings, make sure your audience knows that. Via ”Storytelling with Data” by Cole Nussbaumer Knaflic
  26. 26. What tools to use for reporting One-Time • Excel • InDesign • Google Analytics • Heatmaps • SiteImprove • LuckyOrange Automate • Tableau • PowerBI • Excel • Google Sheets • Domo • Many, many, many solutions
  27. 27. Our Team’s Rollout Audiences: • Marketing team • Leadership • All Company Formats: • Powerpoint • Excel Timing: • Quarterly rollout • Yearly summary • Monthly dashboard
  28. 28. Unexpected Lessons 1. Sharing isn’t always caring A. That doesn’t mean your data isn’t important 2. Data can empower EVERYONE A. Get the company excited about marketing initiatives 3. Timing matters A. Your cadence will depend on how much your initiatives’ results change over time
  29. 29. In the long-run, it’s about creating something useful and sustainable.
  30. 30. Miscellaneous Questions
  31. 31. Thank you!