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ANALYTICS
for Decision Making
Katie M. Smith, Marketing Technologist |@katiemsmith |hello@katiemsmith.com
How do you know...
What’s working or not?
Only 40% of marketing
professionals think their
marketing is effective.
Source: Adobe’s 2013 Report: “Digital Distress: Wh...
How to Use Analytics for Decision Making
1. Prioritize Goals
2. Identify KPI’s
3. Customize Your Dashboards
4. Input and A...
1) What does success look like?
Business Goals:
● Brand - more market share
● Leads - increasing inbound leads
● Sales - i...
1) What does success look like?
Marketing Goals:
● Brand - visits/month, referral sources
● Leads - # of form fills & down...
2) Identify performance indicators
● Brand
○ Blog subscribers
○ Email subscribers
○ Social Reach
● Leads
○ Content Downloa...
3) Set it up Dashboards to see visually
Options:
● Google Analytics Dashboards (free)
● Dashboard Software (i.e. Leftronic...
Google Analytics Dashboards
Dashboards vs. using Analytics as is
● Saves time digging through dimensions
● Can see key ind...
How to: Setup Google Analytics Dashboards
Shortcut: Use templates http://bit.ly/1W747pq
Start with 1, create more as insig...
5) Establish Benchmarks & Goals
Under Audience, 3 built-in reports
● Channels
● Location
● Devices
5) Establish Benchmarks & Goals
Compare Industry Vertical, Country, & Size
5) Establish Benchmarks & Goals
Other sources of Benchmarking Data:
● Marketing Benchmark Report (Hubspot)
http://bit.ly/1...
5) Establish Benchmarks & Goals
Which goals in Analytics to track?
● Form fills on website. To use goals, must
re-direct t...
6) Iterate and automate Dashboards
● Adjust layouts to
see full conversion
path
● Adjust widgets to
display best
insight (...
6) Iterate and automate Dashboards
Automate emails to
come to you
○ monthly, 1st
day of month
for stakeholders
○ weekly fo...
Links to Resources & Analytics Training
● Read Marketing Performance Blueprint (Roetzer)
● Marketing Performance Spreadshe...
bit.ly/decisiondata
Katie M. Smith, Marketing Technologist |@katiemsmith |hello@katiemsmith.com
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Bend Digital Marketers: Analytics for Decision Making

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Katie M Smith's workshop for Bend Digital Marketers March 2016, showing how visualizing and automating insights can assist marketers with making decisions & proving value.

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Bend Digital Marketers: Analytics for Decision Making

  1. 1. ANALYTICS for Decision Making Katie M. Smith, Marketing Technologist |@katiemsmith |hello@katiemsmith.com
  2. 2. How do you know... What’s working or not?
  3. 3. Only 40% of marketing professionals think their marketing is effective. Source: Adobe’s 2013 Report: “Digital Distress: What Keeps Marketers up at Night?”
  4. 4. How to Use Analytics for Decision Making 1. Prioritize Goals 2. Identify KPI’s 3. Customize Your Dashboards 4. Input and Analyze Data (yee-haw!) 5. Establish benchmarks & goals 6. Update and automate the Scorecard
  5. 5. 1) What does success look like? Business Goals: ● Brand - more market share ● Leads - increasing inbound leads ● Sales - increasing sales, decreasing cycle ● Loyalty - increasing LTV & Net Promoter
  6. 6. 1) What does success look like? Marketing Goals: ● Brand - visits/month, referral sources ● Leads - # of form fills & downloads ● Sales - which channels convert best ● Loyalty - # of active customers, churn rate
  7. 7. 2) Identify performance indicators ● Brand ○ Blog subscribers ○ Email subscribers ○ Social Reach ● Leads ○ Content Downloads ○ Event Registrations ○ Lead Source ○ Lead Quality Score (MQL, SQL) ● Sales ○ Revenue won (annual recurring, monthly recurring, one-time) ○ Conversion rates (lead to customer, visitor to customer) ○ Conversion assists by channel ○ New customer sources (direct, email, offline, organic, paid, referral) ● Loyalty ○ Active Customers ○ Churn Rate ○ Lifetime Value ○ Customer Reviews & Referrals
  8. 8. 3) Set it up Dashboards to see visually Options: ● Google Analytics Dashboards (free) ● Dashboard Software (i.e. Leftronics) - pulls data from Analytics, Marketing Automation, Social into one ● Google Sheets with Analytics plug in
  9. 9. Google Analytics Dashboards Dashboards vs. using Analytics as is ● Saves time digging through dimensions ● Can see key indicators quickly ● Can email Dashboards to yourself ● Can share Dashboards across the team ● Can adjust date & filters to key in on segments, and data refreshes instantly
  10. 10. How to: Setup Google Analytics Dashboards Shortcut: Use templates http://bit.ly/1W747pq Start with 1, create more as insights evolve
  11. 11. 5) Establish Benchmarks & Goals Under Audience, 3 built-in reports ● Channels ● Location ● Devices
  12. 12. 5) Establish Benchmarks & Goals Compare Industry Vertical, Country, & Size
  13. 13. 5) Establish Benchmarks & Goals Other sources of Benchmarking Data: ● Marketing Benchmark Report (Hubspot) http://bit.ly/1M6R81w ● eCommerce Conversion Rates (Marketing Sherpa) http://bit.ly/1nwL3F3 ● Email Benchmarking Reports ○ MailChimp, SilverPop, Marketo
  14. 14. 5) Establish Benchmarks & Goals Which goals in Analytics to track? ● Form fills on website. To use goals, must re-direct to thank you page. (not iframe) ● Branded Traffic - Visits/Month ● Leads - # of Downloads, email sign ups ● Loyalty - % repeat visits
  15. 15. 6) Iterate and automate Dashboards ● Adjust layouts to see full conversion path ● Adjust widgets to display best insight (number, timeline, table, pie or bar chart)
  16. 16. 6) Iterate and automate Dashboards Automate emails to come to you ○ monthly, 1st day of month for stakeholders ○ weekly for people in the trenches
  17. 17. Links to Resources & Analytics Training ● Read Marketing Performance Blueprint (Roetzer) ● Marketing Performance Spreadsheets http://bit.ly/1pgrd2Q ● Google Analytics Dashboards Templates: http://bit.ly/1W747pq ● Interactive Dashboard in Google Sheets with Google Analytics Sheets Add- on http://bit.ly/1W9ftt1 (Install Google Analytics Sheet Add-on: http: //goo.gl/WefPHR) ● Analytics Academy (Google) - Free ● Inbound Certification (Hubspot) - Free ● www.kaushik.net (Google’s Digital Evangelist) ● blog.kissmetrics.com (Analytics & Conversion Rate Blog)
  18. 18. bit.ly/decisiondata Katie M. Smith, Marketing Technologist |@katiemsmith |hello@katiemsmith.com

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