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Bringing Structure and Meaning to Numbers

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Marketers must excel at bringing structure and meaning to numbers, and then be prepared to adapt strategies in real time based on the results (or lack thereof). In this HUG event, we’ll dive into the process of setting up a comprehensive tracking system, consolidating data into easy to understand visualizations, and generating concise, actionable reports that your team can use to quickly reallocate resources and drive results.

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Bringing Structure and Meaning to Numbers

  1. 1. #HUGCLE
  2. 2. #HUGCLE Keith Moehring VP of Strategic Growth PR 20/20 keith@pr2020.com @keithmoehring
  3. 3. #HUGCLE Please Sign In #HUGCLE Survey Following the Event House Keeping
  4. 4. #HUGCLE startmart.us
  5. 5. Bringing Structure & Meaning to Numbers #HUGCLE
  6. 6. “[Marketers] have access to powerful tools that produce endless streams of information about contacts, including visitors, leads and customers. However, data without analysis is simply noise.” — My Boss, The Marketing Performance Blueprint #HUGCLE
  7. 7. #HUGCLE
  8. 8. 12 Tips, Tricks & Recommendations #HUGCLE
  9. 9. 1 Establish Goals #HUGCLE
  10. 10. Specific: Clearly establishes what is to be achieved. SMART goals Measurable: Quantifiable, and a strong indicator of progress. Attainable: Realistic given your foundation, reach, resources and potential. Relevant: Connect to achievement of overall business goals. Timely: Has a target date. #HUGCLE
  11. 11. increase monthly website sessions 20% in Q1. generate 10 sales qualified leads in Q1. produce $250,000 in new MRR in Q1. improve retention rates from 85% to 90% in Q1. SMART goals #HUGCLE
  12. 12. 2 FIND YOUR SOURCE OF TRUTH #HUGCLE
  13. 13. 3 CLEAN YOUR DATA #HUGCLE
  14. 14. Amazon Data Center bots accounted for 67.8% of traffic. I’m the World’s Greatest Detective!
  15. 15. Filters to Apply HubSpot and Google Analytics • Filter IP addresses (Google “What’s my IP?”) • Remove known bot traffic • Block referrals from app.hubspot.com and preview.hs-sites.com Google Analytics Specific • Exclude traffic from Ashburn, Va. • Exclude Query Parameters - “hsCtaTracking” and “hs_preview”
  16. 16. 4 SEGMENT WHERE POSSIBLE #HUGCLE
  17. 17. Segments to Apply Traffic that clicks on a login link (if that’s available) Traffic that lands on a blog post Contacts by TOFU lead forms Contacts by BOFU lead forms Traffic and/or contacts by lead source Traffic by country Traffic by device (desktop, tablet or mobile)
  18. 18. 5 UTILIZE DASHBOARDS #HUGCLE
  19. 19. Dashboard Tips • Combine data sources (where it makes sense) • Include KPIs, Context and Goals • Customize the dashboard for the audience • Keep them simple and straightforward
  20. 20. 6 ASK ‘WHY?’ 5 TIMES #HUGCLE
  21. 21. “WHY?”
  22. 22. • Focus on total change not total volume • Keep your “Why” answers short • Keep digging till you find something to test • Use this process to complete tracking stack 5 Why Recommendations
  23. 23. 7 ASK ‘DOES IT MATTER?’ #HUGCLE
  24. 24. 8 SET UP ALERTS #HUGCLE
  25. 25. 9 USE ALL FEATURES #HUGCLE
  26. 26. ON TO THE REALLY COOL STUFF
  27. 27. 10 ASK A BOT #HUGCLE
  28. 28. Growthbot Connect to: • Slack • Facebook Messenger • Twitter
  29. 29. Growthbot
  30. 30. Available on the Google Analytics mobile app Google Analytics Intelligence
  31. 31. 11 AUTOMATE NARRATIVES #HUGCLE
  32. 32. Website Traffic Analysis When comparing last month to this month there were 10,618 website sessions, which is an improvement of 200 (+1.9%) over the previous month. Unfortunately, the 7,600 Users to the site was a decrease of -515 (-6.9%). There were 5,298 New Users, which slipped by -8.8%. In terms of engagement, Goal conversions (300) decreased by -15 (-20.9%). On the bright side, all supplemental engagement metrics improved: • Bounce Rate: 42.0% (-4.2 points) • Pages / Session: 5.2 (+4.5%) • Avg. Time on Site (sec): 154.7 (+30.9%) Of the 8 channels that drove traffic last month, 3 saw an increase. However, majority of the site's increase in sessions (200) can be attributed to: Referral: 1,054 total sessions / +539 sessions — This is thanks to an improvement from from 2 sites. Specifically: • hubspot: Drove 401 more sessions to the following pages /blog (+27 sessions), /pages-two (+20), page- six (+11), page-seven (+9), /pages-eight (+8) • pr2020.com drove +86 more sessions to the following pages: homepage (+7 sessions), /blog-post-1 (+6), /blog-post-2(+5), /industries (+2), /resources (+2). However, if you total all the channels that improved, total sessions had the potential to grow by 3,249, or 1,406 more than what we saw. This means some of the positive growth was limited by drops in other channels, specifically: (Other): 569 total sessions / -646 sessions — Other is a channel where campaigns a grouped in Google Analytics if it can't identify the channel. The decrease here can be associated with 1 source. Specifically: • Trade pub enewsletter resulted in -443 fewer sessions to homepage (-107 sessions), /industries (-238). Display: 3,162 total sessions / -132 sessions — This is the result of a drop in traffic from primarily 1 campaign. Specifically: • Resources 1 campaign resulted in -722 fewer sessions, specifically to the following page: /landing-page(-399 sessions) Key Channels Not covered above, PR 20/20 also regularly monitors the performance of the following 3 channels: Organic Search: Sessions: 7,839 (+553) / Users: 2,525 (+522) / Goals: 132 (+43) The boost is the direct result of 500 more visitors to the "(not provided)" keyword going to /blog/how-to-won (+239 sessions), home (+332), /industries (+50), /blog-post-one (+36), /blog-next-page (+25). In addition, the "(not set)" keyword saw an increase of 6, specifically those going to: /home-page (+6 sessions), Social: Sessions: 46 (-81) / Users: 42 (-89) / Goals: 2 (-5) The drop can be attributed to LinkedIn driving -95 fewer sessions to /blog-post-one (-47 sessions), /blog-post-two (- 21), /bloggy-blogs (-2), /industries (-3). Twitter saw a decrease of -5, specifically those going to /industries (-2 sessions), /pages (-1). In addition, Facebook saw a drop of -5, specifically those going to the homepage (-3 sessions). Email: Sessions: 583 (+297) / Users: 372 (+256) / Goals: 154 (+87) This is the result of at least 3 emails sent this past month that performed better than any email sent in the previous month. Specifically: Blog subscriber email drove 234 more sessions to /blog-post-three (236 sessions), (not set) (3), /landing-page-two (1), /website-pages (1), /blah-blah (1). Lead gen campaign 1 generated 80 more sessions to homepage (42 sessions), /landing-page (14). Lead gen campaign 2 generated 7 more sessions to /landing-pages (33 sessions).
  33. 33. 12 QUIZ YOUR TEAM #HUGCLE
  34. 34. #HUGCLE
  35. 35. Questions keith@pr2020.com @keithmoehring 216-373-1467 #HUGCLE

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