This document discusses analytics and how to set up analytics tracking for marketing purposes. It recommends creating a detailed tracking plan that outlines the key events and pages to track, how to identify individual users, and defining important funnel events. The plan should include why each data point is important, how the data will be collected, and when tracking will occur. Proper formatting and consistency is also advised to make the tracking plan useful over time. The document provides examples of tracking plans for common events like sign ups, referrals and important pages. It also discusses how analytics can help segment users and measure marketing channel effectiveness.
If you’re already using HubSpot, then you know that marketing automation is an indispensable tool for executing your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential.
In this presentation, Mike Lieberman, CEO and Chief Inbound Scientist at Square 2 Marketing (a HubSpot Diamond Partner Agency), reveals various hacks for getting better results out of your HubSpot software.
If you’re already using Marketo, then you know that marketing automation is an indispensable tool for executing your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential.
In this presentation, Brian Glover, Sr. Product Marketing Manager at Marketo, will reveal various hacks for getting better results out of Marketo.
How Content Fuels the Entire Buyer's JourneyUberflip
Marketers spend a crazy amount of time acquiring and nurturing potential buyers before they’re handed off to sales and ultimately customer success. The lifecycle of a customer can oftentimes be disjointed, but there are easy fixes to circumvent this with content.
In this presentation, Uberflip and BrightTALK discuss how to incorporate content throughout the entire buyer’s journey - from identifying prospects to securing renewals.
If you’re already using HubSpot, then you know that Marketing Automation is an indispensable tool for executing on your inbound marketing strategy. But the majority of inbound marketers still feel that they’re not using the technology to its full potential.
Uberflip's resident HubSpot expert, Francois Mathieu, reveals various hacks for getting better results out of your HubSpot software.
If you’re already using Act-On, then you know that Marketing Automation is an indispensable tool for executing on your modern marketing strategy. But the majority of modern marketers still feel that they’re not using the technology to its full potential.
In this presentation, Act-On expert Chris Dennen reveals various hacks for getting better results out of your Act-On software.
Create an Account-Based Content Strategy With These Easy HacksUberflip
ABM strategies require the coordination of a lot of moving parts. In this session, EverString’s Dayna Rothman shares a series of actionable ABM hacks to help you clarify your priorities and improve your processes and technology.
Predictive Analytics: A Content Marketer's Secret WeaponUberflip
What if you could produce content that hit the mark every single time?
Predictive analytics is making this feat closer to a real possibility. By leveraging historical data from your content, predictive analytics allows marketers to rely less on educated guesswork and more on data when it comes to producing effective content.
So, how can you start leveraging predictive analytics in your content marketing strategy? In this presentation, Infer examines the intersection between content marketing and predictive analytics.
If you’re already using HubSpot, then you know that marketing automation is an indispensable tool for executing your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential.
In this presentation, Mike Lieberman, CEO and Chief Inbound Scientist at Square 2 Marketing (a HubSpot Diamond Partner Agency), reveals various hacks for getting better results out of your HubSpot software.
If you’re already using Marketo, then you know that marketing automation is an indispensable tool for executing your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential.
In this presentation, Brian Glover, Sr. Product Marketing Manager at Marketo, will reveal various hacks for getting better results out of Marketo.
How Content Fuels the Entire Buyer's JourneyUberflip
Marketers spend a crazy amount of time acquiring and nurturing potential buyers before they’re handed off to sales and ultimately customer success. The lifecycle of a customer can oftentimes be disjointed, but there are easy fixes to circumvent this with content.
In this presentation, Uberflip and BrightTALK discuss how to incorporate content throughout the entire buyer’s journey - from identifying prospects to securing renewals.
If you’re already using HubSpot, then you know that Marketing Automation is an indispensable tool for executing on your inbound marketing strategy. But the majority of inbound marketers still feel that they’re not using the technology to its full potential.
Uberflip's resident HubSpot expert, Francois Mathieu, reveals various hacks for getting better results out of your HubSpot software.
If you’re already using Act-On, then you know that Marketing Automation is an indispensable tool for executing on your modern marketing strategy. But the majority of modern marketers still feel that they’re not using the technology to its full potential.
In this presentation, Act-On expert Chris Dennen reveals various hacks for getting better results out of your Act-On software.
Create an Account-Based Content Strategy With These Easy HacksUberflip
ABM strategies require the coordination of a lot of moving parts. In this session, EverString’s Dayna Rothman shares a series of actionable ABM hacks to help you clarify your priorities and improve your processes and technology.
Predictive Analytics: A Content Marketer's Secret WeaponUberflip
What if you could produce content that hit the mark every single time?
Predictive analytics is making this feat closer to a real possibility. By leveraging historical data from your content, predictive analytics allows marketers to rely less on educated guesswork and more on data when it comes to producing effective content.
So, how can you start leveraging predictive analytics in your content marketing strategy? In this presentation, Infer examines the intersection between content marketing and predictive analytics.
How to Use Customer Intelligence to Identify The Right Audience for Your B2B ...Uberflip
B2B marketers are focused on developing content and tools for certain buyer personas – targets they can broadly define to attract leads into the funnel and help them progress through the sales cycle. Then, they are challenged with identifying who is sales-ready for more efficient follow-up. At the same time, the growing popularity of account-based marketing means that marketing and sales teams are defining a narrower set of targets – specific titles at specific companies.
But who are those ideal targets?
In this presentation, Vision Critical's Nick Stein discusses the importance of using customer intelligence to define your targeted leads and fuel your content strategy.
How to Understand, Attract, and Engage Buyers at EventsSnapApp
Events are a B2B marketer's best lead generating lever - but they can also be expensive, and measuring ROI is difficult. In this webinar, SnapApp and Certain will show you 8 ways to get better results at events through interactive content - and demonstrate ROI by linking everything back to marketing automation.
How You Can Use Content To Slay the ABM Game (FlipMyFunnel Festival)Uberflip
Account-based marketing and content go hand-in-hand, but what exactly do you need to do to effectively use content for ABM?
The secret: Considering the content experience.
In this presentation, Uberflip and Everstring share their strategy for aligning content and optimizing the content experience to key target accounts. You’ll learn actionable tips for how to create, distribute, and measure content for ABM, as well as how to build a tailored content experience to boost your ABM results.
The resource center on your website has the potential to be the most powerful lead generation tool in your arsenal. It’s rich with content znd ripe with information that helps guide prospects through the buyer journey, converting them from visitors into leads into customers. Unfortunately, most marketers are sacrificing conversion rates, customers and revenue due to a poorly designed and implemented content experience. In this session, you’ll learn the key elements of creating an effective resource center, how to implement this on your own site (without the IT department), and how one company boosted their own conversion rates by 250% by following these guidelines.
How to Build High Converting Demand ExperiencesUberflip
In this webinar, Uberflip's Senior Content Marketing Manager Christine Otsuka explores how you can build engaging, immersive, multi-channel (think outside-the-inbox) experiences that work together and are optimized for content consumption. This way, your prospects can self-nurture and convert to sales-ready leads that much faster!
Optimize Your Content Marketing Strategy Through Marketing Automation and Social Media.
Just 5% of the total content produced generated 90% of the consumer engagement, meaning that 19 out of 20 pieces of content marketing have little if any impact. - Beckon
Content marketing works. But in a world of ever increasing content pollution, how can you produce quality, standout pieces that cut through the noise?
SharpSpring partner Travis Simpson of Symbolscape Media shares his content marketing strategy in this webinar.
He covers:
-How to develop content your target audience actually wants
-Tips on distributing content across relevant channels
-How to use marketing automation to optimize your content
How to Run An Effective Search Query Report in Less Than 15 MinutesHanapin Marketing
Search Query Reports (SQRs) can be overwhelming. Downloading all of your keywords and scouring through the data associated with EVERY word in the hopes of stumbling upon one or two significant findings that MIGHT incrementally improve your account seem overwhelming and not worth the time. There’s gotta be a better way, right? The simple key: pivot tables.
In this webinar presentation, Hanapin expert and PPC Hero blogger Alaina Thompson will show you four easy-to-build pivot tables to run effective search query reports… in less than 15 minutes.
How to Build a B2B Social Content CalendarUberflip
Social media is still a powerful distribution channel for B2B content, but a number of challenges arise when trying to effectively schedule content on social. How can you ensure that your social content cuts through the noise, is aligned with your overall marketing initiatives, and actually resonates with your audience?
Leveraging a social content calendar will help improve your impact on social media, as well as increase your social marketing productivity.
In this presentation, Sprout Social shares their tactical tips for building an effective B2B social content calendar.
Supercharge Holiday Sales With These Must-Have PPC TacticsHanapin Marketing
Holiday sales are the ultimate chance for companies to boost profits and make it back into the black with paid search promotions. In this webinar presentation, we gathered four ecommerce experts that divulged their secrets on what you absolutely need to have and how to make your paid search campaigns super successful this holiday season.
The panel included Purna Virji from Bing, Jose Rodriguez from Google, Matt Umbro, founder of #PPCChat, and Carrie Albright, from Hanapin.
With Amazon capturing over $196B in ecommerce sales in 2017, according to eMarketer, there are huge opportunities for sellers and vendors alike to get more out of Amazon. However, the vast majority of sellers aren’t doing the small things right, which can make all the difference.
MivaCon Seattle - Taming The Cost Of MarketingMiva
Build it and they will come is not a workable strategy. We are constantly challenged to get the word out to high value potential customers, draw them to our websites to make purchases, and to keep them happy so they return and make more purchases. We'll take a walk through the myriad ways to reach target audiences and how to leverage both paid and inbound efforts for optimal success.
Sales and Marketing Alignment: Bridging the Great Divide through ABMDemandbase
Featuring Peter Isaacson
Chief Marketing Officer, Demandbase
Ever feel like your sales team just isn’t satisfied with the volume or the quality of the leads you generate? Are you hitting your goals, but your sales team is not? Join Demandbase’s CMO, Peter Isaacson, as he outlines some of the greatest challenges for today’s B2B Marketers, and shares how to overcome them by aligning around high-value accounts and focusing on key strategies to drive revenue. He will illustrate the basic foundations for turning your marketing organziation into an ABM machine through the example of Demandbase’s own journey to an ABM strategy.
[Digital Marketing Bootcamp] Top 10 Reasons to Consider Marketing AutomationMarketo
Check out these slides with Marketo's VP of Demand Generation, Heidi Bullock! You'll discover the key strategies and techniques B2B demand generation marketers must have!
Lead Generation Quick Wins - The Startup Marketing MeetupMarketing Envy
While building the marketing machine may seem like conquering Mount Everest (and it often is), there are some quick wins that will brighten up your day and pipeline. We'll let you in on those and also what are the fundamentals that you can't skip.
Get the most out of Analytics – 5 Power Ups for Your Ecommerce SiteSamuel James
Best practices for implementation of Google Analytics for ecommerce, including:
Code placement
E-commerce tracking
Connect Google products
Set up goals
Filtered and unfiltered views
How to Use Customer Intelligence to Identify The Right Audience for Your B2B ...Uberflip
B2B marketers are focused on developing content and tools for certain buyer personas – targets they can broadly define to attract leads into the funnel and help them progress through the sales cycle. Then, they are challenged with identifying who is sales-ready for more efficient follow-up. At the same time, the growing popularity of account-based marketing means that marketing and sales teams are defining a narrower set of targets – specific titles at specific companies.
But who are those ideal targets?
In this presentation, Vision Critical's Nick Stein discusses the importance of using customer intelligence to define your targeted leads and fuel your content strategy.
How to Understand, Attract, and Engage Buyers at EventsSnapApp
Events are a B2B marketer's best lead generating lever - but they can also be expensive, and measuring ROI is difficult. In this webinar, SnapApp and Certain will show you 8 ways to get better results at events through interactive content - and demonstrate ROI by linking everything back to marketing automation.
How You Can Use Content To Slay the ABM Game (FlipMyFunnel Festival)Uberflip
Account-based marketing and content go hand-in-hand, but what exactly do you need to do to effectively use content for ABM?
The secret: Considering the content experience.
In this presentation, Uberflip and Everstring share their strategy for aligning content and optimizing the content experience to key target accounts. You’ll learn actionable tips for how to create, distribute, and measure content for ABM, as well as how to build a tailored content experience to boost your ABM results.
The resource center on your website has the potential to be the most powerful lead generation tool in your arsenal. It’s rich with content znd ripe with information that helps guide prospects through the buyer journey, converting them from visitors into leads into customers. Unfortunately, most marketers are sacrificing conversion rates, customers and revenue due to a poorly designed and implemented content experience. In this session, you’ll learn the key elements of creating an effective resource center, how to implement this on your own site (without the IT department), and how one company boosted their own conversion rates by 250% by following these guidelines.
How to Build High Converting Demand ExperiencesUberflip
In this webinar, Uberflip's Senior Content Marketing Manager Christine Otsuka explores how you can build engaging, immersive, multi-channel (think outside-the-inbox) experiences that work together and are optimized for content consumption. This way, your prospects can self-nurture and convert to sales-ready leads that much faster!
Optimize Your Content Marketing Strategy Through Marketing Automation and Social Media.
Just 5% of the total content produced generated 90% of the consumer engagement, meaning that 19 out of 20 pieces of content marketing have little if any impact. - Beckon
Content marketing works. But in a world of ever increasing content pollution, how can you produce quality, standout pieces that cut through the noise?
SharpSpring partner Travis Simpson of Symbolscape Media shares his content marketing strategy in this webinar.
He covers:
-How to develop content your target audience actually wants
-Tips on distributing content across relevant channels
-How to use marketing automation to optimize your content
How to Run An Effective Search Query Report in Less Than 15 MinutesHanapin Marketing
Search Query Reports (SQRs) can be overwhelming. Downloading all of your keywords and scouring through the data associated with EVERY word in the hopes of stumbling upon one or two significant findings that MIGHT incrementally improve your account seem overwhelming and not worth the time. There’s gotta be a better way, right? The simple key: pivot tables.
In this webinar presentation, Hanapin expert and PPC Hero blogger Alaina Thompson will show you four easy-to-build pivot tables to run effective search query reports… in less than 15 minutes.
How to Build a B2B Social Content CalendarUberflip
Social media is still a powerful distribution channel for B2B content, but a number of challenges arise when trying to effectively schedule content on social. How can you ensure that your social content cuts through the noise, is aligned with your overall marketing initiatives, and actually resonates with your audience?
Leveraging a social content calendar will help improve your impact on social media, as well as increase your social marketing productivity.
In this presentation, Sprout Social shares their tactical tips for building an effective B2B social content calendar.
Supercharge Holiday Sales With These Must-Have PPC TacticsHanapin Marketing
Holiday sales are the ultimate chance for companies to boost profits and make it back into the black with paid search promotions. In this webinar presentation, we gathered four ecommerce experts that divulged their secrets on what you absolutely need to have and how to make your paid search campaigns super successful this holiday season.
The panel included Purna Virji from Bing, Jose Rodriguez from Google, Matt Umbro, founder of #PPCChat, and Carrie Albright, from Hanapin.
With Amazon capturing over $196B in ecommerce sales in 2017, according to eMarketer, there are huge opportunities for sellers and vendors alike to get more out of Amazon. However, the vast majority of sellers aren’t doing the small things right, which can make all the difference.
MivaCon Seattle - Taming The Cost Of MarketingMiva
Build it and they will come is not a workable strategy. We are constantly challenged to get the word out to high value potential customers, draw them to our websites to make purchases, and to keep them happy so they return and make more purchases. We'll take a walk through the myriad ways to reach target audiences and how to leverage both paid and inbound efforts for optimal success.
Sales and Marketing Alignment: Bridging the Great Divide through ABMDemandbase
Featuring Peter Isaacson
Chief Marketing Officer, Demandbase
Ever feel like your sales team just isn’t satisfied with the volume or the quality of the leads you generate? Are you hitting your goals, but your sales team is not? Join Demandbase’s CMO, Peter Isaacson, as he outlines some of the greatest challenges for today’s B2B Marketers, and shares how to overcome them by aligning around high-value accounts and focusing on key strategies to drive revenue. He will illustrate the basic foundations for turning your marketing organziation into an ABM machine through the example of Demandbase’s own journey to an ABM strategy.
[Digital Marketing Bootcamp] Top 10 Reasons to Consider Marketing AutomationMarketo
Check out these slides with Marketo's VP of Demand Generation, Heidi Bullock! You'll discover the key strategies and techniques B2B demand generation marketers must have!
Lead Generation Quick Wins - The Startup Marketing MeetupMarketing Envy
While building the marketing machine may seem like conquering Mount Everest (and it often is), there are some quick wins that will brighten up your day and pipeline. We'll let you in on those and also what are the fundamentals that you can't skip.
Get the most out of Analytics – 5 Power Ups for Your Ecommerce SiteSamuel James
Best practices for implementation of Google Analytics for ecommerce, including:
Code placement
E-commerce tracking
Connect Google products
Set up goals
Filtered and unfiltered views
Key Insights From Funnels - Enhanced Ecommerce For Google AnalyticsSimo Ahava
The slides from my talk at GPeC Summit, Romania, on 11 May 2015.
I introduce the Enhanced Ecommerce reports for Google Analytics, but before I do, I outline my ideology for using Enhanced Ecommerce. It's not just a flashy set of reports, it's an optimization tool and a hypothesis machine. I'm less interested in successful transactions and more in things like abandonment and lack of engagement. Enhanced Ecommerce lets us expand the somewhat broken concept of a session-based conversion rate, and granularly investigate its components and particles. This way we can analyze not only transactions, visits, and visitors, but the products themselves, too.
Tips on the best tools to use for running international campaigns and cultural considerations by country. Ideal if you're planning on entering new markets or already running multi-territory campaigns!
Live Webinar: Lead Nurturing Beyond the Email InboxLinkedIn
The way companies nurture leads has changed dramatically. What once was the domain of the sales department now is the responsibility of the marketing team.
Today's most effective marketers are moving their lead nurturing programs beyond the email inbox and embracing multichannel nurturing - which includes display and social media advertising.
This webcast will explore the basics of building a complete lead-nurturing program to reach and engage both known and anonymous prospects. Plus, John McTigue of Kuno Creative and Andrew Hickey of eCornell will share their secrets for reaching more of the right people with always-on tactics that deliver measurable results.
How to Build the Ultimate Customer Demand Generation MachineMarketo
Are you marketing to customers for up-sell, cross-sell and retention goals? Check out this presentation which will show you how to use marketing automation to build an ultimate demand generation team for your customers!
Web Analytics: Free Yourself from Analysis ParalysisThe Loud Few
Erin "Loudfinity" Steinbruegge presents at MarketSTL on Web Analytics and How to Break Free of Analysis Paralysis. Includes a link to a free website anlaytics dashboard.
Big Data and Marketing: Data Activation and ManagementConor Duke
Data Management and Activation
Crevan O’Malley – Evangelist, Oracle Marketing Cloud
Modern Marketers rely on data-driven marketing solutions to deliver more personalised customer experiences across every channel—helping attract and retain the ideal customers who become brand advocates. Discover how to aggregate, enrich, and analyze all your customer data on a single data management platform.
Why Marketers need to know about Data
Tara Grehan - Managing Director at Datalytics
Why Marketers need to know about Data
Tara Grehan - Managing Director at Datalytics
Despite starting out as a qualitative researcher, roles and projects frequently brought me back to data. And so I decided to tackle it and have developed some interesting insights into data management along the way.
Having worked in Marketing both agency and client side for fifteen years now in a variety of roles from Market Research and Customer Insights to Change Management, being comfortable with data has made all the difference and this evening I’ll tell you why.
Using Big Data to Grow on a Budget
Michael Waldron - Marketing and Sales Manager at AYLIEN
AYLIEN is an Artificial Intelligence content analysis startup and Mike will be speaking on their growth journey over the past 6 months. With a focus on how they have delivered growth by optimising their budget, focusing on Data Points that matter and what to points to obsess on through the marketing funnel.
Here is a useful presentation that shows the elements, the timetable, and the outcome for a well thought out integration of social media to fill your sales funnel. Use it to create your next media announcement.
Similar to Analytics - marketing hell week 2015 -- tammy camp (20)
1. Marketing Hell Week // February 2015 @TammyCamp
Analytics
The No B.S. Framework to Measure Growth
2. Marketing Hell Week // February 2015 @TammyCamp
Join the Conversation on Twitter
#500distro
3. Marketing Hell Week // February 2015 @TammyCamp
Tammy Camp // @TammyCamp
Distribution Hacker in Residence
@ 500 Startups
● 14 years of growth experience
● $100s of millions in affiliate sales
● Product lead for the @Walmart API growth team
● Used cassette tapes for computer programs at age 6
7. Marketing Hell Week // February 2015 @TammyCamp
Why Analytics?
Paid channels can be highly effective, when
efficient...
8. Marketing Hell Week // February 2015 @TammyCamp
...but they never start off efficient
9. Marketing Hell Week // February 2015 @TammyCamp
Why Analytics?
Think about paid channels as hypotheses that
need to be tested before being broadly used
10. Marketing Hell Week // February 2015 @TammyCamp
Why Analytics?
These tests produce
data as an output
11. Marketing Hell Week // February 2015 @TammyCamp
Why Analytics?
Analyzing this data enables a digital marketer to
determine what is working, what is not and
where to focus for improvement
12. Marketing Hell Week // February 2015 @TammyCamp
Types of Growth Channels
● Email
● SEM
● SEO
● Social/Community
● Content Marketing
● Referral
● Affiliate
13. Marketing Hell Week // February 2015 @TammyCamp
What to Track with Your Analytics?
● Discovery
● Activation
● Identify
● Conversion
● Engagement
● Referral
15. Marketing Hell Week // February 2015 @TammyCamp
History of Analytics // 1990s
16. Marketing Hell Week // February 2015 @TammyCamp
History of Analytics // 2000s
17. Marketing Hell Week // February 2015 @TammyCamp
Analytics of the Now // 2010s
18. Marketing Hell Week // February 2015 @TammyCamp
What is Segment?
A single hub to collect, translate and route your data with a flip of a switch.
19. Marketing Hell Week // February 2015 @TammyCamp
Pro Tips // Analytics Strategy
● Analytics should reflect
business strategy
● Test and Iterate
● Quantified hypothesis,
review results, make
revisions
20. Marketing Hell Week // February 2015 @TammyCamp
What are the most important reports?
● Segmentation (Cohorting)
● Retention
● Funnels
● Revenue Tracking
● Marketing Campaign Effectiveness
● Path Analysis
● Notifications
21. Marketing Hell Week // February 2015 @TammyCamp
The How of Analytics
How do we set up analytics
to get this information?
22. Marketing Hell Week // February 2015 @TammyCamp
Setup Overview
● Tracking Plan // How to plan out your analytics tracking.
● Important Pages // Only record what you need.
● Identifying Users // Keep users and anonymous activity segmented.
● Recording Funnel Events // Iteratively record funnel steps and revenue
23. Marketing Hell Week // February 2015 @TammyCamp
Tracking Plan
Know what you need to track
24. Marketing Hell Week // February 2015 @TammyCamp
Analytics Planning Outline
First, prepare an outline of all the things you want to track
The outline is useful:
● Brainstorming your most valuable events and properties
● Team collaboration make sure everyone on the team has the data they need
● Thinking ahead so your data structure is flexible enough to evolve
● Scheduling iteration phases of development cycles
25. Marketing Hell Week // February 2015 @TammyCamp
Events & Properties
Event // Broader description of the action
taking place. (ex. Add to Cart)
Properties // Properties that are only sent with
a particular event. (ex.price of item, shipping
charges, location)
26. Marketing Hell Week // February 2015 @TammyCamp
Detailed Tracking Plan
Why
collect each data point?
Ensure that all the events from your outline are
important and useful.
What
data gets recorded
Exact event names, properties and how each
one is calculated.
How
does the data get recorded?
Supply an example code snippet for
developers.
When
should the tracking script fire?
Explain firing rules for the event.
e.g. When a new user sees the Thank You page
after registration.
27. Marketing Hell Week // February 2015 @TammyCamp
Detailed Tracking Plan Example
28. Marketing Hell Week // February 2015 @TammyCamp
Detailed Tracking Plan // Vango
Event Why? Properties Firing Rules Code
Signed Up
Registered User!
Also, the key
identifying event.
type: ‘invite’ if the
users was invited
and ‘organic’ if they
signed up directly
On the welcome
page after a new
user registers.
analytics.track
(‘SignedUp’
{userLogin:
‘TammyCamp’,
type: ‘invite’,
userId: ‘12345’
});
Referral
Key metric to
understand virality in
the marketplace
Referral: the user
referred a friend to
Vango
User refers a friend
to Vango and they
sign up for an
account
analytics.track
(‘Referral’ {userid:
‘12345’,
referralSource:
‘Facebook’,
});
Vango’s Tracking Plan is available for download here:
http://500.com/Vango
29. Marketing Hell Week // February 2015 @TammyCamp
Example an Inefficient Sign Up Flow
54%
31. Marketing Hell Week // February 2015 @TammyCamp
Pro Tips
Keep things up to date
Integrate updating the tracking plan and installing analytics into your existing
business processes
● Sending marketing emails
● Launching new products
● Running advertising campaigns
32. Marketing Hell Week // February 2015 @TammyCamp
Pro Tips
Be obsessive about Formatting and Consistency
Formatting and Consistency is paramount. This saves time so any new person on the team
can easily search for and add new events.
● Name all your events with past tense verbs
● Capitalize letters (ex: Signed Up)
● Name properties in camelcase (lowercaseCapital form) for easy reading
35. Marketing Hell Week // February 2015 @TammyCamp
Important Pages
Group important content together
36. Marketing Hell Week // February 2015 @TammyCamp
Treat pages just like events
• Create a short list of your important page types
• Group them together (use Google Analytics content groupings
and/or KISSmetrics events and properties)
Looking at pages this way allows you to really understand how
different groups of pages affect your funnel. And how each variation
inside those groups perform.
37. Marketing Hell Week // February 2015 @TammyCamp
Important Pages for Vango
Featured Style Pages
Blog
Artist Pages
38. Marketing Hell Week // February 2015 @TammyCamp
Identifying Users
Who are our users?
39. Marketing Hell Week // February 2015 @TammyCamp
When to Identify
Email Opt In
• Pro: You know the user early
• Con: Less accurate
User Account Created
• Pro: Database ID is available
• Con:
40. Marketing Hell Week // February 2015 @TammyCamp
How to Identify
Client Side
Important for merging anonymous browsing history.
Server Side
Usually unnecessary. Only send user properties from your
server if they are sensitive.
41. Marketing Hell Week // February 2015 @TammyCamp
Good Traits
• Email
• Plan
• Address
• Phone
• Company
• Created Date
• Friend Count
• Lifetime Revenue
42. Marketing Hell Week // February 2015 @TammyCamp
Analytics Help Segment Targeted Users
43. Marketing Hell Week // February 2015 @TammyCamp
Send an Email to All Your NYC Users
44. Marketing Hell Week // February 2015 @TammyCamp
What psychographic profile are your users?
45. Marketing Hell Week // February 2015 @TammyCamp
Funnel Events
Focus on 3 to 5 key events
46. Marketing Hell Week // February 2015 @TammyCamp
A Sample Funnel
Interested
A visitor to your sites shows interest in your product
or service
Identified
An anonymous visitor raises their hand and identifies
themselves
Engaged
This type of event signals engagement with your
product
Purchased
You got paid
Referral
A user has invited a friend and they have successfully
signed up
47. Marketing Hell Week // February 2015 @TammyCamp
An E-Commerce Funnel
Viewed Product Interested
Added Product to Cart Activated
Completed Order Purchase and Identified
Viewed Blog/ Promotion
Engaged
48. Marketing Hell Week // February 2015 @TammyCamp
VangoArt’s Funnel
Viewed Artist/ Featured
Style / Blog
Interested
Signed Up Identified
Favorited a piece of art Engaged
Purchase Summary
Purchase
Invited friends on Facebook Referral
49. Marketing Hell Week // February 2015 @TammyCamp
If You Have Traction, Double Down
50. Marketing Hell Week // February 2015 @TammyCamp
Questions?
#500Distro
Tammy Camp
Distribution Hacker
in Residence
@TammyCamp
tammy@500.co