Let's Get Cookin' with Advanced Marketing Analytics - #INBOUND 2013

#INBOUND13
Let’s Get Cookin’ With
Advanced Analytics
Advanced Marketing Analytics that Identify
“What is Really Working For You?”
Michael Freeman

Probably only person here
to have both raised pigs
and lived in Spain for
more than 5 years each
@spanishgringo
Michael
FREEMAN

Supply Chain Management
(Maersk)

Online Advertising
(logismarket.es, .fr, .de, .ar, etc…)

#inbound2013
WE HAVE A PROBLEM
IN MARKETING

#inbound2013
WE REPORT A LOT
BUT DON’T
ANALYZE ENOUGH

Let’s Imagine a Restaurant…

https://twitter.com/spanishgringo
How’d We Do & What Do I Need to Buy?

Meal Sales % Change Cost
Breakfast $500 +10% $200
Lunch $900 -6% $550
Dinner $1200 +12% $850
Dessert $350 N/C $280

Breakfast: Croissants or Omelets?

Produce: Mushrooms, Tomatoes or Lettuce?

Meat: Beef or Chicken or Fish?

What Happens If You Invest Poorly?

A Lot of Waste & Less Satisfied Customers
Quality
Selection / Availability
Likely to Recommend

Verb
To justify one’s or one’s department’s
existence
Verb
To seek understanding on how to
improve

1 Common Objections
2 Get the Right Data
3 Insights From the Funnel
LET’S GET PHYSICAL ANALYTICAL

#inbound2013
MANAGEMENT
WANTS
REPORTING

#inbound2013
ONLY AGREE TO
PROVIDE REPORTS
THAT ARE (NEARLY)
AUTOMATED

Google Analytics
Get the Dashboard Template:
https://www.google.com/analytics/web/template?uid=pW7LgPENRMaEo5ZJ1DvBYw

#inbound2013
I DON’T HAVE
ENOUGH DATA

• Unless your site is huge, then you likely
have a small sample size
• Segmenting data means you need to
wait even longer to make conclusions
• Have enough data before you decide
(rough rule of thumb: 30+ conversions)
Thy Data Is Fragmented

#inbound2013
GROUP YOUR DATA
UNTIL IT IS
SIGNIFICANT

Group your Keywords using GA Advanced Segments (or using filters in Excel)
Find Strength in Numbers

Group your Keywords using GA Advanced Segments (or using filters in Excel)
Find Strength in Numbers
15%
Visits
Yikes!

#INBOUND13
IT’S TOO MUCH
IT’S TOO HARD

#inbound2013
START SMALL
&
DIVE DEEP

The Data Needs to Flow to the CRM
Read my article: http//moz.com/ugc/how-to-measure-roi-for-leadgen-websites
Grab our code from GitHub: https://github.com/ShoreTelSky/ga-campaign-tracking
Add hidden fields to every HubSpot Form
Use JavaScript to get GA data from GA Cookie and insert into hidden form fields
Map these fields from HubSpot to Salesforce.com

• More and more companies are
hiring “Inbound Engineers”
• Closed loop reporting alone
justifies the investment
• If you don’t have any internal
resource, use a HubSpot partner
It’s Helps to Know a Code Cowboy
https://twitter.com/retlehs

Pre-Funnel
TOFU
MOFU
BOFU
Customers
Getting Funnel-Vision
Gain Awareness & Discovery
Increase Core Visits & Conversions
Get Better Engagement & Sell Your Story
Accelerating the Close
Build Loyalty & Advocacy

Pre-Funnel Gain Awareness & Discovery

What Drives Discovery (New Visits)?
Content Type
Pre-Funnel

What Drives Discovery (New Visits)?
Pre-Funnel

What Drives New Visits?
Few visits overall
These KW drive core TOFU pages
Not targeted for Pre-Funnel activity
Pre-Funnel

What Drives New Visits?
Few visits overall
These KW drive core TOFU pages
Not targeted for Pre-Funnel activity
Content Type
These pages are going for a much broader audience beyond
just “phone systems”
Pre-Funnel

TOFU

KW Business Performance
Top of the Funnel (TOFU)
What keywords actually drive revenue vs. potentially waste our time?

Improve
conversion %
Improve Traffic
/ Rankings

KW Group
Avg Deal
Size
MQL
Disqualified
Closed Lost Closed Won
voip $3,100 $ 30,000 $ 75,000 $ 18,000
phone $2,500 $ 55,000 $ 38,000 $ 5,500
pbx $1,800 $ 6,000 $ 15,000 $ 3,000
cloud $4,300 $ 70,000 $ 42,000 $ 3,800
Simulated Revenues

Need to improve "cloud" performance
We need better middle of the funnel support for sales
"PBX" KW group appears to be low traffic & small $ potential
Experiment with a new CTA and images on primary VoIP and Phone pages
Closed Loop Keyword Takeaways

MOFU

Middle of the Funnel (MOFU)
Get Better Engagement

• 2 x 1 More Traffic from New Visitors
• Return Visitors Spend 2.3x More Time on Site
• Very Excited to Start Reporting in GA by HubSpot Customer Lifecycle Stage!
(I’ll write a blog about this after we have more data)
Get Better Engagement

Better Engagement = More Sales
All Avg. Visits Avg Page Views
Closed Lost 1.0 4.6
Closed Won 1.5 5.3
MKT Sourced Avg. Visits Avg Page Views
Closed Lost 1.3 5.9
Closed Won 2.4 8.2
Non-Marketing Avg. Visits Avg Page Views
Closed Lost 0.2 0.8
Closed Won 0.1 0.2

Successful Marketing Deals Have
• More Visits (Statistically Significant)
• More Page Views (Not Significant)
Non-Marketing Deals Have
• Not Nearly Enough Traffic
• No Statistical Relationship Between
Website & Outcomes
Better Engagement = More Sales
All Avg. Visits Avg Page Views
Closed Lost 1.0 4.6
Closed Won 1.5 5.3
MKT Sourced Avg. Visits Avg Page Views
Closed Lost 1.3 5.9
Closed Won 2.4 8.2
Non-Marketing Avg. Visits Avg Page Views
Closed Lost 0.2 0.8
Closed Won 0.1 0.2

What are the most popular pages for return visitors?
Sell Your Story
New Visitors Returning Visitors

Sell Your Story
In Depth Info

Sell Your Story
Where Are We?
Who Can I Talk To?

Sell Your Story
Who We Are &
What We Think

Return Visitors Come Back For More
In-Depth Information on Us, Our
Products & What We Have To Say
aka Our Story
Sell Your Story

BOFU
Customers

Let’s Imagine That Restaurant…

• We did great but we can do better
• Sales were up 4% compared with yesterday
• We had to throw away $240 worth of food (8% of sales)

• We did great but we can do better
• Sales were up 4% compared with yesterday
• We had to throw away $240 worth of food (8% of sales)
• Same shopping list as yesterday but make these changes
Staples
• Buy 10% more eggs (We ran out because the omelets are so popular)
• Buy 20% less syrup (French Toast with Jam is more popular than with syrup)
Fresh Produce
• Stop buying green beans (Now serve sweet potato w/the trout & we threw out 2kg last night)
• 15% more cherry tomatoes (We sold out of the tomato salad)
Meats
• Buy 10 more Rib Eye steaks (It will be the lunch special)
• Buy 20 Sockeye Salmon Steaks (Chef wants to test a new recipe)
• We need half as much chicken (Please check inventory before you buy)

mfreeman AT shoretel dot com
@spanishgringo
Michael
FREEMAN
QUESTIONS?
spanishgringo.blogspot.com
Sr. Manager, Search &
Analytics
ShoreTel Inc.

#INBOUND13
Reminder:
Please fill out the
session survey in
the INBOUND
mobile app.

#inbound2013
Want to talk to a HubSpot Inbound
Marketing Specialist today?
Email: analytics@HubSpot.com

• http://flic.kr/p/6CpWhr
• http://upload.wikimedia.org/wikipedia/commons/9/96/Eleonora_Maersk_DCT_4.JPG
• http://flic.kr/p/6GMCQ1
• http://flic.kr/p/6u9syq
• https://www.triasflowers.com/images/item/zoom_414BeHappyBouquet101002114241.jpg
• http://flic.kr/p/5S5Ue7
• http://flic.kr/p/KF52f
• http://flic.kr/p/4ZNxQ7
• http://flic.kr/p/bVtwES
• http://flic.kr/p/t2a7o
• http://flic.kr/p/da63iW
• http://flic.kr/p/o65J
• http://flic.kr/p/8tbeSm
• http://flic.kr/p/7otRUZ
Image Credits

APPENDIX
AKA
SLIDES I WANTED TO SHOW BUT
DIDN’T HAVE THE TIME

WHAT IS A
KEYWORD?
IT SHOULD BE
THIS EASY
The reports will tell us everything!!!
(BTW - Can I get that laptop at Best Buy?)

BUT FOR MANY
IT’S NOT
We either don’t get the answers
we need or it seems too hard to
get them

HubSpot
Rolling Dates
Automate Reporting

Salesforce.com
Automate Reporting

• Take 2 hours each week or two weeks
and deep dive on 1 or 2 areas
(5% OF YOUR TIME)
• Analysis is both ART and SCIENCE
• Make friends with a developer
• Use code that is online already
Rome Wasn’t Built In a Day Either
Start Small & Dive Deep

Add hidden fields to every HubSpot Form
• GA Campaign Medium (e.g. organic, cpc, referral, banner, (none))
• GA Source (e.g. google, facebook.com, linkedin.com, rootstheme.com)
• GA Campaign Name (e.g. Campaign 1, retgargeting-abandonded-form, (organic))
• GA Campaign Content (ad variation if cpc or referring page if from referral)
• GA Campaign Keyword (e.g. (not provided), hosted voip, business communications)
• GA Landing Page (e.g. “/”, “/products/”, “/products/cloud-phone-system/”)
• GA Web Lead? (e.g. Yes –quick and simple tag to see if lead came from website)
Use JavaScript to get GA data from GA Cookie and insert into hidden form fields
Map these fields from HubSpot to Salesforce.com
Pass Campaign/Source Info via GA
Grab our code from GitHub: https://github.com/ShoreTelSky/ga-campaign-tracking
Get the Right Data

• First Page Seen
• Last Page Seen
• Number of Pageviews
• Number of Visits
• Time First Seen
• Time of First Visit
• Time Last Seen
• Original Source Type
• Original Source Data 1
• Original Source Data 2
• First Referring Site
• Last Referring Site
• Average Pageviews
• First Conversion
• Number of Conversions
• First Conversion Date
• Recent Conversion
• Recent Conversion Date
• Number of Unique Forms Submitted
HubSpot Captures This Data By Default
HubSpot Intelligence for Salesforce.com makes this data available in SFDC
Read: How to Map Data Between HubSpot & Salesforce.com
Get the Right Data

• What is driving new visitors to discover our site?
• Landing pages
• KW groups
• Who are the most popular authors?
• New visitors, referral traffic, social shares
• http://cutroni.com/blog/2012/09/12/google-analytics-custom-variables-for-publishers/
• Are we building links to improve traffic and SEO?
• Links report in HubSpot
• Open Site Explorer (or Majestic SEO – free for tracking your own site)
• Are obtaining emails via Subscriptions (for later nurturing and personalization)?
• GA Goal tracking or HubSpot Events
• How effective are we at Social?
• Conversation, Amplification, and Applause are the 3 social metrics that really matter
• http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
Pre-Funnel

• What is driving the highest quality audience for sales?
• KW Business Performance
• Visit to Lead to Opportunity
• What is our Cost per Lead vs. Cost per MQL, vs. Cost per Customer?
• http://moz.com/ugc/how-to-measure-roi-for-leadgen-websites (last section)
• What are the most effective CTAs?
• HubSpot A/B CTA testing
• HubSpot Landing Page Analysis
• Try GA Content Experiments and/or Optimizely for further testing
• What is leading up to the first form fill?
• HubSpot Conversion Assists
• Google Analytics Multi-Channel Funnel Analysis
• You must read this: http://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-business-framework/

• How engaged are our leads after making contact?
• Do leads return to the site and how deep do they go?
• Are engaged leads more likely to buy?
• What campaigns and channels drove the most return activity?
• Number of touches after lead is created & qualified
• Are leads hearing our story?
• What are the most popular pages for return visitors?
• Most popular content by lifecycle stage (use Hubspot API to setup customer variables in GA)
• How much video and rich content did they consume?
• Watch Simon Sinek’s TED talk
• http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
• Does your content show and explain WHY you do what you do?

• Time from Lead to Close
• Closed Lost vs. Closed Won
• Segmented by Deal Size (large deals always take longer)
• Time from Proposal to Close
• # of Touches from Proposal to Close
• Marketing Touches vs. Sales Touches
• Think about SEO at the end of the Funnel: http://blog.kissmetrics.com/driving-sales-with-seo/
Bottom of the Funnel (BOFU)

Customers
• Customer Lifetime Value
• Initial purchase
• Repurchase frequency
• Repurchase amount
• Acquisition costs
• Maintenance costs
• http://blog.kissmetrics.com/how-to-calculate-lifetime-value/
• Net Promoter Score / How Likely Would You Recommend Us?
http://www.netpromoter.com/why-net-promoter/know/
• I recommend you read Joanna Lord’s MozCon presentation
https://seomoz.box.com/shared/static/cq2cf70afdbdebbo02kg.pptx

Let's Get Cookin' with Advanced Marketing Analytics - #INBOUND 2013

Let's Get Cookin' with Advanced Marketing Analytics - #INBOUND 2013

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Let's Get Cookin' with Advanced Marketing Analytics - #INBOUND 2013