Marketing Analytics: How to Quantify Everything and Why

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This document discusses the importance of marketing analytics for making data-driven decisions. It outlines tools like Google Analytics, MailChimp, and Salesforce for tracking key metrics like website traffic, email engagement, and lead generation. These key performance indicators allow marketing teams to understand what is working well and how to improve efforts. Practical applications include monthly reports and optimizing efforts based on analytics. The overall message is that quantifying marketing helps bring accountability and guides strategy.

Marketing

Why Marketing Stats Matter
• Make informed, numbers-backed decisions
• Quantify and track marketing efforts
• Bring accountability to marketing teams
• Sync with the rest of the office

Analytics Tools
Web TrafficOutreach Leads + CRM Social

Google Analytics
• Who is visiting your
website?
• Where are they coming
from?
• What are they looking at?
• How long are they
staying?
• Which visitors are
converting into leads?

MailChimp Statistics
• Who is opening your
emails?
• How many times are they
opening your emails?
• What links are they
clicking?
• Which users have
unsubscribed?
• Which emails bounced?

Salesforce Lead Tracking
• Who is currently interested
in what technologies?
• What stage are discussions
with leads currently at?
• Where do most leads come
from?
• What lead sources produce
the highest quality leads?
• How many companies have
NDAs in place?

Key Performance Indicators
Web TrafficOutreach Leads + CRM Social
Visits
Pageviews
Most viewed pages
Engagement
Goals (Conversion)
Opens (email)
Open rate (email)
Clicks
Click rate
Replies
New leads
Leads by stage
Signed licenses
Followers
Engagement

Important Notes
• All raw data is relative
– Use ratios to put data into context
• Bad data is worse than no data
– Make sure your analytics systems
are in place and working correctly
• Compare your data to others
Your conversion rate
(number of visits that result
in a lead) is a great way to
track the efficiency of your
technology descriptions.

Practical Applications
• Monthly marketing reports
• Email campaign reports
• Filter email contacts by opens/clicks
• Put effort and resources into your most
valuable channels

Summary
• Marketing analytics allow you to:
– Understand the efficiency of your marketing efforts
– Back up your decisions with hard data
– See technology/industry trends

Thank You!
Contact:
Shaun Juncal
Marketing Manager
UCSB Office of Technology & Industry Alliances
juncal@tia.ucsb.edu | @UCSBtech
http://tia.ucsb.edu

Who Benefits from Marketing Stats
• Directors
– Provide statistics on progress to VCR
– Quickly understand marketing teams’ progress
• Marketing Directors
– Track team progress and make informed decisions
• Marketing & Communications Specialists
– Track the efficiency of your individual marketing efforts

Tracking the Lead
• User opens
marketing email
• User clicks on a
link to an NCD
• User visit is
tracked in Google
Analytics
• User fills out a
lead gen form
• Lead gen form creates a new lead in SF
• Progress is tracked as the interested
company signs an NDA and speaks with
inventor
• Deal is closed with a signed license
agreement – tracked the entire process

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From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge. In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you: 1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared. 2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort. 3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience. 4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic. 5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues: Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content. On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure. Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability. Backlinks: Not understanding the value of high-quality backlinks from reputable sources. Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively. 6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success. #SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO

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The managers achieve organizational objectives by getting work from others and not performing in the tasks themselves. Management is an art and science of getting work done through people. It is the process of giving direction and controlling the various activities of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever there is human activity there is management. Management is a vital aspect of the economic life of man, which is an organized group activity. A central directing and controlling agency is indispensable for a business concern. The productive resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability and enterprising initiative of the management. Thus, management provides leadership to a business enterprise. Without able managers and effective managerial leadership the resources of production remain merely resources and never become production. Management occupies such an important place in the modern world that the welfare of the people and the destiny of the country are very much influenced by it. 1.2 MEANING OF MANAGEMENT Management is a technique of extracting work from others in an integrated and co-ordinated manner for realizing the specific objectives through productive use of material resources. Mobilising the physical, human and financial resources and planning their utilization for business operations in such a manner as to reach the defined goals can be benefited to as management. 1.3 DEFINITION OF MANAGEMENT Management may be defined in many different ways. Many eminent authors on the subject have defined the term "management". Some of these definitions are reproduced below: In the words of George R Terry - "Management is a distinct process consisting of planning, organising, actuating and controlling performed to determine and accomplish the objectives by the use of people and resources". According to James L Lundy - "Management is principally the task of planning, co¬ordinating, motivating and controlling the efforts of others towards a specific objective", In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to co-ordinate and to control". According to Peter F Drucker - "Management is a multipurpose organ that manages a business and manages managers and manages worker and work". In the words of J.N. Schulze - "Management is the force which leads, guides and directs an organisation in the accomplishment of a pre-determined object". In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance of an internal environment in an enterprise where individuals working together in groups can perform efficiently and effectively towards the attainment of group goals". According to Ordway Tead - "Management is the process and agency which directs and guides the operations of an organisation in realising of established aim

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Marketing Analytics: How to Quantify Everything and Why

1. Marketing Analytics How to Quantify Everything and Why February 22, 2014 Shaun Juncal Marketing Manager UCSB Office of Technology & Industry Alliances

2. Outline • Why Marketing Stats Matter • Tools for Tracking Marketing Analytics • Key Performance Indicators (KPIs) • Practical Applications

3. Why Marketing Stats Matter • Make informed, numbers-backed decisions • Quantify and track marketing efforts • Bring accountability to marketing teams • Sync with the rest of the office

4. Outline • Why Marketing Stats Matter • Tools for Tracking Marketing Analytics • Key Performance Indicators (KPIs) • Practical Applications

5. Analytics Tools Web TrafficOutreach Leads + CRM Social

6. Google Analytics • Who is visiting your website? • Where are they coming from? • What are they looking at? • How long are they staying? • Which visitors are converting into leads?

7. MailChimp Statistics • Who is opening your emails? • How many times are they opening your emails? • What links are they clicking? • Which users have unsubscribed? • Which emails bounced?

8. Salesforce Lead Tracking • Who is currently interested in what technologies? • What stage are discussions with leads currently at? • Where do most leads come from? • What lead sources produce the highest quality leads? • How many companies have NDAs in place?

9. Outline • Why Marketing Stats Matter • Tools for Tracking Marketing Analytics • Key Performance Indicators (KPIs) • Practical Applications

10. Key Performance Indicators Web TrafficOutreach Leads + CRM Social Visits Pageviews Most viewed pages Engagement Goals (Conversion) Opens (email) Open rate (email) Clicks Click rate Replies New leads Leads by stage Signed licenses Followers Engagement

11. Important Notes • All raw data is relative – Use ratios to put data into context • Bad data is worse than no data – Make sure your analytics systems are in place and working correctly • Compare your data to others Your conversion rate (number of visits that result in a lead) is a great way to track the efficiency of your technology descriptions.

12. Outline • Why Marketing Stats Matter • Tools for Tracking Marketing Analytics • Key Performance Indicators (KPIs) • Practical Applications

13. Practical Applications • Monthly marketing reports • Email campaign reports • Filter email contacts by opens/clicks • Put effort and resources into your most valuable channels

14. Summary • Marketing analytics allow you to: – Understand the efficiency of your marketing efforts – Back up your decisions with hard data – See technology/industry trends

15. Thank You! Contact: Shaun Juncal Marketing Manager UCSB Office of Technology & Industry Alliances juncal@tia.ucsb.edu | @UCSBtech http://tia.ucsb.edu

16. Who Benefits from Marketing Stats • Directors – Provide statistics on progress to VCR – Quickly understand marketing teams’ progress • Marketing Directors – Track team progress and make informed decisions • Marketing & Communications Specialists – Track the efficiency of your individual marketing efforts

17. Tracking the Lead • User opens marketing email • User clicks on a link to an NCD • User visit is tracked in Google Analytics • User fills out a lead gen form • Lead gen form creates a new lead in SF • Progress is tracked as the interested company signs an NDA and speaks with inventor • Deal is closed with a signed license agreement – tracked the entire process

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