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.

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