Top 5 Reports to Get Started in B2B Analytics

TOP 5 REPORTS TO GET STARTED
IN B2B ANALYTICS
MARKETING
INNOVATION
SUMMIT
FOR B2B
presented by
#B2BSummit | @Demandbase
April 29-30, 2015 | AT&T Park, San Francisco, CA

© 2015 Copyright Demandbase, Inc.
Demandbase Confidential.
2
Agenda
§  B2B Web Analytics Fundamentals
§  Report Examples
§  How to Access Your Data
§  Data Processing Best Practices
§  Review & Questions

3
B2B WEB ANALYTICS
FUNDAMENTALS

4
Definitions
DIMENSIONS METRICS
Attributes of the visitor A number
VISITORS
•  Sessions
•  Users
•  Bounces
•  Session Duration
…
CONTENT
•  Pageviews
•  Entrances
•  Bounces
•  Exits
…
ACCOUNT-BASED
•  Company Name
•  Industry
•  Revenue Range
•  Employee Range
…
STANDARD
•  Demographics
•  Interests
•  Geography
•  Technology
…

5
Three Pillars of B2B Analytics
Website
Goals
Content
Groups
Visitor
SegmentsENGAGE CONVERT
ATTRACT

6
B2B Visitor Segments
All Visitors
Company
Visitors
Named
Accounts

7
TOP 5 WEB ANALYTICS
REPORTS FOR B2B

8
Report 1: Visitor Composition Report
WHAT?
Breakdown of
site traffic by
top segments
WHY?
Does
website traffic
= revenue?
HOW?
Adjust
campaigns
Attract/Engage
better

9
Visitor Composition Report – Key Components
PRIMARY
METRICS
SECONDARY
METRICS
DIMENSIONS EXTRAS
Sessions
Users
Bounces
Duration
Goals
Company
attribute most
applicable to
your business
Most Common -
Industry, Revenue
Range, Account Type
Use tabs for
additional
segments in
one report

10
Visitor Composition - Industries

11
Visitor Composition – Company Size

12
Report 2: Company Activity Report
WHAT?
Top
companies
visiting my
web properties
WHY?
Are key
accounts
visiting?
Hidden
opportunities
HOW?
Use as
baseline for
segmentation
NOT Sales
Enablement

13
Company Activity Report – Key Components
PRIMARY METRICS
Sessions
Users
Pageviews
SECONDARY
METRICS
Avg. Session
Duration
Goal Completion
DIMENSIONS
Company Name
Secondary:
Industry, Rev. Range,
Emp. Range, etc.

14
Company Activity

15
Report 3: Channel Preferences Report
WHAT?
Specific
channels that
are driving
target visitors
WHY?
Performance
of traffic driving
efforts by
channel
HOW?
Optimize
channel mix
Enhanced
attribution

16
Channel Preferences Report – Key Components
PRIMARY
METRICS
SECONDARY
METRICS
DIMENSIONS EXTRAS
Sessions
Bounce Rate
Pageviews
Session
Duration
Account Type,
Audience
Segment
Secondary:
Industry, Rev.
Range, Emp. Range
Include Goal
Completions
as secondary
metric

17
Channel Preferences Report

18
Report 4: Content Engagement
WHAT?
Content
consumption
by target
segment
WHY?
Which content
is engaging
targets
HOW?
Focus content
efforts
Prioritize
assets

19
Content Engagement – Key Components
PRIMARY
METRICS
SECONDARY
METRICS
DIMENSIONS EXTRAS
Pageviews
Time on Page
Entrance Rate
Bounce Rate
Exit Rate
Account Type,
Industry,
Rev. Range,
Emp. Range
Drill-Down:
Path levels (1-n),
Page URL
Include
Conversion
Influence as
secondary
metric(s)

20
Content Engagement
Visitor Industry =
“Software & Technology”
Content Drilldown Report
Shows areas of the site
that are most visited by
Software & Technology
companies

21
Goal Examples
Goals

Type
Goal
(User
Ac0on)
Target
(KPI)

Convert
Submit
Contact
Form
+X%
form
submits

Request
Demo
+X%
demo
requests

Register
for
Trial
+X%
trial
registra=ons

Complete
Purchase
+X%
revenue,
orders

Download
Gated
Asset
+X%
gated
form
submits

+Y%
increase
in
conversion

rate

Engage
Navigate
between
pages
+X%
increase
in
Page
views

View
content

+X%
increase
in
Scroll
Depth
(or
Time
on

Page)

Download
content
+X%
increase
in
Downloads

Use
Search
to
locate
content
+X%
of
Visits
with
Search

ALract

Visit
the
website
(from
source

Y)
+X%
of
visits
from
target
segment
A

*
Measure
for
each
company
visitor
segment

22
Report 5: Conversions
WHAT?
Shows
conversion
activity for
defined goals
WHY?
Which goals are
being completed
Quantitative
website
performance
HOW?
Optimize goals
Identify areas
to drill deeper

23
Conversion Report – Key Components
PRIMARY METRICS
Goal Starts
Goal Completes
DIMENSIONS
Account Type,
Industry,
Rev. Range,
Emp. Range
EXTRAS
Include
Conversion
Influence as
secondary
metric(s)

24
Conversions

25
How to Access Your Data

26
Custom Reports
Metrics
Dimensions
Display Options

27
Standard Reports & Segments
Company information is stored custom dimensions – Any combination can be used
Segments can be applied to most standard reports and all custom reports

28
Data Export
INTERFACE OPTIONS CORE REPORTING API
Directly query Google Analtyics
•  10K rows per query
•  7 dimensions and 10 metrics
Google’s Guide
https://developers.google.com/analytics/
devguides/reporting/core/v3/
Query Explorer Tool
https://ga-dev-tools.appspot.com/
query-explorer/

29
DATA PROCESSING
BEST PRACTICES

30
Going Beyond the Analytics Platform
§  Report
§  Extract
§  Update
§  Pivot
§  Visualize
§  Analyze

31
REVIEW AND QUESTIONS

32
THANK YOU!

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