Marketing Analytics 101

Marketing Analytics 101 for B2B Companies

Analytics 101• Defining Analytics and What to Measure • Helpful Analytics Tools • Common Analytics Pitfalls • Building an Analytics Program

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Chris Sietsema • Digital Marketing Consultant • 15+ Years of Experience • Working in Phoenix, AZ

TL;DR VERSION: • 40 Senior B2B MarCom

Executives identified two key challenges: people & data

• 50% of tech firms have CMOs with tenure of two years or less

• 25% of marketing roles today did not exist 10 years ago

• “Becoming a data-driven organization” is a top priority

DEFINING ANALYTICS

Analytics is Not:

12%

13%

34%

41%

Neat!Pretty NeatSomewhat NeatNot Really Neat at All

Businesses don’t fail because mistakes happen.

!

Businesses fail because mistakes aren’t found and corrected.

Creating Reports• For every hour spent pulling data,

spend an hour providing insights.

• Translate Data

• Highlight Trends & Insights

• Make Recommendations

• Provide Next Steps

BIG DATA

BIG EMPATHY

BIG INSIGHTS

BIG IDEAS

Questions Lead to Insights• What is the purpose of the site? • What key metrics will we rely upon to

determine success? • Where are visitors coming from? • What referral sources are most valuable? • How do traffic and conversion patterns

changed by referral source? • What is the average cost per lead/ cost

per sale from each referral source? • Are there specific referral sources that

deserve more/less attention? • Once they arrive, how do visitors navigate

through the site? • What are the most/least popular

navigation items? • How should navigation be modified? • How is site search utilized?

• What can qualitative metrics (time on site or pages/visit) tell us about our audience? our site content?

• What content is most/least popular among visitors?

• What questions are visitors asking? • Is the Home page effective in routing the

visitor to their desired content? • Do individual content elements/pages do

well to encourage conversion? • At what points in the navigation stream

are visitors most likely to leave? • Is there a correlation between referral

sources and specific site content? • What is the pattern of return visits? • Are return visits more likely to convert? • What devices are visitors using to access

site content? To convert?

Three Big Questions

Why? So What?

What Next?

“Failure is not fatal, but failure to change might be.”

- John Wooden

ANALYTICS SUCCESS STORIES

Heatmaps & Click Interaction

A/B TestingA B

+64%

“He who knows best knows how little he knows.”

-Thomas Jefferson

Creative Testing

A DAIRY IN CASA GRANDE, ARIZONA

CHOOSY MOM HEALTH CONSCIOUS SWEET TOOTH

Audience Taxonomy

ANALYTICS PITFALLS

POLITICAL THRILLERS

DAVID FINCHER KEVIN SPACEY

POLITICAL THRILLERS

DAVID FINCHER KEVIN SPACEY

Highest Paid Person’s Opinion

ANALYTICAL MYOPIA

BUILDING A PROCESS FOR MEASUREMENT

“If I had eight hours to chop down a tree, I’d spend six hours

sharpening my ax.” -Abraham Lincoln

PROCESS. PROTOCOL. PRECISION.

The Three C’s

CAMPAIGNS

CONTENT

CONVERSIONS

Metrics by the Sales Funnel

SHARE

DO

THINK

SEE • Awareness: Visitors, Followers, Impressions, “Branded” Search Volume

• Consideration: Engagement with Content and Campaign Materials

• Conversions: Leads & Transactions

• Loyalty & Evangelism: Reviews, User Generated Content

Goals First Approach1. Define & Prioritize Business Objectives

2. Identify Relevant Measures for Each Goal

A. By Tactic / Channel

B. Establish Growth Targets

C. Select Measurement Tools/Systems

3. Report Metrics that Align with Goals

4. Make Adjustments to Programs Accordingly

Goals First Approach

OBJECTIVE Increase Sales by 20%

Grow Visit-to-Lead Conversion Rate to 4.0%

Increase Brand Awareness 10%

SEARCH Search Revenue Search Lead Conversion Rate

Branded Search Volume + New Visitors

DISPLAY Display Revenue Display Lead Conversion Rate

Percentage of New Visitors

EMAIL Display Revenue Email Lead Conversion Rate Subscriptions

SOCIAL Social Revenue Social Lead Conversion Rate

Subscriptions + Mentions

Goals First Approach

OBJECTIVE Increase Sales by 20%

Grow Visit-to-Lead Conversion Rate to 4.0%

Increase Brand Awareness 10%

SEARCH

DISPLAY

EMAIL

SOCIAL

The Ideal Analytics Resource

• Curious / Humble• Empathetic• Eclectic

Chris Sietsema• hello@teachtofishdigital.com

• @sietsema

• linkedin.com/in/sietsema

• 480.570.1636