Seek Refuge in Cool DataJulie Huval, CPSM

@juliehuvalcpsm

Key Performance Indicators (KPIs)Validate initiativesConstant feedback

TOUCHPOINTS?What are

webinars emails conferences

phone calls office visits tangible

DIGITAL TOUCHPOINTS?What are

websites

Twitter

LinkedIn

YouTube

blog

digital

90% of users listen to recommendations shared from friends.

Clicks from shared content are 5 times more likely to result in a purchase.

Voltier Digital (2012)

Demand Metric (2013)

Per dollar spent, content marketing generates approximately 3 times as many leads as traditional marketing.

People want to be in control of the content they receive:• 86% of people skip TV commercials• 44% of direct mail is never opened• 91% of email users have unsubscribed

from a company email they previously opted into

Content Marketing Institute (2012)

ANALYTICS?What can we learn from

Don’t just look at one.

Combine several to get a better picture.

Sessions % New Sessions New Users Bounce Rate Pages / Session Avg. Session

Duration

8,522% of Total:

65.95% (12,922)

64.80%Site Avg:

67.92% (-4.60%)

5,522% of Total:

62.91% (8,777)

47.96%Site Avg:

48.67% (-1.46%)

2.85Site Avg:

2.79 (2.16%)

00:02:33Site Avg: 00:02:35 (-1.22%)

Acquisition

State New Users # of customer locations Region Economy Strength (#of new

construction jobs)Ranking of new

construction jobsRank within

region

Florida 331(4.98%) 11 E 38,900 1 1Texas 1,433(21.58%) 21 C 38,500 2 1California 791(11.91%) 16 W 34,300 3 1Illinois 242(3.64%) 8 C 14,800 4 2Colorado 162(2.44%) 6 W 9,000 7 2North Carolina 169(2.54%) 12 E 7,200 10 2Washington 125(1.88%) 5 W 9,900 6 3Georgia 245(3.69%) 8 E 8,500 8 3Michigan 255(3.84%) 8 C 4,300 18 3Utah 37(0.56%) 0 W 11,000 5 4Minnesota 92(1.39%) 4 C 7,400 9 4Tennessee 91(1.37%) 8 E 6,700 12 4New York 242(3.64%) 4 E 5,600 13 5Indiana 111(1.67%) 7 C 3,500 21 5Nevada 72(1.08%) 5 W 2,100 26 5

57.4% of B2B businesses say SEO has the biggest impact on lead generation goals.

MDG Advertising (2013)

Google’s PageRank Algorithm

MARKETING?How do analytics help

Sales tripsConstruction hot spots

Event planningEvent ROI

Relevant content Social media traffic

Effect of sponsorships

Sales processFocus on warm leads

Qualify prospectsTailored presentations

Regional approachReferencesPublications

PROCESSFollow the

1. Know your company objectives2. Build marketing campaigns around

objectives3. What does success look like?4. Quantify success (KPIs)5. Put campaign into action6. Track data on a consistent basis7. Schedule team communication/collaboration

on results/activities8. Improve

REAL BUSINESSTouchpoints for

Karen OkerlundLouise LeLisa S

Whittier, CA

84 years in business

Objective:Track traffic on new careers page

Marketing campaign:Work with web designer to get new page updated and promote positions on social media

Success?:See traffic increase on careers page

KPIs:Set goals in Google Analytics to track conversions

Campaign Action:Get careers page live at the beginning of 2016

Track Data:4 weeks between meetings

Team Effort:Visit with web designer and setup goals in Google Analytics

Improve:Create marketing campaigns for specific positions

Outcome:• Saw a lot of traffic coming in from LinkedIn.• Able to see which positions are getting more notice.• Will work with HR to combine the data from applicants with

the data from Google Analytics to get a good idea of how ideal candidates are finding the positions.

“There is so much to explore in the analytics! I’m excited to see what happens long term and how we can use this analytical thought process on other initiatives

like our email campaigns.”

Stacey Schexnayder

New Orleans, LA

$100 million per year

Objective:Quality new hires for hard to fill positions: estimator and Sr. Superintendent

Marketing campaign:Promote senior level positions on social media

Success?:Fill positions within 2 months and repeatable campaign

KPIs:Set goals in Google Analytics to track conversions

Campaign Action:Posted regularly to LinkedIn, Twitter, and Facebook

Track Data:9 weeks between meetings

Team Effort:Visit with HR to show results of campaign

Improve:Create a HR + marketing approach to fill positions

April 15 Twitter 192 followers 317 followingFacebook 217 likesLinkedIn 536 followers

June 17  

Twitter 212 followers 321 following +20 (9.4%)

Facebook 222 likes +5 (2.3%)

LinkedIn 601 followers +65 (10.8%)

Outcome (as of June 2015):• Website is not updating outside of company’s servers.• Traffic increase from Twitter and LinkedIn for careers page but

high bounce rate.• Will use analytics for future KPIs.

“Each department has been tasked with creating and tracking KPIs as they relate to company objectives.

Seeing what can be done with analytics has opened up the door for what we can track on the marketing side

beyond proposals.”

Outcome (as of January 2016):• Website is updating outside of company’s servers.• Weekly review of analytics and tracking trends.• Setting up new goals in Google Analytics.

January 31

Twitter 268 followers 472 following +56 (26.4%)

Facebook 270 likes +48 (21.6%)

LinkedIn 969 followers +368 (61.2%)

Shawn Barron, CPSMBarb MahaffeyHolly White

Lancaster, PA

Rank No. 208 in Design Firms

Objective:Drive website traffic around two newslettersUpdate content where needed/relevant

Marketing campaign:Send out newsletters on routine basis

Success?:Traffic on website increases

KPIs:Set goals in Google Analytics to track conversionsTrack Mail Chimp analytics

Campaign Action:Emailed to a targeted list

Track Data:9 weeks between meetings

Team Effort:Content creation by staff and routine check of analytics

Improve:Build on top of hot topics in newsletters and promote content beyond email blastsUpdate content on site that appeals to traffic

Outcome (as of June 2015):• Team meeting on a monthly basis to review analytics.• Discuss website updates that are supported by analytics.• Explore marketing opportunities with training center.

“Seeing this information has totally validated all of the time we have put into our initiatives.”

Outcome (as of January 2016):• Monthly track and analyze:

– Audience overview– Queries– Referral traffic– Pages– Channels– Device type– Locations– Goal completions

• Seen major traffic to the site when news updates are posted• LinkedIn referrals are significant, so will continue to robustly use

that platform

Outcome (as of January 2016):• Also provide a quarterly summary with suggested action steps,

such as (From Q3 2015):– More robust content on Safety Consulting page, as it’s a heavily searched

topic; also more safety consulting mentions throughout website copy – Updating HR on best recruiting-focused sites for visitors– Add more vides to specific pages as they are developed – brings traffic in– Pages or content to remove– Focus on responsive design in very near future, as percentage for mobile

and tablet are slowly increasing• Tracked several email marketing campaigns

– An event campaign brought 140 first-time visitors to the site– The last of a four-part campaign in 2015 brought more than 60% of its page

views in new visitors– A once-and-done regulatory update email brought 38 new users

“Now that we have our feet under us with ongoing analysis of the analytics, we’re planning to create a

quarterly brief that shares select data with higher-level leadership, highlighting changes that will or have been

made. “

SMALLStart

Start Small

Start Small

Start Small

• Make it manageable• Make it quantifiable• Share your results and recommendations• Have an action plan moving forward

Start Small

Start Small

Start Small

Go Big

Go Big

Oops!

BETTERPractice Makes

Scenario 1a:Industry event: American Society for Healthcare EngineeringCo-worker attends: Project ManagerWrite recap article (include 2 quotes)24 hours to turn in article

What do you do with the article and why?

Company objective: Increase win rate of integrated projects in healthcare market

Scenario 1b:You posted article to company blog.

Now what?

Scenario 2:You attend SMPS Pacific Regional ConferenceWrite recap article (include 2 quotes)24 hours to turn in article

What do you do with the article and why?

Objective: Increase company recognition and be a thought leader in industry

THANK YOUQuestions?