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Seek Refuge in Cool Data
Julie Huval, CPSM@juliehuvalcpsm
Key Performance Indicators (KPIs)
Validate initiatives
Constant feedback
TOUCHPOINTS?What are
webinars emails conferences
phone calls office visits tangible
DIGITAL TOUCHPOINTS?What are
websites
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 / SessionAvg. 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
locationsRegion
Economy Strength (#of new construction jobs)
Ranking of new construction jobs
Rank within region
Florida 331(4.98%) 11 E 38,900 1 1
Texas 1,433(21.58%) 21 C 38,500 2 1
California 791(11.91%) 16 W 34,300 3 1
Illinois 242(3.64%) 8 C 14,800 4 2
Colorado 162(2.44%) 6 W 9,000 7 2
North Carolina 169(2.54%) 12 E 7,200 10 2
Washington 125(1.88%) 5 W 9,900 6 3
Georgia 245(3.69%) 8 E 8,500 8 3
Michigan 255(3.84%) 8 C 4,300 18 3
Utah 37(0.56%) 0 W 11,000 5 4
Minnesota 92(1.39%) 4 C 7,400 9 4
Tennessee 91(1.37%) 8 E 6,700 12 4
New York 242(3.64%) 4 E 5,600 13 5
Indiana 111(1.67%) 7 C 3,500 21 5
Nevada 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 trips
Construction hot spots
Event planning
Event ROI
Relevant content
Social media traffic
Effect of sponsorships
Sales process
Focus on warm leads
Qualify prospects
Tailored presentations
Regional approach
References
Publications
PROCESSFollow the
1. Know your company objectives
2. Build marketing campaigns around objectives
3. What does success look like?
4. Quantify success (KPIs)
5. Put campaign into action
6. Track data on a consistent basis
7. Schedule team communication/collaboration on
results/activities
8. Improve
REAL BUSINESSTouchpoints for
Karen Okerlund
Louise Le
Lisa 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 following
Facebook 217 likes
LinkedIn 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, CPSM
Barb Mahaffey
Holly White
Lancaster, PA
Rank No. 208 in Design Firms
Objective:
Drive website traffic around two newsletters
Update 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 conversions
Track 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 blasts
Update 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 Engineering
Co-worker attends: Project Manager
Write 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 Conference
Write 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?
