Marketing Analytics: Building a Reporting Format You Can Own
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Transcript of Marketing Analytics: Building a Reporting Format You Can Own
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Analytics: Building a Reporting Format You Can Own
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Tonight’s Discussion• Building (or Refining) a Reporting Process • Five Resources: Crafting Reports for Decision Makers • Helpful Tools for Hazy Outcomes
!
!
For Another Time (Or After) • Attribution Models • Predictive Analytics • Customer Data Hubs • Correlation / Regression / Factor Analysis
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DEFINING ANALYTICS
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Analytics is Not:
12%
13%
34%
41%
Neat!Pretty NeatSomewhat NeatNot Really Neat at All
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Businesses don’t fail because mistakes happen.
!
Businesses fail because mistakes aren’t found and corrected.
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Security/Privacy/Risk
Web/Mobile Development
Digital Marketing (SEO, Social, Display)
Software Development
Analytics/Big Data
Digital Strategy/Business Modeling
Smart Product Development
30% 35% 40% 45% 50%
37%
39%
43%
39%
40%
41%
39%
32%
35%
38%
40%
41%
42%
42% CurrentlyIn 3 Years
Most Important Digital Competencies According to Executives in Europe and the US
Source: Economist Intelligence Unit & Cognizant (April 2016)
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Who Determines The Analytics Agenda?
Source: McKinsey & Company (April 2016)
12%5%
10%
11%
11% 13%
38%
CEOCIOCMOBusiness Unit HeadCFOChief Data/Analytics OfficerOther
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Who Has The Time?
h/t: @avinash
Access to Data Ability to Analyze & Recognize Causal Factors
“Tell Them What to Do” Continuum (in Plain English)
Analyst Director Business Unit Head
CMO CIO CFO
CEO
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Report Layout
• Translate Data
• Highlight Trends & Insights
• Make Recommendations
• Provide Next Steps
• For every hour spent pulling data, spend an hour providing insights.
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WHAT YOU MUST SHOW
WHAT YOU MUST KNOW
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OBJECTIVE A !
OBJECTIVE B !
OBJECTIVE C
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METRIC A !
METRIC B !
METRIC C
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Metrics by the Sales Funnel
SHARE
DO
THINK
SEE• Awareness: Visitors, Followers,
Impressions, “Branded” Search Volume
• Consideration: Carts, Engagement with Content, Email Subscriptions
• Conversions: Leads / Product Sales
• Loyalty & Evangelism: Return Customers, Reviews, User Generated Content
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METRIC A
METRIC B
METRIC C
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“Truth is ever to be found in simplicity, and not in the multiplicity
and confusion of things.” -Isaac Newton
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Reporting Cadence
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REPORT MEETING DURATION
TIME DEDICATED TO DATA REVIEWTIME DEDICATED TO DECISION MAKING
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REPORT MEETING DURATION
TIME DEDICATED TO DATA REVIEWTIME DEDICATED TO DECISION MAKING
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REPORT SUPPORT: FIVE RESOURCES
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“If I had eight hours to chop down a tree, I’d spend six hours
sharpening my ax.” -Abraham Lincoln
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Question Everything• 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?
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Setting Up The Three C’s
CAMPAIGNS
CONTENT
CONVERSIONS
• Where did they come from?
• What do they care about?
• Were we successful?
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CAMPAIGNS. CARTS. CONVERSIONS.
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Campaign Tracking• Each campaign should be tagged with special tracking code
to help measure its impact on visits, shopping behavior and conversions.
A. Use the “Google URL Builder”
B. Create a Google Doc or Spreadsheet. Append URLs with Google Tracking Code. Share with Media Team
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URL Builder
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Shared Tracking Sheet
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“THANK YOU”
Conversion/Goal Types
DESTINATIONS
“CLICK HERE” EVENTS
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GOAL ID GOAL TYPE DESTINATION / EVENT LABEL
Email Subscription Destination example.org/subscribe-thank-you
Contact Form Destination example.org/contact-thank-you
Clicks to Social Media Event Social / Click / Pinterest
Download Product Info Event Content / Download / Product Info PDF
Event Registration Destination example.org/RSVP-confirm
Play Product Video Event Video / Play / Product Video
Metrics Matrix
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Metrics Matrix
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Metrics Matrix
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Why Use a Tag Manager?
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Why Use a Tag Manager?
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PROCESS. PROTOCOL. PRECISION.
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Segments & Filters
ADVANCED SEGMENT
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Segments & Filters
FILTER
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Advanced Segment
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Advanced Segment
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Filter
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Analytics Task List
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REPORT SUPPORT: MASTER QUESTIONS LIST
CAMPAIGN TRACKING INVENTORY METRICS MATRIX
FILTERS & SEGMENTS ROSTER ANALYTICS TASK LIST
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HELPFUL TOOLS
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“He who knows best knows how little he knows.”
-Thomas Jefferson
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A/B TestingA B
+64%
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Heatmaps & Click Interaction
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More Visitor Story Telling
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Adjusted Bounce Rate
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Adjusted Bounce Rate
bit.ly/adjusted-bounce-gtm h/t: @datarunsdeep
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Custom Alerts
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Video Instruction & Insights
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ABOUT BIG DATA
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POLITICAL THRILLERS
DAVID FINCHER KEVIN SPACEY
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POLITICAL THRILLERS
DAVID FINCHER KEVIN SPACEY
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BIG DATA
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BIG EMPATHY
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BIG INSIGHTS
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BIG IDEAS
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Chris Sietsema• [email protected]
• @sietsema
• linkedin.com/in/sietsema
• 480.570.1636
PRESENTATION MATERIALS:
app.box.com/v/azima
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“In character, in manner, in style, in all things, the supreme
excellence is simplicity.” -Henry Wadsworth Longfellow