All Things Analytics withCarole Mahoney, President of Mahoney Internet Marketing

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Analyze this Google- you are not the end all and be all.Thanks to AdClub for Hosting- Stephanie at Shad’sAdvertising and Dan Routh at Burgess for putting thistogether. (love the creative from Dan!)Special thanks to Hubspot for sponsoring! Story how andwhy I asked them to sponsor, who they are and what theydo and how we work together.

• Analytics doesn’tmatter until the end.

• Analytics is fortechie math geeks,not creative.

• You can only reactto data, not predictor plan.

• It’s impossible tomeasure everything.

• Analytics is toocomplicated for thelay person tounderstand.

Marketing & Sales Analytics Myths

Some of the myths that I have heard from other agencies,business owners, and marketers. My goal is to give you areason why each one of these myths are untrue and giveyou some ideas on how to do it for your business and/orclient.

Analytics is...• Wikipedia.org says: “Web Analytics is the measurement of the

behavior of visitors to a website. In a commercial context, it refers to themeasurement of which aspects the website work towards the businessobjectives.”

• I say: “Analytics is the measurement of ACTIONS web visitors take, (ordon’t take) in their buying process. In a commercial context, it is the toolused to align the buying process to the organizational selling process,thereby aligning sales and marketing together to reach andcommunicate with the prospect or customer.”

• In other words, use Analytics as the common language between you,your customer, your marketing team and your sales team.

With everyone speaking the same language, it is mucheasier to understand what is going on, explore thepossible reasons why, and take action to improve orexpand it. Use it as common ground to have an open andlearning organization.

Analytics and the Funnel (s)

Credit to J. Nimetz- Search Engine Guide

Buyers have a process, sales people have a process, andmarketing has a process. No wonder everyone isconfused. So how can Analytics help reduce the frictionand increase revenue and a positive customerexperience?

(Analytics) Tools and the Loop

Credit to Hubspot

Everyone claims to have the ROI solution. But who reallygets it?

(Analytics)Tools and the

Funnel (s)

It is really a smart integration that is needed to get trueclosed loop analytics. Tools that I recommend (and playnice together)

How to Start:3 Steps for Inbound Internet

Marketing (& Sales)

A simplified scientific process for marketing and sales.Analytics is the backbone to every step.

Step 1= Think.• What are the business goals and consequences of not reaching those goals?

How do those goals drill down to traffic, leads, conversion and retention?

• Who is the best target customer, how they gather information, whatmotivates them, how they will approach the business in their quest foran answer?

• What campaigns and tactics are you going to use to reach your quotas?What are the KPIs for those?

• What do you need them to do at every step of the process? How will youmeasure their progress? How will you make improvements?

• How will you define a qualified lead with sales? How will you collaboratewith sales for everything from messaging to reporting?

Think about your personas, align analytics metrics tovalidate the personas.You also need to think about how you will measuresuccess, what information you or the client needs toprove ROI, and what reports you need to analyzeoptimization recommendations.

Tactics for Step 1

BusinessGoal

SuccessEvent

KPI

Increaseonline leads

Completed RFPor RFI form

Downloadedwhitepaper

Form conversionrate

Download Rate

Most visited page

Page/FormBounce Rate

For example, if you are running a PPC campaign you willwant to know:1-Impressions (or reach)2-CTR (or recorded response)3-Visits to page (interest)4-Time on page (interest)5-Conversion rateOffline measurement:If you are doing a radio spot, when does it air, to whataudience? Use a specific url for the radio ad (if possible)and measure the traffic to determine response to theradio spot.

Persona is not a new word.

(It’s not everyone.)

Who are your BEST customers?

What is important to them? Personas= buying modes.

Why should they buy from you? What is your unique sellingproposition? What do you do better than anyone?

How do they describe their need? What keywords do THEY use?(not your industry lingo)

How will they find you? Google? Facebook? Twitter? Forums?Blogs?

How will they interact with you online? Conversion mapping-plan their experience from beginning to end.

Step 2= Do.• Wireframe

• Design

• Development

• Content Creation

• Social Media

• E-commerce

• Campaign Creation and launch

Wireframe before design. Determine how the site will function and flow.What pages are needed to drive traffic to? What additional info will yourcustomers need? What keywords will be used on those pages for SEO?Then bring in design with images and color. Function before form. = lessdesign changesDevelopment= according to the wireframe. Less mistakes, less redo.Content creation= Assign keywords to pages. List blog topics withcorresponding long tail keywords. (specific) Write whitepapers. Storyboard video, etc.Social media- share your content- set it free!Campaign creation and launch= events, promotions, lead nurturing.Email, PPC, Video

Prospects need and possible approach

How they could enter the funnel

The prospect’s questions

Online (or offline) conversion

Lead Nurturing & Qualification

Customer Retention

First time I have shown this publicly.... welcome to thenew storyboard wireframe, or as I call it, the conversionmap.Answers it provides:What campaigns and tactics are you going to use to reachyour quotas? What are the KPIs for those?What do you need them to do at every step of theprocess? How will you measure their progress? How willyou make improvements?How will you define a qualified lead with sales? How willyou collaborate with sales for everything from messagingto reporting?

Step 3= Review(metrics according to the funnel)

• Web Traffic Sources

• Blog Analytics

• SEO Ranking

• Social Media Reach

• (Campaign) Click Through Rate (CTR)

• Conversion Rate (CR)

• Cost per Lead (CPL)

• Lead to Customer Rate (LCR)

• Average Order Value (AOV)

• Customer Lifetime Value (CLV)

What increased CR, CTR? AOV? Are you on target to meetgoals? Do goals need to be revised? New tactics tried?In relation to analytics, run A/B & multivariate tests oncampaigns, in multiple channels. Test your content onweb pages and blogs, test the creative, test the targetaudience. What increased CR, CTR? AOV?

Web Traffic Sources

Blog Analytics

SEO Ranking

Social Media Reach

CTRCPLCR

LCRAOVCAC

CLV

Metrics for the

hubspot and other tools in the funnel- a better image?

Results

Closed Loop AnalyticsTop of the FunnelAwareness/ Prospect

Middle of the FunnelInterest/Rapport& Qualify/ Research

Bottom of the FunnelCommit/Close/ Purchase

Customer Management (CRM)Client Retention/ Cross Sell/ Service

Sales & MarketingAlignment

Credit to A.Mitra

What to do now.

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Ask me about our partnership and alliance program.

Ask me about our upcoming training courses.

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