building a solid foundation for actionable analytics_may11 - 051116
TRANSCRIPT
Building a Solid Foundation for Actionable Analytics
Elliott LoweDirector B2B Demand Gen and Marketing
Automation, JW Player
Page 2 #MKTGNATION
• 30+ years at technology startups and public companies
• Marketing operations and demand gen
Page 3 #MKTGNATION
Why We’re Here
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Agenda
• Before you start
• Source attribution from anonymous lead to won opp
• Channel vs. Content acquisition program dilemma
• Tracking recycled MQLs and SALs
• SFDC Revenue Cycle Model dashboard
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6-Step Program to Clean Data
1. Perform dataaudit
2. Perform systems
audit
3. Revise data capture processes
4. Correct data
errors
5. Implement email
alerts and reports
6. Manage data quality across the organization
http://events.marketo.com/summit/2015/sessions/data-quality-bootcamp-or-why-dirty-data-low-marketing-roi/
http://www.marketo.com/definitive-guides/marketing-metrics-and-marketing-analytics
Source Attribution from Anonymous
Lead to Won Opp
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Attribution Metrics
• FieldsoOriginal Referrer
o Lead Source
oAcquisition Program
oCustom fields Recent Source
Initial Online Source
Opt-in Source
• ProgramsoChannel Program
oContent Programs
oNurture Programs
oPromo Programs
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Original Referrer
• FieldsoOriginal Referrer
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Original Referrer Cautions
• Has a wide variety of values
• May be a touch after the opt-in / lead creation touch
• May be your own website• See NYC MUG presentation by Sanford Whiteman for info about improving
munchkin performance - https://nation.marketo.com/docs/DOC-2686
• May have a truncated value
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Original Referrer:
http://www.googleadservices.com/pagead/aclk?sa=L&ai=C2PokbfDuVoSgJpO7hATS0Be7pZCVR
IarztC1AoeKy9U0CAAQAWDJ3ruM2KSMEaAB9O7B8wPIAQGqBCJP0N55Gh1z1Op5ygHj3r-
z1aG5TMHLTOW6aIMYOV1JNQCmugUTCIbsj-H2z8sCFQTvJgodorMP8soFAIgGAYAH9JC-
DJAHA6gHpr4b2AcB&ei=bfDuVsaBI4Temw
Referrer URL:
http://www.googleadservices.com/pagead/aclk?sa=L&ai=C2PokbfDuVoSgJpO7hATS0Be7pZCVR
IarztC1AoeKy9U0CAAQAWDJ3ruM2KSMEaAB9O7B8wPIAQGqBCJP0N55Gh1z1Op5ygHj3r-
z1aG5TMHLTOW6aIMYOV1JNQCmugUTCIbsj-H2z8sCFQTvJgodorMP8soFAIgGAYAH9JC-
DJAHA6gHpr4b2AcB&ei=bfDuVsaBI4TemwGi576QDw&ohost=www.google.com&cid=CAASIuRo
YfYBpPuJPheKrR0LLTXs7oFPUIAqjIqSYOjrR7PDpSw&sig=AOD64_2xC8JfLFUozSW0sdbg75Y
1TH_eSA&clui=0&rct=j&q=&sqi=2&ved=0ahUKEwiG7I_h9s_LAhUE7yYKHaKzD_IQ0QwIGg&adu
rl=https://www.jwplayer.com/online-video-
platform/?_bt=83031560526&_bk=jw%20player&_bm=e&_bn=g
Original Referrer Cautions
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Original Referrer Cautions
• Has a wide variety of values
• May be a touch after the opt-in / lead creation touch
• May be your own website• See NYC MUG presentation by Sanford Whiteman for info about improving
munchkin performance - https://nation.marketo.com/docs/DOC-2686
• May have a truncated value
• May be missing query parameters
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Original Referrer Values
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Lead Source
• Fields• Original Referrer
• Lead Source
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A Poverty of Plenty
Homegrown List SFDC-IN|Uxxxxxx Ebook SFDC-IN|Coxxxxx xxxxxxx
Purchased / Rented List Inbound Email/Call Google AdWords Dreamforce Conference
Web Partner Referral Dreamforce 2010 SFDC-IN|Cxxxxx xxxxx xxxxxx xx
[blank] Web Direct SFDC-DM|Duxxxxxxx Bxxxxxxxx-google-CCa
External Referral PPC SFDC-DM|Uxxxxxxxx HR Tech 2014
Live Event Content Marketing SQ Connection Request SFDC-DM|Cxxxxx xxxx xxxxx x
SFDC-IN|Fxxxxxx SFDC-DM|Daxxxxxxx SFDC-IN|Duxxxxxx Cold Call
Webinar Web Referral Cirrus Insight Forward to Friend
Columbian Team SFDC AppEx SFDC-DM|Uxxxxxxxx SQ Viewbacks - Cxxxxxx
Bxxxxxxxx Seminar SFDC-DM|Cxxxxxxxxx SFDC-IN|Rxxxxx xxxx
Cxxxxxx Cxxxxxxx SFDC-IN|Duxxxxxx SFDC-DM|Duxxxxxxxx Bxxxxxxxx-acccxxxxxx-Cxxxxxxxx
Outbound Email/Call Package Installation Bxxxxxxxx Pxxx Bxxxxxxxxx-Cxxxxxxxx
Ebook/Whitepaper Organic - Google SFDC-IN|Coxxxxxxxx Partner
SFDC-IN|Dxxxxxx SFDC-LM|Rxxxxxxxx Finovate Bxxxxxxxx-INTERNET-C
Blog SFDC-DM|Rxxxxxxx Referral from salesforce.com Bxxxxxxxxx-Demo Request
Sales Generated Bxxxxxxxx-Demo Reque SnapEngage Chat Session DreamForce 07
Cxxxxxx SFDC-IN|Daxxxxxxx Employee Referral BT Dynamics Users
Package Installation - Sandbox SFDC-DM|Daxxxxxxxx DreamForce '06 Referral from Customer
Other Conference SFDC-TD|Drxxxxxxxx Event partner
SFDC-IN|Drxxxxxx External Email Trade Show Hunting
Social Media List Procurement Free Trial Web Form Social
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Less is More
“…a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.”
- Herbert A Simon, 1971
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Lead Source Field Tips
• Define a lead source / channel taxonomy
• Add a hidden Lead Source field to your forms
• Limit hard coded valuesin the hidden field
• Add query parameters to your inbound links
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Online Channel Values
• Online Ado Ad [Display | Remarketing | Social]
o Paid Search
• Lead Gen Partner
• Referral Partner
• Emailo Acquisition (3rd party)
• Organic Search
• Organic Non-Search o Direct Navigation
o Email Referral
o Web Referral
• Social [Earned | Owned]
• Emailo Nurture
o Promo
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Offline Channel Values
• Trade Show
• External Event
• Sponsorship
• Webinar (3rd party)
• List Purchase / Building
• Print Ad
• Direct Mail (3rd party)
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Sales Channel Values
• Inbound Call / Email
• Chat
• Sales Generated
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Custom Fields
• Fields• Original Referrer
• Lead Source
• Custom fields• Recent Source
• Initial Online Source
• Opt-in Source
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W Shaped Touch Attribution
Recent Source
• Initial Online Source
Recent Source
• Opt in Source
Recent Source
• Opportunity Creation / Win Source
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Setting Custom Field Values
• Create a Source Attribution program
• Create a set of smart lists for each channel value
• Create smart campaigns to set the field values
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Channel – Organic Search Smart List
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Set RS – Organic Search
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Channel – Online Ad Smart List
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Set RS – Online Ad
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Channel – Social Earned Smart List
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Set RS – Social Earned
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Set Initial Online Source
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Set Opt In Source
Channel vs. Content Acquisition
Program Dilemma
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Programs
• Channel Programs
• Content Programs• Content
• Webinar
• Nurture Programs• Email - Nurture
• Email - Promo
• SDR / BDR Outreach
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Content + Channel Program
• Create a Content and Source channel with program status values for each online source
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Content + Channel Program
• Create a Content and Source channel with program status values for each online source
• Create a content program using that channel
• Create a smart campaign using a Change Program Status flow step with a choice for each online Recent Source value
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Tracking recycled MQLs and SALs
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Don’t Miss Mid-Funnel Metrics
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Revenue Stage Change Counter
• Create score fields for tracking desired stage changes
MQL - MTD Mktg Recycled MQL - MTD SAL - MTD Mktg Recycled SAL - MTD
MQL - Prior Month Mktg Recycled MQL - Prior Month SAL - Prior Month Mktg Recycled SAL - Prior Month
MQL - Prior Qtr Mktg Recycled MQL - Prior Qtr SAL - Prior Qtr Mktg Recycled SAL - Prior Qtr
MQL - Prior Year Mktg Recycled MQL - Prior Year SAL - Prior Year Mktg Recycled SAL - Prior Year
MQL - QTD Mktg Recycled MQL - QTD SAL - QTD Mktg Recycled SAL - QTD
MQL - YTD Mktg Recycled MQL - YTD SAL - YTD Mktg Recycled SAL - YTD
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Revenue Stage Change Counter
• Create score fields for tracking desired stage changes
• Create / update revenue model smart campaigns to increment stage scores each time the lead flows through
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Update Stage Counter
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Update Recycled Stage Counter
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Revenue Stage Change Counter
• Create score fields for tracking desired stage changes
• Create / update revenue model smart campaigns to increment score each time the lead flows through
• Create reset revenue stage score field smart campaigns to set the value to zero at the end of each period
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Reset Revenue Stage Counter
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Recycled MQLs and SALs
Inquiry
MQL
SAL
OPP
WIN
Prospect
SFDC Revenue Cycle Model
Dashboard
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SFDC Revenue Stage Dashboard
• Create New Leads report
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SFDC Revenue Stage Dashboard
• Create New Leads report
• Create MQLs and Recycled MQLs repors using the values in the revenue stage counter fields we created.
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SFDC Revenue Stage Dashboard
• Create New Leads report
• Create MQLs and Recycled MQLs reports using the values in the revenue stage counter fields we created
• Create a Marketing Funnel dashboard
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Takeaways
• Agree on standard attribution metrics
• Implement multi-touch attribution
• Try content + source programs
• Set up revenue stage counters
• Build your SFDC Revenue Cycle Model dashboard
Thank You!