Marketing Analytics: Building a Reporting Format You Can Own

Analytics: Building a Reporting Format You Can Own

Tonight’s Discussion• Building (or Refining) a Reporting Process • Five Resources: Crafting Reports for Decision Makers • Helpful Tools for Hazy Outcomes

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For Another Time (Or After) • Attribution Models • Predictive Analytics • Customer Data Hubs • Correlation / Regression / Factor Analysis

DEFINING ANALYTICS

Analytics is Not:

12%

13%

34%

41%

Neat!Pretty NeatSomewhat NeatNot Really Neat at All

Businesses don’t fail because mistakes happen.

!

Businesses fail because mistakes aren’t found and corrected.

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)

Who Determines The Analytics Agenda?

Source: McKinsey & Company (April 2016)

12%5%

10%

11%

11% 13%

38%

CEOCIOCMOBusiness Unit HeadCFOChief Data/Analytics OfficerOther

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

Report Layout

• Translate Data

• Highlight Trends & Insights

• Make Recommendations

• Provide Next Steps

• For every hour spent pulling data, spend an hour providing insights.

WHAT YOU MUST SHOW

WHAT YOU MUST KNOW

OBJECTIVE A !

OBJECTIVE B !

OBJECTIVE C

METRIC A !

METRIC B !

METRIC C

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

METRIC A

METRIC B

METRIC C

“Truth is ever to be found in simplicity, and not in the multiplicity

and confusion of things.” -Isaac Newton

Reporting Cadence

REPORT MEETING DURATION

TIME DEDICATED TO DATA REVIEWTIME DEDICATED TO DECISION MAKING

REPORT MEETING DURATION

TIME DEDICATED TO DATA REVIEWTIME DEDICATED TO DECISION MAKING

REPORT SUPPORT: FIVE RESOURCES

“If I had eight hours to chop down a tree, I’d spend six hours

sharpening my ax.” -Abraham Lincoln

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?

Setting Up The Three C’s

CAMPAIGNS

CONTENT

CONVERSIONS

• Where did they come from?

• What do they care about?

• Were we successful?

CAMPAIGNS. CARTS. CONVERSIONS.

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

URL Builder

Shared Tracking Sheet

“THANK YOU”

Conversion/Goal Types

DESTINATIONS

“CLICK HERE” EVENTS

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

Metrics Matrix

Metrics Matrix

Why Use a Tag Manager?

Why Use a Tag Manager?

PROCESS. PROTOCOL. PRECISION.

Segments & Filters

ADVANCED SEGMENT

Segments & Filters

FILTER

Advanced Segment

Advanced Segment

Filter

Analytics Task List

REPORT SUPPORT: MASTER QUESTIONS LIST

CAMPAIGN TRACKING INVENTORY METRICS MATRIX

FILTERS & SEGMENTS ROSTER ANALYTICS TASK LIST

HELPFUL TOOLS

“He who knows best knows how little he knows.”

-Thomas Jefferson

A/B TestingA B

+64%

Heatmaps & Click Interaction

More Visitor Story Telling

Adjusted Bounce Rate

Adjusted Bounce Rate

bit.ly/adjusted-bounce-gtm h/t: @datarunsdeep

Custom Alerts

Video Instruction & Insights

ABOUT BIG DATA

POLITICAL THRILLERS

DAVID FINCHER KEVIN SPACEY

POLITICAL THRILLERS

DAVID FINCHER KEVIN SPACEY

BIG DATA

BIG EMPATHY

BIG INSIGHTS

BIG IDEAS

Chris Sietsema• hello@teachtofishdigital.com

• @sietsema

• linkedin.com/in/sietsema

• 480.570.1636

PRESENTATION MATERIALS:

app.box.com/v/azima

“In character, in manner, in style, in all things, the supreme

excellence is simplicity.” -Henry Wadsworth Longfellow