Marketing Analytics – How do You Define Success?

September 23, 2010Presented by:

Linda Wu

5 things you want to know about this presentation…

1. The presentation will be 45 minutes including Q & A

2. You can send your questions to us via your GoToWebinar controls at any time during the presentation

3. We will answer timely, topic-specific questions during the presentation and save the rest for the Q & A period

4. We answer all the questions we don’t have time for during the presentation in a blog post later in the day

5. We will send out a link to the recording and a PDF of the presentation slides after the presentation

How do you define success?

B2B & B2C:• Increase Engagements• Lead Conversions• Deals Closed• Value of Deals

How do you define success?

Non-Profit:• Increase Awareness• Increase Engagements• More Donations & Donors• Reaching Fundraising Targets

How do I …

Where do I…

…start measuring success?

Non-Profit:• Increase Awareness• Increase Engagements• More Donations & Donors• Reaching Fundraising Targets

B2B & B2C:• Increase Engagements• Lead Conversions• Deals Closed• Value of Deals

1 – Marketing Analytics

2 – Sales Analytics

Types of analytics:

Sales Analytics:• Lead Aging• Cost Per Lead / Opportunity / Client• Lead to Opportunity Conversion• Lead to Closed Deals Conversion• Margin on Won Deals• Etc.

Marketing Analytics:• Website & Online• Email Campaigns• Webinars• Social Media• Lead Scoring• Advertising

What analytics really matter?

1. Website & Online Google Analytics SEO Analytics

2. Email Campaigns Open Rate Click Through Rate Form Conversions Unsubscribes Bouncebacks Sender Score for Deliverability

3. Webinars Registrants Attendees Asked Questions Thank you email responses Recorded Webinar Views

4. Social Media Followers Interactions

5. Lead Scoring by Behaviour by Subscriber Attributes by Campaigns

6. Advertising Tracked through Lead Source Online banner ad click throughs Offer redemptions / Form Fill Conversions

Essential Marketing Analytics1. Website & Online

Google Analytics SEO Analytics

2. Email Campaigns Open Rate Click Through Rate Form Conversions Unsubscribes Bouncebacks Sender Score for Deliverability

3. Webinars Registrants Attendees Asked Questions Thank you email responses Recorded Webinar Views

4. Social Media Followers Interactions

5. Lead Scoring by Behaviour by Subscriber Attributes by Campaigns

6. Advertising Tracked through Lead Source Online banner ad click throughs Offer redemptions / Form Fill Conversions

Self-Audit:

How do you stack up today?

• Eliminate low value activities– Try new activities– Increase high value activities

• Gain maximum return on resources– Time, Staff, Budget

• Relevant Content that is meaningful for your audience– Analytics help you continue to focus on writing great

content for your audience– Content is King!

Value of Analytics

Trending is Essential

Measure Benchmark Improve and Grow

When to measure:• Each Activity

• One Activity to the Next

• Monthly

• Quarterly

• Annually

How do you define success in Email Marketing?

Standard Success Ranges:• Open Rate 20 to 25%• Click Through 2 to 5%• Conversion 0.1 to 1%• Unsubscribes <1%• Bouncebacks <10%

Measure Benchmark Improve and Grow

Variables to Success:• Varies by Industry• Organic List vs List Purchase• Offer / Content Relevancy• Frequency of Send-outs• List Quality Maintenance• Email Deliverability• Ability of a Marketing System to

track these statistics

How do you define success in Webinars?

What to Measure: • # of Registrants Track over time• # of Attendees 50% of Regs• Asked Questions Score• Attendee Profile Score• Thank You Email Stats• Recorded Views Web Stats

Measure Benchmark Improve and Grow

Variables to Success:• Content Relevancy• # of times invite is sent out

– standard is 3-4 invites to list• # of reminders to registrants

– standard is 2-3 prior to event• Third party registrant recruitment• Leverage Social Media Channels

for promotion• Email Deliverability a big issue!

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Linda WuLinda.wu@marqui.com

Richard Sharp richard.sharp@marqui.com

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