All Things Analytics withCarole Mahoney, President of Mahoney Internet Marketing

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@mahoneyinternet

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• Analytics doesn’t matter until the end.

• Analytics is for techie math geeks, not creative.

• You can only react to data, not predict or plan.

• It’s impossible to measure everything.

• Analytics is too complicated for the lay person to understand.

Marketing & Sales Analytics Myths

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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 the measurement of which aspects the website work towards the business objectives.”

• I say: “Analytics is the measurement of ACTIONS web visitors take, (or don’t take) in their buying process. In a commercial context, it is the tool used to align the buying process to the organizational selling process, thereby aligning sales and marketing together to reach and communicate 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.

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Analytics and the Funnel (s)

Credit to J. Nimetz- Search Engine Guide

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(Analytics) Tools and the Loop

Credit to Hubspot5

(Analytics) Tools and the

Funnel (s)

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How to Start:3 Steps for Inbound Internet

Marketing (& Sales)

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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, what motivates them, how they will approach the business in their quest for an 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 you measure their progress? How will you make improvements?

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

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Tactics for Step 1

Business Goal

Success Event

KPI

Increase online leads

Completed RFP or RFI form

Downloaded whitepaper

Form conversion rate

Download Rate

Most visited page

Page/Form

Bounce Rate

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Persona is not a new word.

(It’s not everyone.)

Who are your BEST customers?

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Step 2= Do.

• Wireframe

• Design

• Development

• Content Creation

• Social Media

• E-commerce

• Campaign Creation and launch

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Prospect Driving Points

Funnel Entry Point

David- Business Claims ManagerBuying Stage- Attention

How can I speed up the claims I process?

Search: claim management best practices

SEO

Question: claim management best practices

Social Media Blogs

Tags: claims processing

Blog post topic: claim management best

practices

Subscribe to Feed

Macro Conversions Events

Linear Metrics:-Traffic Sources-Social Media

Reach-Inbound links

Linear Metrics:-Top Landing

Page-Top Content

-Traffic Source to Page

-Cost per visitor

Tactics

Action

Page Entity

Micro Conversion Events

Video Demo

Webinar RegistrationDownload

Case Study

Conversion Goals

Home Page

Download/Watch

Presentation

Waypoints and Points of ResolutionNon-Linear

Metrics-Funnel

Abandonment points

-page views by pathWhich product/

serivce is the best fit?

Who else has used this process/ product?

What credentials/expertise does this

company have?

Customer listResource/

Page EntityProfessional Associations

Customer testimonials

Software feature/benefit

comparison sheet

What can this product do that others can't?

Implementation Process diagram

and checklist

Mailing List

Lead Nurturing Campaigns

Linear Metrics:-Page

conversion rate-Conversion

Funnel abandonment

rate-Video plays,

stops-Blog

subscribers- # of downloads

Linear Metrics:-Open Rate

-CTR-Forward rate-Unsubscribe

rate

Linear Metrics:-Conversion

Rate-CPL

-Lead to Closed Business Ratio

Analytics

About Us

How long does implementation take? What can I expect? How will this

help me do my job better?

Software benefit by role

Analytics

Analytics

Analytics

Analytics

Analytics

CTAs

Request a live demo and/or Start a free 30 day trial

Read blog posts

Watch videos

Download Case study

Watch videos

Webinar Signup

Watch presentation Watch videos

Webinar Signup

Watch presentation

Download Case study

Case study

Webinar Signup

Download Case study

Download Presentation slides

Watch videos

Prospects need and possible approach

How they could enter the funnel

The prospect’s questions

Online (or offline) conversion

Lead Nurturing & Qualification

Customer Retention

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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)

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Web Traffic Sources

Blog Analytics

SEO Ranking

Social Media Reach

CTRCPLCR

LCRAOVCAC

CLV

Metrics for the

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Results

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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

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Sales & Marketing Alignment

Credit to A.Mitra

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What to do now.

Trade Business Cards

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Ask me about our partnership and alliance program.

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Ask me about our upcoming training courses.

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Ask me about Hubspot.

(Join the evolution...)21

Your turn.

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