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Analytics: Building a Reporting
FormatYou Can Own
Marketing 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
!
!
ForAnotherTime (OrAfter)
• Attribution Models
• Predictive Analytics
• Customer Data Hubs
• Correlation / Regression / Factor Analysis
DEFINING
ANALYTICS
Analytics is Not:
12%
13%
34%
41%
Neat!
Pretty Neat
Somewhat Neat
Not Really Neat at All
Marketing Analytics: Building a Reporting Format You Can Own
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% Currently
In 3Years
Most Important Digital Competencies
According to Executives in Europe and the US
Source: Economist Intelligence Unit & Cognizant (April 2016)
Marketing Analytics: Building a Reporting Format You Can Own
Marketing Analytics: Building a Reporting Format You Can Own
Who Determines The Analytics Agenda?
Source: McKinsey & Company (April 2016)
12%
5%
10%
11%
11% 13%
38%
CEO
CIO
CMO
Business Unit Head
CFO
Chief Data/Analytics Officer
Other
Who Has The Time?
h/t: @avinash
Access to Data
Ability toAnalyze &Recognize Causal Factors
“TellThem 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.
WHATYOU MUST SHOW
WHATYOU MUST KNOW
OBJECTIVEA
!
OBJECTIVE B
!
OBJECTIVE C
METRICA
!
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
METRICA
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 DEDICATEDTO DATAREVIEW
TIME DEDICATEDTO DECISION MAKING
REPORT MEETING DURATION
TIME DEDICATEDTO DATAREVIEW
TIME DEDICATEDTO 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
“THANKYOU”
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
CAMPAIGNTRACKING INVENTORY
METRICS MATRIX
FILTERS & SEGMENTS ROSTER
ANALYTICSTASK LIST
HELPFULTOOLS
“He who knows best
knows how little he knows.”
-Thomas Jefferson
A/B Testing
A 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
Marketing Analytics: Building a Reporting Format You Can Own
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

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