Check out these webinar slides to learn about how to create more impactful reports in less time. Learn about why reporting can be a challenge, which reports don't tell you the whole truth, which metrics to start tracking and which are a waste of time.

1. Smart Reporting:
How to Stop Wasting Time and Make
Better Marketing Decisions

2. Vice President of Marketing
@ HubSpot
@KippBodnar
Kipp
Bodnar

3. Head of Analytics Product
Marketing @ HubSpot
@RSprung
Rachel
Sprung

4. “HALF MY ADVERTISING IS WASTED,
I JUST DON’T KNOW
WHICH HALF.”
- JOHN WANNAMAKER

5. $$
$
40%
of US marketers said they
increased spending on data-
driven marketing in 2014.
- Emarketer

6. What the heck are
other 60% doing?

7. Want to
watch the
on-demand
webinar? http://offers.hubspot.com/smart-
reporting-webinar

8. Want to
watch the
on-demand
webinar? http://offers.hubspot.com/smart-
reporting-webinar
Click here!

9. Measuring marketing is
too complicated.

10. We all have one goal:
Growth.

11. Reporting for the sake of reporting
isn’t solving for growth.

12. Reporting to justify the
work you have done
isn’t solving for growth.

13. Reporting for growth is about
IDENTIFYING ACTIONABLE OPPORTUNITIES
for improvement.

14. Analysis is for…
• Planning Strategy Changes
• Validating A/B Tests
• Optimizing Tactics
• Troubleshooting
Reporting is for…
• Predicting Revenue Growth
• Sharing results
• Determining success of current
strategy
• Democratizing marketing data
Don’t Confuse Analysis and Reporting

15. Don’t listen to vendors.
Listen to your business needs.

16. Simplify Marketing Metrics

17. " Don’t: Report on of every
little metric
" Don’t: Waste your time
building reports no one will
read
Do’s and Don’ts Of Marketing Reporting
" Do: Set daily, weekly and
monthly metrics
" Do: Automate marketing
reports and share them the
entire team

18. “Creating too many reports
is the most time consuming
way to measure nothing.”

20. Marketing Funnel Aligns with Methodology

21. Key ATTRACT Metrics to Measure
1. Website and Blog Visits
2. Blog Subscribers
3. First Conversion Leads

22. Key CONVERT Metrics to Measure
1. Workable Marketing Qualified Leads
2. Lead-to-Customer Conversion Rate
3. Lead Close Rate By Offer Type

23. Key CLOSE Metrics to Measure
1. Percent of Leads Worked
2. Percent of Leads Attempted
3. Opportunity to Customer Rate

24. Report Monthly, Track Progress Daily

25. HubSpot Traffic Growth Overtime
Set Month Leads Goals By Channel

26. When Data Lies…

27. " The data itself isn’t clean or is double counted
" You don’t understand how the metric is actually measured
" The marketer doesn’t look at the full funnel
" The metric is meaningless
" One-size fits all metrics are used
Data Lies When….

28. Steps For Identifying Dirty Data
1 Understand how the data in your marketing
software is populated
2 Spot check records/fields
3 Looks of historical data that has shifted
4 Be aware of outliers not tied to campaigns

29. What is a “visit”?

30. Always Report and Analyze
Full Funnel Metrics.

32. Email open rate is
a useless metric.

33. Facebook CTR vs. Facebook Likes

34. One size metrics don’t work...

35. Have metrics for
each persona in
your business.

36. Allocate resources
to channels that are
driving the most
revenue.

37. How does a marketer
do all of this with out
making reporting his or
her full-time job?

39. GET A PERSONALIZED DEMO
hubspot.com/demo
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