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Smart Reporting:
How to Stop Wasting Time and Make
Better Marketing Decisions
Vice President of Marketing
@ HubSpot
@KippBodnar
Kipp
Bodnar
Head of Analytics Product
Marketing @ HubSpot
@RSprung
Rachel
Sprung
“HALF MY ADVERTISING IS WASTED,
I JUST DON’T KNOW
WHICH HALF.”
- JOHN WANNAMAKER
$$
$
40%
of US marketers said they
increased spending on data-
driven marketing in 2014.
- Emarketer
What the heck are
other 60% doing?
Want to
watch the
on-demand
webinar? http://offers.hubspot.com/smart-
reporting-webinar
Want to
watch the
on-demand
webinar? http://offers.hubspot.com/smart-
reporting-webinar
Click here!
Measuring marketing is
too complicated.
We all have one goal:
Growth.
Reporting for the sake of reporting
isn’t solving for growth.
Reporting to justify the
work you have done
isn’t solving for growth.
Reporting for growth is about
IDENTIFYING ACTIONABLE OPPORTUNITIES
for improvement.
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
Don’t listen to vendors.
Listen to your business needs.
Simplify Marketing Metrics
" 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
“Creating too many reports
is the most time consuming
way to measure nothing.”
Smart Reporting: How to Stop Wasting Time and Make Better Marketing Decisions
Marketing Funnel Aligns with Methodology
Key ATTRACT Metrics to Measure
1.  Website and Blog Visits
2.  Blog Subscribers
3.  First Conversion Leads
Key CONVERT Metrics to Measure
1.  Workable Marketing Qualified Leads
2.  Lead-to-Customer Conversion Rate
3.  Lead Close Rate By Offer Type
Key CLOSE Metrics to Measure
1.  Percent of Leads Worked
2.  Percent of Leads Attempted
3.  Opportunity to Customer Rate
Report Monthly, Track Progress Daily
HubSpot Traffic Growth Overtime
Set Month Leads Goals By Channel
When Data Lies…
" 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….
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
What is a “visit”?
Always Report and Analyze
Full Funnel Metrics.
Smart Reporting: How to Stop Wasting Time and Make Better Marketing Decisions
Email open rate is
a useless metric.
Facebook CTR vs. Facebook Likes
One size metrics don’t work...
Have metrics for
each persona in
your business.
Allocate resources
to channels that are
driving the most
revenue.
How does a marketer
do all of this with out
making reporting his or
her full-time job?
Smart Reporting: How to Stop Wasting Time and Make Better Marketing Decisions
GET A PERSONALIZED DEMO
hubspot.com/demo
Blogging Ÿ SEO Ÿ Social Ÿ Email Ÿ Landing Pages Ÿ CMS Ÿ Analytics Ÿ CRM Sync

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

Hinweis der Redaktion

  1. This is the inbound methodology. And what it shows is that the world of inbound is comprised of 4 very important sections – or actions– businesses must take. These sections are Attract, Convert, Close, and Delight. We want to attract strangers to our site to get visitors. Increase the traffic to our site. Once we have those visitors on our site, we want to convert them into leads, then close those leads into customers. Once we have those customers, we want to delight them into promoters. The whole cycle starts all over again when promoters talk to their networks – strangers -- and spread the word about our products and services.