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Analytics: Building a Reporting
FormatYou Can Own
Tonight’s Discussion
• Building (or Refining) a Reporting Process
• Five Resources: Crafting Reports for Decision Makers
• ...
DEFINING
ANALYTICS
Analytics is Not:
12%
13%
34%
41%
Neat!
Pretty Neat
Somewhat Neat
Not Really Neat at All
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 D...
Who Determines The Analytics Agenda?
Source: McKinsey & Company (April 2016)
12%
5%
10%
11%
11% 13%
38%
CEO
CIO
CMO
Busine...
Who Has The Time?
h/t: @avinash
Access to Data
Ability toAnalyze &Recognize Causal Factors
“TellThem What to Do”Continuum
...
Report Layout
• Translate Data
• Highlight Trends & Insights
• Make Recommendations
• Provide Next Steps
• For every hour ...
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
• Co...
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 ...
Setting Up The Three C’s
CAMPAIGNS
CONTENT
CONVERSIONS
• Where did they come from?
• What do they care about?
• Were we su...
CAMPAIGNS. CARTS. CONVERSIONS.
Campaign Tracking
• Each campaign should be tagged with special tracking code
to help measure its impact on visits, shoppi...
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 De...
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 LI...
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
BIG DATA
BIG EMPATHY
BIG INSIGHTS
BIG IDEAS
Chris Sietsema
• hello@teachtofishdigital.com
• @sietsema
• linkedin.com/in/sietsema
• 480.570.1636
PRESENTATION
MATERIALS:...
“In character, in manner, in
style, in all things, the supreme
excellence is simplicity.”
-Henry Wadsworth Longfellow
Marketing Analytics: Building a Reporting Format You Can Own
Marketing Analytics: Building a Reporting Format You Can Own
Marketing Analytics: Building a Reporting Format You Can Own
Marketing Analytics: Building a Reporting Format You Can Own
Marketing Analytics: Building a Reporting Format You Can Own
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Marketers habitually spend valuable time on drafting, designing, developing, refining and presenting marketing reports and dashboards. How can you make sure that you are telling a meaningful story and that the audience for your reports see value in your measurement efforts? Here we discuss how to build a solid foundation for reporting accuracy, efficiency and substance.

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Marketing Analytics: Building a Reporting Format You Can Own

  1. 1. Analytics: Building a Reporting FormatYou Can Own
  2. 2. 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
  3. 3. DEFINING ANALYTICS
  4. 4. Analytics is Not: 12% 13% 34% 41% Neat! Pretty Neat Somewhat Neat Not Really Neat at All
  5. 5. Businesses don’t fail because mistakes happen. ! Businesses fail because mistakes aren’t found and corrected.
  6. 6. 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)
  7. 7. 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
  8. 8. 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
  9. 9. Report Layout • Translate Data • Highlight Trends & Insights • Make Recommendations • Provide Next Steps • For every hour spent pulling data, spend an hour providing insights.
  10. 10. WHATYOU MUST SHOW WHATYOU MUST KNOW
  11. 11. OBJECTIVEA ! OBJECTIVE B ! OBJECTIVE C
  12. 12. METRICA ! METRIC B ! METRIC C
  13. 13. 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
  14. 14. METRICA METRIC B METRIC C
  15. 15. “Truth is ever to be found in simplicity, and not in the multiplicity and confusion of things.” -Isaac Newton
  16. 16. Reporting Cadence
  17. 17. REPORT MEETING DURATION TIME DEDICATEDTO DATAREVIEW TIME DEDICATEDTO DECISION MAKING
  18. 18. REPORT MEETING DURATION TIME DEDICATEDTO DATAREVIEW TIME DEDICATEDTO DECISION MAKING
  19. 19. REPORT SUPPORT: FIVE RESOURCES
  20. 20. “If I had eight hours to chop down a tree, I’d spend six hours sharpening my ax.” -Abraham Lincoln
  21. 21. 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?
  22. 22. Setting Up The Three C’s CAMPAIGNS CONTENT CONVERSIONS • Where did they come from? • What do they care about? • Were we successful?
  23. 23. CAMPAIGNS. CARTS. CONVERSIONS.
  24. 24. 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
  25. 25. URL Builder
  26. 26. Shared Tracking Sheet
  27. 27. “THANKYOU” Conversion/Goal Types DESTINATIONS “CLICK HERE” EVENTS
  28. 28. 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
  29. 29. Metrics Matrix
  30. 30. Metrics Matrix
  31. 31. Why Use a Tag Manager?
  32. 32. Why Use a Tag Manager?
  33. 33. PROCESS. PROTOCOL. PRECISION.
  34. 34. Segments & Filters ADVANCED SEGMENT
  35. 35. Segments & Filters FILTER
  36. 36. Advanced Segment
  37. 37. Advanced Segment
  38. 38. Filter
  39. 39. Analytics Task List
  40. 40. REPORT SUPPORT: MASTER QUESTIONS LIST CAMPAIGNTRACKING INVENTORY METRICS MATRIX FILTERS & SEGMENTS ROSTER ANALYTICSTASK LIST
  41. 41. HELPFULTOOLS
  42. 42. “He who knows best knows how little he knows.” -Thomas Jefferson
  43. 43. A/B Testing A B +64%
  44. 44. Heatmaps & Click Interaction
  45. 45. More Visitor Story Telling
  46. 46. Adjusted Bounce Rate
  47. 47. Adjusted Bounce Rate bit.ly/adjusted-bounce-gtm h/t: @datarunsdeep
  48. 48. Custom Alerts
  49. 49. Video Instruction & Insights
  50. 50. ABOUT BIG DATA
  51. 51. POLITICAL THRILLERS DAVID FINCHER KEVIN SPACEY
  52. 52. POLITICAL THRILLERS DAVID FINCHER KEVIN SPACEY
  53. 53. BIG DATA
  54. 54. BIG EMPATHY
  55. 55. BIG INSIGHTS
  56. 56. BIG IDEAS
  57. 57. Chris Sietsema • hello@teachtofishdigital.com • @sietsema • linkedin.com/in/sietsema • 480.570.1636 PRESENTATION MATERIALS: app.box.com/v/azima
  58. 58. “In character, in manner, in style, in all things, the supreme excellence is simplicity.” -Henry Wadsworth Longfellow
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    Jun. 25, 2021
  • alijordanmehr

    Mar. 10, 2019
  • OyindaAdams

    Apr. 26, 2018

Marketers habitually spend valuable time on drafting, designing, developing, refining and presenting marketing reports and dashboards. How can you make sure that you are telling a meaningful story and that the audience for your reports see value in your measurement efforts? Here we discuss how to build a solid foundation for reporting accuracy, efficiency and substance.

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