top 5 reports to get started in b2b analytics
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TOP 5 REPORTS TO GET STARTED IN B2B ANALYTICS
MARKETINGINNOVATION
SUMMITFOR B2B
presented by
#B2BSummit | @Demandbase April 29-30, 2015 | AT&T Park, San Francisco, CA
© 2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Agenda § B2B Web Analytics Fundamentals
§ Report Examples
§ How to Access Your Data
§ Data Processing Best Practices
§ Review & Questions
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B2B WEB ANALYTICS FUNDAMENTALS
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Definitions
DIMENSIONS METRICS Attributes of the visitor A number
VISITORS • Sessions • Users • Bounces • Session Duration …
CONTENT • Pageviews • Entrances • Bounces • Exits …
ACCOUNT-BASED • Company Name • Industry • Revenue Range • Employee Range …
STANDARD • Demographics • Interests • Geography • Technology …
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Three Pillars of B2B Analytics
Website Goals
Content Groups
Visitor Segments ENGAGE CONVERT
ATTRACT
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B2B Visitor Segments
All Visitors Company Visitors
Named Accounts
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TOP 5 WEB ANALYTICS REPORTS FOR B2B
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Report 1: Visitor Composition Report
WHAT?
Breakdown of site traffic by top segments
WHY?
Does website traffic = revenue?
HOW?
Adjust campaigns
Attract/Engage better
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Visitor Composition Report – Key Components
PRIMARY METRICS
SECONDARY METRICS DIMENSIONS EXTRAS
Sessions
Users Bounces
Duration
Goals
Company attribute most applicable to your business
Most Common - Industry, Revenue
Range, Account Type
Use tabs for additional
segments in one report
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Visitor Composition - Industries
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Visitor Composition – Company Size
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Report 2: Company Activity Report
WHAT?
Top companies visiting my
web properties
WHY?
Are key accounts visiting? Hidden
opportunities
HOW?
Use as baseline for
segmentation NOT Sales Enablement
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Company Activity Report – Key Components
PRIMARY METRICS
Sessions
Users
Pageviews
SECONDARY METRICS
Avg. Session Duration
Goal Completion
DIMENSIONS
Company Name
Secondary: Industry, Rev. Range,
Emp. Range, etc.
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Company Activity
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Report 3: Channel Preferences Report
WHAT?
Specific channels that
are driving target visitors
WHY?
Performance of traffic driving
efforts by channel
HOW?
Optimize channel mix Enhanced attribution
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Channel Preferences Report – Key Components
PRIMARY METRICS
SECONDARY METRICS DIMENSIONS EXTRAS
Sessions
Bounce Rate Pageviews
Session Duration
Account Type, Audience Segment Secondary:
Industry, Rev. Range, Emp. Range
Include Goal Completions as secondary
metric
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Channel Preferences Report
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Report 4: Content Engagement
WHAT? Content
consumption by target segment
WHY?
Which content is engaging
targets
HOW?
Focus content efforts
Prioritize assets
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Content Engagement – Key Components
PRIMARY METRICS
SECONDARY METRICS DIMENSIONS EXTRAS
Pageviews
Time on Page Entrance Rate
Bounce Rate
Exit Rate
Account Type, Industry,
Rev. Range, Emp. Range
Drill-Down: Path levels (1-n),
Page URL
Include Conversion Influence as secondary metric(s)
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Content Engagement Visitor Industry = “Software & Technology”
Content Drilldown Report
Shows areas of the site that are most visited by Software & Technology companies
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Goal Examples Goals
Type Goal (User Ac0on) Target (KPI) Convert Submit Contact Form +X% form submits Request Demo +X% demo requests Register for Trial +X% trial registra=ons Complete Purchase +X% revenue, orders Download Gated Asset +X% gated form submits
+Y% increase in conversion rate
Engage Navigate between pages +X% increase in Page views
View content +X% increase in Scroll Depth (or Time on Page)
Download content +X% increase in Downloads Use Search to locate content +X% of Visits with Search
ALract Visit the website (from source Y) +X% of visits from target segment A
* Measure for each company visitor segment
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Report 5: Conversions
WHAT? Shows
conversion activity for
defined goals
WHY?
Which goals are being completed
Quantitative website
performance
HOW?
Optimize goals Identify areas to drill deeper
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Conversion Report – Key Components
PRIMARY METRICS
Goal Starts
Goal Completes
DIMENSIONS
Account Type, Industry,
Rev. Range, Emp. Range
EXTRAS
Include Conversion Influence as secondary metric(s)
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Conversions
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How to Access Your Data
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Custom Reports
Metrics
Dimensions
Display Options
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Standard Reports & Segments
Company information is stored custom dimensions – Any combination can be used
Segments can be applied to most standard reports and all custom reports
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Data Export
INTERFACE OPTIONS CORE REPORTING API
Directly query Google Analtyics • 10K rows per query • 7 dimensions and 10 metrics
Google’s Guide https://developers.google.com/analytics/devguides/reporting/core/v3/
Query Explorer Tool https://ga-dev-tools.appspot.com/ query-explorer/
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DATA PROCESSING BEST PRACTICES
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Going Beyond the Analytics Platform
§ Report
§ Extract
§ Update
§ Pivot
§ Visualize
§ Analyze
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REVIEW AND QUESTIONS
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THANK YOU!
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