reporting and analytics for digital marketing
DESCRIPTION
Digital Marketing allows companies to analyze and report on the effectiveness of their activities quickly and accurately. This presentation explains how to get started using analytics and metrics so that you can report to the rest of your team the success of your digital marketing efforts. http://www.c1-partners.comTRANSCRIPT
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Reporting and AnalyticsSnowsports Industries America
Webinar Wednesdays
October 1, 2014
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Life under the company bus
73% of CEO’s think marketers lack credibility
because the fail to quantify the success of their
campaigns CEO’s feel marketers talk too much about brand equity, rather than the results that really matter – revenue, sales, and EBIT74% of CEO’s say marketers
focus on latest trends, like social media, but can’t demonstrate how these generate more business
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It’s Great To See You!
Dan SminkPartner
Dan StratfordPartner
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• Why Marketing Analytics Are Important • Analytics and Reporting Tools • How To Measure Components of Digital Marketing
– Website and Landing Pages – SEO and Organic Search– Paid Search – Social Media – Email Marketing
• Track Your Competitors • Case Study Examples
Agenda
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Why Marketing Analytics are Important
• Identify what’s working
• Identify what’s not working
• Identify ways to improve
• Determine progress• See what still needs
to be done
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Analytics and Reporting Tools
What drives your business?• Website Performance
– Google Webmaster Tools• Search Terms• Rankings• Errors• Impressions• Trends
– Google Analytics• Bounce Rates?• Page Visits?• Conversions• Source (other than keyword)
– Ranking Tools• Brightlocal• MOZ• SEOBook• HubSpot• MANY others
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Analytics and Reporting Tools
What drives your business?• Leads
– Google Analytics• Calls• Form Submissions
– Call Tracking Tools– Source of Lead
• Paid• Organic• Social• Referral Site
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Analytics and Reporting Tools
What drives your business?• Sales
– Manual Trackback to Source– Integrated CRM– Marketing Automation Integration
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How To Measure Website Performance and SEO
• Total Links To Your Site• Domain Links To Your Site• Errors On Your Page• Pages Indexed• Branded v. Non-Branded Traffic• Keyword Performance• Keyword Rankings• Traffic Sources• Goals Sources • Conversion Rates from Organic
Search
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Measure Website Performance
SEO Related Issues• Links• Errors• Pages Indexed
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Measure Website Performance
SEO Related Issues• Links• Errors• Pages Indexed
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Measure Website Performance
SEO Related Issues• Links• Errors• Pages Indexed
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Measure Website Performance
Trends on Specific Search Terms…Ranking Trends…
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Traffic Sources
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Measure Website Performance
Goals and Sources…Even at Phone Call Level…
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Measure Landing Page Performance
What drives your business?• Landing Page Tools
– http://unbounce.com – http://www.leadpages.net
• Excellent for Split Testing• Improve Conversions
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How To Measure Paid Search
“You need to know how much you are spending to acquire each visitor.”
PPC Totals & AveragesInvestment $49,179.72Clicks 1,463Leads 314Cost Per Click $30.55Lead Rate 21.46%Cost/Lead $156.62Clients 39Client Acqisition Rate 12.42%Cost/Client $1,261.02
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Measure Paid and Organic Lead GenerationCall Details…Time, ID, Organic/Paid, Search Term, Source, Recording Option
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Measure Blogging
• Blog Traffic• Referral Sources• Most popular posts• Lead Conversions by Post• CTA Performance
Google Webmaster Tools:
Guide Ideas, Measure Results
“Identify the key factors that make your blog successful.”
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Measure Social Media
• Social Audience Growth and Reach
• Social Media Engagement
• Traffic from Social Media
• Google Analytics to measure conversions/ROI
“Core analytics principals also apply to Social Media.”
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Measure Social Media With Google Analytics
Social Conversions…
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Measure Social Media
Social Data and Conversions…
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Measure Email
• Bounce rate• Delivery rate• List growth rate• Click Through Rate• Forwarding Rate• Conversion Rate• Revenue per Email
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SEO Rank
SEO Value
PPC Words
PPC Spend PR Moz
Rank Pages Links Fb Tw
Your Business?
0 $0 0 $0 4 4.05 5 12 55 4
Directory 546,335 $29,965,878 2165 $0 3 7.36 3,360,000 3,000,000 36 843
Industry 36,093 $1,112,720 0 $0 5 7.03 189,000 138,368 21 152
Comp 1 460 $2,233 433 $3,500 3 5.39 998 1,493 6 113
Directory 191610 $11,146,866 9202 $56,812 n/r (high) 7.05 57,700 383,718 148 894
Comp 2 6,235 $6,761,419 19 $0 4 6.67 1,400,000 2,000,000 560 851
Comp 3 49,815 $483,758 0 $0 2 6.6 50,600 87,064 23 29
Competitor Tracking
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Client Example
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Client Example
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Client Example
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Client Example
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Client Example
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Questions?
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Next Webinar
Three sessions planned – social, intro, and advanced
January 2015 – Time and Date TBD
Come See Us At The SnowShow!
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