Presentation from Search London - July 2014. The goal of our work is to understand the triggers behind new and existing customers content consumption and buying behaviour so we can plot the best course of action to drive demonstrable improvements in revenue. Here is a 3-step process to do that.

1. Content MarketingAnalytics
How to make your data work
harder for your business
…on a budget
@dSmulevich

2. I can’t think of any other
industry where its top
professionals have repeated
the same thing…
OVERAND OVER...

4. And pretty much everyone out
there listened to them
FLUFF

6. FAILURE

7. Choose the right KPIs

8. AKPI is a metric used to
determine how well you are
performing against your
business objectives.

9. Business
Objective
Goal KPI KPITarget
Segmented
KPI
Number of
new leads per
month
Effective
Marketing
Build a
customer
database
200 per month Number of
new leads per
month
by channel

10. New leads from
Affiliate programs

11. BOUNCE RATE

12. BOUNCE RATE

13. TIME ON SITE

14. TIME ON SITE

15. KPIs

16. KPIs

17. KPIs

18. Flags

19. And they are also misleading:
they think in terms of
interactive engagement hits,
do you?

20. External
KPIs Board
Anything that you can correlate with revenues, conversions, cost (£)
PIs Marketers
Metrics that help you get to your KPI targets (Content performance)
Internal
Flags Marketers + Website managers
To spot issues early (Adjusted bounce rate, site speed)

21. The goal of our work is to
understand the triggers behind
new and existing customers
content consumption and
buying behaviour…

22. …so we can plot the best
course of action to drive
demonstrable improvements in
revenue

23. How do we get to
that?

24. Step up your analytics game

25. Three distinct phases
1. Data audit
2. Framework development
3. Ongoing reporting and
analysis

26. Three distinct phases
1. Data audit
2. Framework development
3. Ongoing reporting and
analysis

27. Understanding what structures
you/the client has in place, and
how the business is using the
data at its disposal, so that we
can devise a data collection and
reporting strategy that supports
our content marketing efforts.

28. 1. Sources attribution

29. 1. Sources attribution
We must attribute prospects to their
acquisition source or channel. We can’t work
out where our best prospects are if we don’t
know the source (PPC, list purchase).

31. 1. Sources attribution
2. Sales funnel definition

32. 2. Sales funnel definition
We need to define the sales funnel stages by
establishing the demographic and
behavioural measures as prospects move
down the funnel.

34. 1. Sources attribution
2. Sales funnel definition
3. Data integration/data warehousing

35. 3. Data integration/data warehousing
A data warehouse is just a big database that
pulls data from lots of different sources.
When this data is put together, you can do an
all-round user analysis, e.g. looking at online
behaviour and offline conversion. Or tie long-
term purchase history to online behaviour.

37. 1. Sources attribution
2. Sales funnel definition
3. Data integration/data warehousing
4. Conversion attribution

38. 4. Conversion attribution
We should AT LEAST create an attribution
model to determine credit for content and
sales conversions. It’s a mistake to attribute
conversion to a single action: the reality is
usually a complex mix of sales path
interactions.
The attribution model should be applied to
evaluate content promotion campaigns.

39. SEO
PPC EMAIL DIRECT
1
2
3
7
4
10
8
9
5
10+
6
CONVERSION PATH LENGTH

40. SEO
PPC EMAIL DIRECT
1
2
3
7
4
10
8
9
5
10+
6
CONVERSION PATH LENGTH

41. SEO PPC EMAIL DIRECT

42. SEO PPC EMAIL DIRECT

43. SEO PPC EMAIL DIRECT

44. SEO PPC EMAIL DIRECT

45. SEO PPC EMAIL DIRECT

46. 1. Sources attribution
2. Sales funnel definition
3. Data integration/data warehousing
4. Conversion attribution
5. Conversion optimisation

47. 5. Conversion optimisation
If we know where opportunities fall out, we
can take positive actions: messaging, copy,
calls-to-action, value propositions, design,
and even entire campaigns can be optimized
to overcome any issues.

48. Don’t forget to test
your assumptions

49. A/B

50. AA/BB

51. 1. Sources attribution
2. Sales funnel definition
3. Data integration/data warehousing
4. Conversion attribution
5. Conversion optimisation
6. Prospects segmentation

52. 6. Prospects segmentation
You should segment your prospects, so that
you can boost conversion rates with better
content and increase sales interest with
stronger problem focus.

54. 1. Sources attribution
2. Sales funnel definition
3. Data integration/data warehousing
4. Conversion attribution
5. Conversion optimisation
6. Prospects segmentation
7. Post-purchase funnel

55. 7. Post-purchase funnel
Can we separate online communications
strategies, campaigns and messages for
repeat sales to the existing customer base?

56. Thanksto thegenial @martooziefor this!

57. 1. Sources attribution
2. Sales funnel definition
3. Data integration/data warehousing
4. Conversion attribution
5. Conversion optimisation
6. Prospects segmentation
7. Post-purchase funnel
8. Reporting

58. 8. Reporting
The right level of reporting should enable
different stakeholders (marketers,
salespeople etc.) to receive only the
information they need, in a way that’s as
simple and clear as possible, to take
informed decisions.

59. Three distinct phases
1. Data audit
2. Framework development
3. Ongoing reporting and
analysis

60. Framework development
=
Data collection strategy

61. Start from the business
requirements, talk to the
stakeholders involved and then
visualise the
dimensions/metrics that you
aim to get

63. Now you’re ready to
spec it out!
1. Planforthemid-longterm
2. Don’tovercomplicatethings
3. Thinkofconstraints:
• Budget
• Technology
• Resources

66. Three distinct phases
1. Data audit
2. Framework development
3. Ongoing reporting and
analysis

67. AND NOW
WHAT?

68. AAAAA
Always
Add
Analysis
And
Action

70. In-depth analysis should be
carried out on a regular basis:
results should be brought into
quarterly meetings with the
relevant stakeholders, upon
internal sharing first with the
(agency) team.

71. Take data out of silos

73. Outcome:
integrated, personalised, dynamic
dashboards and reports, on which
we can easily add our analysis

74. Outcome:
integrated, personalised, dynamic
dashboards and reports, on which
we can easily add our analysis

75. Outcome:
integrated, personalised, dynamic
dashboards and reports, on which
we can easily add our analysis

76. Outcome:
integrated, personalised, dynamic
dashboards and reports, on which
we can easily add our analysis

77. Become best friends with these
bad boys…
APIs Webhooks

78. Become best friends with these
bad boys…
APIs Webhooks

80. Your bible: GAreference guide
http://bit.ly/P8msWU

81. Your playground: the query
explorer
http://bit.ly/XeNbVy

82. Three ways to extract data using
theAPI:
Add-ons (Supermetrics rocks!)
Custom functions
Programmatically (build a PHP app)
Easy
Hard

84. You can also use the
management API to import
data into GA!
[features still rolling out]
http://bit.ly/1nTIkEl

85. Become best friends with these
bad boys…
APIs Webhooks

87. Webhooks let you send data to
GoogleAnalytics when something
special in another platform
happens, e.g. you won that
contract with the client!

88. GAMeasurementProtocolhttp://bit.ly/N3z7sa

89. WAIT, WAIT, WAIT….

90. How do I link GAusers
with CRM entries?
• ExtractclientidfromGAcookie
• UseyourCRMAPItopushthedatathrough
alongwiththeCRMid
• Callwebhooksasusersperformsetactions

91. Now all your data is integrated,
you can visualise data the way
you/your client/your board needs!
Use free visualisationsAPIs:
• GoogleAnalytics EmbedAPI
• Google Charts

93. Alittle reminder

94. Collection Reporting Analysis
OUR BIG CHALLENGE
MEDIUM
HIGH
LOW

95. Collection Reporting Analysis
OUR BIG CHALLENGE
MEDIUM
HIGH
LOW

96. Collection Reporting Analysis
OUR BIG CHALLENGE
MEDIUM
HIGH
LOW

97. Collection Reporting Analysis
WHAT OUR CLIENTS WILL EXPECT
MEDIUM
HIGH
LOW

98. Collection Reporting Analysis
MANAGING EXPECTATIONS
MEDIUM
HIGH
LOW

99. Collection Reporting Analysis
MANAGING EXPECTATIONS
MEDIUM
HIGH
LOW

100. THE CIRCLE OF LIFE
ACTIONABLEADVICE

101. IMPROVE

102. IMPROVE

103. Thank you.
sli.do/SearchLondon
@dSmulevich

104. @dSmulevich