Everything you do online should be Measurable, Actionable and Relevant, Max conducted a digital marketing presentation to Web Analytics Wednesday Melbourne group ... here's the slides. ------ Web Analytics is the Secret Sauce of any Digital Marketing campaign .... it's essential to set KPIs. Sales Revenues From Inbound Marketing Customer Acquisition Costs - Inbound vs Outbound Customer Lifetime Value Inbound Marketing ROI Website Traffic to Marketing Leads Website traffic (unique visits) Overall marketing leads (form conversions) Visit-to-lead conversion rate Traffic, leads and conversion rate by source (organic search, direct, website referrals, email, ppc, social media and direct marketing) Marketing to Sales Conversion Rates Landing Page (Content) Conversion Rates Organic Searches Social Media Reach and Engagement Mobile Traffic, Leads and Conversion Rates Armed with relevant, compelling data month-over-month, marketers should be able to convey what's working and what isn't in their digital marketing strategy. Management can quickly assess the performance of sales and marketing, working together and evaluate the effectiveness of the inbound marketing process in place. ------ Define What Marketing ROI Means for You Set Realistic and Measurable Goals Gather the Right Data Needed Monitor Your Goals Frequently Use Your Data to Make Better Decisions ------ Data must be ACTIONABLE and RELEVANT

1. @MolehillWeb
#WAWmelb
Analytics
Inbound Marketing Secret Sauce
Presented by Max Lynam
@MaxOnTheHill
< maxlynam.com > < molehill.com.au >

2. Me, marketing, ins, outs.
• In 2013 Max celebrates 20 years of website experience.
• Background in management, logistics, IT, web & other nerdy things.
• Specialises in:
– Digital Engagement,
– Online Marketing, and
– Conversion Rate Optimisation

3. Me, marketing, ins, outs.
The difference
Has run bricks & mortar, manufacturing and distribution businesses – running several
complex and dynamic e-commerce sites catering to different market segments.
We’ve been our own web client.
Been successful, been broke - know how important online marketing is to
achieve success for business owners, their family, staff and life ... it’s not a game !!!

4. General Outline
1. Why Analytics?
2. Why Inbound Marketing?
3. So how do we analytics and marketing to marry up?
Is it a match made in heaven ???
-- 15 minute question time –
Please write down questions and ask during question time.
... a 3min and 4min video on marketing and analytics at the end if you want.

5. General assumptions
of course, you have already done...
Research, Discovery, Strategy ...
1.
2.
3.
4.
5.
6.
Market Analysis.
Market Plan (product, price, promotion, place).
Absolute clarity about business objectives.
Competitor research & analysis.
Technically solid, market relevant & SEO friendly website.
Drive to invest in succeeding online.

6. Analytics
... Why it’s important

7. At all times Inbound Marketing should be measurable.
Are we getting an ROI?
Data analysis holds the key to Successful Campaigns
Data Analysis
Improve
Compare to
Program
Compare to
Program
Improve
Data Analysis
“This is
not the
data you
are looking
for”

8. Inbound Marketing
Why do we care?
Google has recently updated the rankings article within the
Google Webmaster Help documentation....
OLD
Previously, the article had a line
that read:
NEW
We’ve bolded the key part, which
was changed on May 27th to say:
In general, webmasters can improve
the rank of their sites by
increasing the number of highquality sites that link to their pages.
In general, webmasters can improve
the rank of their sites by
creating high-quality sites that
users will want to use and share.

9. KPIs
What every good analyst and marketer needs
1.
2.
3.
4.
5.
Sales Revenues From Inbound Marketing
Customer Acquisition Costs - Inbound vs Outbound
Customer Lifetime Value
Inbound Marketing ROI
Website Traffic to Marketing Leads
–
–
–
–
Website traffic (unique visits)
Overall marketing leads (form conversions)
Visit-to-lead conversion rate
Traffic, leads and conversion rate by source (organic search, direct, website referrals, email, ppc, social
media and direct marketing)

10. KPIs
Part deux
6. Marketing to Sales Conversion Rates
7. Landing Page (Content) Conversion Rates
8. Organic Searches
9. Social Media Reach and Engagement
10. Mobile Traffic, Leads and Conversion Rates
Armed with relevant, compelling data month-over-month, marketers should be able to
convey what's working and what isn't in their digital marketing strategy.
Management can quickly assess the performance of sales and marketing, working
together and evaluate the effectiveness of the inbound marketing process in place.

11. Once you have relevant KPIs
.... there’s still more to consider
•
•
•
•
•
Define What Marketing ROI Means for You
Set Realistic and Measurable Goals
Gather the Right Data Needed
Monitor Your Goals Frequently
Use Your Data to Make Better Decisions
Data must be ACTIONABLE and RELEVANT

12. How do we quantify & plan?
... we have some nice tools to help us out.
from basic excel spreadsheets .........

13. to complete marketing platforms
... with ongoing analysis and performance measurements.
......... every relevant action and interaction is tracked and measured

14. Analytics
The secret sauce of inbound marketing
1. Why Analytics?
2. Why Inbound Marketing?
3. What you need to get started.
4. What you need to do
It’s all about quantifying Return on Investment
Resources available through contacting me via maxlynam.com

15. @MolehillWeb
#WAWmelb
Analytics
Inbound Marketing Secret Sauce
Presented by Max Lynam
@MaxOnTheHill
< maxlynam.com > < molehill.com.au >

16. Using Web Analytics Tools
funny matt
cutts video
http://youtu.be/b7W0o65tTIQ

17. Inbound Marketing in 4mins
funny matt
cutts video
http://youtu.be/b7W0o65tTIQ

18. Credits for Inspiration
& Content:
@MolehillWeb
#WAWmelb
Content Marketing Institute, SavvyPanda,
HubSpot, Google, Marketing Land,
Contagious, numerous people & groups
.... the list just keeps going.
Presented by Max Lynam
@MaxOnTheHill
< maxlynam.com > < molehill.com.au >