How should a company leverage analytics to improve revenue?

1. All Things Analytics with
Carole Mahoney, President of Mahoney Internet Marketing
@minetmarketing
linkedin.com/in/carolemahoney facebook.com/mahoneyinternetmarketing
@mahoneyinternet
Analyze this Google- you are not the end all and be all.
Thanks to AdClub for Hosting- Stephanie at Shad’s
Advertising and Dan Routh at Burgess for putting this
together. (love the creative from Dan!)
Special thanks to Hubspot for sponsoring! Story how and
why I asked them to sponsor, who they are and what they
do and how we work together.

2. • Analytics doesn’t Marketing & Sales
matter until the end.
Analytics Myths
• Analytics is for
techie math geeks,
not creative.
• You can only react
to data, not predict
or plan.
• It’s impossible to
measure everything.
• Analytics is too
complicated for the
lay person to
understand.
Some of the myths that I have heard from other agencies,
business owners, and marketers. My goal is to give you a
reason why each one of these myths are untrue and give
you some ideas on how to do it for your business and/or
client.

3. Analytics is...
• Wikipedia.org says: “Web Analytics is the measurement of the
behavior of visitors to a website. In a commercial context, it refers to the
measurement of which aspects the website work towards the business
objectives.”
• I say: “Analytics is the measurement of ACTIONS web visitors take, (or
don’t take) in their buying process. In a commercial context, it is the tool
used to align the buying process to the organizational selling process,
thereby aligning sales and marketing together to reach and
communicate with the prospect or customer.”
• In other words, use Analytics as the common language between you,
your customer, your marketing team and your sales team.
With everyone speaking the same language, it is much
easier to understand what is going on, explore the
possible reasons why, and take action to improve or
expand it. Use it as common ground to have an open and
learning organization.

4. Analytics and the Funnel (s)
Credit to J. Nimetz- Search Engine Guide
Buyers have a process, sales people have a process, and
marketing has a process. No wonder everyone is
confused. So how can Analytics help reduce the friction
and increase revenue and a positive customer
experience?

5. (Analytics) Tools and the Loop
Credit to Hubspot
Everyone claims to have the ROI solution. But who really
gets it?

6. (Analytics)
Tools and the
Funnel (s)
It is really a smart integration that is needed to get true
closed loop analytics. Tools that I recommend (and play
nice together)

7. How to Start:
3 Steps for Inbound Internet
Marketing (& Sales)
A simplified scientific process for marketing and sales.
Analytics is the backbone to every step.

8. Step 1= Think.
• What are the business goals and consequences of not reaching those goals?
How do those goals drill down to traffic, leads, conversion and retention?
• Who is the best target customer, how they gather information, what
motivates them, how they will approach the business in their quest for
an answer?
• What campaigns and tactics are you going to use to reach your quotas?
What are the KPIs for those?
• What do you need them to do at every step of the process? How will you
measure their progress? How will you make improvements?
• How will you define a qualified lead with sales? How will you collaborate
with sales for everything from messaging to reporting?
Think about your personas, align analytics metrics to
validate the personas.
You also need to think about how you will measure
success, what information you or the client needs to
prove ROI, and what reports you need to analyze
optimization recommendations.

9. Tactics for Step 1
Business Success
KPI
Goal Event
Form conversion
rate
Completed RFP
or RFI form Download Rate
Increase
online leads Downloaded Most visited page
whitepaper
Page/Form
Bounce Rate
For example, if you are running a PPC campaign you will
want to know:
1-Impressions (or reach)
2-CTR (or recorded response)
3-Visits to page (interest)
4-Time on page (interest)
5-Conversion rate
Offline measurement:
If you are doing a radio spot, when does it air, to what
audience? Use a specific url for the radio ad (if possible)
and measure the traffic to determine response to the
radio spot.

10. Persona is not a new word.
Who are your BEST customers?
(It’s not everyone.)
What is important to them? Personas= buying modes.
Why should they buy from you? What is your unique selling
proposition? What do you do better than anyone?
How do they describe their need? What keywords do THEY use?
(not your industry lingo)
How will they find you? Google? Facebook? Twitter? Forums?
Blogs?
How will they interact with you online? Conversion mapping-

11. Step 2= Do.
• Wireframe
• Design
• Development
• Content Creation
• Social Media
• E-commerce
• Campaign Creation and launch
Wireframe before design. Determine how the site will function and flow.
What pages are needed to drive traffic to? What additional info will your
customers need? What keywords will be used on those pages for SEO?
Then bring in design with images and color. Function before form. = less
design changes
Development= according to the wireframe. Less mistakes, less redo.
Content creation= Assign keywords to pages. List blog topics with
corresponding long tail keywords. (specific) Write whitepapers. Story
board video, etc.
Social media- share your content- set it free!
Campaign creation and launch= events, promotions, lead nurturing.
Email, PPC, Video

12. Prospects need and possible approach
How they could enter the funnel
The prospect’s questions
Online (or offline)
conversion
Lead Nurturing &
Qualification
Customer Retention
First time I have shown this publicly.... welcome to the
new storyboard wireframe, or as I call it, the conversion
map.
Answers it provides:
What campaigns and tactics are you going to use to reach
your quotas? What are the KPIs for those?
What do you need them to do at every step of the
process? How will you measure their progress? How will
you make improvements?
How will you define a qualified lead with sales? How will
you collaborate with sales for everything from messaging
to reporting?

13. Step 3= Review
(metrics according to the funnel)
• Web Traffic Sources
• Blog Analytics
• SEO Ranking
• Social Media Reach
• (Campaign) Click Through Rate (CTR)
• Conversion Rate (CR)
• Cost per Lead (CPL)
• Lead to Customer Rate (LCR)
• Average Order Value (AOV)
• Customer Lifetime Value (CLV)
What increased CR, CTR? AOV? Are you on target to meet
goals? Do goals need to be revised? New tactics tried?
In relation to analytics, run A/B & multivariate tests on
campaigns, in multiple channels. Test your content on
web pages and blogs, test the creative, test the target
audience. What increased CR, CTR? AOV?

14. Metrics for the
Web Traffic Sources
Blog Analytics CTR LCR
SEO Ranking CPL AOV CLV
Social Media Reach CR CAC
hubspot and other tools in the funnel- a better image?

15. Results

16. Closed Loop Analytics
Top of the Funnel
Awareness/ Prospect
Middle of the Funnel
Customer Management (CRM) Interest/Rapport& Qualify/ Research
Client Retention/ Cross Sell/ Service
Bottom of the Funnel
Commit/Close/ Purchase

17. Sales & Marketing
Alignment
Credit to A.Mitra

18. What to do now.
Trade Business Cards

19. Ask me about our partnership and alliance program.

20. Ask me about our upcoming training courses.

21. Ask me about Hubspot.
(Join the evolution...)

22. Your turn.