Ad Club of Maine slide presentation without the presenter notes. See how to apply long standing marketing theory and process to inbound internet marketing using analytics.

1. All Things Analytics with
Carole Mahoney, President of Mahoney Internet Marketing
@minetmarketing
linkedin.com/in/carolemahoney facebook.com/mahoneyinternetmarketing
@mahoneyinternet
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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.
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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.
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4. Analytics and the Funnel (s)
Credit to J. Nimetz- Search Engine Guide
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5. (Analytics) Tools and the Loop
Credit to Hubspot
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6. (Analytics)
Tools and the
Funnel (s)
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7. How to Start:
3 Steps for Inbound Internet
Marketing (& Sales)
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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?
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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
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10. Persona is not a new word.
Who are your BEST customers?
(It’s not everyone.)
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11. Step 2= Do.
• Wireframe
• Design
• Development
• Content Creation
• Social Media
• E-commerce
• Campaign Creation and launch
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12. How can I speed up the
claims I process?
Prospects need and possible approach
David- Business Claims Manager
Buying Stage- Attention Linear Metrics:
Analytics
-Traffic Sources
Tactics Prospect Driving Points -Social Media
Reach
-Inbound links
SEO Social
Media Blogs
Search: claim Question: claim
How they could enter the funnel
Action Tags: claims
management best management best Linear Metrics:
processing
practices practices Analytics -Top Landing
Page
Page Entity -Top Content
Funnel Entry Point
-Traffic Source
to Page
Blog post topic: claim -Cost per visitor
Home Page management best
practices
Analytics
The prospect’s questions
Non-Linear
Waypoints and Points of Resolution Metrics
-Funnel
Abandonment
points
Who else has used
this process/ product? -page views by
Which product/ What can this
What credentials/ How long does path
serivce is the product do that
expertise does this implementation take? best fit? others can't?
company have? What can I expect? How will this
help me do my
job better?
Linear Metrics:
Resource/
Page Entity
Customer
list
Professional
Associations
About Us
Customer
testimonials
Implementation
Process diagram
and checklist
Software
feature/benefit
comparison
Software
benefit by role
-Page
conversion rate
-Conversion
Funnel
Online (or offline)
conversion
sheet
abandonment
CTAs rate
Analytics -Video plays,
Conversion stops
Micro Conversion Events -Blog
Goals
subscribers
Webinar - # of downloads
Download/ Registration
Download Video Subscribe
Mailing List Watch
Case Study Demo to Feed
Presentation
Lead Nurturing Campaigns
Analytics
Linear Metrics:
-Open Rate
Lead Nurturing &
Qualification
-CTR
-Forward rate
-Unsubscribe
rate
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Macro Conversions Events
Analytics
Linear Metrics:
-Conversion
Rate
Customer Retention
-CPL
-Lead to Closed
Business Ratio
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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)
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14. Metrics for the
Web Traffic Sources
Blog Analytics CTR LCR
SEO Ranking CPL AOV CLV
Social Media Reach CR CAC
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15. Results
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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
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17. Sales & Marketing
Alignment
Credit to A.Mitra
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18. What to do now.
Trade Business Cards
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19. Ask me about our partnership and alliance program.
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20. Ask me about our upcoming training courses.
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21. Ask me about Hubspot.
(Join the evolution...)
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22. Your turn.
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