1. How Analytics Can Boost Your Sales
and Get you New Customers
September 2011

2. Agenda
• Getting goals right…leads to the right
strategies…leads to effective measurement
• One way to frame it – “Conversion Funnel”
• Analytics in the Social Media space – some learning

3. Your high level goals dictate the
strategies…and how you measure them
• Everyone’s goal is to “drive more business”
– Close more sales
– Generate more transactions
– Book more reservations
– Attract more donors
– Generate more RSVPs

4. Identify & track to your goal
“conversion event(s)” from online mktg
• Same session transaction/event
- Reservation booked
- Product ordered
- Appointment scheduled
- Coupon/offer “clipped”
• Increase your pipeline/drip-marketing DB
- Email newsletter sign up
- Social Media connection – “Liked” or “Followed”

5. Thinking about a Conversion
Funnel can help
How you generate traffic
Traffic Sources to your site/blog
What that traffic does
Site Traffic
(bounce, engage, conver
t)
Conversions Conversions and ROI

6. Goal is optimize each layer of the
funnel
Find most
Traffic Sources effective/efficient
sources
(SEM, SEO, Social)
Site Traffic Learn what’s working and
what’s not on your site
Conversions Track conversions back
to actions and sources
so you can do more!

7. Different analytics tools help at
different stages
Google Analytics &
Adwords, Facebook
Traffic Sources Insights, Twitter, Roost
Google
Site Traffic
Analytics, LandingPage
Testing, etc
Conversions Your internal
systems/CRM, etc

8. The metrics themselves differ by
funnel phase
- Impressions, Unique Visitors
- CPM, CPC, CPA
Traffic Sources
- Bounce rate
Site Traffic - Click thru
- Conversion %
Conversions - Conversions
- ROI $/%

9. An example – SMB using social
media to drive Coupons
- Generate consistent stream
of posts onto FB page about
Facebook the Coupon offer to drive
traffic to landing page
Coupon Landing - Optmize the landing page
Page on Site for Coupon “codes
requested”
Coupons - Track coupon codes
Redeemed redeemed
- Calculate ROI based
on incremental
margin $/cost of time

10. A few nuggets from our experience
helping SMB’s with Social Media
– Different post types have different levels of
effectiveness in different networks
• Photos generate the most impressions on Social Media
• Questions generate engagement (2x the number of
comments of other Post types)
• Quotes generate the most ReTweets on Twitter
– If you’re a local business, think hard about how to
attract local fans!
• Only 15% of the average local business’ fans are actually in
the city where the business is located

11. Feel free to contact me
• alex.chang@roost.com
• @alexchangSF