Using data to drive marketing decisions: a workshop for members of the Pune Open Coffee Club on April 20, 2013. Numbers can trick you: incomplete marketing data leads to bad business decisions. Dig deeper into your data to get a better picture. What does an increase in website visits tell you? By itself, next to nothing. Look at other metrics like top pages, referrals, search terms, pages per visit, time on site, and so on to get a better idea of whether your marketing activities are working for you.

1. Workshop:
Using Marketing Data for
Business Decisions
For Pune OpenCoffee Club
Unmana Datta
Nilesh Bhojani

2. Introductions: Exercise
Introduce yourself in three sentences.
1.Your name
2.Your business name
3.Your business description
Catch: Sentence #3 should have 12 words or less.

3. Agenda
• Recap of marketing strategy and objectives
• Discussion: Challenges of marketing in the real
world
• Numbers can trick you: how incomplete
marketing data leads to bad business decisions
• Group exercise: participants discuss a problem
and present the solution
• Questions and open discussion

4. A Quick Recap
• Defining marketing strategy
• Aligning marketing objectives to business
objectives
• Measuring marketing performance

5. Define Your Marketing Strategy
• Define your product and key benefits.
• Who are your target customers? How
well do you know them?
• Who are your key competitors? How are
you different?
• What is your pricing?
• How will you deliver your product?
• How will you reach out to customers?

6. Objectives: Business vs. Marketing
• What are your business goals?
• How can marketing contribute to those
goals?
• Given your resources, how much of this
can you achieve?

7. Marketing at Each Step of the Funnel
Reach
Engagement
Leads
Customers
Service
Retention
Location, spread, consistency, timing
, engagement
Content quality, responsiveness
Education and nurturing

8. Online Marketing Metrics
• Reach:
• Website visits, social media impressions
and followers, email opens
• Engagement
• Page views, time on site, blog comments,
social media likes and shares, email clicks
• Leads:
• Content subscriptions, free trials, enquiries

9. Challenges of Marketing in the
Real World
1. You’ve created a great website, but no
one’s visiting it.
2. You are getting website visits, but not
conversions.
3. You have likes on your Facebook
page, but low engagement.
4. You have leads, but they’re not buying.

10. Interpreting Marketing Data:
Case Study
• Business Description:
– Software development services company
based in India, targeting US market
– Builds PHP web applications and Android apps
– Has a website, a Facebook page
(active), Twitter (not very active)

11. Marketing Activities (Case Study)
Duration Activity/Changes
October to
December 2012
No changes to the website
January 2013 Improved website navigation,
removed irrelevant keywords and
updated content
February 2013 Started a blog
March 2013 Started Google search ads

12. Website Traffic Overview
(Case Study)
Month Visits
December 913
January 1,021
February 985
March 1,424

13. Website Traffic Overview
(Case Study)
Month Visits
Pages per
Visit
December 913 3.3
January 1,021 3.2
February 985 3.7
March 1,424 2.1

14. Website Traffic Overview
(Case Study)
Month Visits
Pages per
Visit
Average Time
Spent
December 913 3.3 1:03
January 1,021 3.2 0:59
February 985 3.7 1:47
March 1,424 2.1 0:52

15. Referrals
(Case Study)
Source Visits
Pages per
Visit
Average Time
Spent
LinkedIn 32 2.6 4:06
Facebook 29 1.2 0:33
punestartups.org 9 3.9 3:12

16. Search Terms
(Case Study)
Search Terms Visits
Pages per
Visit
Average Time
Spent
understand php
development 5 1.7 1:21
software
development pune 3 4.3 3:06
php job pune 3 2.4 4:57

17. Group Exercise
Peer review and discussion:
• Participants create groups to brainstorm
solutions to the marketing challenges of
one participant in each group.
• The participant with the marketing
challenges presents the solutions
discussed and the ones she is going to
implement and why.

18. Markitty: Marketing Actions
Recommended for You
• Recommendations based on your marketing
activities
• Stats from Google Analytics, Facebook, and
Twitter
• Sign up at app.markitty.com

19. Thank You!
Follow-up questions?
Email unmana@markitty.com or nilesh@markitty.com
For more marketing tips:
Like us on facebook.com/markittyapp or read
Markitty.com/Blog