"Bonus" handout for attendees of the International Builders Show 2014, with advice and resources for using analytics to improve ROI in marketing to matures. Covers best practices (and beautiful next steps) for measuring and mining analytics related to –Web – Email – Mobile – Social Media – Video – Local Search – Online Marketing

1. Rule #6
“Measure Twice - Cut Once”
BONUS MATERIAL
Use Analytics to Improve ROI
Copyright 2014 – Creating Results, LLC
www.creatingresults.com
www.maturemarketingmatters.com

2. Are You Measuring & Mining Analytics?
– Web
– Email
– Mobile
– Social Media
 Trends
 Video
– Local Search
– Online Marketing
Copyright 2014 – Creating Results, LLC
www.creatingresults.com
www.maturemarketingmatters.com

3. Web Metrics: Best practices
The Basics:
 Visitors
 Page views
 Bounce rate
 Top referrers
The Beautiful:
 Path through site
before conversion
 Visits with conversions
by referral source
 Visits which failed to
convert
 Unique URLs for
landing pages, unique
phone #s
Copyright 2014 – Creating Results, LLC
www.creatingresults.com
www.maturemarketingmatters.com

4. Email Metrics: Best practices
The Basics:
 List growth
(subscribes /
unsubscribes)
 Open rates
 Click thru rates
The Beautiful:
 Conversions
 “Hot” opens
 Repeated opens
 A/B split tests
 Email forwards
 Traffic driven to
website
Copyright 2014 – Creating Results, LLC
www.creatingresults.com
www.maturemarketingmatters.com

5. Email Metrics: Best practices
• Multiple,
trackable points
of engagement /
interaction
• Introductory
email, so not a
hard sell
Copyright 2014 – Creating Results, LLC
www.creatingresults.com
www.maturemarketingmatters.com

6. • Single topic and
single call to
action
• Measurable soft
offer
• Two weeks into
relationship, so
content nurtures
/ educates
Copyright 2014 – Creating Results, LLC
www.creatingresults.com
www.maturemarketingmatters.com

8. Video Metrics: Best practices
The Basics:
The Beautiful:
 Views
 Total mins watched /
Avg time watched
 Subscribers
 Engagement
 Avg view duration (did
they watch it all the
way through?)
 Video SEO
 Conversion
 Use unique phone #s,
landing pages
Copyright 2014 – Creating Results, LLC
www.creatingresults.com
www.maturemarketingmatters.com

9. Copyright 2014 – Creating Results, LLC
www.creatingresults.com
www.maturemarketingmatters.com

10. Copyright 2014 – Creating Results, LLC
www.creatingresults.com
www.maturemarketingmatters.com

12. Local Search Metrics: Best practices
The Basics:
The Beautiful:
 Visitor demographics
 Behavior of local vs.
far-flung visitors
 Inventory local listings
Copyright 2014 – Creating Results, LLC
 Segment local search
traffic and look at
quantity, behavior,
best referral sites
www.creatingresults.com
www.maturemarketingmatters.com

13. Copyright 2014 – Creating Results, LLC
www.creatingresults.com
www.maturemarketingmatters.com

14. Mobile Metrics: Best practices
The Basics:
The Beautiful:
 Unique visitors
 Segment mobile traffic
 Page views / top
content
 Mobile shares
 Time on site
 SMS usage, response
rates
 Devices used
 Screen size
 Conversions
Copyright 2014 – Creating Results, LLC
 QR usage
 App downloads &
usage
www.creatingresults.com
www.maturemarketingmatters.com

15. Speaker Contact:
Todd Harff
Creating Results – Strategic Marketing
todd@creatingresults.com
Head Shot
703.494.7888 ext 7013
14000 Crown Court
Suite 211
Woodbridge, VA 22193
MORE
Resources at
www.maturemarketingmatters.com