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Measure Twice, Cut Once - Use Analytics to Improve ROI in Marketing to Matures

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"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

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Measure Twice, Cut Once - Use Analytics to Improve ROI in Marketing to Matures

  1. 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. 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. 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. 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. 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. 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
  7. 7. 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
  8. 8. Copyright 2014 – Creating Results, LLC www.creatingresults.com www.maturemarketingmatters.com
  9. 9. Copyright 2014 – Creating Results, LLC www.creatingresults.com www.maturemarketingmatters.com
  10. 10. 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
  11. 11. Copyright 2014 – Creating Results, LLC www.creatingresults.com www.maturemarketingmatters.com
  12. 12. 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
  13. 13. 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

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