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Reporting and AnalyticsSnowsports Industries America
Webinar Wednesdays
October 1, 2014
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Life under the company bus
73% of CEO’s think marketers lack credibility
because the fail to quantify the success of their
campaigns CEO’s feel marketers talk too much about brand equity, rather than the results that really matter – revenue, sales, and EBIT74% of CEO’s say marketers
focus on latest trends, like social media, but can’t demonstrate how these generate more business
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It’s Great To See You!
Dan SminkPartner
Dan StratfordPartner
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• Why Marketing Analytics Are Important • Analytics and Reporting Tools • How To Measure Components of Digital Marketing
– Website and Landing Pages – SEO and Organic Search– Paid Search – Social Media – Email Marketing
• Track Your Competitors • Case Study Examples
Agenda
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Why Marketing Analytics are Important
• Identify what’s working
• Identify what’s not working
• Identify ways to improve
• Determine progress• See what still needs
to be done
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Analytics and Reporting Tools
What drives your business?• Website Performance
– Google Webmaster Tools• Search Terms• Rankings• Errors• Impressions• Trends
– Google Analytics• Bounce Rates?• Page Visits?• Conversions• Source (other than keyword)
– Ranking Tools• Brightlocal• MOZ• SEOBook• HubSpot• MANY others
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Analytics and Reporting Tools
What drives your business?• Leads
– Google Analytics• Calls• Form Submissions
– Call Tracking Tools– Source of Lead
• Paid• Organic• Social• Referral Site
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Analytics and Reporting Tools
What drives your business?• Sales
– Manual Trackback to Source– Integrated CRM– Marketing Automation Integration
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How To Measure Website Performance and SEO
• Total Links To Your Site• Domain Links To Your Site• Errors On Your Page• Pages Indexed• Branded v. Non-Branded Traffic• Keyword Performance• Keyword Rankings• Traffic Sources• Goals Sources • Conversion Rates from Organic
Search
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Measure Website Performance
SEO Related Issues• Links• Errors• Pages Indexed
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Measure Website Performance
SEO Related Issues• Links• Errors• Pages Indexed
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Measure Website Performance
SEO Related Issues• Links• Errors• Pages Indexed
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Measure Website Performance
Trends on Specific Search Terms…Ranking Trends…
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Traffic Sources
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Measure Website Performance
Goals and Sources…Even at Phone Call Level…
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Measure Landing Page Performance
What drives your business?• Landing Page Tools
– http://unbounce.com – http://www.leadpages.net
• Excellent for Split Testing• Improve Conversions
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How To Measure Paid Search
“You need to know how much you are spending to acquire each visitor.”
PPC Totals & AveragesInvestment $49,179.72Clicks 1,463Leads 314Cost Per Click $30.55Lead Rate 21.46%Cost/Lead $156.62Clients 39Client Acqisition Rate 12.42%Cost/Client $1,261.02
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Measure Paid and Organic Lead GenerationCall Details…Time, ID, Organic/Paid, Search Term, Source, Recording Option
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Measure Blogging
• Blog Traffic• Referral Sources• Most popular posts• Lead Conversions by Post• CTA Performance
Google Webmaster Tools:
Guide Ideas, Measure Results
“Identify the key factors that make your blog successful.”
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Measure Social Media
• Social Audience Growth and Reach
• Social Media Engagement
• Traffic from Social Media
• Google Analytics to measure conversions/ROI
“Core analytics principals also apply to Social Media.”
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Measure Social Media With Google Analytics
Social Conversions…
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Measure Social Media
Social Data and Conversions…
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Measure Email
• Bounce rate• Delivery rate• List growth rate• Click Through Rate• Forwarding Rate• Conversion Rate• Revenue per Email
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SEO Rank
SEO Value
PPC Words
PPC Spend PR Moz
Rank Pages Links Fb Tw
Your Business?
0 $0 0 $0 4 4.05 5 12 55 4
Directory 546,335 $29,965,878 2165 $0 3 7.36 3,360,000 3,000,000 36 843
Industry 36,093 $1,112,720 0 $0 5 7.03 189,000 138,368 21 152
Comp 1 460 $2,233 433 $3,500 3 5.39 998 1,493 6 113
Directory 191610 $11,146,866 9202 $56,812 n/r (high) 7.05 57,700 383,718 148 894
Comp 2 6,235 $6,761,419 19 $0 4 6.67 1,400,000 2,000,000 560 851
Comp 3 49,815 $483,758 0 $0 2 6.6 50,600 87,064 23 29
Competitor Tracking
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Client Example
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Client Example
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Client Example
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Client Example
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Client Example
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Questions?
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Next Webinar
Three sessions planned – social, intro, and advanced
January 2015 – Time and Date TBD
Come See Us At The SnowShow!
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C1 Partners
P: 303.501.1821
W: c1-partners.com
T: @c1partners
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