Content marketing analytics: how to make your data work harder for your business

Content MarketingAnalytics
How to make your data work
harder for your business
…on a budget
@dSmulevich

I can’t think of any other
industry where its top
professionals have repeated
the same thing…
OVERAND OVER...

And pretty much everyone out
there listened to them
FLUFF

AKPI is a metric used to
determine how well you are
performing against your
business objectives.

Business
Objective
Goal KPI KPITarget
Segmented
KPI
Number of
new leads per
month
Effective
Marketing
Build a
customer
database
200 per month Number of
new leads per
month
by channel

New leads from
Affiliate programs

And they are also misleading:
they think in terms of
interactive engagement hits,
do you?

External
KPIs Board
Anything that you can correlate with revenues, conversions, cost (£)
PIs Marketers
Metrics that help you get to your KPI targets (Content performance)
Internal
Flags Marketers + Website managers
To spot issues early (Adjusted bounce rate, site speed)

The goal of our work is to
understand the triggers behind
new and existing customers
content consumption and
buying behaviour…

…so we can plot the best
course of action to drive
demonstrable improvements in
revenue

Three distinct phases
1. Data audit
2. Framework development
3. Ongoing reporting and
analysis

Understanding what structures
you/the client has in place, and
how the business is using the
data at its disposal, so that we
can devise a data collection and
reporting strategy that supports
our content marketing efforts.

1. Sources attribution
We must attribute prospects to their
acquisition source or channel. We can’t work
out where our best prospects are if we don’t
know the source (PPC, list purchase).

2. Sales funnel definition

We need to define the sales funnel stages by
establishing the demographic and
behavioural measures as prospects move
down the funnel.

3. Data integration/data warehousing

A data warehouse is just a big database that
pulls data from lots of different sources.
When this data is put together, you can do an
all-round user analysis, e.g. looking at online
behaviour and offline conversion. Or tie long-
term purchase history to online behaviour.

4. Conversion attribution

We should AT LEAST create an attribution
model to determine credit for content and
sales conversions. It’s a mistake to attribute
conversion to a single action: the reality is
usually a complex mix of sales path
interactions.
The attribution model should be applied to
evaluate content promotion campaigns.

SEO
PPC EMAIL DIRECT
1
2
3
7
4
10
8
9
5
10+
6
CONVERSION PATH LENGTH

5. Conversion optimisation

If we know where opportunities fall out, we
can take positive actions: messaging, copy,
calls-to-action, value propositions, design,
and even entire campaigns can be optimized
to overcome any issues.

Don’t forget to test
your assumptions

6. Prospects segmentation

You should segment your prospects, so that
you can boost conversion rates with better
content and increase sales interest with
stronger problem focus.

7. Post-purchase funnel

Can we separate online communications
strategies, campaigns and messages for
repeat sales to the existing customer base?

Thanksto thegenial @martooziefor this!

8. Reporting

8. Reporting
The right level of reporting should enable
different stakeholders (marketers,
salespeople etc.) to receive only the
information they need, in a way that’s as
simple and clear as possible, to take
informed decisions.

Framework development
=
Data collection strategy

Start from the business
requirements, talk to the
stakeholders involved and then
visualise the
dimensions/metrics that you
aim to get

Now you’re ready to
spec it out!
1. Planforthemid-longterm
2. Don’tovercomplicatethings
3. Thinkofconstraints:
• Budget
• Technology
• Resources

AAAAA
Always
Add
Analysis
And
Action

In-depth analysis should be
carried out on a regular basis:
results should be brought into
quarterly meetings with the
relevant stakeholders, upon
internal sharing first with the
(agency) team.

Outcome:
integrated, personalised, dynamic
dashboards and reports, on which
we can easily add our analysis

Become best friends with these
bad boys…
APIs Webhooks

Your bible: GAreference guide
http://bit.ly/P8msWU

Your playground: the query
explorer
http://bit.ly/XeNbVy

Three ways to extract data using
theAPI:
Add-ons (Supermetrics rocks!)
Custom functions
Programmatically (build a PHP app)
Easy
Hard

You can also use the
management API to import
data into GA!
[features still rolling out]
http://bit.ly/1nTIkEl

Webhooks let you send data to
GoogleAnalytics when something
special in another platform
happens, e.g. you won that
contract with the client!

GAMeasurementProtocolhttp://bit.ly/N3z7sa

How do I link GAusers
with CRM entries?
• ExtractclientidfromGAcookie
• UseyourCRMAPItopushthedatathrough
alongwiththeCRMid
• Callwebhooksasusersperformsetactions

Now all your data is integrated,
you can visualise data the way
you/your client/your board needs!
Use free visualisationsAPIs:
• GoogleAnalytics EmbedAPI
• Google Charts

Collection Reporting Analysis
OUR BIG CHALLENGE
MEDIUM
HIGH
LOW

WHAT OUR CLIENTS WILL EXPECT
MEDIUM
HIGH
LOW

MANAGING EXPECTATIONS
MEDIUM
HIGH
LOW

THE CIRCLE OF LIFE
ACTIONABLEADVICE

Thank you.
sli.do/SearchLondon
@dSmulevich

Content marketing analytics: how to make your data work harder for your business

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