Reporting and Analytics Snowsports Industries America Webinar Wednesdays October 1, 2014

Life under the company bus CEO’s feel marketers talk too much about brand equity, rather than the results that really matter – revenue, sales, and EBIT 74% of CEO’s say marketers focus on latest trends, like social media, but can’t demonstrate how these generate more business

It’s Great To See You! Dan Smink Partner Dan Stratford Partner

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 – Marketing Track Your Competitors Case Study Examples Agenda

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

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

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

Analytics and Reporting Tools What drives your business? Sales –Manual Trackback to Source –Integrated CRM –Marketing Automation Integration

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

Measure Website Performance SEO Related Issues Links Errors Pages Indexed

Measure Website Performance SEO Related Issues Links Errors Pages Indexed

Measure Website Performance SEO Related Issues Links Errors Pages Indexed

Measure Website Performance Trends on Specific Search Terms…Ranking Trends…

Traffic Sources

Measure Website Performance Goals and Sources…Even at Phone Call Level…

Measure Landing Page Performance What drives your business? Landing Page Tools – – Excellent for Split Testing Improve Conversions

How To Measure Paid Search “You need to know how much you are spending to acquire each visitor.” PPCTotals & Averages Investment$49, Clicks1,463 Leads314 Cost Per Click$30.55 Lead Rate21.46% Cost/Lead$ Clients39 Client Acqisition Rate12.42% Cost/Client$1,261.02

Measure Paid and Organic Lead Generation Call Details…Time, ID, Organic/Paid, Search Term, Source, Recording Option

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.”

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.”

Measure Social Media With Google Analytics Social Conversions…

Measure Social Media Social Data and Conversions…

Measure Bounce rate Delivery rate List growth rate Click Through Rate Forwarding Rate Conversion Rate Revenue per

SEO Rank SEO Value PPC Words PPC Spend PR Moz Rank PagesLinksFbTw Your Business ? 0$ Directory 546,335 $29,965, $ ,360,0003,000, Industry 36,093$1,112,7200$ ,000138, Comp 1 460$2,233433$3, , Directory $11,146, $56,812n/r (high)7.0557,700383, Comp 2 6,235$6,761,41919$ ,400,0002,000, Comp 3 49,815$483,7580$ ,60087, Competitor Tracking

Client Example

Client Example

Client Example

Client Example

Client Example

Questions?

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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