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Introduction: Why
Do I Need Metrics
and Analytics?
Learning from
Moneyball Metrics
Reaching Prospects
in the Upper Funnel
Nurture
Relationships in the
Lower Funnel
Applying Analytics
to the Full Funnel
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The Power of
Customer Metrics
Conclusion
1
Introduction
Why Do I Need
Metrics and Analytics?
Introduction
impact on revenues.
Metrics and analytics are both important.
With metrics and analytics, they can do just
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90%
target audience.
as marketers.
Meagen Eisenberg
CMO, MongoDB, Inc.
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Learning
from
Moneyball Metrics
this information.
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Keep it Simple
with
A Two-Stage Funnel
Reach
Upper Funnel:
Increase awareness
Build brand
Shape perception
Nurture
Lower Funnel:
Acquire
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cross-sell?
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performance.
and budget.
the end.
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ReachinginProspects
the
U pp e r F unn e l
1. Awareness
2. Branded search
6. Subscriber/opt-in lift
funnel).
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Reach
Reach
The table below lists metrics aligned with various tactics you might use in the
upper funnel to drive awareness of your brand with the right people.
Tactic
Metrics
Email marketing
Display ads
Search marketing
Branded search
PR
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Case Study
400%
performance.
year-over-year growth.
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Nurture Relationships
in the
L ow e r F unn e l
and tactics:
7. Pipeline contribution
8. Revenue contribution
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Nurture
Nurture
Tactic
Metrics
Email marketing
Search marketing
Display ads
PR
Webinars
Demos/trials
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Case Study
200%
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Applying
Analytics
to the
F ull F unn e l
Goal
Awareness
Subscriber/opt-in lift
Branded search
Brand recall and lift
Reach
Goal
Nurture
Track
Track
Form fills
MQLs/Sales Accepted
Opportunities (SAOs)
Revenue
Close rate
purchase
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Returning visitors
base growing?
was happening.
influencing revenue?
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Measuring
your
How to Measure
Campaigns on LinkedIn
Products for Full Funnel Marketing
LinkedIn Marketing Solutions offers the only platform that
impacts every stage of your marketing funnel. Our products
Reach
Nurture
Deliver helpful content at the right
Onsite Display
Network Display
Reach
Sponsored Updates
Measure
Track branding and direct
Sponsored InMail
Lead Accelerator
Nurture
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As of September 2015
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NETWORK DISPLAY
To complement the contextual targeting enabled by LinkedIn Onsite Display, LinkedIn
Network Display Advertising is designed to help you get in front of the right audiences
on a frequent basis. This display advertising option allows you to reach prospects with
accuracy and at scale as they consume information on LinkedIn and across the Web. This
includes extending your reach across LinkedIns network of 2500+ business publisher
sites and beyond, targeting your audience through the Ad Exchanges, but always in a
brand-safe environment. By frequently connecting with your target audience, you increase
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instead of sales.
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Andy Crestodina
value traffic.
just numbers.
Analytics is
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(Continued ... )
Metrics are
making decisions.
Andy Crestodina
(Continued)
positive activity.
our marketing.
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Overcoming
the
Attribution
Challenge
Rules-based attribution
Last-click attribution
Multi-channel attribution
driven by data.
attribution.
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Algorithmic attribution
optimize them.
accurate data.
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Meagen Eisenberg
CMO, MongoDB
and technology.
With the funnel metrics in place
process and
EISENBERG: I recommend
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(Continued ... )
To effectively
measure
attribution, its
technology.
Meagen Eisenberg
(Continued)
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9
Determining
What Metrics
M att e r for You
for it.
profit, he says.
influenced pipeline.
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Nick Panayi
80s to 90 percent.
as a whole?
important to measure.
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in the hole.
39
Brand awareness
(Continued ... )
youre already
in the hole.
Nick Panayi
(Continued)
for outliers right away, every day and demand the same of
everyone on my team.
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10
The
Power
of
C ustom e r
M e trics
profitable customers.
or colleague?
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Jon Miller
the future.
event registration.
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Engaged
customers and
leads are more
likely to buy more
or refer more.
Conclusion
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Conclusion
Conclusion
When used properly and regularly, metrics and analytics can have powerful impacts on
a companys overall performance, not just on its marketing. Metrics and analytics are
essentials for marketers, because:
You need to prove the value of your efforts.
You need to align your goals with metrics that matter
and use analytics to measure and report on these.
By addressing the full funnel, you can help ensure
an active pipeline and higher revenues.
Today, effective marketers are taking the
the people.
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Conclusion
Justin Gray
Jascha Kaykas-Wolff
Neil Patel
CEO, LeadMD
CMO, Mozilla
sjbrinker
leadmd
kaykas
@chiefmartec
@Jgraymatter
@kaykas
neilkpatel
@neilpatel
Andy Crestodina
Matt Heinz
Jon Miller
Chris Penn
andycrestodina
mattheinz
jonmiller2
@crestodina
@HeinzMarketing
@jonmiller
cspenn
@cspenn
Annie Cushing
Doug Karr
Katie Paine
Adam Singer
Founder, Annielytics
anniecushing
douglaskarr
kdpaine
adamsinger
@AnnieCushing
@douglaskarr
@queenofmetrics
@AdamSinger
Meagen Eisenberg
Avinash Kaushik
Nick Panayi
Brian Solis
CMO, MongoDB
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meageneisenberg
akaushik
nickpanayi
briansolis
@meisenberg
@avinash
@Nickpanayi
@briansolis
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