Crash course in metrics and Analytics by LinkedIn

@linkedinMKTG

30 minute

CrasH Course MARKETING METRICS

Understanding metrics vs. analytics Uncovering the metrics that really matter Measuring full funnel impact

@linkedinMKTG

Amanda Halle Senior Manager, Demand Generation

today’s

SpEAKERS

@ahalle | linkedin.com/in/amandahalle

Megan Golden Senior Content Marketing Manager @goldmegs | linkedin.com/in/goldenmegan

@linkedinMKTG

3

Introduction

Why Do I Need

METRICS AND ANALYTICS?

@linkedinMKTG

According to Forrester Research, as much as

90% of the buyers’ journey may be complete before they contact a salesperson. During that time, marketing is responsible for moving prospects down the purchase path.

@linkedinMKTG

metrics & analytics

Help marketers... become more efficient at optimizing the purchase path and driving revenue

report the ROI of programs and confidently request larger budgets

@linkedinMKTG

6

METRICS what’s the difference

Metrics & Analytics BETWEEN

What you measure your marketing programs on to gauge performance or success. They can also be called Key Performance Indicators (KPIs).

ANALYTICS Using metrics to identify trends and insights to inform decisions about your marketing efforts.

@linkedinMKTG

7

LEARNING from

MONEYBALL METRICS

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moneyball

Metrics In baseball, a lead off hitter’s job is to get on base and score runs, while a cleanup hitter’s job Is to drive in runs.

A baseball team would never measure the performance of these two players in the same way. @linkedinMKTG

9

moneyball

Metrics In baseball, a lead off hitter’s job is to get on base and score runs, while a cleanup hitter’s job Is to drive in runs.

EMAIL

DISPLAY

Click open rate Conversion rate Drive pipeline and revenue

Brand awareness New website visitors Click-through rate

RETARGETING

SPONSORED UPDATES

Lead quality Increase conversion Drive pipeline and revenue

Increase engagement Build brand & shape perception Conversion rate

A baseball team would never measure the performance of these two players in the same way. @linkedinMKTG

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Measuring the impact of

FULL FUNNEL MARKETING

@linkedinMKTG

11

Full Funnel

“

marketing

Each marketing tactic should have a clear purpose and map to the buyer’s journey.

So, ask yourself…

1

2

3

Who is the target audience?

How do they need to be educated?

How can we align our benefits to their pain points?

Are you providing your prospects increasingly relevant content as you learn more about them?

What happens after the sale?

Do you have the content that sets up customers for success after they’ve bought from you?

“

The ultimate goal of reaching and then nurturing prospects is to “acquire” them, to drive them toward becoming a customer. @linkedinMKTG

12

Full Funnel marketing

REACH

NURTURE

@linkedinMKTG

UPPER

Increase awareness Build brand Shape perception

LOWER

Improve lead quality Increase conversion Drive pipeline and revenue

13

upper funnel

metrics REACH

Play an active role in prospect education throughout the buyer’s journey.

TACTICS

METRICS

Email Marketing

open rate, website traffic, opt-in

Display Ads

awareness, brand recall and lift

Search Marketing

branded search

PR

awareness, brand lift, website traffic, inbound links, referral traffic, unique visitors

Organic Social Media

shares, likes, comments

Paid Social Media

awareness, brand recall and lift, website traffic, unique visitors

Free Written content

website traffic, shares, likes, bounce rate, unique visitors, inbound links, referral traffic, comments

Rich Media content

time spent, page views, pages per visit, opt in

 

@linkedinMKTG

14

lower funnel

metrics TACTICS

METRICS

Email Marketing

open rate, returning visitors, form fills, MQLs, SAOs, SQOs, retention rate

Search Marketing

leads, cost per lead, form fills, MQLs

Display Ads

leads, cost per lead, form fills, MQLs

PR

leads, cost per lead, returning visitors

Paid Social Media

leads, cost per lead, returning visitors, MQLs, form fills

Gated Long-form Content

form fills,

Webinars

Form fills, leads, cost per lead, SAO, SQO, close rate, revenue, retention rate

Demos / Trials

form fills, leads, cost per lead, SAOs, SQOs, close rate, revenue, retention rate

@linkedinMKTG

NURTURE

Nurture prospects that have either implicitly or explicitly expressed an interest in your brand.  

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APPLYing ANALYTICS across the funnel

REACH

NURTURE

Reach audiences to drive awareness and a positive impression of your brand

Nurture prospects until they’re ready to make a purchase

•

Awareness

•

Subscriber/opt-in lift

•

Branded search

•

Engagement (open rate,

•

Brand recall and lift

•

Website and referral traffic

•

Bounce rate decline

•

Page views, pages per visit,

•

Unique visitor lift

time spent on site lift

•

Inbound links lift

•

Leads (organic vs paid)

•

Form fills

•

MQLs/SAOs

•

Revenue

•

SQOs

•

Returning visitors

•

Cost per lead

•

Close rate

Qualified lead velocity rate

•

•

(i.e., growth in qualified leads)

@linkedinMKTG

shares, likes, comments)

Retention rate, customer lifetime value, upsell/cross-sell

16

Full Funnel marketing

“

What is your recommendation on how to lay the foundation to full funnel marketing?

1

2

3

“

@linkedinMKTG

Understand the key objectives you need to hit at each stage of the funnel

Pin down the right metrics to measure progress against those objectives

Deploy effective programs and continually use analytics to gauge the effectiveness and optimize their performance

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success lies in

Multi-Channel CAMPAIGNS

Paid Promotion Search Engine Marketing Display Ads

REACH

Blog Email Sponsored Updates

NURTURE Sponsored InMail Webinars

@linkedinMKTG

18

how

LINKEDIN

IMPACT

@linkedinMKTG

on

measures LINKEDIN

LINKEDIN

“

Display Ads

Think beyond

CTR and conversions to measure the success of your Display campaigns.

“

OBJECTIVES

METRICS

Product Awareness

Click-through rate

Thought Leadership

Conversion rate

Targeted Content

Web and referral traffic lift Brand recall Subscriber opt-in lift

@linkedinMKTG

20

LINKEDIN

“

SPONSORED INMAIL

Great tool to

increase reach beyond email to drive leads and event registrations.

“

@linkedinMKTG

OBJECTIVES

METRICS

Drive content downloads & event registration

Open rate

Expand reach beyond email

Conversion rate

Right people, right time

Leads/Event registration

Click-through rate

21

LINKEDIN

“

SPONSORED UPDATES

Key conduit for

“

@linkedinMKTG

reach and nurturing at scale.

OBJECTIVES

METRICS

Product awareness

Content engagement

Thought leadership

Leads & MQLs

Starter guides

Lead quality

Targeted content

Revenue 22

your

Q&A WITH AMANDA

@linkedinMKTG

@ahalle

stay

CONNECTED

Amanda Halle Senior Manager, Demand Generation @ahalle | linkedin.com/in/amandahalle | ahalle@linkedin.com

Megan Golden Senior Content Marketing Manager @goldmegs | linkedin.com/in/goldenmegan | mgolden@linkedin.com

LinkedIn Marketing Solutions Blog Lnkd.in/Blog

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