Pieces of the Puzzle...
Funnel puzzle variations. Who at your customer is doing research, what works best for them and who is involved with the final signoff. These are crucial members of the buying group and need to be defined. They most likely have different Job Roles.
Awareness and Interest are often neglected in favor of late funnel metrics, which is understandable but very problematic. If you don’t fill the top of the funnel the end of the funnel might dry up. Part of this puzzle is branded organic search data. One good way to see this is Google Trends but there are a lot more pieces to this puzzle for me to create actionable insights and recommendation.
Audience Broken down by job role and company size (by sales revenue) with filters for Products, Industry and Geography. In other versions I connect the highest converting assets to job roles for very precise targeting.
This is a concept mock-up for a Chief Marketing Officer Dashboard. The point is a quick view of Client Perception metrics, Funnel metrics, Trending Metrics and Some comparative supporting metrics. This was designed with the intention of giving CMOs a fairly simple quick way for them to see how different parts of the org are performing. This would need to break down into more granular reporting so Stake Holders would know what the CMO was seeing and be able to respond to their inquiries.
Here is a mock-up of one version of a funnel reporting framework. There can be many version of this depending on you business model and success metrics.
In the following examples I've been very careful not to use clients proprietary data. These are just some high level tactics.
Experience
Thought Leadership
While working as a marketing analytics consultant with Coremetrics and later IBM I created a Digital Analytics Maturity Model to help clients assess where their programs were. I created it when I was with Coremetrics but when we were bought by IBM, GBS Consultants used it with their clients as well.
Petco asked Coremetrics technicians to pull data for their attribution analysis. But when they got the immense amount of data they asked for they hit the analysis paralysis wall. So I was asked to step in and help. After my attribution analysis Petco executives asked if we would work with them and Shop.org on an attribution white paper.
IBM had a program where they worked with Colleges and Universities to help with new curriculum for different areas of business expertise. I was asked to help with Marketing Analytics Courses.
My Mini obsession with attribution led me to develop an attribution method that was granted a patent.
Google Analytics has an amazing amount of reporting and features that most people (even analysts) don’t know about. You have so many pieces of the puzzle at your fingertips if you have Google Analytics. Before buying another analysis tool or thinking you need to get a SQL expert to get at to actionable insight be sure you are using the full power of the tools you already have.
Experience
Statistical Analysis
Multiple Regression Analysis
Correlation Analysis
We know B2B buying groups compile collateral on products or services to put packages together to show that the product or service will do what is needed. To ensure the buying group has the best converting combinations of assets I run different asset association analyses in SPSS (or similar tools, R, Python) and Excel. Another piece of the puzzle…
Multiple Linear Regression (MLR) models the relationship between one dependent variable (target) and two or more independent variables (predictors) to forecast outcomes. This is the output from an SPSS Analysis. This tactic can be a piece to many different puzzles.
Does “View Thru” really work for you? Odds are if you are working with an agency it is being included, to some extent, in their ROAS number they present you. In my experience it works for some things and not others. One piece in this puzzle is looking at a Correlation between Impressions and Organic Visits. There are many other things that need to be considered but this is a good start to the conversation.
Experience
Testimonials & Client Example
Linkresume made my job search easier with clear, clickable links to my work.
I have been lucky enough to have consulted with some truly exceptional companies.
"Paul is an experienced and knowledgeable marketing professional who has 'worn both hats', that is he's driven the online marketing efforts for specific companies in previous roles as well provided strategic consultation to Fortune 500 companies during his time with Coremetrics. His well rounded experience has provided him comprehensive understanding of the challenges facing online marketers and concrete solutions for addressing them."
Jason Hilliard (VP of Sales - Salesforce)
"Paul is an incredibly talented data driven strategist. Paul delivered impactful data-driven insights and actionable recommendations that helped us grow our marketing channels. Paul took the time to not only share the data and insights, but did deep dives into the data to understand route cause. He is truly an amazing partner and I was so fortunate he was part of the team. I highly recommend Paul"
Eileen Turner (GM, Security & Cloud Operations Marketing at Amazon Web Service)