b2b analytics
DESCRIPTION
B2B ANALYTICS. Certification Course. Background. www.sixthmanmarketing.com. www.localu.org. Agenda. Analytics Strategies for B2B. B2B Analytics – It’s Different Measure Influence (Brand) Go Local (Segment by Geo) Education as Conversion Google Tag Manager to the Rescue! - PowerPoint PPT PresentationTRANSCRIPT
B2B ANALYTICS Certification Course
Background
www.localu.org
www.sixthmanmarketing.com
Agenda
• B2B Analytics – It’s Different• Measure Influence (Brand)• Go Local (Segment by Geo)• Education as Conversion• Google Tag Manager to the Rescue!• Get Visual & Tell Great Data Stories
Analytics Strategies for B2B
B2B AnalyticsIt’s different. Engine heaters for the world
B2B AnalyticsIt’s different. Internet security sold through over 2,000 partners around the world.
B2B is Not…typically a spontaneous sale. It’s an educated (and often technical) purchase through a 3rd party.
Success is not..Defined by typical metrics like cart conversion rate and other frequently used goals & KPI’s
B2B Data Success
• Measure Influence (Brand)• Go Local (Segment by Geo)• Education as Conversion• Dashboard Domination • Google Tag Manager to the Rescue!• Get Visual & Tell Great Data Stories
A Different Measurement Strategy
BrandAlways measure the strength of your brand
Brand DemandAdvanced segmentation makes it easy
Brand InsightsMeasure what’s driving brand growth
Go LocalYou need to know the local conditions
Local DemandCheck to see if the locals are interested
Get Inside InfoMaybe the North Idaho market isn’t a good fit
Local SearchBut what about a lot of different partner locations?
Local SearchWhere are they interested. Look for trends.
Find Maps InterestFind your top referrals from local maps searches
Top LocationsFind your top referrals from local maps searches
EducateEducate & empower your channel!
Teach Them WellProvide enough training & materials for both
End-user clients and the channel their 3rd party.
Educate & Motivate
Make it compelling for both end-users and
Channel partners to learn about your products.
Dashboards
• Training registrations• Brand demand by region• Campaign tracking by source• Top reseller / partner referrals• Downloads of PDF’s• Educational content viewed / read
Great great dashboards to help tell the story
Dashboard DetailsDon’t worry about creating only a few. Make as many dashboards as makes sense.
MeasurementB2B’s face a challenge in the need to measure downloads, offsite clicks, etc.
Google Tag Manager Can Help!
Tag Power
Tag Example 1
Example 1a
GTM Resources
• www.google.com/tagmanager• Developers.google.com/tagmanager/devguide• Online-behavior.com/analytics/googlt-tag-
manager• Cutroni.com• Kaushik.net• AnalyticsPros.com/blog
Here’s some online help for learn how to
Get started with Google Tag Manager.
Make it VisualThis is a visual representation of the number
of visits to the packages page for each package
And Tell a StoryBut these are the number of packages actually booked (tracked via GTM & event tracking by click)
In Summary
A B2B analytics strategy is different. Take advantage of your data to tell compelling stories that improve your business.
QUESTIONS ?
Q &A
THANK [email protected]@ed_reese