Top 5 Reports to Get Started in B2B Analytics

TOP 5 REPORTS TO GET STARTED IN B2B ANALYTICS

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SUMMITFOR B2B

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#B2BSummit | @Demandbase April 29-30, 2015 | AT&T Park, San Francisco, CA

© 2015 Copyright Demandbase, Inc. Demandbase Confidential.

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Agenda §  B2B Web Analytics Fundamentals

§  Report Examples

§  How to Access Your Data

§  Data Processing Best Practices

§  Review & Questions


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B2B WEB ANALYTICS FUNDAMENTALS


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Definitions

DIMENSIONS METRICS Attributes of the visitor A number

VISITORS •  Sessions •  Users •  Bounces •  Session Duration …

CONTENT •  Pageviews •  Entrances •  Bounces •  Exits …

ACCOUNT-BASED •  Company Name •  Industry •  Revenue Range •  Employee Range …

STANDARD •  Demographics •  Interests •  Geography •  Technology …


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Three Pillars of B2B Analytics

Website Goals

Content Groups

Visitor Segments ENGAGE CONVERT

ATTRACT


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B2B Visitor Segments

All Visitors Company Visitors

Named Accounts


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TOP 5 WEB ANALYTICS REPORTS FOR B2B


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Report 1: Visitor Composition Report

WHAT?

Breakdown of site traffic by top segments

WHY?

Does website traffic = revenue?

HOW?

Adjust campaigns

Attract/Engage better


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Visitor Composition Report – Key Components

PRIMARY METRICS

SECONDARY METRICS DIMENSIONS EXTRAS

Sessions

Users Bounces

Duration

Goals

Company attribute most applicable to your business

Most Common - Industry, Revenue

Range, Account Type

Use tabs for additional

segments in one report


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Visitor Composition - Industries


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Visitor Composition – Company Size


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Report 2: Company Activity Report

WHAT?

Top companies visiting my

web properties

WHY?

Are key accounts visiting? Hidden

opportunities

HOW?

Use as baseline for

segmentation NOT Sales Enablement


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Company Activity Report – Key Components

PRIMARY METRICS

Sessions

Users

Pageviews

SECONDARY METRICS

Avg. Session Duration

Goal Completion

DIMENSIONS

Company Name

Secondary: Industry, Rev. Range,

Emp. Range, etc.


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Company Activity


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Report 3: Channel Preferences Report

WHAT?

Specific channels that

are driving target visitors

WHY?

Performance of traffic driving

efforts by channel

HOW?

Optimize channel mix Enhanced attribution


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Channel Preferences Report – Key Components

PRIMARY METRICS


Sessions

Bounce Rate Pageviews

Session Duration

Account Type, Audience Segment Secondary:

Industry, Rev. Range, Emp. Range

Include Goal Completions as secondary

metric


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Channel Preferences Report


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Report 4: Content Engagement

WHAT? Content

consumption by target segment

WHY?

Which content is engaging

targets

HOW?

Focus content efforts

Prioritize assets


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Content Engagement – Key Components

PRIMARY METRICS


Pageviews

Time on Page Entrance Rate

Bounce Rate

Exit Rate

Account Type, Industry,

Rev. Range, Emp. Range

Drill-Down: Path levels (1-n),

Page URL

Include Conversion Influence as secondary metric(s)


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Content Engagement Visitor Industry = “Software & Technology”

Content Drilldown Report

Shows areas of the site that are most visited by Software & Technology companies


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Goal Examples Goals

Type Goal (User Ac0on) Target (KPI) Convert Submit Contact Form +X% form submits Request Demo +X% demo requests Register for Trial +X% trial registra=ons Complete Purchase +X% revenue, orders Download Gated Asset +X% gated form submits

+Y% increase in conversion rate

Engage Navigate between pages +X% increase in Page views

View content +X% increase in Scroll Depth (or Time on Page)

Download content +X% increase in Downloads Use Search to locate content +X% of Visits with Search

ALract Visit the website (from source Y) +X% of visits from target segment A

* Measure for each company visitor segment


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Report 5: Conversions

WHAT? Shows

conversion activity for

defined goals

WHY?

Which goals are being completed

Quantitative website

performance

HOW?

Optimize goals Identify areas to drill deeper


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Conversion Report – Key Components

PRIMARY METRICS

Goal Starts

Goal Completes

DIMENSIONS

Account Type, Industry,

Rev. Range, Emp. Range

EXTRAS

Include Conversion Influence as secondary metric(s)


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Conversions


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How to Access Your Data


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Custom Reports

Metrics

Dimensions

Display Options


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Standard Reports & Segments

Company information is stored custom dimensions – Any combination can be used

Segments can be applied to most standard reports and all custom reports


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Data Export

INTERFACE OPTIONS CORE REPORTING API

Directly query Google Analtyics •  10K rows per query •  7 dimensions and 10 metrics

Google’s Guide https://developers.google.com/analytics/devguides/reporting/core/v3/

Query Explorer Tool https://ga-dev-tools.appspot.com/ query-explorer/


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DATA PROCESSING BEST PRACTICES


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Going Beyond the Analytics Platform

§  Report

§  Extract

§  Update

§  Pivot

§  Visualize

§  Analyze


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REVIEW AND QUESTIONS


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THANK YOU!

Marketing

Top 5 Reports to Get Started in B2B Analytics