Strategize a Smooth Tenant-to-tenant Migration and Copilot Takeoff
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Analytics alex chang - tour 2011 (2)
1. How Analytics Can Boost Your Sales
and Get you New Customers
September 2011
2. Agenda
⢠Getting goals rightâŚleads to the right
strategiesâŚleads to effective measurement
⢠One way to frame it â âConversion Funnelâ
⢠Analytics in the Social Media space â some learning
3. Your high level goals dictate the
strategiesâŚand how you measure them
⢠Everyoneâs goal is to âdrive more businessâ
â Close more sales
â Generate more transactions
â Book more reservations
â Attract more donors
â Generate more RSVPs
4. Identify & track to your goal
âconversion event(s)â from online mktg
⢠Same session transaction/event
- Reservation booked
- Product ordered
- Appointment scheduled
- Coupon/offer âclippedâ
⢠Increase your pipeline/drip-marketing DB
- Email newsletter sign up
- Social Media connection â âLikedâ or âFollowedâ
5. Thinking about a Conversion
Funnel can help
How you generate traffic
Traffic Sources to your site/blog
What that traffic does
Site Traffic
(bounce, engage, conver
t)
Conversions Conversions and ROI
6. Goal is optimize each layer of the
funnel
Find most
Traffic Sources effective/efficient
sources
(SEM, SEO, Social)
Site Traffic Learn whatâs working and
whatâs not on your site
Conversions Track conversions back
to actions and sources
so you can do more!
7. Different analytics tools help at
different stages
Google Analytics &
Adwords, Facebook
Traffic Sources Insights, Twitter, Roost
Google
Site Traffic
Analytics, LandingPage
Testing, etc
Conversions Your internal
systems/CRM, etc
8. The metrics themselves differ by
funnel phase
- Impressions, Unique Visitors
- CPM, CPC, CPA
Traffic Sources
- Bounce rate
Site Traffic - Click thru
- Conversion %
Conversions - Conversions
- ROI $/%
9. An example â SMB using social
media to drive Coupons
- Generate consistent stream
of posts onto FB page about
Facebook the Coupon offer to drive
traffic to landing page
Coupon Landing - Optmize the landing page
Page on Site for Coupon âcodes
requestedâ
Coupons - Track coupon codes
Redeemed redeemed
- Calculate ROI based
on incremental
margin $/cost of time
10. A few nuggets from our experience
helping SMBâs with Social Media
â Different post types have different levels of
effectiveness in different networks
⢠Photos generate the most impressions on Social Media
⢠Questions generate engagement (2x the number of
comments of other Post types)
⢠Quotes generate the most ReTweets on Twitter
â If youâre a local business, think hard about how to
attract local fans!
⢠Only 15% of the average local businessâ fans are actually in
the city where the business is located
11. Feel free to contact me
⢠alex.chang@roost.com
⢠@alexchangSF