Marketo: hands on with Google Analytics

1© 2014 Graydon Nederland

hands on w/

Google Analytics

Payments Behavior in The Netherlands

62,4%

37,6%

… pay within

the agreed

terms and…

… pay too late

Out of all Dutch

companies*…

*Source: Graydon business information

Solvency of business partners

17%

or 425.000 out of

2.500.000 Dutch

companies get a credit

advice* of € 0,0

*according to the Graydon scoring model

Analyzing your customer portfolio

78%

Or 1.872.000* of

active companies in The

Netherlands are located in

de Randstad

*Source: Graydon business information

Know your business partner

2%

Or 600 to 1.500 billion, is

estimated, of the worldwide

GDP is laundered

5%to

Graydon website

getting hands on

usefull links

Hands on w/ Google Analytics

• About Graydon

• Into our kitchen

• Tracking results

• Blog & Download Center

• Content Items

• Gettin’ geeky

o Google Tag Manager

o Forms 2.0

o Google Analytics

• The Dashboards

Marketo and Google Analytics

Almost 78% of us can dive in

Marketing Automation toolsAnalytics tools

Into our kitchen

15

16

{ blog

}

{

downloads

}{

Marketo

}

{ Sales

}

{ www }

traffic

capture

nurture

convert

{

Marketo

}

Graydon Lead Flow

Opt-in

Weekly

NewsletterMonthly

Newsletter

Marketing

Automation:

Profiling

Marketing

Automation:

Awareness

Progressive

Profiling

DispatchLead

Followup

Lead

Disqualified

Lead

Qualified

Marketing

Automation:

Consideration

Opportunity

Created

Opportunity

Won

Opportunity

Lost

Marketing

Automation:

Customer

ANONYMOUS MQL SQL OPPORTUNITY CUSTOMER

UQL

Demographics

• Demographics Score > X

• Company Known

• Job Title Known

Form to lead

• Contact Me

• Trials

• Tarifs

• Become

Customer

Marketing

Automation:

Decision

Behavior

• BU Score > X

• Total Score > X

• Phone Number

Known

{ Marketo }

{ blog }{ downloads

}

{ www

}

{ www }{ blog

} {

downloads

}

Lead journey

{ Forms

2.0}

Content Item journey

Inbox Landingpage Download

email page page email

Our naming convention

70+ Content Items

5 Forms (used on 100+ pages)

C001 - CI - 5 Tips To Improve Your Credit Management

# BU Name

Download Center - NL - nl

Type Co La

Tracking results

{ blog }

{ downloads

}

{ Marketo

}

{ Sales

}

{ www }

Tracking toolbox

Lead behavior

• # new leads

• Acquisition Program

• # leads filled a form

Anonymous behavior

• Users

• Sessions

• Pageviews

• Bouncerate

• # form fills

Opportunities

• # SQLs

• # Opptys

• % Conversion

Blog & Download Center

What does it do?

• Compare your downloadable content

o Users

o Sessions

o Pageviews

o Downloads

• Top performers

• Insights into behavior of ‘downloaders’

o Filter on users with Event Category ‘download-center’

Google Analytics – Build Segments

Content Items

What does it do?

• Compare your Content Items

o All website behavior

o Users

o Pageviews

o Time on page

o Operating System

o Device Category

o Downloads

• Top converters

• Track engaged leads across your website

o Filter on users with Campaign exactly matching C002

Content Item Analysis

C001 C002 C042 C003 C057 C011

Sent 2 15 695 3 2 225

Delivered 2 14 695 3 2 220

Opened 2 3 255 2 1 76

Clicked 1 0 158 0 0 15

Users 3 5 141 0 1 17

Sessions 5 9 165 0 1 18

Page Visits 6 9 183 0 1 20

Form Fills 5 9 85 0 1 11

Google Analytics – Build Segments

Getting’ geeky

getting geeky w/

Google URL Builder

Tracking emails into Google Analytics

Pass campaign information to Google Analytics

• Google URL Builder

http://connect.graydon.nl/C001-CI-5TipsToImproveYourCreditManagement

?utm_source=marketo&utm_medium=email&utm_term=N001&utm_campaign=C001&utm_content=dutch

Google URL Builder

Parameter value

utm_campaign C001

utm_medium email

utm_source marketo

utm_term N001

utm_content dutch

getting geeky w/

Google Tag Manager

Installing Google Tag Manager

Google Developers on Google Tag Manager

1. Sign up for Google Tag Manager (free)

2. Upgrade to Universal Analytics (free)

– Installing Universal Analytics via Google Tag Manager is an ideal way to implement, as

making changes in the future will be much easier.

3. Place below script on your website

4. Replace both instances of GTM-XXXX with your container ID

<!-- Google Tag Manager --> <noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-XXXX"

height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>

<script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var

f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=

'//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);

})(window,document,'script','dataLayer','GTM-XXXX');</script> <!-- End Google Tag Manager -->

Tracking input on landingpages

The Benefits of Google Tag Manager

“The convenience of inserting tags through a tag management solution as opposed to directly via a

site’s code cannot be overstated.”

• Track Clicks & Form Submissionso Click Listener

o Form Listener

o Link Click Listener

o Timer Listener

1. Macros

2. Rules

3. Tags

Auto Event Tracking with Google Tag Manager

Create the macro

Tags, Rules, Macros and the Data Layer

Google Tag Manager

Google Tag Manager allows you to quickly and easily update: tags on

your website (such as tracking and marketing optimization tags). You

can add and update AdWords, Google Analytics, Floodlight, and non-

Google tags from the Google Tag Manager user interface instead of

editing site code.

Create the rule

Tags, Rules, Macros and the Data Layer

Rule is fired when ‘event’ equal to ‘download-center’ is

passed on

Create the tag

When the download-center rule is fired, add event tracking to

Google Analytics with category ‘download-center’

Tags, Rules, Macros and the Data Layer

Adding Munchkin through

Google Tag Manager

Integration Munchkin with Google Tag Manager

getting geeky w/

Forms 2.0

Counting Form Submissions

Counting the number of form fills in Google Analytics

• Google Tag Manager

• Forms 2.0

Every form fill gets submitted into Google Analytics

• Event: download-center

MktoForms2.whenReady(function (form){

// Add an onSuccess handler

form.onSuccess(function(values, followUpUrl){

// Log Form Submission in GA

dl.push({"event":“download-center“

});

});

getting geeky w/

Google Analytics

Filtering

Filter the results in a widget on:

• Page

• Event Category

• Campaign

• Ad Content

• Device Category

• Keyword

• Medium

And can be “Exactly Matching”, “Containing”, “Beginning With”, “Ending

With” or a “Regular Expression”

Google Analytics - Regular Expressions

Segmenting

Segments let you isolate and analyze subsets of your Analytics data.

Apply Segments to see specific data.

Google Analytics – Build Segments

The dashboards

Blog – Shared Dashboard

Download Center – Shared Dashboard

Content Item – Shared Dashboard

54© 2014 Graydon Nederland

hands on w/

Google Analytics

Stijn HeijthuijsenEmail & Marketing Automation Specialist @ Graydon

[email protected]