Project Samples | Analytics

Tanya T. Flores-Olney • Silicon Valley, California • linkedin.com/in/tanyatflores

ANALYTICS

On behalf of a multi-region stakeholder group, the North America Marcom team manages a number of regional and country websites, which are currently hosted in the US. This purpose of this report was to facilitate discussion on continuous improvement efforts, goals, and objectives. The report covers historical and current data, providing a baseline for comparisons. Key performance indicators include the following: Global traffic and duration, global traffic by region, most visited pages, traffic medium being used to reach the site, top keywords in organic search, uptime and outage reporting.

SCOPE & METHODOLOGY

Data sourcer, analyst, and presenter

ROLE

OVERVIEW

ANALYSIS | WEBSITE PERFORMANCE

The data presented had been collected using a tracking code scripted into the corporate website. This code snippet activates Google Analytics, which enables us to collect and monitor visitor activity.

Year-to-date data is grouped into quarterly increments. For the purpose of this presentation, YTD data begins at the start of the calendar year and ends on the last date of the most recent quarter end.

Given that select regional and country sites are hosted on a single server, they are tracked with the same code, therefore the data herein pertains to the multiple domains, and does not differentiate regional or country sites by their target locale.

SAMPLE SLIDES

Data sourcer, analyst, and presenter

ROLE

‒ Estimated investment per lead ratios are high

‒ Estimated investment versus pipeline value are negatively disproportionate

‒ Follow-up performance and conversion rates are low and inconsistent

‒ Statistics reveal weaknesses in post-event follow-up tactics

‒ Possible poor lead owner distribution

The purpose of this analysis is to discover the true ROI for large investment trade show events. By tracking the list source of a suspect generated as a result of a trade show, we are able to trace the progression of such suspect from initial touch point (trade show booth visit in this case) to lead qualification (manual filtration via predefined criteria) to account conversion, opportunity creation, and deal close. Data retrieval and calculations are conducted utilizing SalesForce.

OVERVIEW

KEY FINDINGS

ANALYSIS | TRADESHOWS

RECOMMENDATIONS

‒ Invest strategically‒ No onsite event sign-ups‒ Thorough vetting and analysis of all events by Marcom

‒ Reviewing <2 years worth of historical attendance volume, attendee demographics, participation offerings, etc.

‒ Visit new events as attendees before committing‒ Reserve a budget and stick to it

‒ Plan holistically‒ Collaborate with a team of assign sales executives to define strategy and

tactics for follow-up pre and post-event‒ Diversify and repeat touchpoints

‒ Measure, measure, measure‒ Track campaigns for 12-18 months from launch date

SAMPLE SLIDES

Data sourcer, analyst, and presenter

ROLE

‒ Inbound QPs increased in CY12 vs. CY11.

‒ Analyst sourced QPs dropped due to postponed Gartner MQ

‒ Inbound QPs declined from Q1 FY13 to Q2 FY13 (factors are seasonal and partially caused by MQ delay)

‒ Analyst-sourced QPs declined from Q1 FY13 to Q2 FY13 mainly due to

postponed Gartner MQ‒ Drop in overall QP count

from Q1 FY13 to Q2 FY13 is due to new requirements put in place in Q1

‒ ROI from list building is consistently positive.

‒ ROI from brick-and-mortar events consistently low

‒ Webinars produce inconsistent ROI

At the end of every quarter, I would partner with the demand generation manager to discuss a plan of action to complete a thorough analysis of all United States marketing programs: advertorials, webinars, email rentals, events, analyst relations, partner marketing, etc.. I would act as team lead and owner of the final document to present to the VP of Marketing upon completion. To complete this task, we would require 2 dedicated weeks for extracting and manipulating data, researching stage funnel opportunities, and discovering the source and pipeline value of all opportunities in the CRM system.

OVERVIEW

KEY FINDINGS

ANALYSIS | MARKETING PROGRAMS

RECOMMENDATIONS

» Increase inbound QPs thru organic SEO» Be selective & verticalize» Continue by expanding into related titles

and focusing on top verticals» Scale down 20% and try new programs like

LinkedIn» Expand analyst-base within Gartner.

Provide them case studies. Find a way to get into more MQs. Continue to engage with Forrester but as tier-2

SAMPLE SLIDES