Advanced Analytics
Peter Caputa
Date: 11-03-2011

Agenda
• What are Advanced Analytics
• How Do They Work
• How Do I Set Them Up
• Why are They Valuable
• Using Advanced Analytics to Determine
Action Items
• Homework & Co-Marketing Opp
• Getting Help & What’s Next

Influence
Velocity
Revenue
Multi-Channel

What do we mean by “Influence”
• “Advanced Analytics allow a marketer or business owner to understand what behaviors influence leads to progress through the funnel at a higher volume.”

What do we mean by “Velocity”
• “Advanced Analytics allow a marketer or business owner to understand what behaviors influence leads to progress through the funnel at a faster rate.”

What do we mean by “Revenue”
• Advanced Analytics allow a marketer or business owner to understand what behaviors yield the best customers as measured by revenue and Life Time Value
(LTV).”

What do we mean by “Multi-Channel”
• “Advanced Analytics allows a marketer or business owner to understand and account for behaviors beyond the boundaries of your website and email marketing across revenue, influence and velocity.”

A key concept to understand
• Advanced Analytics solves for events marketers want to understand and optimize
• Analyzing events allows a marketer to get underneath things like…
– What drives visit to lead conversion
– What drives Lead to customer conversion
– What drives free trials
– What yields the best BANT qualified leads
– What drives blog subscribers

Key Advanced Analytics Tool
Of the…

“Of the 392 leads converted to an opportunity by the sales team…”

“Of the 392 leads converted to an opportunity by the sales team…”

“Of the 392 leads converted to an opportunity by the sales team…”

“Of the 392 leads converted to an opportunity by the sales team…”

“Of the 392 leads converted to an opportunity by the sales team…”

An example…

Reverse Funnel Analysis

Create Report When Creating an Event
Always Create “Lifecycle Summary Report”. You can create others later…

Advanced Marketing Reports 
Click “New Report”  Click Report Type
Choose Event

Choose Event and View Report.
(Voila!)
View Trends by
First Touch,
Source,
Campaign, etc

IF…
• … IF a specific first touch, last touch or assist “event” influences the outcome I want (ie lead, sale)… THEN I should try to trigger that event more frequently and sooner for other prospects. (Use: Lifecycle Summary
Report and Reverse Funnel Analysis)
• … IF a specific event is important for me to trigger frequently, THEN I should monitor to make sure it’s happening over time. (Use: Trends Report.)
• … IF a specific series of events is likely to lead to the outcome I want (ie lead, sale), THEN I should monitor the rate at which this series of events are triggered.
(Use: Advanced Marketing Automation Reports.)

Key Value Points
• Deep insights across channels and platforms
– Extremely difficult to aggregate disparate data sources across channels/platforms
• HubSpot Enterprise pulls all of the data into one view so you have a complete picture of your prospect/customer
• From first click to last conversion you have insight into the entire customer lifecycle

Key Value Points
• It is now possible to get underneath how long it takes a prospect to move from first visit/touch to conversion
• It is now possible to understand the behaviors of your best customers as they move down the funnel to purchase
• It is now possible to know what elements— when touched—lead to a sale

Key Value Points
• Use data and science to determine what content accelerates leads through your sales and marketing funnel
• Gain a clear understanding into what are the most effective channels to effectively drive visitors to convert
• Develop insights into what are the most influential steps along the conversion path

“Understand the behaviors of your best customers and apply them to every lead in your marketing funnel to accelerate the sales process.”

Does the marketer know what buyer behaviors lead to the outcome they want?
Does the marketer know what to do with that information if they had it?

“The advanced analytics allow you to get an aerial view of your web presence and track the behaviors of your best customers and apply them to every lead in your marketing funnel to accelerate the sales process”

Key Takeaways
1
2
3
4
5
Understand the behaviors that influence
Understand the behaviors that drives velocity
Understand behaviors that drive revenue
Behavioral insights across channels
Advanced Analytics are all about buyer behavior

HOMEWORK
&
CO-MARKETING
OPPORTUNITY

Homework
1. Previous Weeks’ Homework:
– Setup lots of conversion forms to capture emails.
– Setup events in advanced analytics
– Set up lead nurturing strategy based on your markets, products, personas, pain points and content. Build
“event behavior chains” or “event flows” and start tracking how many leads trigger these event chains.
Write emails and configure sends
2. Set up Lifecyle Summary Reports, Trend
Reports and Reverse Funnel Reports

Co-Marketing Opp
1. In the forum or on your blog, write your thoughts about, “How Marketing Can Help
Convert More Leads to Sales”
2. We’ll take quotes from you and write a blog article highlighting the best advice.
The article(s) will be posted on blog.hubspot.com with links to your site.

QUESTIONS?

Use the Forums
• We’ll post updates and to-do’s.
• You should respond when you do something, or when you get stuck.
• If you have product setup questions, call support.
888 HubSpot

See You Next Wednesday