Live Webinar: Crash Course in Metrics & Analytics
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When you're focused on marketing to who matters, understanding the impact of your programs is more important than ever. Sophisticated Marketers driven by data are measuring and analyzing their initiatives to get closer to their prospects and optimize ROI. But getting there can be a bumpy road. Data accuracy, alignment, attribution challenges, and metrics varying across the buyer's journey are recipe for headaches for even the most Sophisticated Marketer. Don't fret. In this webcast, LinkedIn's very own Senior Content Marketing Manager, Megan Golden and Senior Marketing Manager, Cassandra Clark, will show you how you can get clear visibility into the impact of your programs throughout the purchase process. We'll also cover the basics on how to leverage LinkedIn Conversion Tracking to optimize your LinkedIn campaigns.
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Live Webinar: Crash Course in Metrics & Analytics
- 2. 30 minute
- 3. today’s
- 4. Introduction
- 5. 90%
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- 9. moneyball
- 10. moneyball
- 11. the impact of
- 12. marketing “ “
- 14. REACH upper funnel Email Marketing Display Ads Search Marketing Organic Social Media PR Paid Social Media Free Written content Rich Media content TACTICS METRICS
- 15. NURTURE Email Marketing Search Marketing Display Ads Paid Social Media PR Gated Long-form Content Webinars Demos / Trials TACTICS METRICS lower funnel
- 16. REACH NURTURE • Awareness • Branded search • Brand recall and lift • Website and referral traffic • Page views, pages per visit, time spent on site lift • Subscriber/opt-in lift • Engagement (open rate, shares, likes, comments) • Bounce rate decline • Unique visitor lift • Inbound links lift • Leads (organic vs paid) • MQLs/SAOs • SQOs • Cost per lead • Qualified lead velocity rate (i.e., growth in qualified leads) • Form fills • Revenue • Returning visitors • Close rate • Retention rate, customer lifetime value, upsell/cross-sell across the funnel
- 17. marketing “ “
- 19. how measures on
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- 27. stay