ANALYTICS & DATA MASTERY

AND CERTIFICATION CL ASS

 OUR GOAL:
To make data approachable & useful!
We’ll give you the tools & training to
pick the metrics that matter, create
accurate reports, and make data
driven business decisions.
DATA
SHOULDN’T
BE SCARY
BIG DATA 

MAKES IT SEEM
INTIMIDATING
WE BELIEVE:
There are only 3-5 data points you
need to look at daily to assess the
health of your campaign.
WE WANT
TO TURN
THIS…
…INTO
THIS
 1. SHOW YOU WHERE TO LOOK FOR DATA

HOW WILL WE 2. BREAK YOUR DATA INTO 2 CATEGORIES

DO 3. BREAK EACH CATEGORY UP BY FUNNEL

LOCATION

THAT? 4. GIVE YOU YOUR OWN WORKSHEET TO REPORT

THIS DATA

5. IDENTIFY 4 DATA ‘LENSES’ FOR EVALUATION

@jtrondeau
 Solo B2B Ecommerce
Preneur Companies Companies

Team metrics
Small Business with Ecommerce
Membership &
few to no business metrics
Services
employees Sales metrics
Lead Generation
 1. INSTALL GOOGLE ANALYTICS NOW

2. HAVE YOUR OTHER DATA SOURCES HANDY

WHILE WATCHING

3. THIS IS A HANDS ON COURSE!

4. AT THE END YOU’LL KNOW WHERE TO LOOK

AND ALREADY HAVE YOUR REPORTS SET UP AND
READY TO ROLL

@jtrondeau
WHAT DATA ANALYSIS
ACTUALLY IS…
…AND WHAT IT CAN DO
FOR YOUR COMPANY
 ANALYSIS
True analysis is data with a plan. It’s
not enough to know the numbers…
you need to know what they mean.
 1. ASK THE RIGHT QUESTIONS

ANALYSIS IN
IF YOU DON’T KNOW WHAT YOU WANT TO KNOW, YOU WON’T
KNOW WHAT TO LOOK FOR!

FOUR
2. KNOW WHERE TO LOOK
THERE IS NO USE ASKING A QUESTION WHERE YOU CAN’T FIND AN
ANSWER

STEPS
3. KNOW WHAT TO LOOK FOR
LOOKING AT THE WRONG DATA WILL HURT YOUR BUSINESS

4. KNOW HOW IT APPLIES

YOU NEED TO APPLY THE NUMBERS TO ANSWER YOUR QUESTIONS

@jtrondeau
 1. CREATING SCOPE
THIS CREATES YOUR CONTEXT AND IDENTIFIES THE APPLICATION OF

ANALYSIS IN YOUR FINDINGS

FOUR
2. PICKING DATA SOURCE
THE DATA SOURCES YOU USE WILL VARY, PICK THE RIGHT ONE FOR
THE RIGHT JOB

STEPS
3. COMPILING DATA
LOOKING AT THE WRONG DATA WILL HURT YOUR BUSINESS

4. APPLYING DATA
TURNING DATA INTO LEARNINGS THAT DRIVE DECISIONS

@jtrondeau
 1. HOW MANY ORDERS DO I GET A MONTH?

EXAMPLE OF
EASY QUESTION & A MUST KNOW METRIC

2. CHECK YOUR ECOMMERCE PROVIDER

FOUR
YOU CAN ALSO LOOK AT GA, BUT THERE IS LIKELY A MARGIN OF
ERROR TO CONSIDER

3. FIND YOUR SALES TOTALS

STEPS
ALWAYS STAY WITHIN THE SCOPE OF YOUR QUESTION. FIND THE
YEARLY TOTAL AND DIVIDE BY # OF MONTHS

4. HOW IT APPLIES
BASIC SALES METRIC THAT’S USED FOR OTHER CALCULATIONS

@jtrondeau
 HOW MANY ORDERS DO I GET A
MONTH?

EXAMPLE OF
FOUR
STEPS 17,251 

ORDERS/MONTH
@jtrondeau
 1. WHAT’S MY REVENUE PER VISITOR IN
DECEMBER?
LESS EASY QUESTION FOR BASIC METRIC

EXAMPLE OF 2. CHECK YOUR ECOMMERCE & ANALYTICS

FOUR
PROVIDER
IDEALLY YOU’D JUST LOOK IN GA, DESPITE THE MARGIN OF ERROR
YOU WANT TO KEEP THE SYSTEM CLOSED

STEPS
3. DIVIDE THE RAW SALES TOTALS BY UNIQUE
VISITORS
IF JUST LOOKING IN GA, THEN THIS REPORT IS DONE FOR YOU.

4. HOW IT APPLIES
BASIC SALES METRIC THAT’S USED FOR OTHER CALCULATIONS. TELLS
US THE VALUE OF EVERY UNIQUE VISITOR.
@jtrondeau
 WHAT’S MY REVENUE PER VISITOR
IN DECEMBER?

ANALYSIS IN
FOUR
STEPS $500,000 IN DECEMBER

@jtrondeau
 WHAT’S MY REVENUE PER VISITOR
IN DECEMBER?

ANALYSIS IN
FOUR
STEPS
500,000/275,953 

@jtrondeau
$1.81 per visitor
 1. WHICH TRAFFIC CHANNELS HAD THE BIGGEST
IMPACT ON SALES

ANALYSIS IN TOUGH APPLICABLE QUESTION

FOUR
2. CHECK YOUR ANALYTICS PROVIDER
YOU ARE LOOKING FOR TRENDS HERE, STAY WITHIN YOUR
ANALYTICS PROVIDER.

STEPS
3. IDENTIFY YOUR BEST TRAFFIC SOURCES
IF JUST LOOKING IN GA, THEN THIS REPORT IS DONE FOR YOU.

4. HOW IT APPLIES
TELLS US OUR MOST SUCCESSFUL CHANNELS AND WHERE WE
SHOULD ALLOCATE MORE BUDGET.

@jtrondeau
 WHICH TRAFFIC CHANNELS HAD THE
BIGGEST IMPACT ON SALES

ANALYSIS IN
FOUR
STEPS
@jtrondeau
 REMEMBER
The questions you come up with are
based on your campaign and business
goals.
WHY ALL BUSINESSES
MUST BE DATA DRIVEN
 DECISIONS
A data driven business can make
decisions on more than a hunch.
 A BUSINESS WITHOUT DATA

CAN’T GROW!
YOU’LL LACK SCALABILITY, DETAILED INSIGHTS, AND WILL RELY ON
YOUR ‘BEST GUESS’.
ONLY 3 WAYS INCREASE NEW SALES

TO INCREASE SALE AMOUNT


GROW INCREASE SALE FREQUENCY

@jtrondeau
 INCREASE NEW SALES
REQUIRES BUILDING TRUST WITH NEW TRAFFIC

NOT CREATED INCREASE SALE AMOUNT


EQUAL
REQUIRES NEW PRODUCTS, BUNDLES, OR PRICE
POINTS

INCREASE SALE FREQUENCY

REQUIRES GETTING PREVIOUS CUSTOMERS BACK

@jtrondeau
 AVERAGES DON’T TELL THE

WHOLE STORY
USE AVERAGES AS AN INDICATOR THEN DIG DEEP
TO FIND EXPLANATIONS AND OPPORTUNITY
Remember an Average is Only an Indicator
Average Conversion Rate Chart
Breaking Into Campaigns
Breaking Into Campaigns
Breaking Into Campaigns
Breaking Into Campaigns
YOUTUBE OUT
PERFORMS
THE
AVERAGE
60
OLD APPROACH:
45

Do we have more money at

30

15 the end of the month than

at the beginning?
0
Jan 1 Jan 31
Sales
WHAT WE DO NOW:
DETAILED ANALYSIS TO FIND BETTER OPPORTUNITY (OR
EVERYTHING WE WILL COVER IN THIS CERT)
EXAMPLES OF OUR
DATA DRIVEN
DECISIONS
How Tripwires Indicate Future Lab Sales

QUESTION:
OF LAB BUYERS WHO BOUGHT AN EP BEFORE THEY
BOUGHT LAB, HOW MANY DID THEY BUY?
How Tripwires Indicate Future Lab Sales
How Tripwires Indicate Future Lab Sales

WHAT WE LEARNED:
WE CHANGED OUR STRATEGY TO PROMOTE MORE EPS
MORE OFTEN TO GET CUSTOMERS TO THAT 2 EP
THRESHOLD
 DOLLAR TRIAL FULL LAB

CORE OFFER TAKE - 35% CORE OFFER TAKE - 20%

TRIAL TO FULL
CONVERSION - 60% —-

TOTAL FULL LAB TAKE -

21% —-
21 > 20
CUSTOMER BEHAVIOR
TRIAL UPGRADES ACTED THE SAME AS THE FULL LAB
CUSTOMERS. CHURN RATE REMAINED CONSTANT.
Dollar Trial Core Offer vs. Full Lab

WHAT WE LEARNED:
THERE IS MORE OPPORTUNITY TO INCREASE THE TRIAL
TO LAB CONVERSION RATE THAN THERE IS TO TWEAK
CORE OFFER UPSELL.
 SOLO SHOP
KEEP IT SIMPLE - KNOW YOUR ‘NEED TO KNOW’
EVERYONE CAN METRICS AND WORK FROM THERE

PROFIT FROM MED/LRG LEAD GENERATION

COMPANY

ANALYSIS BREAK OUT KPIS BY DEPARTMENT

MED/LRG ECOMMERCE COMPANY

BREAK OUT KPIS BY DEPARTMENT

@jtrondeau
ANALYSIS &
THE FUNNEL
CUSTOMER
CREATION
FUNNEL
 GOALS VARY AT DIFFERENT STAGES

WHY SUCCESS IS MEASURED DIFFERENTLY THROUGHOUT THE

FUNNEL

SMART ANALYSIS PROSPECT’S LOCATION & BEHAVIOR

USES A
CHANGES AT EACH STAGE
INTERACTION HAPPENS AT DIFFERENT PLACES BASED ON
FUNNEL STAGE

FUNNEL
YOU CAN DIAGNOSE YOUR BUSINESS
HEALTH FOR EACH STAGE
SIMPLIFIES IDENTIFYING PROBLEMS AND OPPORTUNITIES

@jtrondeau
 funnel metrics
KEY METRICS DRILL DOWN METRICS

New Visitors Branded Search

GOALS:
% New Visitors Share of Search
- Acquire New Visitors
New Direct Visitors Content Bounce Rate
TOFU Content Traffic Split - Segment New Visitors

THE
Total Pixeled Audience
Inbound Links - Company Branding Initiatives
Retargeting Lists
Pages/Visit
Average Session Length

KEY METRICS DRILL DOWN METRICS

Visitor Recency Blog Comments GOALS:

Banner Click % Individual Post Banner Click % - Drive Visitors Back to Your Site
MOFU New Leads Generated Social Media Followers - Convert Visitors into Leads

ANALYST’S
Returning Direct Visitors Number of Social Shares - Build Social Media Channels
Retargeting Lists New Leads Generated

KEY METRICS DRILL DOWN METRICS

Days to Conversion Promo Email Metrics

Unit Types Sold GOALS:
Individual Funnel
Average Order Value Conversion Rates - Convert Leads into Customers
BOFU Cumulative Conversion Offers Traffic Split - Maximize Funnel Conversions

FUNNEL
Rate for Media Funnels Offers Bounce Rate - Maximize Initial Conversion Value
Revenue Per Visit
Retargeting Lists

KEY DRILL DOWN

METRICS METRICS
GOALS:
Membership On/Off Report Newsletter Email Metrics - Turn Customers into Repeat Customers
Traffic ROI Report Cohort Analysis - Maximize Member Value
Retention Report Reputation Score
- Reduce Customer Churn
Refund Report CLV
Returning Leads Generated Buyer Recency & Frequency - Company Branding Initiatives

DIGITALMARKETER
WHAT DATA MATTERS
TO YOUR BUSINESS
BUSINESSES HAVE DIFFERENT NEEDS

/
BUSINESS 1
Small or New Business
KITCHTOOL.C0
Brand New Digital Business Selling
Kitchen Supplies Online
 NEW UNESTABLISHED PROPERTIES
NEED TO BUILD UP DIGITAL ASSETS

BUSINESS LIMITED BUDGET


CHALLENGES EXTRA COST-CONSCIOUS IN EARLY STAGES

LIMITED TIME
NO FULL-TIME EMPLOYEE DEDICATED TO ANALYSIS

@jtrondeau
 HIGH IMMEDIATE PROFITABILITY
MARKETING STRATEGIES SHOULD ROI QUICKLY

BUSINESS EFFICIENT DATA PROCESSES


GET MEANINGFUL INSIGHTS WITHOUT SPENDING

GOALS TOO MUCH TIME ON NUMBERS

BUILD BUSINESS ASSETS

ENSURE TRACKED DATA CORRELATES WITH
BUSINESS GROWTH

@jtrondeau
IS THIS YOU?
 BUSINESS 2
Digital, eCommerce, and Membership
Businesses
YOURHOMEFIT.CO
Established Digital Business Selling Home
Fitness Membership & Supplements
 FUNNELS ARE THE BUSINESS
LIFEBLOOD
FUNNEL CONVERSION RATE IS CRITICAL

BUSINESS EVALUATING MEMBERSHIP VALUE

KNOWING THE VALUE OF A MEMBER IS CRITICAL
CHALLENGES FOR ESTIMATING CUSTOMER VALUE

LOTS OF MOVING PARTS

TRACKING ALL THE DIFFERENT PROPERTIES AND
PRODUCTS REQUIRES EXTRA EFFORT
@jtrondeau
 MASTER FUNNEL CONVERSION RATES
CREATE A SYSTEM TO ENSURE FUNNELS ARE
OPTIMIZED

BUSINESS ACCURATELY EVALUATE CUSTOMER

VALUE

GOALS DETERMINE THE VALUE OF A NEW CUSTOMER

ACCURATELY VALUE PROPERTIES AND

PRODUCTS
IDENTIFY THE PRODUCTS, SITES AND OFFERS THAT
CREATE THE MOST VALUE FOR YOUR COMPANY
@jtrondeau
IS THIS YOU?
BUSINESS 3
Service and Brick & Mortar
Businesses
DAVESCARS.CO
Established Car Dealership with a
Brick & Mortar Storefront
 MIX OF ONLINE & OFFLINE EFFORTS
EVALUATING MARKETING EFFORTS REQUIRES
DIFFERENT STRATEGIES FOR OFFLINE MARKETING

BUSINESS LONG SALES CYCLE

LEADS DO NOT IMMEDIATELY CONVERT TO SALES,
CHALLENGES MEANING COSTS MUST STAY LOWER

EVALUATING PERFORMANCE IS SLOW

MEASURING THE ROI OF CAMPAIGNS TAKES TIME,
MAKING IT HARDER TO TEST STRATEGIES
@jtrondeau
 FIND LEADS WITH LONG-TERM ROI
WITH A LONGER SALES CYCLE, LEAD QUALITY IS
CRITICAL

BUSINESS EVALUATE DIVERSE LEAD GEN

GOALS
STRATEGIES
COMPARE MEDIA CAMPAIGNS ACROSS PLATFORMS

MAINTAIN STRONG RELATIONSHIPS

STAY CONNECTED SO THEY REMEMBER YOU WHEN
THEY NEED YOUR SERVICE
@jtrondeau
IS THIS YOU?
DON’T PERFECTLY FIT A CATEGORY?
THAT’S OK
 DATA ANALYSIS
BUILDING BLOCKS
YOU NEED DATA
Without data, you can’t make
strategic, business-building decisions
 BUT
DATA ALONE
IS NOT ENOUGH
 ?
DATA ANALYSIS ACTION
 TURNS DATA INTO ACTIONABLE
INSIGHTS

WHY
NUMBERS BECOME PATTERNS THAT CAN BE
EXPLOITED OR IMPROVED

ANALYSIS ELIMINATES BIASES AND OUTLIERS

ANALYSIS ENSURES THAT ODD DATA DOESN’T

MATTERS
SKEW YOUR RESULTS

CONTEXTUALIZES YOUR DATA

PROVIDES STRUCTURAL FRAMEWORK TO HELP YOU
UNDERSTAND WHAT’S HAPPENING
@jtrondeau
THE TOOLS YOU NEED
FOR DATA ANALYSIS
ANALYTICAL
DECISION
MAKING
@jtrondeau
 DATA
USED TO IDENTIFY ANOMALIES AND EXPLAIN THEM

THE 4 PARTS OF A QUESTION

SOMETHING YOU WANT TO UNDERSTAND OR EXPLAIN,

DATA FORMALIZED

A HYPOTHESIS

ANALYSIS A PROPOSED EXPLANATION FOR YOUR QUESTION THAT

YOU MUST PROVE OR DISPROVE

ANALYST’S TOOLKIT
STRATEGY FOR CONTEXTUALIZING YOUR DATA
@jtrondeau
COLLECTING DATA
QUESTIONS & HYPOTHESES
 THE
ANALYST’S
TOOLKIT