5. Data is key
When you go on holiday, do you just get in the car without navigation and without a final destination? Fortunately, most people don't. That saves a few marital quarrels. Why does this often happen with data? Is the data reliable? Do we know where we really are and how far along our route we are? Unfortunately, we see that B2B organisations often do not have an answer to this question. While this has been a concern for B2C for years, B2B will still have to catch up a few times.
Data is the blue ocean. Your competitive advantage lies in the data. If you have your data in order and can make informed choices and decisions, you are steps ahead of the competition.
To optimize online channels, it is necessary to configure Google Analytics properly. Some steps you can think of are:
Setting up filters for IP addresses
Is AdWords linked? Have you already set up Google Webmastertool/Search Console live and linked it to Google Analytics?
Exclude your own site and payment providers, to prevent attributing your revenue to wrong channels, like referral . Otherwise you will get this in your statistics in Google Analytics:
example referring traffic - piece
Example of not properly excluding referral traffic. Click on the image for a larger view.
In 2018, you want to draw conclusions based on reliable data and not just assumptions and gut feeling.
Measure based on the buyer journey
Take another look at your buyer journey and the objectives you have set. What would you like to know to be able to optimally steer on these components? Start by making a measurement plan and write down everything you would like to know to optimize your objectives. For example:
Also read: The modern B2B marketer is once again paying attention to people
Try to gain insight into visitor behavior by kuwait whatsapp number measuring additional 'events'. This could include scroll depth, buttons used and search bars filled in
Set goals that you want to be measured
Start with (enhanced) e-commerce tracking
6. Dashboarding: involve the organization!
Reliable data? Check! Objectives? Check! One of the means to preach the online gospel is the use of dashboards. Expensive state-of-the-art tools and difficult data integrations? Our experience shows that this is not necessarily necessary in the first phase of dashboarding. First determine what you want to measure and how you can visualize the progress on your objectives well.
Google Data Studio is a good and also free tool to map your business goals, KPIs and metrics. Visually insightful and beautiful data overviews with your KPIs you build reasonably quickly, even if you have little experience with Data Studio. You can think of this setup to start with:
Data Studio example
Sample B2B eCommerce dashboard in Google Data Studio. Click on the image for a larger view.
Numbers come to life when you share such an overview with stakeholders and use them for monthly reporting. Expand your dashboard once you notice that the organization is getting familiar with it. Think of this for example.