My co-founder at HubSpot, Brian Halligan, posted an interesting article today on our partner blog titled "really know about the results of your online marketing efforts? Chances are, if you're like most startups (or for that matter, most companies), you likely know very little. That's the point that Brian makes in his article. He describes all the types of things he'd like to know about his online marketing efforts - well beyond how much traffic he's getting, where it's coming from, etc. I agree with Brian's points regarding the data that would be cool to know about leads generated through online efforts - but, I have a biased opinion, as I'm working on the software to help make some of this type of analysis possible for our clients at 2. Patterns In Prospect Behavior: Are prospects that leave comments on blogs or participate in discussion forums more or less likely to ultimately become paying customers? If so, what does that function look like? Is there some way to create a predictive model, using statistical regression, that can estimate the approximate future "value" of specific prospect attributes?
3. What should I pay for a qualified lead? This is an interesting one. If you're spending any money on Google AdWords, you've probably guesstimated this number in your head (by estimating what kind of conversion rate you'd get for each click-through). But, I'd love something much more expansive than this. I'd like to know what kinds of traffic are coming from various referral sources, what their conversion rates are and how much I'd be willing to pay for those leads.
I think we still have a wide open set of possibilities as to what we can do with online marketing and conversion analytics. What kinds of questions would you like answered? What types of data are you interested in about your online marketing efforts? Or, do you have enough customer-flow where this kind of information is just not interesting? Would love to hear your thoughts in the comments.
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What Do You Know About Your Marketing Results?
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