Understanding Analytics

Analytics are a crucial component of enterprise sales. They are used to structure a pilot test and ultimately prove out ROI. Analytics are the responsibility of both the pre-sale EAE and the post-sale Client Partner. By using analytics in the sales process, we help corporate buying teams make data driven decisions and become trusted advisors.

STEP 1: PICK A KPI BASED UPON HOW THEY CURRENTLY TRACK SUCCESS WITH OTHER CAMPAIGNS:

● CPC or CPV - farther from ROI and attribution (least insightful relative to others but if you have typical conversion rates on views to leads & leads to sales you can back into ROAS)

● CPL - can track lead flow but not attribute revenue (more insightful)

● CPA - closer to ROI, can track lead flow and revenue attribute to those leads (most insightful)

STEP 2: COAUTHOR ROI MODEL:

● ROAS model - utilized with top line revenue when determining sunk costs or attributable costs is difficult (farther from profit)

● ROI model - utilized with profit margins when attributable costs can be determined and sunk costs excluded (closer to profit)

STEP 3: DETERMINE ATTRIBUTION METHODOLOGY:

● Pixels (form fills, online purchases)

● Store visits (foot traffic)

● Call tracking (phone calls)

● Third party attribution studies (ex. Foursquare)