Build the dash using the Manual and answer questions like:
- How are people hearing about us? How are they finding our site?
- What is our global impression footprint for both paid and organic?
- What are the most valuable self-reported, paid or organic sources for pipeline and deals?
- Are our brand efforts contributing to lower cost pers / greater efficiency over time?
Key takeaways:
- Take self-reported attribution as a key element of the buyer's journey - especially if ti doesn't match what your data is showing. Often people forget the first place they really interacted with you, so keep this in mind when designing campaigns and allocating budget!
- Look at organic traffic trends to see if there are any spikes in conversion or branded keyword searches in the same periods.
- Follow organic and self-reported sources through the funnel to see how they are leading to pipeline and revenue. Use this information to help you dicatate the best types of content to create for traffic grabs as well as those that resonate enough to catch attention and convert your audience.
- Look for patterns in higher conversion for self-reported and digital channels to see where the overlap is- these are triple down wins! If you see discrepancies, use that information to create a dual demand creation and capture strategy for performant channels.
- Monitor cost pers over time, this is where brand work will show up in leading indicators like cost per lead, but more importantly in downfunnel metrics like cost per opportunity and cost of customer acquisition.
Dashboard Template
