Digital Marketing Pipeline | Example Analysis
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What business question am I trying to answer?
I noticed my website leads have dropped 28% in the last few days. What is causing this and how can I bring the lead volume back up?
What metrics from this product help you answer that question?
I’ll need to use all the KPIs at the top - cost, impressions, interactions and website leads. As well as dig into Channel, source and potentially campaign. I’ll also want to look at the different forms on my website to see if I can identify if there’s a particular one not performing.
What visuals from the dashboard tell this story?
I need to set my date range, and my comparison window appropriately to see the downturn website leads have taken over the last 5 days.
I first want to check and see which channels are contributing to my website leads, and then look to see which ones are experiencing the decrease. By going to the second tab, “ChannelMix Conversion Detail” I can see 3 main channels, Paid Search, Direct and Organic Search are contributing to the most leads.
Now I want to click back to the first tab and identify which of those 3 channel(s) are experiencing a decrease. By adjusting each of my channel filters, I can see all three of them are down. Direct is down 23%, Organic Search is down 33%, and Paid Search is down 10%.
Since two of the 3 channels are non-paid, I want to look back at my larger marketing funnel to identify if my impressions and interactions are down as well.
The pipeline shows that my impressions haven’t changed at all, indicating the decrease in leads probably doesn’t have to do with awareness or brand health. However, my interactions (clicks) have decreased 18% over the prior period. This could indicate messaging has recently changed or isn’t resonating with customers.
Now that I know that the most impacted channels are non-paid, and identified that interactions have a large decrease, I would look in two places to make changes.
- Messaging on Form Submissions. Has the “call to action” messaging changed on these form submissions in the last couple of weeks?
- Using my Organic Search dashboard, I would identify if there has been any recent changes to impressions or ranking positions. I would also connect with the person responsible for SEO on my website to identify if there’s been any recent changes made to the strategy and identify why the changes were made.
- Finally, because both organic and paid search have dipped, I would use my Keyword Performance Summary to review my keyword strategy and see if there are any queries that are dipping in performance over the last few days.