Unit 3 | Marketing Pipeline

Introduction

To truly see the power of marketing against any sort of lead capture or transactions on your website is to tie together your marketing platforms and Google Analytics. With this dashboard, you'll be able to stitch together just how marketing efforts are impacting actions on your website. 

The purpose of this Unit is to make YOU an expert in the dashboard and answer higher level business questions using marketing and website data.

There are two types of Marketing Pipeline dashboards within our Level 2 offering, depending on what actions are most important to you on your website.

  1. We support a Marketing Lead Pipeline, which outlines the marketing efforts that impact your lead generation on your website.
  2. We also offer an eCommerce Marketing Pipeline, which shows marketing's impact on transactions happening on your website. 

What to Expect

There are five high-level discussion points needed in order to implement, train, and finally be able to find actionable insights within your Marketing Pipeline dashboard.

Steps in this Unit include:

  1. Introductory Call
  2. Solution Strategy Call
  3. Regroup on ChannelMix Conversion Tracking
  4. ChannelMix Team Presents Dashboards
  5. You Present ChannelMix Dashboards Back to Us

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Timeline

Once you've connected your data as outlined in Unit 1 | ChannelMix for Beginners, the timeline for implementation and training for the Marketing Pipeline dashboards should take anywhere between 4-7 weeks. 

Introductory Call

In this call, you can expect to have a higher-level discussion with your Client Success Manager and possibly your Account Director on these points below:

  • Discuss how adding a Marketing Pipeline could strategically fit in your marketing analytics practice today. 
  • How can you use this dashboard with your other ChannelMix dashboards to truly optimize marketing efforts?
  • Are you using any other tool to help report on marketing to web actions?
    • If so, what's working? What's not? 
    • Can you share your current report or dashboard?
  • What business questions are you looking to answer?

Common action items for ChannelMix clients as a result of this call include:

  1. Share any sort of current reporting with the ChannelMix Team
  2. Prepare for and gather answers for the Solution Strategy Call (below) 

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Solution Strategy Call

We'll bring in our Solution Engineer and Implementation Manager to work alongside your Client Success Manager. Be prepared to discuss the current tracking practices used today to stitch together any sort of marketing to web actions in place today. This call will get technical, so please be prepared to discuss the inner workings of your Google Analytics tagging or bring along someone who can speak to it. 

Here are some typical questions we will ask:

eCommerce Marketing Pipeline

  • Do you have enhanced eCommerce enabled? 
  • What are your checkout steps?

 Marketing Lead Pipeline

In order to complete the Marketing Lead Pipeline, you'll need our Conversion Tracking product implemented to capture those important actions consistently. Conversion Tracking is a unified metric for reporting on important web events. This is implemented through Google Tag Manager (GTM), reported as a consistent conversion event in Google Analytics (GA) and is used as a consistent conversion source of truth for this dashboard as well as many other ChannelMix dashboards. In order for us to implement, we'll need access to both GTM and Google Analytics accounts

Some additional questions we will ask are:

  • Are you currently using Universal Analytics (UA) or GA4?
  • How many conversion points should be tracked?
  • What are your conversion triggers and use cases for each conversion?
  • When discussing additional attributes for Conversion Tracking, we'll ask you:
    • What are the events on your website that are most important to you?

    • Where do these events happen on your website?

    • How are you reporting these events currently? How do you want to?

More information on ChannelMix Conversion Tracking can be found in the Tracking | Onboarding Process Overview

If you find that your team, a 3rd party you're already working with, etc, can implement ChannelMix Conversion Tracking, please refer to our Tracking | How to Implement ChannelMix Conversion Tracking for a step-by-step guide. 

Common action items for ChannelMix clients as a result of this call include:

  1. Provide access to GTM and GA accounts
  2. Provide additional attributes for Conversion Tracking to place in GA

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Regroup on ChannelMix Conversion Tracking

Oftentimes, we see a need for an additional call to regroup on the implementation of Conversion Tracking.

In this meeting, we will address:

  • Implementation status of the Conversion Tracking
  • Any roadblocks we're facing (Needing additional access, more confirmation on labels, etc)
  • (If applicable) Status of your team or partners implementing ChannelMix Conversion Tracking to make sure we are on track to hit the overall deadline to complete getting the dashboard setup

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ChannelMix Team Presents Dashboards

Your dedicated Client Success Manager will take this time to present the dashboard to you with your data. 

Typical agenda items to cover include:

  • Highlighting certain features of the dashboard to answer the main business question you originally set out to answer with this new dashboard. This information should have been shared within the Introductory Call. 
  • Tweak different published filters like date filters, metric comparisons, or performance metrics filters based on what you and your team deem important.
  • Additional questions based on insights they have gleaned from diving into the dashboard
  • Incorporate other ChannelMix dashboards within Level 1 already included in your suite to fully understand the connection throughout 

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You Present ChannelMix Dashboards Back to Us

Like all units, we'll end with you or your team presenting the dashboard back to us in an effort to assess your overall knowledge and understanding of the dashboard to make sure you walk away with actionable insights and real-life scenarios to put these dashboards into practice. This could take a series of calls to complete to make sure you and your team are comfortable using the product.

In this call, you can expect:

  • Share your screen! This is a mock presentation given by you or your team to highlight how they would use this dashboard. 
  • Answer the original business question you wanted to answer at the beginning of the unit. 
  • Pull in other Level 1 or Level 2 dashboards to help tell the full data story
  • Prepare for feedback from the ChannelMix team

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