What, Why, How: Foundations of B2B Marketing Analytics

With the right B2B marketing analytics foundations, your B2B marketing will be set up for success.

Without them, you’re building a business on quicksand at best.

Join Trust Insights CEO Katie Robbert and Chief Data Scientist Christopher S. Penn to set yourself up to win in this strategy-focused look at B2B digital marketing analytics, delivered at the 2021 MarketingProfs B2B Forum.

At the end of this session, you will be able to…
– Create a B2B analytics strategy with Google Analytics
– Explain why things happened and use advanced attribution analysis
– Use predictive content marketing analytics for forecasting your B2B content calendar
– Use prescriptive content analysis to understand what content truly boosts conversion

What’s covered in the session:

• Introduction
  • Presenters: Christopher Penn and Katie Robbert, co-founders of Trust Insights
  • Agenda overview:
    • Creating a B2B analytics strategy with Google Analytics
    • Using attribution analysis to explain why things happened
    • Using predictive analytics for content marketing forecasting
    • Using prescriptive analytics to understand conversion-boosting content
• Google Analytics Evolution
  • Transition from Universal Analytics (GA3) to GA4
  • Key differences:
    • GA4 separates data collection, analysis, and reporting into different tools
    • Recommend running GA3 and GA4 in parallel during transition
• Building the Analytics Foundation
  • Like having the right appliances and ingredients before baking a cake
  • GA4 works well for websites + mobile apps
  • Must get tracking set up properly before any other analytics
• Basic Reporting
  • Answering “What happened?”
  • Use Google Data Studio for automated reporting
  • Design reports around key metrics and user needs
• Attribution Analysis
  • Answering “Why did it happen?”
  • Shows impact of marketing channels and content on conversions
  • Helps determine where to prioritize and invest
• Predictive Analytics
  • Forecasting what will happen in future
  • Time series forecasts using machine learning
  • Plan content calendars, email sends, etc. based on future trends
• Prescriptive Analytics
  • Understanding what content actually boosts conversions
  • Optimize and repurpose high-converting content
  • Identify “hidden gems” to re-promote

Fill out the form below to watch the session and access all the content.