Leveraging
HubSpot
Enterprise to Grow
Your Agency
Advanced Analytics
Peter Caputa
Date: 11-03-2011
Agenda
What are Advanced Analytics
How Do They Work
How Do I Set Them Up
Why are They Valuable
Using Advanced Analytics to Determine
Action Items
• Homework & Co-Marketing Opp
• Getting Help & What’s Next
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WHAT ARE
ADVANCED
ANALYTICS?
Influence
Velocity
Revenue
Multi-Channel
What do we mean by “Influence”
• “Advanced Analytics allow a marketer or
business owner to understand what
behaviors influence leads to progress
through the funnel at a higher volume.”
What do we mean by “Velocity”
• “Advanced Analytics allow a marketer or
business owner to understand what
behaviors influence leads to progress
through the funnel at a faster rate.”
What do we mean by “Revenue”
• Advanced Analytics allow a marketer or
business owner to understand what
behaviors yield the best customers as
measured by revenue and Life Time Value
(LTV).”
What do we mean by “Multi-Channel”
• “Advanced Analytics allows a marketer or
business owner to understand and account
for behaviors beyond the boundaries of your
website and email marketing across
revenue, influence and velocity.”
A key concept to understand
• Advanced Analytics solves for events
marketers want to understand and optimize
• Analyzing events allows a marketer to get
underneath things like…
– What drives visit to lead conversion
– What drives Lead to customer conversion
– What drives free trials
– What yields the best BANT qualified leads
– What drives blog subscribers
“Of the (#)
who (did x)…”
Key Advanced Analytics Tool
Of the…
“Of the 392 leads converted to an
opportunity by the sales team…”
“Of the 392 leads converted to an
opportunity by the sales team…”
“Of the 392 leads converted to an
opportunity by the sales team…”
“Of the 392 leads converted to an
opportunity by the sales team…”
“Of the 392 leads converted to an
opportunity by the sales team…”
An example…
Reverse Funnel Analysis
THERE’S ONE
MORE WAY TO
GET
ADVANCED
ANALYTICS
SETTING UP
ADVANCED
ANALYTICS
Create Report When Creating an Event
Always Create “Lifecycle Summary Report”. You can create others later…
Advanced Marketing Reports 
Click “New Report” Click Report Type
Choose Event
Choose Event and View Report. (Voila!)
View Trends by
First Touch,
Source,
Campaign, etc
WHAT
ACTIONABLE
INSIGHTS
CAN I FIND
FROM
ADVANCED
ANALYTICS
IF…
• … IF a specific first touch, last touch or assist “event”
influences the outcome I want (ie lead, sale)… THEN I
should try to trigger that event more frequently and
sooner for other prospects. (Use: Lifecycle Summary
Report and Reverse Funnel Analysis)
• … IF a specific event is important for me to trigger
frequently, THEN I should monitor to make sure it’s
happening over time. (Use: Trends Report.)
• … IF a specific series of events is likely to lead to the
outcome I want (ie lead, sale), THEN I should monitor
the rate at which this series of events are triggered.
(Use: Advanced Marketing Automation Reports.)
WHY
ADVANCED
ANALYTICS
ARE
VALUABLE!
Key Value Points
• Deep insights across channels and platforms
– Extremely difficult to aggregate disparate data
sources across channels/platforms
• HubSpot Enterprise pulls all of the data into
one view so you have a complete picture of
your prospect/customer
• From first click to last conversion you have
insight into the entire customer lifecycle
Key Value Points
• It is now possible to get underneath how
long it takes a prospect to move from first
visit/touch to conversion
• It is now possible to understand the
behaviors of your best customers as they
move down the funnel to purchase
• It is now possible to know what elements—
when touched—lead to a sale
Key Value Points
• Use data and science to determine what
content accelerates leads through your sales
and marketing funnel
• Gain a clear understanding into what are the
most effective channels to effectively drive
visitors to convert
• Develop insights into what are the most
influential steps along the conversion path
HOW
ADVANCED
ANALYTICS
FIT IN THE
SALES/ACCT
MGMT STORY
“Understand the behaviors
of your best customers and
apply them to every lead in
your marketing funnel to
accelerate the sales
process.”
Does the marketer know what buyer
behaviors lead to the outcome they
want?
Does the marketer know what to do
with that information if they had
it?
“The advanced analytics allow
you to get an aerial view of
your web presence and track
the behaviors of your best
customers and apply them to
every lead in your marketing
funnel to accelerate the sales
process”
Key Takeaways
1
2
3
4
5
Understand the behaviors that influence
Understand the behaviors that drives velocity
Understand behaviors that drive revenue
Behavioral insights across channels
Advanced Analytics are all about
buyer behavior
HOMEWORK
&
CO-MARKETING
OPPORTUNITY
Homework
1. Previous Weeks’ Homework:
– Setup lots of conversion forms to capture emails.
– Setup events in advanced analytics
– Set up lead nurturing strategy based on your markets,
products, personas, pain points and content. Build
“event behavior chains” or “event flows” and start
tracking how many leads trigger these event chains.
Write emails and configure sends
2. Set up Lifecyle Summary Reports, Trend
Reports and Reverse Funnel Reports
Co-Marketing Opp
1. In the forum or on your blog, write your
thoughts about, “How Marketing Can Help
Convert More Leads to Sales”
2. We’ll take quotes from you and write a
blog article highlighting the best advice.
The article(s) will be posted on
blog.hubspot.com with links to your site.
QUESTIONS?
Use the Forums
• We’ll post updates and to-do’s.
• You should respond when you do something, or
when you get stuck.
• If you have product setup questions, call support.
888 HubSpot
See You Next Wednesday