marketing analytics focus on user profiles

If I asked you what is most critical when it comes to marketing analytics, what comes to mind first?

You might say effectiveness. Or performance.

As a marketer, the word attribution is what jumps out to me.

My boss is always asking me to attribute what led to that sale, or what led to that increase in website traffic.

The same goes with sales enablement tools, like business apps for iPad, and how company reps are using the tool to generate more leads and revenue.

How they are being used is important, but so is the who, where, when and why they’re using that sales enablement tool. You’re looking for very specific information on each user.

Those kinds of marketing analytics can be determined from user profiles.

Why are building user profiles so important?

Think about when someone visits your company website. If that’s my website, I want a grasp on who this stranger is, how often they visit and what they do while visiting.

It’s a critical step in planning and strategizing. That’s why you have lead generating forms to capture that contact information.

Or think about all of the user profiles you manage personally.

Facebook, Twitter, LinkedIn, Google+, and essentially anything else you have to login to access. Each of these sites require you to fill in your information into several fields.

There are over 50 fields alone for your Facebook profile. Each field essentially is contact information about you.

Now think about trying to determine who out of about 100 reps is using a sales enablement tool, like an iPad sales application, in an ineffective way. Or who isn’t even using the tool at all.

A marketer managing this tool needs similar user profile information for each sales rep in order to achieve better marketing analytics reporting.

It’s all part of our jobs as marketers; we have to internally and externally be monitoring trends, filling in those data gaps and tailoring strategies.

Which fields are most critical to user profiles?

So we know having as much data on someone, either who is a customer, prospect, or sales rep out in the field, is critical for accurate marketing analytics reporting. Now which fields of information are the ones you can’t leave out?

Here are some key fields for user profiles that work for us tracking marketing analytics.

Name — You might think this goes without saying, but for some companies matching up a user’s name to their profile gets overlooked. For some companies they use ID numbers, like for logging into certain core business systems. They think it just makes sense to match up ID numbers across all systems. Sure that makes sense, until you have to keep looking up names that match those ID numbers. If anything when you pull reports to show teams, you can simply hide the name field so no one can identify other reps in the report.

Position — And no, I’m not talking about sales vs. marketing vs. technical support vs. field support. Get down to a user’s exact position. Are they front line sales or support sales? Are they trade show reps or conference reps? You might not think it’s important when you roll out your sales enablement tool, but wait until your boss wants you to perform a deep dive report. The more in depth you can get about their role with the company, the better data you will get with your marketing analytics reports.

Department — To me, this is where you get into the sales vs. marketing vs. technical support vs. field support…but it’s not as simple as that. Again, you have to think deep when it comes to user profiles. Divisions or sectors are another great way to use this field. Rather than just identifying Jane Smith as marketing, go deeper into her assignment as product specific marketing specialist. The difference will simplify creating marketing analytics reports.

Region — If your reps have assigned territories, this would be an important field for sales enablement tool marketing analytics. Maybe there are pieces of collateral that are being sent more often in the Pacific Northwest than in the East Coast. By having regions or territories fields assigned in user profiles, you will have the data that could change how products are distributed for your company.

Company — Well they already work for the company, so why use a company field? This field is perfect for channel sales. Companies with large distribution channels many have hundreds of independently owned companies that sell their products. By labeling each rep with their correct company, you’ll be able to tell how collateral is being shared at the B2C level through your distributor rep’s user profile.

As you can tell, there are a lot of other user profile fields that make marketing analytics reporting of sales enablement tools simple. The more fields you have for filtering, the more finite your reporting can be.

If you have a field that your company uses, comment below and share it!

Photo Credit: Simon Bonaventure