Site Analytics Overview

  • Updated

Introduction

Site Analytics enables you to get website analytics with an account-based lens so you can better evaluate website performance and personalize marketing efforts to them. With Site Analytics, you can select variables which define a specific segment of accounts you want to track on your company’s website. Site Analytics returns rich insights around account level site visits that match your input criteria. This ability to instantly answer your unique questions allows you to design highly effective and engaging campaigns resulting in high-quality sales ready pipeline and increased revenues. 

site_analytics_overview.png

See How it Works

Click the links below to learn more:

Benefits and Features

The following table outlines Site Analytics benefits and features.

BENEFIT FEATURES
Create new audiences to get even more targeted with your marketing programs
  • Identify and create new audience segments by site pages visited and customize your marketing programs to those audiences.
  • Segment by accounts, audience, firmographics, and website traffic.

See what companies are doing on your site

  • Track all anonymous B2B visitor traffic in addition to target accounts to determine which accounts are worth targeting.
  • Filter your analytics by firmographics or page views to see how your accounts are engaging on your site.
Optimize the marketing pages that matter most
  • Filter which pages are of most value to your target accounts.
  • Track campaign and channel performance with UTM and URL parameters.  
  • Create campaigns specific to the content from the top marketing pages.
Save time using one tool
  • Get access to website analytics yourself without having to rely on another person or tool to get insights faster. 
  • Log into one tool to see metrics for your website and target account activity.
  • Site Analytics significantly reduces time to insight and time to action for marketers. 

Steps for Using Site Analytics

Follow the steps below to work with Site Analytics.

Step 1. Log in to the ABM Platform.

Step 2. From the home page, click Site Analytics.

Step 3. Select an audience you want to work with.

select_audience.png
Step 4. Select any specific accounts you want to view and if you want to filter by any specific URLs/UTM (Urchin Tracking Module) filters. To learn more about URLs/UTMs, see Channel Insights Overview and Landing Page URL and UTM Parameters.

  • Example of Filtering Using a Specific URL: You may want to see what accounts are showing increased page views for a specific URL for your upcoming company event. You can then save those accounts as an audience and then set up a campaign with specific messaging that will encourage them to register for the event.

use_accounts_and_filters.png

Step 5. Select a date range for the segment of accounts you want to track.
date_range.png

Step 6. Click More Filters to add additional Account filters and Page filters.
more_filters.png

  • Select filters on the Account filters tab including: Industry, Revenue and Number of employees

account_filters.png

  • Click the Page filters tab and select any of the following page filters: Accounts visited, Percent change in pageviews, and Pageviews.
    page_views.png
  • Click Filter. The filter becomes active and is shown in green in the Active Filters area. 

active_filters.png

  • Click Save Filter if you want to save your selections as a custom filter.

save_filter.png

  • Name the filter and click Save Filter. When you save the custom filter it will also save the current date range selected. 

Step 7. Adjust the time view for the Trends over Time dashboard view by selecting Daily, 7 days, or 30 days.

select_daily.png

Step 8. View specific account activity by clicking the Accounts tab.
accounts_tab.png

Step 9. When you have an audience selected in Site Analytics the View Audience Funnel button becomes available. Click this button to view the progress of this audience through the funnel in ABM Analytics. 

view_audience_funnel.png

Step 10. Click the Create an Audience button to save this segment as a new audience in the Demandbase ABM Platform. You can then use the audience segment in your next advertising campaign.
create_an_audience.png

  • Type an audience name and select a profile. 
  • Click Save & View Audience or Save & Close to save the audience in the ABM Platform. 
    name_audience.png

Step 11. Click the Export CSV button to export this segment’s data to a CSV file. 

  • There are 3 export options:
    1. Export of trend data (when Trends over Time tab is selected)
    2. Export of accounts (when the Accounts tab is selected)
    3. Export of pages (from the pages table)

export_csv.png

Site Analytics Use Cases

Click the links below to learn how you can use Site Analytics for your marketing initiatives:

Content Optimization

Use Site Analytics insights to understand the level of account engagement with your website content and based on the results you can optimize your content. You can review all of the top pages visited as well as further filter the pages by a specific audience, account, or firmographics. Based on your findings, you can make changes to your content based on the pages showing the most engagement. The example below shows that for the High Ranking Accounts audience, the highest page views were on the Demandbase home page and the Demandbase ABM Certification Offer page. Based on these findings, the content on these pages can be refreshed with additional CTAs (calls to action). 

content_optimization_use_case.png

Drive Demand Generation

You can use Site Analytics able to build campaigns around specific levels of activity. View the examples below to learn more.

Example 1

This example shows how you can see if customer accounts are engaging with a specific product/solution page. In the example shown below, we wanted to see the level of engagement on the Demandbase Conversion Solution pages. In order to do this, we selected a filter to only show the Conversion Solution pages and we also added a filter to exclude activity that was coming from Demandbase.com users. The results show that the views aren’t very high. Based on these findings, we can save these accounts to a new audience (by clicking the Create an Audience button) and then create a targeted campaign to increase engagement. 

demandbase_generation_3example_1.png

Example 2

This example shows how you can rank engagement with content offers so you can determine which content offers might be the best for future campaigns. In this example, we took a look at all of the eBooks in the Demandbase Resource Center. We did this by selecting a URL filter that contains "ebook" and added an account filter to exclude Demandbase.com users. The results show that the ABM For Sales Playbook tops the list with 240 accounts and 376 page views. This ebook will be used for future content offers.

demand_generation_example_2.png

Drive Registrations for Upcoming Events

You can use Site Analytics insights to discover who has visited your event pages, but has not registered for an event. In the example shown below we created a filter in Site Analytics that only looks at traffic that visits the ABM Innovation Summit Tour registration page. Next, we created a new audience in Site Analytics which is made up of the accounts who have visited The ABM Innovation Tour event registration page. Next, we compared the accounts in new audience to the event registration list. We then forwarded all non-registered accounts to the Sales Team and Customer Success Managers so they could follow up with those accounts with messaging that encourages them to sign up for the event. 

registration_driving_use_case.png

Sales Enablement

Site Analytics can help identify those accounts who are visiting solution/pricing pages or other pages that indicate a forward progression through the funnel. You can set up a filter for an audience that is made up of a list of accounts that belong to a specific Sales Rep.  Based on the level of activity, the Sales Rep can determine which accounts to remove from the audience, add to the next campaign, or follow up with personalized messaging. The example shown below shows a filter for an audience of accounts that belong to a Demandbase Sales Rep Alex. Another filter was added to show all of the activity for Alex's accounts on the Demandbase solution pages. Based on the engagement level, Alex can follow up with highly engaged accounts with personalized talk tracks and he can add those accounts to the next Demandbase Solution campaign. Alex can also remove accounts from the list that have low engagement.

sales_enablement_use_case.png

 

Was this article helpful?

5 out of 6 found this helpful