Analytics starts with collecting information we call data mining. We collect information from the website, leads, sales, ads, landing pages, mass emails, webpage funnel paths, exit traffic, and the weather.

All of this information is used for multiple future purposes when designing a marketing plan, emails, and paid ads. KPi’s are collected on a worksheet in the drive.

Naming Convention: {year} Marketing KPI and Worksheet

Currently these documents are kept on the G-drive under:

• American Stone Employees Shared Docs
• Marketing Team
• {current year}
• Marketing KPI's

1. Since KPI’s have been collected for years, the original locations continue to be used. This can be found under Managers Shared Documents and Folders -> Marketing -> 1-year Marketing Plans and KPI’s

Verify that your document has the current document on it. This help for anyone who is looking for a specific document.

Create the document by copying one page (month) from the previous year and copy it to your current year. Create tabs for (January, February, March, April, etc), Create tabs for YoY totals called "High-Level Growth", a sheet for Tier or product and project specific growth.

You can even create tabs for specific calculations. 

All data must be color analyzed with Green/Growing, Yellow/close to previous year or month, Red/Needs Improvement

This gives you a goal to work towards.

Line 5: Website data (data is collected for both american-stone.com and starstonesales.com)

Line 14 down: Traffic by acquisition.

Tab Master Charts are the charts created to help show how our website traffic is affected by different actions.

Leads

We collect daily leads and then at the end of the month use outside KPI’s to determine the success of marketing and the success of sales. (We will cover that in a different module.)

Paid Advertising - charts are created for

Google

Facebook and Instagram

Linked In

Other Ads

Email Marketing

Currently we track names, mailing list, amount sent, % received, Opened, and the date and time an email is received. Email marketing kpi’s can be affected by all of these, and relationships with their sales staff.

There are many other KPI’s that we will account for, but they are done at the end of the month.

Most of the information listed here is for information purposes to help you understand the purpose of a yearly KPI worksheet.

It is analyzed weekly, monthly, and yearly. It gives us direction in what we are doing right and where we could improve.