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Leads, Leads, Leads

In previous posts, we talked about the difference between Web and Lead metrics and how you can fill the gap by using cookies to attach […]

Marketing Metrics

The metrics I’m going to describe in the following section come from disparate sources, primarily your Content Management System (CMS), a Web Analytics platform like […]

The Marketing Channel Report

In previous posts, I talked about putting together the foundation for a Marketing Channel report, one that would show us for the first time not only […]

Lead Analytics vs Web Analytics

In our inaugural post, we talked about the birth of the Marketing Channels report, our first look at the true contribution of all marketing efforts – […]

Prove Marketing ROI

This story begins in 2010, when Nate Otiker joined Quest Software as our Director of Internet Marketing. Nate came to us from T-Mobile and before […]

Prove Marketing ROI

This story begins in 2010, when Nate Otiker joined Quest Software as our Director of Internet Marketing. Nate came to us from T-Mobile and before that, Verizon Wireless, where he was Director of IT on verizonwireless.com. Nate brought a wealth of big-company experience to our team and his energy and curiosity drove forward our investigation into proving Marketing ROI, further than we had ever considered.

In a parallel effort at roughly the same time, Terri Avnaim, Justin Ward and Jason Chang were pushing our Siebel and eventually SalesForce implementations to do a better job of tracking campaign activity to revenue. Their work was foundational to ours, as they formalized the reporting structure for tying leads to revenue and also worked extensively with our Direct Sales teams on the importance of feedback when the Sales rep identified value or rejected the lead.

One of the agencies Terri’s team was working with was the Los Angeles division of Ink. They had an analytics expert on their team named Greg Huffstetter and a brief conversation with him one day sparked the notion of the Marketing Channel report. He asked whether we were tracking Natural sources of leads, including Organic Search but also sources like what is usually called the Direct channel; when people had links bookmarked or just knew to type in Quest.com.

I told Greg the truth. We weren’t tracking those. We had focused all our analytical energy on paid campaigns. On the drive home that day I asked myself why we couldn’t track Natural sources of leads. The system had been designed to attach the cookied source of the Web lead to the registration record as what we first called the Ad Code, then the Tactic Code and ultimately the SalesForce standard, Campaign Code.

I live in Oceanside, about a one-hour drive south of the former Quest office in Aliso Viejo, California. By the time I got home I had envisioned the first iteration of the algorithm required for our Web developers to begin tracking natural sources of leads in addition to the ones we were paying for. I lay out that algorithm in a later post.

When Nate joined Quest, I was working on eCommerce and Web Analytics. Nate liked the work I was doing and asked if I would take over management of the Search Marketing team. My first hire was Jamie Berger, a PPC guru we brought on board to take the team to the next level of achievement. In 2011, Jamie brought Troy Steen on board as a Search Marketing specialist. By 2016, Jamie would have moved on to run a little site called windows.com. Troy would emerge as the most brilliant analyst I had ever worked with.

By then, the first version of the Marketing Channels report was up and running. The new Search team made immediate use of the Channels report because it was the first time we were able to tie Organic Search leads to revenue. Troy emerged as our lead analyst on proving the value of Search Marketing, both Organic and Paid.

The results were astounding. Stay tuned!

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