⚙️💪 How to use the power of Analytics to support the performance improvement of your MQLs

[Ednei]

Dear reader,

It is already known that worldwide, digital marketeers have been challenged by their business not only to increase the brand awareness but also to generate demand in scalable ways, with the usage of the internet.

This way, the purpose of this article is to support the performance improvement of your Sales Funnel, especially in the top stages, attracting more site visitors or prospects to your page and converting them to MQLs (Marketing Qualified Leads).

By MQLs, I mean, customers that are enough educated and aware about the brand as well as the product/service offered by your company plus are willing to buy it.

As stated by Lord Kelvin in mid-19th century: "If you can't measure it, you can't improve it." so, as a next step, I am going to show you how Business Processes are setup in SAS® Customer Intelligence 360 to measure digital journeys in your web site and extract valuable information to continuously support the performance improvement of your MQLs.

In SAS® Customer Intelligence 360, the Business Processes are available under the Advanced Collection Rules, in the left section of the screen . Let's take a look in the Business Process called 'Loan Application' for us to understand how it is configured and how it works.

Hit double click in the 'Loan Application' Business Process to see the three steps already configured: 1) Loans Page, 2) Apply Now and 3) Loan Application Submit.

As described in the screen below, Business Processes require at least two mandatory steps: the first and the last ones, however, the example below illustrates three required steps.

The good thing about having intermediate optional steps is to better understand the most common path since the customer arrives in the home page up to the closure of the purchase.

Let's now see how the step 'Loans Page' is setup.

This is the page that appear when we double click the step 'Loans Page'.

Now we see the configuration available in the tab 'Step Details'. It is here that we define if this step is Required or Optional.

Leave the 'Step Error' tab with the default configuration.

According to the previous configuration, everyone that visit the following page will complete this required step.

Let's now see how the step 'Apply Now' is setup.

This is the page that appear when we double click the step 'Apply Now'.

Now we see the configuration available in the tab 'Step Details'. It is here that we define if this step is Required or Optional.

Leave the 'Step Error' tab with the default configuration.

According to the previous configuration, everyone that visit the following page will complete this required step.

Last but not least, let's now see how the step 'Loan Application Submit' is setup.

This is the page that appear when we double click the step 'Loan Application Submit'.

Now we see the configuration available in the tab 'Step Details'. It is here that we define if this step is Required or Optional.

Leave the 'Step Error' tab with the default configuration.

According to the previous configuration, everyone that successfully submit the following form will complete this required step.

Now it is the time to look for insights. Please click Insights, in the left section of the screen and then click Business Processes.

Look that a set of information is available under the 'Quick Facts' tab and that is possible to adjust timeline by days, weeks or months.

I'd like to call your attention to the table 'Steps' available at the bottom of the report 'Monthly'.

With that, it is possible to follow up the number of people that are entering the process and the percentage of them that is moving along to the followings steps of this Business Process.

In SAS we value The Power to Know®, and having these number on hands allows you to take actions in a more assertive way.

For example:

• If considerable part of your visitors are not flowing to the Step 1, then the home page content can be personalized to make a link to the 'Loans Page' more prominent.
• If considerable part of your visitors are not flowing to the Step 2, then a hero content can be delivered in the page 'Apply Now' as an attraction artifact. An e-book or an infographic should work.
• If considerable part of your visitors are not flowing to the Step 3, then you can evaluate the possibility of simplifying the form.

My intention here is not to provide capsuled solutions for every situation that you face related to the MQLs performance, instead, to empower you with the right insights and allow you to make more assertive decisions, supporting the continuous improvement of your whole business.

I hope this article has instigated your curiosity or maybe inspired you to innovate your business with the power of Analytics.

Ednei Gomes

Global Customer Success Team