Data Literacy

& HubSpot

Hi, I’m Jorie.

Inbound professor with

HubSpot Academy.

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I could talk forever about: reporting strategy, flywheels and funnels, Game of Thrones, and cooking shows.

Agenda

Time: 5 min

Time: 7 min

Time: 55 minutes

Time: 8 min

Data Literacy

at a Glance

Data Literacy

The ability to read, work with, analyze, and argue with data.

Data literacy is about:

• Asking and answering questions from your (clean) data.
• Having access to the tools that help you effectively visualize your results.
• Sharing conclusions with a broader audience, and create a narrative around the findings.

Data helps each of us understand how well our teams or companies are performing.

20% of business leaders and full time workers are data literate.

20%

Source: Qlik

24% of business leaders and full time workers feel empowered and proficient using data in their job.

24%

Source: Qlik

50% of organizations will lack sufficient AI and data literacy skills to achieve business value by 2020.

Source: Gartner

50%

70% of business leaders and full time workers want to improve their data skillset.

70%

Source: Qlik

This skill also helps you determine which data is valuable and meaningful.

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In order to do that, you need to know where your data is coming from, how it’s being collected, and how it’s being analyzed and applied.

The Role of HubSpot

Core competencies of data literacy:

• Collect
• Manage
• Evaluate
• Apply

Core competencies of data literacy:

• Collect
• Manage
• Evaluate
• Apply

The Flywheel

HubSpot’s integration ecosystem is growing.

Core competencies of data literacy:

• Collect
• Manage
• Evaluate
• Apply

The HubSpot CRM is designed to organize your data so that it can be accessed, searched, and filtered quickly.

Think of the CRM like a large Excel file with different sheets of data.  

Often referred to as objects, these sheets represent the

key categories HubSpot will use to organize your information.

Every time you add a new contact, company, etc. to HubSpot, you’re essentially creating a new row or record of information.

The details about that specific record are then stored in default or custom properties.

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These can be visualized as the columns of the spreadsheet.

Core competencies of data literacy:

• Collect
• Manage
• Evaluate
• Apply

Reporting is about reading your data.

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What trends do you see?

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How are visitors or leads reacting the experience you’ve created?

Report Library

Canned reports based on marketing, sales, and services best practices.

Report Builder

Build reports based on the data unique to your business.

HubSpot Reporting Tools Simplified

Analytics Tools

Explore to discover trends in user behavior and track the productivity of your team.

Dashboards

Compile and share your reports to tell a compelling narrative.

Relationships in Your Data

1. Check the your analytics tools. These are comprehensive reports covering trends in visitor behavior.

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• Ensure that the Report Library does not already have a canned report that answers your question or can be customized (saves time).

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• Turn to the custom builder.

HubSpot: Analytics Tools

Demo:

Let’s take a look at the analytics tools in HubSpot.

Activity

Navigate to your analytics tools.

Time: 7 min

1. What is the greatest source of traffic to your site? Topic cluster?
2. Which campaign influenced the most revenue?
3. What is your highest performing landing page?
4. How are your emails performing over time?

HubSpot: Dashboards

The key to any effective dashboard is designing with intent.

How do you design a dashboard with intent?

When creating or updating a dashboard:

• Consider your end goal.
• Beware data overload.
• Provide context (and be consistent)
• Make sure you’re choosing the right chart type.

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Pro tip: When in doubt, follow the 5 second rule.

Activity

Audit your dashboard

Time: 10 min

• What are the relevant KPIs this dashboard is tracking?
• Who was this dashboard designed for?
• How often does this set of stakeholders debrief on these metrics?

HubSpot: Reporting Library

Demo:

Let’s take a look at the reporting library.

HubSpot:

Report Builder

You can currently create four key types of custom reports in HubSpot:

• Reports on a single objects
• Reports across objects
• Funnel (or pipeline) reports
• Attribution reports

You can currently create four key types of custom reports in HubSpot:

• Reports on a single objects
• Reports across objects
• Funnel (or pipeline) reports
• Attribution reports

Use a custom report to analyze records from a specific source, persona, record owner, or custom properties you've created.

You can currently create four key types of custom reports in HubSpot:

• Reports on a single objects
• Reports across objects
• Funnel (or pipeline) reports
• Attribution reports

You can configure your report to see contacts or deals that have moved through all or any of the lifecycle stages or deal stages you've defined.

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How do you use HubSpot to calculate your ROI?

[((number of leads x lead-to-customer rate x average sales price) - cost or ad spend) ÷ cost or ad spend] x 100.

• Number of leads: How many people converted to a lead?
• Lead-to-customer rate: What percentage of leads became a customer? If 12 out of 100 leads become a customer, your lead to customer rate would be 12% or 0.12.
• Average sales price: The average price of your product. An average can be helpful if you occasionally apply discounts or alter pricing in other ways.
• Cost or ad spend: Here, you can factor in costs including ad spend, hourly wages of people who put time into the project, or costs related to producing content.

ROI

If you feel like this, you’re not alone.

• Sessions
• Landing Page Views
• New contacts
• Marketing qualified leads
• Sales qualified leads
• Opportunities
• Closed/won deals

You’ll need to consistently report on and show the relationship between the following metrics to prove ROI:

You can currently create four key types of custom reports in HubSpot:

• Reports on a single objects
• Reports across objects
• Funnel (or pipeline) reports
• Attribution reports

Using this report, you can measure the effect your marketing activities had on your company’s bottom line.

Let’s discuss the new attribution report features.

Demo:

Let’s build dive into the new attribution features.

Activity

Creating custom reports

Customize:

• Navigate to the reporting library and choose a report to customize.

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Build from scratch:

• Navigate to the reporting library and create a report from scratch.

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Not sure what to create? Leads by First Conversion and Original Source

• Data set: Single, Contacts
• Properties: First Conversion, Original Source
• Filters: Became a lead date: This year so far, First conversion: is known
• Measures: First Conversion + Original Source by Count of Contacts
• Chart type: Bar

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Not sure where to start?

Get started by building these 9 most commonly used custom reports: http://bit.ly/2MGAG2R

Core competencies of data literacy:

• Collect
• Manage
• Evaluate
• Apply

“There is a need for reporting, �but reporting alone is not enough. �If you’re only doing reporting you’re behind already. Unless your reporting is smart and agile, you’re behind. You’re a laggard.”

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Cindi Howson, ThoughtSpot

Applying your data is about translating what you see into terms that relate to your business.

In other words, what are you doing with the trends you’ve uncovered?

How do we put the data �into action?

In other words, how are you turning insight into strategy?

When in doubt, start with your force and friction.

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Wrap Up

Q&A

Let’s connect

Twitter: @findingjorie

Email: mmunroe@hubspot.com

The team: @HubSpotAcademy

Thank you