In her presentation at SMX West 2020, Milestone Inc. President Benu Aggarwal explained why it's critical to align customer vision, goals, buyers' journeys, marketing strategies in RACE format, and expected KPI impact. This presentation will help you determine what KPIs you need to measure across the customer journey. and teach you how to create reports showcasing critical KPIs and a combination of various channels to show full customer journey maps.

1. @BenuAggarwal
Experts Tips For Creating Killer
Cross-Channel Reports

2. @BenuAggarwal
BENU AGGARWAL
Silicon Valley ● Chicago ● D.C. India | 2,000+ customers | 500+ Awards
PRESIDENT & FOUNDER, MILESTONE, INC
Digital Marketing Software and Services
CMS LOCAL SCHEMA REVIEWS INSIGHTS ANALYTICS DIGITAL AGENCY
SEO, SEM,
CREATIVE
SERVICES

3. @BenuAggarwal
Milestone Product And Services Offering
CMS Local
Reviews AnalyticsInsights
Schema Voice
Search
DRIVE REVENUE AND TRAFFIC FROM DIGITAL
Design Content SEO
Paid
Marketing
Social
content
marketing
Analytics &
consulting
Hospitality | Restaurants | Retail | Finance | Automotive | Healthcare
DI GI TAL P R ESENC E C LOUD SER VI C ES

4. @BenuAggarwal
Evolution of Search and SERPS

5. @BenuAggarwal
Evolution of Search
TEXT
DRIVEN
2008 2020
VOICE
DRIVEN
KEYWORDS CONVERSATIONS
No
duplicate
content
No spammy
content or links
Relevant &
precise results
Understand
Long Tail (FAQ)
Local
Mobile
SERP
Quality
Local
Results
Thin Content
FIGHT SPAM ENHANCE UX

6. @BenuAggarwal
Ads
Local 3 - Packs
FAQ
Video
Images
SERPS in 2020
Universal SERPs

7. @BenuAggarwal
Google Mobile Browser Search Clicks: Sept. 2019
56.10%
39.69%
4.22%
Zero-Click Searches
Searches w/ Organic
Clicks
Searches w/ Paid Clicks

8. @BenuAggarwal
SERP SATURATIONS, MORE Impressions and Less Clicks
More SERP leads to more
impression share
30% to 70% less available
clicks as google
expanded the definition
boxes

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Your Digital Strategy is to Saturate Google Home Page
This is Your
Homepage.

10. @BenuAggarwal
Complex Customer Journey

11. @BenuAggarwal
5 DAYS LONGER 55% MORE SESSIONS 45% MORE TOUCH POINTS
Path To Purchase is much longer and multitouch
TOTAL TRAVEL
SITES USED
DAYS
RESEARCHING
MONTHS IN
ADVANCE
PURCHASE
PLATFORM
PURCHASE
REASON
0 to 5
6 to 10
11 to 15
16 to 20
21+
0 to 10
11 to 20
21 to 30
31 to 40
1
2
3
4
Supplier
OTA
Price
Past Experience
Upgrades
Availability
41+ 5+ Status

12. @BenuAggarwal
Consumer behavior Is changing – COMPLEX JOURNEYS
AVG SITE VISITS PER
PURCHASE
SITES VISITED PER
PURCHASE
VISITS PER SITE
TRAVEL 21.6 9.4 2.3
APPAREL 11.4 2.9 3.9
MOBILE PHONES 9.4 4.1 2.3
ENERGY 7.4 3.4 2.2
CAR INSURANCE 5.6 3.9 1.4
LOANS 4.2 2.8 1.5
AVERAGES 9.9 4.4 2.2
SOURCE: Nielsen & Google

13. @BenuAggarwal
Share these #SMXInsights on your social channels!
Step 1 – Strategy and Business Objectives
Step 2 – Define Measurement KPI by Channels, Strategy, Goal
Step 3 – Implementation of Tracking
• Tracking: UTM Tagging
• GTM: Datalayer and Event captures
• GA: Channel Grouping
• GA: Soft Conversions, Goals, Events and Hard Conversions
Step 4 – Channel Attribution
Step 5 – Full Funnel Cross Channel Reporting
Step 6 – Omni Channel Customer Problems and Solution
Define Attribution Model - Cross Channel KPIs and Establish Reporting

14. @BenuAggarwal
Step 1- Strategy & Business Objectives Framework
Experience
Conversion
Consideration /
Engagement
Awareness
CUSTOMER
VISION
Increase return visits by 5%
Increase Meeting &
Wedding inquiries by 10%
Increase engagement by
5%
Increase brand awareness
by 10%
SMARTGOAL
ENGAGE
CONVERT
ACT
REACH
STRATEGY
Increase loyalty &
promoters
Convert to purchase
Consumer outreach &
connection
Grow market share
IMPACT
RepeatVisitors
Recommendations
Bookings, RFPs
Branch locator usage,
time on site, lower BR
Impressions and New
Visitors
SAMPLEKPIS
EXPLORATION
DECISION-MAKING
PURCHASE
ADVOCACY
BUYERSJOURNEY

15. @BenuAggarwal
Step 1- Strategy & Business Objectives Framework
1. Step One - Customer Vision - Why does your website/campaign exist? Think of acquisition,
behavior and outcomes
2. Step Two - Customer Goals - Set up SMART goals working with customers. Goals are numerical
values you’ve pre-determined as indicators of success or failure.
3. Step Three - Buyers Journey - Identify the segments of people / behavior / outcomes that we’ll
analyze to understand why we succeed or failed. (Definition: A group of people, their sources, onsite
behavior, and outcomes.)
4. Step Four – Strategy - Identify crisp strategies for each business objective. Critical to know specific
strategies you'll leverage to accomplish the business objectives.
5. Step Five – Impact - Write down the business impact of the strategy deployed.
6. Step Six – KPI - A key performance indicator (KPI) is a metric that helps you understand how you are
doing against your objectives and strategies deployed.

16. @BenuAggarwal
Step 2 – Define Measurement KPI by Channels, Strategy, Goal
Step 2 - Channels

17. @BenuAggarwal
Define Measurement KPI by Channels, Strategy, Goal
• Google Search Console
Impressions
• GMB searches
• Paid impressions (Display,
Search and Social)*
• Clicks
• CTR
• Sessions
• Time on site
• Bounce rate
• Page views
• GMB Visit to Website
• Paid clicks (Display, Search
and Social)*
• Paid CTR*
Website Leads
Hard Conversions
• RFP Submission/ Sign-up/
• Revenue
• Bookings
• Contact Us form submissions
• Email submissions
Soft Conversions
• Website phone call clicks
• Website get directions clicks
• GMB calls
• GMB directions
• PDF Downloads
ROAS *
• Read Reviews
• Write Reviews
GOAL
STRATEGY
CHANNELS
& KPI
REACH ACT CONVERT ENGAGE
Awareness Consideration Conversions Experience

18. @BenuAggarwal
AWARENESS
CONSIDERATION
ENGAGEMENT
CONVERSION
EXPERIENCE
REACH
ACT
CONVERT
RESULTSVISION
MILESTONE
STRATEGY KPIs
Reach &
Impressions
Traffic to
the website
Leads/
Bookings
Source : Google Analytics / GSC
Search
Impressions
Clicks CTR
Organic
Sessions
Organic
Page Views
Organic
Leads
Organic
Bookings
Organic
Revenue
Local Paid Search WebsiteOrganic

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AWARENESS
CONSIDERATION
ENGAGEMENT
CONVERSION
EXPERIENCE
REACH
ACT
CONVERT
RESULTSVISION
MILESTONE
STRATEGY KPIs
Reach &
Impressions
Traffic to
the website
Leads/
Bookings
Source : GMB
Direct
Visits to
Site
Request
Directions
Call You
Local Paid Search WebsiteOrganic
Discover
Non-Brand
Total
Search

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AWARENESS
CONSIDERATION
ENGAGEMENT
CONVERSION
EXPERIENCE
REACH
ACT
CONVERT
RESULTSVISION
MILESTONE
STRATEGY KPIs
Reach &
Impressions
Traffic to
the website
Leads/
Bookings
Source : Google Ads / Microsoft Ads / Facebook Ads / Google Analytics
Impressions
Clicks CTR
Revenue ROAS
Click to
Call
Local Paid Search WebsiteOrganic
CPA

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AWARENESS
CONSIDERATION
ENGAGEMENT
CONVERSION
EXPERIENCE
REACH
ACT
CONVERT
RESULTS
VISION
MILESTONE
STRATEGY KPIs
Reach &
Impressions
Traffic to
the website
Leads/
Bookings
Source : Google Analytics
Impressions
Local Paid Search
Website
Organic
Page
Views
Time on
Site
Soft
Conversions
Bounce
Rate
Website
Leads
Hard
Conversions
All Goals Bookings Revenue
All
Sessions

22. @BenuAggarwal
ACT
CONVERT
ADOPTION
REACH
Cross Channel Reporting
AWARENESS
CONSIDERATION
ENGAGEMENT
CONVERSION
ENGAGE
STAGE MS STRATEGY RESULTS
KPIs
895,887 Impressions on Search Console
2,048,306 Organic Impressions on GMB
+ 13.1% in Traffic from all Channels
+21.3% in Traffic from Paid Search
+17.1% in New Users
+9.2% in Web Leads from Organic
+36% in Phone Calls from Paid Search
+12.9% Overall in Phone Calls from Website
+4% in GMB Phone Calls
+200 RFPs
REACH &
IMPRESSIONS
TRAFFIC TO
WEBSITE
LEADS &
BOOKINGS
- 30% Bounce Rate
+20 Conversion Rate
+10% LTV (Customer Lifetime Value)
Conversion
Rate and
LTV

23. @BenuAggarwal
Step 3 Implementation of Tracking
Tracking: UTM Tagging
GTM: datalayer and Event captures
GA: Channel Grouping
GA: Soft Conversions, Goals, Events and Hard Conversions

24. @BenuAggarwal
The Elephant and the blind men

25. @BenuAggarwal
Without omni-channel analytics

26. @BenuAggarwal
Complex customer journey Needs omni-channel view of data
Do not get blinded by lack of 360 - view of your data

27. @BenuAggarwal
Step 3.1: Implementation of Tracking – Define UTM tags
• In a simple definition, UTM tags (or UTM codes) are a way to track traffic coming to your
website from a certain platform. Once classified, it can be easily grouped
• For example, if you post a link to your site on Facebook, and you use a UTM tag, you will be able
to track people that clicked on that specific post and how they interacted with your website!

28. @BenuAggarwal
HOW UTM TAGS ARE ENRICHING ANALYTICS?
Customer clicks
on a listing
Google Analytics tags help with classification of traffic

29. @BenuAggarwal
Step 3.2 Soft & Hard Conversions, Events, Goals
Hard Conversions
• RFP Submission
• Bookings
• Revenue
• Contact Us form submissions
• Email submissions
Soft Conversions
• Website phone call clicks
• Website get directions clicks
• PDF Downloads
• GMB calls
• GMB directions
Other Important KPIs
Impressions
Clicks

30. @BenuAggarwal
Step 3.3 - Implementation - Datalayer & Events
dataLayer is a data structure which ideally holds all data that you want to process and
pass from your website (or other digital context) to other applications that are linked.
Helps us to capture user information, events, goals and conversions
Items tracked in dataLayer
• User ID tracking
• form submissions
• events tracking
• products tracking

31. @BenuAggarwal
Step 3.4 – Implementation of Tracking – Channel Grouping
Bookmarked, Typed URL, Email opened in browser, and certain mobile phones
Traffic from search engine results that is earned, not paid
Traffic coming through GMB, Yelp, Facebook and Foursquare listings
Traffic from paid search engine results via Google AdWords or Bing
Any traffic where the referrer or source is unknown
Traffic where source/ medium matches reg ex sojern|tripadvisor|kayak|trivago
Facebook Ads, LinkedIn Ads, Instagram Ads, LinkedIn Ads or Pinterest etc.
Traffic coming from social media sources through Discovery, not paid
Traffic coming from programmatic and display networks
Traffic from email marketing that has been properly tagged with an email parameter
Traffic coming from GHA or other meta channel
Traffic that occurs when a user finds you through an OTA site
Any traffic where the referrer or source is unknown
Any other Local traffic that is coming through InfoUsa or Localeze aggregator channels

32. @BenuAggarwal
Implementation of Tracking – GA View
* Goals reconfigured to match new Event tracking

33. @BenuAggarwal
Implementation of Tracking – Channels, GA and GTM, Datalayer,
UTMs all together helps in Implementation of tracking
dataLayer + gtm
googleanalytics
Platform
url+utm tag
Custom Channel
Grouping
Goals and Events
Soft Conversions
and Hard
Conversions
Alerts
traffic to website
metrics from channel
CMS+Website

34. @BenuAggarwal
Step 4 Attribution Model

35. @BenuAggarwal
No linear path to purchase – THINK HOLISTICALLY
ATTRIBUTION MODELS
REACH
ACT
REACH
ACT
CONVERT
ENGAGEENGAGE

36. @BenuAggarwal
Step 5 Full Funnel Cross Channel
Reporting
What needs to be tracked and why?

37. @BenuAggarwal
ANALYTICS: TRACK THE RIGHT METRICs based on Goals
and Promotion strategies
Conversations Impressions Calls &
RFPs
Video Views Social
Engagement
Keyword
Ranks

38. @BenuAggarwal
Assess client’s goals and budget inorder tobuild the right mediamix for them
Strategy Mapping – Channels, KPIs (Paid Channels)
Engagement
Conversion
Micro-conversions
Purchases, RFPs
Consideration
Awareness
Visibility, presence
Visitation & traffic
In-Market Display
Social / In-Market Paid Search
Metasearch / In-market
Retargeting
Branded Paid Search
AwarenessKPI’s
• Visits
• BounceRate
• SessionDuration
• Impressions
• ImpressionShare
Consideration&Engagement
• CTR
• VisitsandRepeatVisits
• PagesperSession
• SocialProof
Conversions
• Bookings(AndClicktoBookings)
• ConversionsandCVR
• PhoneCalls
• Revenue
• ROAS

39. @BenuAggarwal
MEASURING SUCCESS – ANALYTICS – Voice
QUERIES ON MOBILE
FAQs, CLICKS,
POST SEARCH
ACTUAL CHATBOT
CONVERSATIONS
ANALYTICS FROM
ACTIONS

40. @BenuAggarwal

41. @BenuAggarwal

42. @BenuAggarwal
Reporting

43. @BenuAggarwal
Analytics Overall Performance Page – Cross Channel
Executive Summary Widget
Overview Widget
• Search Console, GA, Leads, Revenue
• Add annotations by clicking the down arrow
• Click on the Location icon to breakdown the KPI by location
Breakdown by Channel Widget
• Tab to view different KPI metrics by channel and compare
Breakdown by Portfolio View, Device

44. @BenuAggarwal
Overview

45. @BenuAggarwal
Channels

46. @BenuAggarwal
Step 6: Omni Channel Customer
Problems and Solution

47. @BenuAggarwal
Scale your STRATEGY CALENDAR
Grow top of the
funnel by 20%
(JAN – MAR, 2019)
Spring Campaign
Keyword research
Build Content
Build AMP page
Measure impact
Valentine’s Day
sales
Keyword research
Build Landing
page
Ads Campaign Measure ROAS

48. @BenuAggarwal
Start with - what problem we are solving?
MORE
AWARENESS,
MORE FOOT
TRAFFIC
NEWBUSINESS /
REBRAND
DIRECT
CONVERSION,
LOWER OTA
SHARE
ENGAGEMENT
&
CONVERSIONS
SPECIAL EVENTS,
SLOWSEASON
BOOST LENGTH
OF STAY (LOS)
GROW
MEETING
BUSINES
MILESTONE
IDEA LAB

49. @BenuAggarwal
ALIGN Digital Strategies with Your Business Objectives
PPC Ads
OTA Recovery Email
Book Direct Benefits + OTA rate comparisson
Book Direct Benefits
content page

50. @BenuAggarwal
Share these #SMXInsights on your social channels!
üKnow Business Problems you are trying to solve
üEnsure KPI, Channels, Strategy and Goal fully aligned
üImplement Tracking, Tagging, Channel Grouping
üDefine Attribution Model
üCreate Cross Channel Reporting
üIdea Lab - Provide easy to follow central place for all
strategies, ideas, tactics, KPI based on customer goals

51. @BenuAggarwal
SEE YOU AT THE NEXT SMX!