Introduction. Regards, Lee Chadwick Managing Director
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1 User Guide
2 Contents Introduction.. 2 Step 1: Creating your account...3 Step 2: Installing the tracking code.. 3 Step 3: Assigning scores to your pages Step 4: Customising your lead bands..5 Step 5: Managing users...6 Step 6: Reviewing and understanding your leads 7 Step 7: Assigning your leads.12 Step 8: Setting up alerts.14 Step 9: Reviewing reports and analytics..16 Step 10: Using Social Media with WOW.18 1
3 Introduction Welcome to the WOW Analytics user guide. Thank you for taking the first step in to a world where naming and qualifying leads for sale is easier than ever. Here at WOW we understand the marketing and sales challenge; creating leads, qualifying them, nurturing and then closing new business. Marketing and sales teams have different objectives and are often at loggerheads with each other. Sales teams want hot, sales ready leads that they can close quickly and easily without the need for cold calling, marketing teams want to be able to monitor the activities in their marketing mix, calculate the ROI effectively and provide their sales team with qualified leads. The other challenge is the handover between marketing and sales; key details can be lost in translation, sales don t know exactly when they should engage with a prospect and there s the issue of knowing what the prospect has done up to the point you get in contact. This guide aims to take you through the steps of setting up your WOW account, the key functional areas of the platform and the rationale for using each area regardless of whether your focus is lead scoring or analytics. We hope you find it useful and our team will be happy to answer any questions you have along the way. Regards, Lee Chadwick Managing Director 2
4 Creating your account Step 1: Creating your account The first step in to this new world is creating your WOW Analytics account. If the team has created this for you then you should have an containing all the login details and you can jump straight on to Step 2. If you don t yet have an account the process of creating one is quite straight forward; simply head to the registration page, complete the form and then click the submit button, or simply give our team a call. Step 2: Installing the tracking code Once you ve submitted the form and attempted to login to your account you will be presented with a screen that contains some tracking code. If you are familiar with Google Analytics and have inserted code for that in your website the process here is identical. Copy the code from the box (see below) on the WOW Analytics web page and then insert it in to the <head> tag area for all the pages on your website you want to track. For users of Wordpress or other CMS software you may be able to insert this in to a shared header module rather than having to add it to each page individually. If you aren t comfortable doing this yourself, or don t have access to your CMS, we suggest you contact your IT department or the team that manages your corporate website. After placing the tracking code on your website our servers will detect it and start recording activity based on what happens, the pages visited, who visited and when. 3
5 Step 3: Assigning scores to your pages The next step is to assign scores to each of your website pages. The main reason for doing this is that some pages on your website will be more important to you in relation to the sales process. As an example, a Contact Us or Demo registration page will likely be more important than your homepage. We ve included a chart below to provide some guidance on how you could score your pages. By assigning scores to your pages you are able to build up a profile of your prospects as they moved around your site in a single visit or across multiple visits. WOW Analytics will place a cookie in the machine of the visitor so we are able to track multiple visits of a period of time enabling you to see which companies have visited multiple times and whether they ve visited the same pages. Creating categories & assigning scores within WOW NOTE: This step may require a manual process. If your WOW rep hasn t already clicked through the pages of your website the page scores area will be blank. You will need to manually visit each page of your website to trigger the tracking for that page and only then will the page URL be displayed inside the WOW platform. a) In the admin section of the WOW platform and on the menu on the left there will be an option for Page Scores, click this to load the admin section for assigning scores. If your page list does have content included in it you should have a display of the URL, page title, score assigned (if any) and the category it has been related to. If only the URL and page title are displayed you can click the Edit button on the right to update the details for this page on your website. b) Once point scores have been assigned to the pages on your website along with any corresponding categories the main content area of the platform (where leads are displayed) will start to fill up as visitors hit your website. 4
6 Step 4: Customising you lead bands As visitors build up a score you will want to place them in a relevant band whether COLD because they ve only visited your homepage all the way to HOT if they ve made multiple visits or visited key sales pages. You can edit the way you categorise a lead in the Lead Band page of the admin area, see below for lead band split and the points score for each. Click the upper value of a band to edit it to a different value. The band above will automatically adjust to sit 1 point higher than the value you entered. Any leads that are created will now fall in to one of these 4 bands based on the point s score they accrue. Page filtering If you regularly update your website and come across unscored pages or unstructured page scoring you can now easily fix this with our new page filtering. With this new feature you can use pre-defined rules to automatically attribute a score to any new pages! 5
7 Step 5: Managing users Setting up users in your account is an important step to complete so that Leads can be assigned to a member of the sales team and sufficient people have the correct access privileges to assign leads. From the admin area of the WOW platform select Manager Users from the menu on the left. Inside the Manager Users area will be some data entry fields so that you can add new users, add the name of the user, address, password to the platform and what actions you would like them to have access to. If you wish a user to be able to utilise the Twitter functionality available in the WOW platform you will need to check the box labelled Twitter for that user. 6
8 Step 6: Reviewing and understanding your leads Once you ve set up these sections of your account we can now dig in to find out what WOW is tracking and more importantly who. From the global navigation at the top of your screen select My Leads. This screen will show you all the leads that have been generated based on web visitors and identifying the companies they work for. There s quite a lot of information on this screen so we ll run through it in order: - The chilli Rating on the left is based on the Lead Band settings you created earlier - The Details column denotes whether company information or individual people have been identified and related to the company - The Watch column and option enables you to get alerts sent whenever someone from that company visits your website - The LinkedIn button provides lookup functionality inside LinkedIn in a bid to find more company information and potentially who works there - The Company column identifies the name of the company our database has linked a visitor IP from. - Address is related to a cookied individual contact at the company*** - Data Score is the lead score they ve generated based on the web pages they ve visited in the selected date range - The Assigned To is the name of the sales team member the Lead has been assigned to - The icon in the last column is for adding notes against the Lead - The building icon identifies whether there is company information and data available with that specific lead The tabs across the top labelled Leads, Contacts, Competitors, Customers and so on enable you to categorise companies based on their relationship with you. ***Please note that if you are using the CommuniGator platform and have an address and contact record for someone at the company that has been identified, the Lead inside WOW Analytics will be paired with the identified contact record. 7
9 Digging deeper If you click the company name from the My Leads view you will drill deeper in to the company and be able to see a list view of the pages they ve visited most recently and historically, the company address and supporting details along with key source information. Understanding website visits You can see you have arrived on the Website Visits Tab which displays; - The total score the company has achieved from all visits to your website, the Chilli rating and the number of pages viewed - The date score for the company in the given date range, the Chilli rating and the number of pages viewed - The number of identified contacts, if you have CommuniGator marketing then you can add these contacts to your nurture campaigns. - A filter to view the last 15 sessions viewed - Download all website pages visited - The Last Ten Pages the company has visited on your website - The Top Ten Pages the company has visited on your website 8
10 Emarketing contacts You can see; - A clickable list of all contacts visiting your website - The total score the contact has achieved from all visits to your website, the Chilli rating and the number of pages viewed - The date score for the contact in the given date range, the Chilli rating and the number of pages viewed - A filter to view the last 15 sessions viewed - Download all website pages visited - The Last Ten Pages the company has visited on your website - The Top Ten Pages the company has visited on your website Getting an ROI It s important to understand where your leads are coming from in order to get a sufficient idea of a ROI. WOW will show you which exactly which channel and particular campaign or post your site visitors are coming from: - campaign - PPC campaign - Social post - Referral website/link - Browser 9
11 Company & contacts profile You can see; - The Company s revenue figure - The number of employees - The total score the company has achieved from all visits to your website, the Chilli rating and the number of pages viewed - The date score for the company in the given date range, the Chilli rating and the number of pages viewed - Company address(es) - Industry Sectors - Company Description - People you can filter by management level and Job function to find contact information o o o Ability to purchase addresses Create a PURL Add to a lead nurture group Filter by visit You can also filter the list of page URLs a company has visited based on the date and time they visited. When viewing a company click the Sessions option to see a list view of the session you can filter. This list view of sessions will include the date of the visit and the number of pages visited, selecting one of the sessions will then load the related information for which pages were actually visited. Purchasing addresses WOW gives you the ability to purchase addresses for individuals within a company. Upon request we can set your account up with credit which we purchase on your behalf for you to be able to buy addresses. Ask your account manager for more details on pricing. 10
12 Creating a PURL A PURL (personalised URL) allows you to create a link to use in your 1 to 1 s within outlook, (or your general everyday provider). Simply choose the page you wish to send to an individual that is tracked by WOW. Once the link has been clicked by the recipient, you will be alerted, from here that individual will be cookied so that WOW can track their personal activities on your website and subsequent, following visits to your site. This individual will show up as an emarketing contact within the company and contacts page. The most important thing to remember when you are making a PURL, is that by definition they are personal and therefore a URL needs to be created for every individual that you are wishing to track. Try it here. Nurturing your leads You can apply an contact to one, or many marketing automation processes after purchasing an address from WOW. This will mean that you can track the click activity of your leads back to your website, along with having the ability to warm leads up to be sales ready and reinforcing your businesses value and the benefits of your products and services. Don t worry you do NOT need to have an automated marketing platform to add your contacts to the campaign, because WOW will provide you with an automated lead nurture series. This will be a series of 3 s, to make best use of the marketing multiplier. We will build this campaign series for you, this will include HTML design using RMD structures, for optimal mobile delivery. All you need to do is work out what you want to say in each of the 3 s! Easy! Ask your account manager for more information on pricing and getting this set up. marketing integration With a helping hand from marketing platform CommuniGator, WOW Analytics can offer you integrated marketing, which, when used in conjunction with one another, will give your business even more effective lead generation and ensure that your companies marketing has the upper hand. When WOW Analytics is used in conjunction with CommuniGator you can not only see the companies that have been on your website, along with their lead score, but also, the exact, individual person and their trail throughout your website. From here the possibilities are endless and you really are able to give your marketing activities a head start! 11
13 Step 7: Assigning leads As leads start to appear inside WOW you will want to assign them to members of your sales team for them to follow up on. There are two ways you can do this, either in the My Leads area or when you have drilled down in to a specific company view. As you click the Assign Lead button you will presented with the window above. It enables you to do two things; decide which member of the sales team to assign and whether you want to add a note to the lead for future reference. Click the named user and click the Save Changes button to assign the lead. The sales team member will then receive an notification that the lead has been assigned to them. Changing leads to Competitors, Suppliers and Customers The way you change a Lead to be categorised as a Competitor, Supplier or Customer follows the same process as Assign Lead. Clicking that button and using the pop-up window (Fig 15) will present you with options to select a Lead Type. Clicking one of the options available for Competitor, Supplier or Customer will select that option, clicking Save Changes will then move the Lead out of the My Leads area and in to the corresponding tab in the WOW platform. 12
14 Create custom categories But there is no need to stick to the standard lead types in WOW if you don t want. You can add to your lead types of lead, contact, customer, competitor, partner and supplier with 3 of your very own. Allocate leads by sales territory Save yourself some time in assigning leads you can now automatically assign leads to your sales team using postcode and industry logic. Simply set your sales team members territories and begin assigning hot leads without having to log in at all efficiency at its best! These changes have been developed to help both new business sales people and account managers maximise their opportunities and shorten their sales cycles. 13
15 Step 8: Setting up alerts One of the useful features of the WOW platform is the ability to set up tailored alerts based on activity on your website. You may want to be sent an alert when I particular company comes back to visit your website or if a visitor hits a key page on your website. The other options include alerts for when a certain lead score is hit. From the main global navigation select the Alerts option and click it. The Alerts area of the WOW platform will display information like this once Alerts have been created. To create a new Alert click the Create Alert button on the left of the main Alerts page. Once clicked you will be presented with a view like the image below. 14
16 There are 3 steps involved in creating a new Alert; the details, the rules defining the Alert and who to send the Alert to. The first section provides functionality for naming the new Alert, when it will send the Alert, how often a report is run to check if the status has changed and whether the Alert is enabled or not. The second section relates to the rules for the Alert. You can choose with to base the Alert on a web page visit on your site, coming via a specific campaign you ve set up, a referral source, keyword or several other options including lead score and lead band. Finally, you set who the Alert should be sent to when triggered. You can add multiple addresses that the Alert can be sent to: Once Alerts are created in the system you can go back at any time to edit them, set them to OFF or delete them. On a standard WOW account you are able to create a maximum of 10 Alerts. You ll also start to see the Alerts page start to populate the column related to # Raised. This column details how many Leads relate to that Alert and how many Alert notifications have been triggered. Next to this column are buttons enabling you to export all the Leads associated with the Alert in CSV format. 15
17 Step 9: Reviewing reports and analytics Reports The other areas of the WOW platform relate to reporting and analytics. You can create manual reports based on the following; Leads Assigned Top Ten New Leads Top Ten Repeated Visits Top Ten Search Terms Top Ten Referrers Top Ten Browsers For this click the Reports button in the global navigation menu and then select which report type you d like to create and the date range it should be created for. After submitting the request the report will be sent to your address. You are also able to run reports / queries for companies and leads based on scores, campaigns, referrers and search terms, along with having options to search for individual contacts by their address or contacts that have built up a particular score. 16
18 Site analytics The Site Analytics section of the site provides graphical views based on visitors, device breakdown, the top pages visited and the main keywords used to find your site. NOTE: These figures will differ from what you see in Google Analytics as they are based on the companies that the WOW platform has been able to name rather than all the anonymous data that Google Analytics reports on. Insights In the global navigation menu there is also an option for Insights. This functionality is currently in Beta but gives a real boost as to the visibility of your leads and what they are. This element of reporting provides graphical representations of industry splits based on the companies that have visited your website, their corresponding employee size, which are the top traffic sources and the regional split of those companies. The Insights area also enables you to drill deeper, if you click on to a row in one of the tables it will refresh to show you data related to that request. For example, I could select South East and then display all the companies that have been flagged as residing in the South East, the traffic sources for them and the size split of those companies. 17
19 Step 10: Using Social Media with WOW Social Media usage continues to rise and businesses are adopting it as a method to communicate with both customers and prospects. At WOW we understand the need to facilitate a level of social media integration to aid you in your daily tasks. The platform supports this in two ways; LinkedIn and Twitter. LinkedIn The LinkedIn integration enables you to sign in to your LinkedIn account and then perform searches through the WOW platform. If you perform a LinkedIn search based on the named company it will look to return a list of results for employees of that company. You are also presented with options to view the company profile on LinkedIn and the individual profiles of identified employees. Clicking these links will open a new browser tab in order to view the profile. 18
20 Twitter You can also integrate your Twitter account with the WOW platform and tweet directly from inside the platform. In the Admin section of the platform is an area related to authorising your Twitter account. Once authorised you will be able to tweet from the platform, automatically tag your links with tracking code and see a history of your activity. From the bottom menu of the platform clicking the Twitter button will open a window presenting options for tweeting. If you are wanting more information on WOW Analytics and utilising it for your business, contact your account manager or you can give a member of our team a call on The Old Byre, Peper Harrow, Godalming, Surrey. GU8 6BQ info@wowanalytics.co.uk
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