Q
Core Strategy #6

Analytics & Measurement Strategy

Building a data-driven marketing organization with clear KPIs, attribution models, and actionable insights for continuous optimization.

Measure What Matters
Focus on metrics that drive business decisions
Attribution Clarity
Understand what channels drive conversions
Real-Time Insights
Fast feedback loops for rapid optimization
Revenue Connection
Link every metric to business outcomes
Funnel Metrics

Marketing Funnel Metrics Framework

Track performance at every stage of the customer journey

Awareness Stage Metrics
Top of Funnel - Building brand recognition and attracting the right audience

Primary KPIs

Website Traffic (Organic + Paid)
Target: 15-20% QoQ growth
Current baseline: [To be established]
Content Views
Target: 8,000-12,000 monthly views
Blog posts, guides, documentation pages
Social Media Reach
Target: 50,000+ monthly impressions
LinkedIn, Twitter/X, Dev.to, Reddit
Webinar Registrations
Target: 200-300 per webinar
73% of B2B marketers say webinars are best lead source

Secondary KPIs

Search Visibility
Keywords in top 10: Target 50+ by end of Year 1
Brand Mentions
Qt QA mentions on Stack Overflow, Reddit, forums
Referral Traffic
From industry sites, partners, news coverage
Email List Growth
Target: 500-800 net new subscribers per month
Quality Check

Monitor bounce rate (target <60%) and time on page (target >2 min) to ensure traffic quality, not just volume.

Attribution

Multi-Touch Attribution Model

Understanding the customer journey requires giving credit to all touchpoints, not just the last click

First-Touch Attribution
How prospects discover Qt QA
What it measures: Initial awareness source
Examples: Organic search, paid ad, webinar registration, blog post, social media
Use for:
  • • Optimizing top-of-funnel channels
  • • Budget allocation decisions
  • • Brand awareness campaigns
Multi-Touch Attribution
Full journey visibility (Recommended)
What it measures: All touchpoints weighted by importance
U-shaped model: 40% first touch, 40% last touch, 20% middle touches
Use for:
  • • Understanding true customer journey
  • • Content effectiveness analysis
  • • Holistic channel optimization
Last-Touch Attribution
Final conversion driver
What it measures: Final touchpoint before conversion
Examples: Demo request, trial signup, pricing page, sales call
Use for:
  • • Bottom-funnel optimization
  • • Sales enablement content
  • • Conversion rate optimization
Recommended Implementation

Phase 1: Foundation (Months 1-3)

  • Implement UTM tracking across all campaigns
  • Set up Google Analytics 4 enhanced tracking
  • Connect CRM (Salesforce/HubSpot) to marketing tools
  • Start with first-touch and last-touch reporting

Phase 2: Maturity (Months 4-12)

  • Implement multi-touch attribution model (U-shaped)
  • Build custom dashboards for funnel visibility
  • Implement closed-loop revenue reporting
  • Advanced segmentation (by industry, company size, etc.)
Reporting

Dashboard & Reporting Cadence

Regular, actionable reporting keeps teams aligned and enables rapid iteration

Real-Time Dashboard
Always-on visibility
Purpose:
Quick pulse check on campaign performance
Key Metrics:
  • • Daily website traffic
  • • Active campaigns CTR
  • • Trial signups (daily)
  • • MQL/SQL counts
  • • Live webinar registrations
Access:
Marketing team, sales leadership
Weekly Report
Tactical optimization
Purpose:
Identify trends and make tactical adjustments
Key Metrics:
  • • WoW growth rates
  • • Funnel conversion rates
  • • Top performing content
  • • Channel performance
  • • Campaign A/B test results
Delivery:
Email summary + Monday meeting
Monthly/Quarterly Report
Strategic review
Purpose:
Assess strategic progress and plan ahead
Key Metrics:
  • • Pipeline generated (sourced + influenced)
  • • Revenue closed
  • • CAC and LTV trends
  • • Marketing ROI
  • • YoY/QoQ growth trends
Audience:
Executive team, board presentations
Recommended Marketing Tech Stack
Tools needed to track and optimize performance

Analytics

  • • Google Analytics 4
  • • Mixpanel (product analytics)
  • • Hotjar (heatmaps, recordings)

Marketing Automation

  • • HubSpot or Marketo
  • • Email platform (SendGrid)
  • • Webinar tool (Zoom, Demio)

CRM & Attribution

  • • Salesforce or HubSpot CRM
  • • Bizible (attribution)
  • • Clearbit (enrichment)

Dashboards

  • • Tableau or Looker
  • • Google Data Studio
  • • Custom HubSpot dashboards

Data-Driven Marketing Excellence

With clear KPIs, attribution models, and regular reporting, you can confidently optimize every marketing dollar for maximum impact.

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