Each Dog & Pony Data document link that you send to prospects generates a lot of data for both the document and individual prospect, but what does it all mean? How do you use it? Here’s a simple guide for making some sense of it:
- Your link was clicked: The prospect that clicked the linked probably read your email and clearly wanted to see what you sent. Doesn’t actually mean anything. People with free time click links too. Its fun to know though.
- 100% document viewed: This is actually more relevant than it seems. Prospects need to spend a minimum of 5 seconds per page to make it count. That means prospects can’t just scroll through your entire document without reading it.
- Time per page: This is very relevant data. Our tracking times out after 30 seconds. Which means we only track data while your prospect is actually engaged. If your prospect is not actively scrolling or moving their mouse because they have left the window open, it doesn’t count.
- Time spent on document: With the way our tracking works, which I explained above, time spent on a document actually means something. Being engaged by a document for a long time means that prospects actually spent their time on the document. This influences prospect ranking.
- Prospect Heat Map: Heat maps show exactly where on each page prospects were scrolling and looking. Not everyone will point at what they read (although some people do). They often leave their mouse somewhere on the screen. This gives you great insight as they scroll through the document and stop to read interesting sections. This information is precise to the paragraph or picture being viewed. You can use this data to tailor your message when you follow up and diffuse objections.
- Clicks: When prospects click on a link on your document it really just means they’re curious. You can make this data more relevant by making your data part of your conversion funnel. By creating a clear call to action on your document you can track how effective it is in delivering your message.
- Top Prospects: As mentioned, the top prospects are based on individuals being engaged with your document. If you see prospects opening your document multiple times, sharing your document, and spending significant amounts of time on the right parts of your document, then you have yourself a winner. That individual is definitely worth a phone call.
- Time and date of views: This is important for follow ups. If a prospect has shown clear interest in your message it is important to keep an eye on when they last spent time on it. You want the information to be fresh when you follow up.
- Prospect is Online: The best time to follow up with someone is when they are online. You can see this on the dashboard. If you are ready to follow up and they have your document open, then give them a call.
- Average Percentage of document viewed: You can easily see aggregated document data. If there are sections that people never read, then you need to get ride of them.
- Average time per document viewed: If the aggregated time on a document is low compared to your other documents, maybe its time to retire it and focus on documents that generate real data that you can use for your follow up.
- Document Heat Map: By looking at the aggregated heat map you can see which are they key sections of the document that most consistently draw the most attention from readers.
- Time Per Page: Similar to the heat map, seeing which pages are consistently the most interesting allows you to know which content you should keep, and which information needs to be re-evaluated.
@jalexmason, CEO, www.dogandponydata.com