business – Veronica Stenberg

How to become a better strategist

Veronica — Mon, 19 Feb 2024 14:32:00 +0000

Here are my ten tips for anyone who wants to become a better strategist. Why is that important you ask? well, it will benefit not only a person who aims to build a business or work as a business leader. A strategic mindset, no matter if you want to employ people or be employed, is key.

1. Play board games, start with Settlers and work your way up to board games with higher complexity and more layers such as Seven Wonders or Scythe (aka, you cannot win relying on one single tactic and you play a game in a dynamic context).

2. Read books, even those you do not agree with, to understand the world from different perspectives, don’t feed your own bias.

3. Look at and practice art, such as drawing, painting or sculpture. Or music, if that is your thing.

4. Write down your thoughts.

5. Engage in healthy, respectful discussions with people who think in ways other than you do, and try to both understand and learn from their perspective.

6. Learn to listen.

7. Listen to podcasts on various topics, not just tech or business. Understand humans, behaviour, philosophy, art, and business, and learn from others and their life stories.

8. Learn new things, take a course, and keep educating yourself. Be a student for life and explore not just one subject but many.

9. Use technology to your advantage, not the other way around.

10. Nourish your body, brain and soul, aka sleep, move your body and be conscious of how and what you spend your attention on. You want to be in a positive state, that helps you think better thoughts and ask better questions, no matter how stressful your contact may be.

Free Business and Marketing Resources

Veronica — Mon, 04 May 2020 06:05:38 +0000

The purpose of this website is to share my experience and knowledge. To teach and to help. It’s my way to giving back to the magical world of the internet that has thought me so much. This rich, creative space is where I have learned so much and is a foundation to where I am today. As I operate in a space where no education is on par with the developments I’ve relied on other people to create and share things.

I’ve always followed the trail of my curiosity and with that discovered books to read, podcasts to listen to, frameworks, ideas, perspectives that have nurtured me.

To both give back and contribute I’ve made some of my templates and publications available for download on this website.

My hope is that you download anything that may inspire you, help you or interest you. That you find it valuable, adapt it, develop it further, share it.

The internet is magic and this is my small part in offering what I know to this community for free to create, learn and be able to progress from.

This is what is available right now:

A guide to creating a marketing strategy

The customer experience playbook

Templates for roadmaps, planning, and other project management goodies:

Meeting minutes template (word)

Project proposal template (word)

Project evaluation questions (word)

Account Director Sales Target Template (excel)

Strategic worksheets

Manuscript with key questions to optimise your business online presence (word)

Customer Journey to online purchase (power point)

KPI framework – version 0.5 (excel)

Checklists

Simple SEO task and checklist – lists tasks you can do yourself & what to ask a developer to help you with (pdf)

SEO Content Checklist – a checklist to have in handy when you create and work with optimizing content on your website for search (pdf)

Brief templates

Programmatic display brief template (word)

A framework for conducting content creation workshops based on data

My framework and power point for conducting content workshops, based on the customer journey and insights from search data (ppt)

And much more are available for download on my templates and documents page. Feel free to use, adapt and share.

Business and marketing tools, software and sources for insight

If you want to know what marketing tools, insight sources and social media tools I recommend here are my list of business and marketing related resources that I update continually.

Do you have any requests for templates?

Feel free send me a line through the contact form. I’d be delighted to hear from you.

Photo by Scott Webb on Unsplash

Five business crucial cornerstones for your CRM department

Veronica — Mon, 07 Aug 2017 05:00:53 +0000

These are my five succinct tips for evolving your CRM department and data from “email” to a tool for insight and increased revenue for your brand and business.

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1/ Integrate CRM data with your digital marketing to increase relevance & cut markering costs

Both for re-targeting/markering and finding twins/look-a-likes. This article covers how you can use your CRM data to use your marketing budgets more effectively in more detail.

CRM is short for customer relationship management – and it’s is not email! CRM is relevant for all on and offline channels in some way and using existing customer data helps you be more relevant in markering and communication. Targeting the right customers in the right channels and finding ways to expand your customer base by using the look-a-like method mentioned above helps you be more effective in growing your business.

2/ Use customer life time value to identify the customer segments you should be spending your time and money on

Take note from the B2B business world, who are very skilled at identifying the value of each customer account. Even if you operate in the B2C or B2all business spectrum, calculating and assigning value to each customer based on average order value in relation to average customer life span with your company is key to ensuring you are targeting the right customers in your marketing. Also helpful in identifying if you spend other company resources in an effective and meaningful way.

CLV can also be used as a blueprint for building segmentation models for finding twins/look-a-likes of your most profitable and loyal customers – you want more of these!

3/ Eliminate customer churn

Reduce your attrition rate by identifying specific KPI’s to measure customer engagement and activity over time. For example you can use specific time periods and put automated actions in place using pre-defined actions, designed to initiate engagement or actions. But know where not to automate and when to use real human interaction.

Defining a easy to use model, for your customer engagement can be useful, such as acquisition, engage, validate, and re-engage.

4/ Design moments that matter – use data to help your customers in their path to purchase – and after – delight and be helpful

Use the customer data you have to be more relevant in terms of supplying the right information, at the right moment, to the customer when they are making a decision for a purchase. But it does not stop there. Let’s say you work for an airline company. How can you be of assistance after a purchase – but still there when a customer is having an experience with your company? you can help the customer find the airport, navigate to the right check-in and bagage drop as well as navigating to the taxi area or closest local transport service upon their arrival. The reason behind being helpful is that you take responsibility for the entire open customer journey, not just up to the actual purchase. Beyond that, you can reach out for feedback and the customers opinion of their experience and use the information in their next interaction with your company.

5/ Improve insight to customer service department

Your customer service department is key in supplying that effortless customer experience.

Ensure that if a customer contact your customer service team, that the customer in question, has to supply as little information about themselves as possible to get the assistance they require.

If you have purchase or booking data, even browsing data (for key pages on your website) and preferred way to be contacted – either it be text, email, phone or social media. Use that information to help your customer department to craft a better experience for the customers when they contact your company.

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Image borrowed by: CloudCherry – view the entire infographic over here

How to establish a successful digital partnership

Veronica — Mon, 12 Jun 2017 04:00:45 +0000

Following my piece on digital partnerships I’d thought I’d share how I work from identifying complementary brands to key facts down to execution to get the most out of a partnership for both parties so to speak.

Identifying complementary brands

Either it be services, collaborating to bring value to a loyalty program or even joking up to co-join services (train+flights or think Starbucks + Spotify) you need to identify complementary brands. You can do this from a different set of parameters such as;

Shared target audience
Complimentary services that will heighten the customer experience for you both
Digging into your brands facebook audience insights – here you will find a list of other pages your audience likes
Google Analytics Affinity Categories – this contains vertical informations such as what your visitors are looking to buy when they browse your website to key interests.

Preparing

Before approaching complimentary brands it’s always good to do your own homework first to both highlight what it’s is you offer, who your target audience is and a brief outline of what another company can expect when working with you. My preferred method is putting together a short presentation PDF containing some key facts:

Short information about your company, program or initiative that you are looking for collaborations for.
Brief information about your target audience
Your reach – key stats such as unique visitors, channels, reach, etc. This part is key as this is how you can add value to the other brad you are working with.
A brief marketing & communications concept – to illustrate how you market and communicate your digital partners.
A brief outline of the process sets expectations
How you define success

Your ask

I’ve found that the more specific I am in terms of coming with a suggestion for a mutually beneficial collaboration, the easier and quicker I get an answer. But I also make it very clear that it’s a suggestion and that I’m open to their input, ideas and coming up with a concept together.

Approaching other complementary brands

I find that phone or in person meetings works best for me. I try to stay away from sending emails as the amount of emails send and receive today will not make your email stand out in anyway. And besides, I’m curious about people and I like to make new connections and network. So whatever works for you – but I strongly recommend not approaching new people by email alone.

The collaboration concept

As I mentioned in the brief outline above I always put together a brief outline for a marketing and communications concept, how will it be communicated, marketed on a regular basis. This is to get a foundation to talk about, that I then revise together with th partner. This is the fun part – where you get creative and start talking about different ways to reach your target audience as work with awareness. It can be anything from blog posts to video.

Getting to work

Once you have an outline of how, when and where you will work together I find that putting together in brief bullet form what the agreement is and then getting this signed off, on email by both parts, useful, to ensure you have the same baseline to agree upon. So you avoid any misunderstandings and also have something to refer back to should you need to.

Evaluate!

At regular intervals in the timeframe of the partnership – evaluate the progress, tweak or adjust as you go along. Digital is ironically an organic entity.

Learn

Always end with key takeaways with was good, even excellent and what you can improve until next time.

What is a digital partnership or strategic partnership?

Veronica — Mon, 05 Jun 2017 10:34:02 +0000

Digital and strategic partnerships between complementary companies are on the rise. I believe it’s beneficial both from a customer and company perspective. The way we market and do business are changing and the emerging opportunities are quite existing for creative collaborations.

What is a digital partnership?

A digital partnership is the collaboration between two companies or an influencer where the two parts share an target audience as well as a service or product that benefits each other. That said a partnership between two companies are not only a sportswear company teaming up with a fitness centre brand it can be with influencers such as bloggers or instagram stars.

To advertising agencies adding a service to their portfolio by adding partner agencies in another field such as production. To companies teaming up to share messages or develop new services.

A great example that digital partnerships can look different and vary are for example NHS teaming up with Tinder to raise awareness about organ donations.

Why is this increasing?

Strategic partnerships are on the rise for a number of reasons. Personally I think this is because the advertisement space has changed as well as the increased power of the consumers.

With the customer getting an increased power with internet and rise of social media brands need to be useful, inspire and create value and experience for the customer.

Joining forces with either other companies or a lifestyle or niche blogger is a way to elevate the experience for your customers.

From a business perspective this is really clever as you can join forces to reach brand new target audiences or solve other challenges with a partner to bounce solutions with.

New roles and opportunities

The rise of these types of services are creating new roles within the digital industry. The rise of a specific new role as Digital Partnership Managers or just Partnership Managers with the purpose to identify, pitch collaborations, set them up and evaluate and keep the momentum. It’s an exciting role which mixes strategy, business skills, creativity and sales.

Digital transformation – Look at how your business is organised and at your company culture

Veronica — Mon, 20 Mar 2017 05:45:47 +0000

There is a reason agile methods have catched on. Time is scarce today and everyone seem to be in need for more of it as digital evolve. Even large corporations with plenty of staff have the same need for increased resources, which in some cases can be quite baffling with the sometimes huge amount of staff at hand.

Ineffective organisations can drain the energy from the most brilliant projects and initiatives. And if you want to get ahead in the digital world an effective, clearly defined organisation is key. Where everyone’s roles and responsibilities are clearly defined. Which can function across departments and bridge gaps. Clarity creates a calm and leaves room for creativity. You don’t need to tell people WHAT to do, it’s WHAT their responsibilities are. So they can own their area and help align this with any overarching strategy.

A safe and curious culture is also a key component, where your staff is not afraid of failure and where there is a mutual respect between colleagues but also the senior management – where you hire staff for their expertise and trust in their skills and abilities to get the job done. This is a strong foundation to build upon.

Remember that the increased speed of change and new innovation requires a foundation that is clearly defined so when you need to adapt to change, everyone knows what their responsibility and their KPIs are.

However – there is a huge difference between being flexible to align towards changed circumstances with your strategy and goals in mind, and being controlled by the events happening around you.

Key questions to ask:

Are our staffs roles and responsibilities clearly defined? Or do some roles overlap
Does everyone know who does what?
Are there new areas in our company that does not have someone responsible for owning them? And driving them forward that could contribute towards your success?
What type of company culture do we have? What lessons do we learn from our mistakes?
How does senior management react in terms of staff making mistakes?
What methods, processes and tools do we use and do they help us achieve our business goals or are they in the way, or an actual liability?

Image by Trendhunter.com

How to calculate potential ROI for a media investment

Veronica — Mon, 13 Feb 2017 05:00:52 +0000

This is my calculation which I use when I want to see if there is a business case behind a media investment for my clients or my own marketing initiatives.

There are so much information available today, and from that you can manually calculate predictions and potentials before you choose to invest in a specific media, channel or campaign. Armed with the right specific, relevant numbers for your business and some industry averages you can create a hypothesis for the potential for an investment if you are unsure, or just want to make a calculation in terms how you should re-distribute your media budgets and what the potential could be.

Marketing today, merges business savviness and analytical skills. There is just a question of time (I guess there already is someone out there who has turned this into a formula, if not, that someone could make some nice bit of cash on a software for this, collecting data from advertisers, merged with some kind of ad score to calculate predictions based on data available).

You need the following numbers:

Average order value for your website
Average conversion rate for your website
Average CTR of ads for the specific media
CPM or CPC price per media
Budget per media
Calculated impressions per media and budget
Estimated clicks per media
Estimated conversions from each media

= estimated revenue per media

NOTE:

This is just a calculation of potential and you use averages and generic numbers for the CTR for example, it’s just to get a clue about the potential and what specific budget can generate.
Your ads and landing pages, entire website and check-out process has a huge impact on if your campaign and marketing activities that your business do, are successful or not.
If applicable, you may want to deduct the VAT from the final calculation.
If applicable, you may want to do a second calculation on this, deducting a percentage, if you have that number, for any return rate you may have on your goods.
If you are doing a campaign for various geographical locations you need the conversion rate and average order value for each country and website store.
Each media needs to be evaluated and calculated separately. Since CTR and similar may vary from both media and country.

How to grow your email marketing database

Veronica — Mon, 12 Dec 2016 05:22:51 +0000

Once you got your email marketing activities in place, you want more subscribers, and by more I mean relevant subscribers. There is plenty of easy and fun ways for you to increase your database. Here are a few suggestions:

Value for your subscribers – identify what type of information you could share withyour subscribers that would be of value for them. An online fashion boutique might offer styling tips. A marketing consultant might want to share free marketing tips & trix and worksheets. From your business perspective, what can you give which is of value to others?

Competitions – create competitions on your website where you collect user details and also ask them if they want to opt in to your list.

Download for email – create a workbook, or something that you can offer your target audience as a download, in return for their email and details. Once you have that, I would suggest that you add another opt-in layer on top of that, where you ask your potential subscribers, if they like to hear from you (could be in the download link email, or such)

Facebook – create an ad campaign on Facebook for people to sign-up to your newsletter. Use compelling image to enhance the ad. You can also ad an campaign page/tab for it on your Facebook page.

Twitter – create an ad for sign-up, or spread a link to each newsletter after you send itout, on twitter, to gain more subscribers.

Team up with other complementary brands and companies – create competitions or special promotions in each others newsletters, or offer advice. Whatever is relevant to both you and the subscribers, and swap of space in each others newsletters.

Forward to a friend – important functionality which even free email marketing software companies provide.

Share – your newsletter can be tweeted or shared in other ways spread in social media and as long as you have helpful, relevant content, you will attract new subscribers. Check with your ESP which possibilities you have available to you

Get testimonials from subscribers and use this on your website at the sign-up or as an incentive to get more subscribers. Communicate the value of your newsletter.

Create content for your newsletters – that are relevant and makes people want to receive them and share with their friends. Again, try to think of what you can give to others of value.

Collecting points – ensure that your collecting points for names and emails where appropriate.

Add information about your newsletter in other emails you send out.

Create visual promo-boxes/areas on your website for your newsletter, where the visitor can sign-up or click through a page about the newsletter and get more information. Where you set expectations through displaying an an example of the newsletter, a review from subscribers, talk about frequency and the purpose.

Photograph by: www.adrianapalanca.com

Pilot campaigns – global brands -several markets

Veronica — Mon, 07 Nov 2016 06:00:14 +0000

I’ve written a few articles on the global marketing subject before, this article includes a bit of repetition however it’s aimed at a company with a prescense in 4 or more countries, that want to start out with digital marketing activities but feel unsure of where to start and where to invest and how to prioritize a large batch of markets.

These are my key take aways from helping global brands who has never done any digital marketing activities to more experiences brands, this advice is suitable for both B2B and B2C to manage global marketing activities.

Starting out

Data – first of all you need to ensure that you have your analytics account in order. That you have goals and events set-up so you can track activities. You should also have one account where you can access all markets analytics accounts within it. And DO NOT set-up a separate analytics account for a campaign site, if you need a campaign site at all, ensure its located within your main domain and that your one and only analytics account is set-up to track it.

Pilot campaigns – if your company is new to digital marketing and don’t know where to start you can do a pilot campaign:

Choose one or more activities – such as paid search, youtube ads and paid social for example.
Choose 3 or 5 markets which has significant differences, such as size of the country, potential (growth), technological maturity etc (I do recommend to do this per region e.g 3 countries in APAC, Europe etc – but start in one region first). Ensure you have an uneven number of markets. Or you could do a pilot in each region.
Run your campaign and evaluate the performance – what conclusions can you draw from this?

CRM – If you dont have one, get one. This will help you understand your customer, as well as be able to target them better. Your CRM will help you cut costs for marketing by enabling you to build custom audiences, find look-a-likes (or twins), re-target existing customers with speific messages and more.

How to prioritise – Managing a company who are active in over 80 markets can feel overwhelming. However it’s easy to segment markets in terms of where you need to focus first. To help you prioritise ask your sales departments for help and map out:

Market size
Current sales revenue
Potential in the market (is demand increasing?)
Competition (high, medium, low?)
Technological maturity
No of services your company offers in that market
Brand awareness/recognition

Always focus externally – since your online presence should focus on your customer and not your internal structure. If you don’t have someone who is responsible for marketing in a specific market with huge potential for growth – then get the numbers, do your homework and talk to your board to invest in someone who can help you tap in to the potential in a region.

Do this with all your markets, then find a framework which you divide markets either into A, B, C etc, depending on what you prioritise the most, let’s say it’s sales revenue and potential in the market. Using this method its quite easy to find which markets to prioritise and plan actions for accordingly.

Workflow

You need to find an effective way of working on a large scale. Here are a few ideas:

Batch translate – then market adapt. English, French and German is spoken in more countries then England, France and Germany in Europe, Therefore batch translating using an agency, will help you save time – then market adapt.

Find global agencies with local offices if possible – this helps you to ease your workload in this process as well as helping you reduce prices for any digital marketing specialist that you need help from. Set-up one global agreement and get better hourly rates as well as enable the local markets to have local support and help. Also useful in terms of market adapting any creative material such as banners and copy if necessary if you cant do it inhouse.

Create frameworks from your global head quarter for: KPI’s, how to work with SEO, buying media, create landing pages, follow up and reporting etc. This ensures a set standard is met and that your digital marketing investments really pays off.

Reporting model – you need to find an easy way to get information to you – rather then having to ask for it, potentially 80 times. Set-up a template with what you need to know from the local markets and have them fill in this on a weekly or monthly basis. Perosnally I would use Google Docs to avoid infomation getting stuck in inboxes.

One account to rule them all – whether it’s paid search or analytics you should have one account which holds all the markets within it. This way you have all the data in one place and it’s easier to keep track of, benchmark markets against each other etc. Also this is the way you still regain control of a global presences and activities.

FAQ – use either wiki, Google Docs or your intranet to have one go to place for frequently asked questions, supporting documentation, checklist – make it as easy as possible to access and update – this reduces the amount of questions from the local markets which will come your way.

Educating and activating markets – starting out with something which may be new, you need to both educate and activate. This can be done by creating an market activation program containing education on what is to be done, the purpose of and the desired effect/goal. The level of knowledge may vary so you need to offer a webinar or similar to help the markets increase their knowledge.

Find local ambassadors and create incentives – there are always people within your organisation which are passionate about marketing, find these and encourage them to be your ambassadors. Incentives is another way to help increase the speed of a change, highlight, reward and show gratitude towards markets who achieve results in adapting to the new way of working.

Communication – have a plan, this is what is going to happen, when, what is then required of them to make it happen and how. If they need assistance who do they talk to etc.

Marked adaption – is always necessary. Not just from a language point of view, but also the creative material, specific local laws or similar. Down to platforms/channels. In Asia Baidu is the most common search engine, in Russia you have Yandex. In Asia it’s more common with “social search” e.g people ask their social network to provide answers to their questions rather then a search engine. And so forth. Both platforms/channels and behaviour are local. So pin down platforms/channels, languages, behaviour and technology per country together with your local offices. (They know their markets the best)

Tools and technology – use technology to your advantage. From a CMS platform which assist in the roll-out of new content in different langauages, to using Slack for market communication and knowledge sharing to Google Docs or similar for documentation.

Follow-up – Following up on a vast amount of markets is easily done by simplifying what you need to know. Use a spreadsheet and track markets progress to get a quick overview of which markets who has what activity in place.

Want a nifty spreadsheet with all the countries in the world in alphabetical order with some example activities which you can customise? then download my market logging template over here. (you are welcome )

Use a KPI framework – to define success with the user journey as the base to be able to evaluate the entire process for the customer, view your website performance from a holistic perspective to find it’s strenghts and wekanessess to content gaps.

In Google Analytics you can set up dashboards – If you don’t need a more advanced dashboard you can set-up a dashboard with a few highlights from each markets in your global view. Help the markets by creating one on their level, with the most relevant metrics for them to keep track of in one view.

Share knowledge between markets and regions – encourage knowledgesharing from what worked to what didn’t, to solutions to challanges. Don’t spend time reinventing the wheel when you can join forces.

How to be in control

To recap, to be in control of a large number of markets you need to automise as much as possible:.

Forget reports – build dashboards.
Make information central and easily accessible
Inform, educate and have a conversation with your local markets – they know what works, what the local flavour and maturity is.
Templates enables you to quickly act, spread and roll-out banners, content, campaign structures etc
Always one master account holding the markets within it
Share knowledge and work effectively together leverage you against your competitors in the fast paced digital marketing landscape.

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Image copyright: www.purpleriot.co.uk/

How to optimise your business online presence or service (manuscript)

Veronica — Mon, 26 Sep 2016 05:30:56 +0000

If you are looking to improve your online presence, either it be through a website re-design or just to refine and improve your service experience and offering online, this is a manuscript you can use to help you in the process. Feel free to subtract, add and refine

Overarching questions & material

Information about your customer journey
Path to purchase
Internal purchase process – what internal touch points do you have for a sale to go through? who are involved?
How and when do you communicate with your customer during their purchase process? who does it? (department and responsibility)
Who are your biggest competitors? and how do your company differentiate from them?

Organisational questions (for internal use – meant to be answered by your company)

What is your biggest challenge/s today? and why?
Why do your business have a website?
What role does the website have in your business?
How can and should your company website can support your business?How do you measure the success today? (with the website and also your business – what is success)
What are your KPIs?
How can we measure success in the future?

Target audience

Who are they? define target groups (i.e working moms, business owners etc)
What do they need? what motivations do they have? What do they want? (Contact, book, buy, ask questions or answer to questions, learn more?) Define the pain points.
What “problem” solves does your business solve per target audience? (how do your business ease the pain or remove it completely?)
What information do you have about the existing customer today? surveys / studies?

Current site
Evaluate it against your current service offering with your customers in mind. Focus on their needs and questions and how the website can cater for this – within seconds:

What pages are important in their journey/path to purchase (if you are unsure, see the previous article on content audit)
Geographically – where do they come from and the service is available in their city?
Contact – who should they call? When? How? Are the contact details obvious and easily accessible if you offer your service in more then one location?
Can you offer price calculations for your service (if its a service that needs to be quoted individually you can ask for certain information beforehand and offer a rough pricing)
How do your company win your customers trust? (Testimonials from current customers, photos of people in environments they help in?)

Current customer
What is the goal of the website for a current customer, what should they do and what want to have to to do that? How do you take care of your customers today? Do you want them to buy more services from you? And how do they want to take care of them? what information do they need?

Your current customers – what do you know about them?
What percentage of today’s customer portfolio returns and purchases services from you again?
How long is the life cycle of the customers?
Why does a customer leave your business and choose another provider? (is it location, service offering? availability?)
How happy is your customer with your service and business today?
When a customer leaves you for another service provider – do you know which competitor they choose over you?
If you have more then one service and target audience – are there services that overlap between the different target audiences? Ie are there are solutions/services that different target audiences can buy from you?

Potential new customer – what should they do? Call? Fill forms? Book a time? Depending on the service you offer online – pin down what you want a potential new customer to do, i.e a person evaluating different options prior purchase – what do they need? and how can your website cater for this?

The sales process – applicable even if your website is generating leads for your sales reps or department:
What is your conversion rate today?
What is a lead? call / fill a the contact form / calculate a price / book or download?
How many leads do you get from the site today? And what happens then? and do you track how many leads are converted to customers?
What is the process? How do I book a time? How the process works today?

Or if your website sell gods or services – what is the process? before and after purchase?

Quick questions for your website analytics;

Where visitors come from?
Where do they leave the site?
What primary pages are important in the purchase process? investigate how they perform
Conversion rate? goal?
Geography – where do they come from?
Devices (in relation to mobile first)
Average time, pv / how long they stay? (on key pages)
Bounce rate on key pages
Exit rate on key pages
What keywords do your visitors use when searching and ending up on your website?
What exit rate do your lead form or sales pages have? (the pages that close a deal?)
What content do the visitors engage with? (download, forms, click to call, external and internal link clicks, etc)

Other digital touch points (not only your website)

What other digital touch points do your company have?
Social channels?
Newsletters?
Paid media?
How do they tie together? what purpose does each channel have?
Do they deliver? and what?
Are they on brand?
How can they support your company better?
Do you measure traffic and conversions from these?

Image copyright by: fleximize.com

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