Customer Experience Optimization through Google Analytics
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Transcript of Customer Experience Optimization through Google Analytics
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Customer Experience
Optimization Using Google Analytics &
“Small Data” to drive people through the Customer Journey
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What’s On The Agenda Today?
• About Rachit & Future Marketer
• Google Analytics & “Big Data”
• Metrics That Really Matter
• Action Plan for Analytics
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“At FutureMarketer, our mission is to inspire &
educate executives to make them future-ready in a world driven by digital innovation”
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Who is this guy?
Rachit Dayal
What does he do?Founder & Partner, FutureMarketerManaging Partner, HappyMarketer
Why is he talking about Analytics?Google Regional TrainerGoogle Analytics Premium PartnerWorks with Airlines, Hotels, Banks, Retailers & More
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Leadership TeamClients & Team Across the World
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Learning Programs for Leaders & Practitioners
Marketing PractitionersTake your skills to the next level
Business LeadersDrive change using digital
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… and have also been chosen by*
* The above represents a small selection of clients
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Multiple Training and Learning formats to Institutionalise desired change
Learning Planning
A systematic and planned calendar
Webinars & Hangouts:
Offers scalability plus flexible scheduling
Facilitated Discussions
Increases actionability of learning
Video Lessons:
Great for pre-learning and post-learning
Content Assets
Case Studies, FAQs, Help Guides, Hints & Tips
Coaching Sessions
Tailored and guided sessions for specific queries
Adult Pedagogy
Translate learning into action
Learning Management:
External, efficient digital marketing management
Learning Measurement:
Keep track of progress and improvements
Trainings & Workshops
Helps embed learning best
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Helping Clients use “Big Data” in Small Ways
Workshops
Google Partner Academy
for Advertising, Analytics
Products & Sales Skills.
Keynotes
Google Regional Trainer and
chance to inspire Clients &
Agencies.
Webinars
Ongoing lessons, best
practices, guides to drive
campaign results & ROI.
Guides
Action plans for agencies &
brands to drive maximum
product usage & results.
50+ workshops &
training events
1200+ participants in
Google trainings
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Clients: Banks
Internet Banking Credit Card Sign-up
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Clients: Airlines
Search listing Seat selection
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Clients: Retail
Social Media profile Online purchase
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“Big Data” is Fascinating but Complicated
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But “Small Data” Views are Beautiful & Practical
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G Analytics = Big Data You Already Have!
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Do you really know yourGoogle Analytics?
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Features of Google Analytics
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Trend: Global growth of eCommerce
Source: Payfort report, 2014
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Features – Audience & Behavior
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Trend: Digitization of Commerce
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Features – Site & App Performance
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Trend: Multiple Channels of Engagement
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Features – Advertising & Campaigns
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Trend: Showrooming
McKinsey’s iConsumer Reseachanalysis indicates that overall, 44% of retail customers are using their mobile inside the store.
Out of these,43% are visiting the store’s website40% are visiting the competitor’s website38% are using price-comparison tools17% are scanning barcodes
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Features – Analysis & Testing
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Trend: Location-based targeting
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Features – Cross Device & Data
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Trend: Rise of mCommerce
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Features – Mobile Apps & Sites
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Trend: Multi-device path to purchase
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Features – Product Integrations
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Trend: Conversion Optimization
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Features – Sales & Conversions
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Here’s Some You May Not Know About
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Hidden Features – Funnel Visualization
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Hidden Features – Page Load Time
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Hidden Features – Page Value
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Hidden Features – Attribution Models
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So, if it’s so darned good,why isn’t your digitalperforming better?
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… Because You’re Looking for a Needle in a Haystack
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Look at the entire Customer Journey Funnel
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Don’t Look Everywhere, Just at Bottlenecks
AWARENESS CONSIDERATION CONVERSION LOYALTY
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At these key moments, how can you leverage your brand?
I-want-to-be-informed I-want-to-know I-want-to-buy I-want-to-use-and-share
82%of smartphone users turn to their phone to influence a purchase decision while in a store.
65%of online consumers look up more information online now versus a few years ago.
90%of smartphone users have used their phone to share progress made toward a long term goal or multi-step process.
91%of smartphone users turn to their phones for creative ideas while doing a task.
Source: Google Research, 2013
AWARENESS CONSIDERATION CONVERSION LOYALTY
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Bottleneck 1 – Nobody Knows About You
AWARENESS
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Bottleneck 1 – Nobody Knows About You
Quick Awareness Quiz:Name a site where you
can book budget hotel rooms?
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Bottleneck 1 – Nobody Knows About You
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Bottleneck 1 – Nobody Knows About You
Measuring Awareness:Brand Rank?
Reach/Frequency?Brand Search Volume?
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Bottleneck 2 – Nobody Prefers You
CONSIDERATION
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Bottleneck 2 – Nobody Prefers You
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Bottleneck 2 – Nobody Prefers You
Measuring Consideration:Brand Rank?
Search Rankings?Website/App Traffic?
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Bottleneck 3 – Nobody Buys You Online
CONVERSION
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Bottleneck 3 – Nobody Buys You Online
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Bottleneck 3 – Nobody Buys You Online
Measuring Conversion:Leads?
Revenue?Conv. Rate?
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Bottleneck 4 – Nobody is Loyal to You
LOYALTY
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Bottleneck 4 – Nobody is Loyal to You
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Bottleneck 4 – Nobody is Loyal to You
Measuring Loyalty:Engagement Rate?Email Open Rate?Repeat Revenue?
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Don’t Measure Everything, Just Bottlenecks
AWARENESS CONSIDERATION CONVERSION LOYALTY
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KICKSTART Your AnalyticsWith This Action Plan
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KICKSTART Action Plan
KPIs, Objectives & Goals
Installation & Integration
Conversion & eCommerce tracking
Key Data Verification & Checks
Segmentation & User Analysis
Testing & Optimization
Attribution & Modeling
Reporting & Dashboards
Training & Development
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Thank YouRachit Dayal
Founder & PartnerFutureMarketer
[email protected] | @rachitdayal (Twitter) | www.futuremarketer.co