grow your business faster with customer analytics
TRANSCRIPT
Grow Your Business Faster with Customer Analytics
Lars LofgrenMarketing Analyst - May 2012 [email protected] - Confidential - Do not distribute
BUSINESS DEPENDS ONRelationships
“In this age of the customer, the only sustainable competitive advantage is knowledge of and engagement with
the customer.”
If you build better and deeper relationships than your competitors,
you will win.
To build a relationship with our customers, we need to know who
they are.
CUSTOMER ANALYTICSTells Us
WEB ANALYTICSDoes Not
Focus on people
Track people, not pageviews. Use random IDs if needed.
Reports on people
Customer lifecycle
Get a complete picture of how customers interact with your business, from the
first touchpoint to the last.
“IT’S NOT JUST ANONYMOUS NUMBER...THESE ARE PEOPLE AND I CAN ACT ON THAT.”
Engagement over time
Multiple channels
Customers use many different channels, tracking should too.
Multiple people, multiple channels
Which channels matter?
Customer flows
Know who made it through a funnel and where people are getting stuck.
Data that matters
You’ll get data that is easy to take action on because it tells the story of
your customers.
Every point of engagement
Bridge the gap
Baseline your metrics so you know how you are doing. Then easily find the
opportunities so you can understand how to improve.
HOW DOES ITWork?
Real questions, real answers
Let’s go through questions we all have about our customers and see how
customer analytics gives us the answers.
Who are my most valuable customers?
Most valuable customers
“IT'S EASY TO KNOW WHICH REFERRAL SOURCES TO FOCUS ON TO ACQUIRE THE TYPES OF CUSTOMERS I WANT.”
Most valuable traffic sources
Most valuable markets
Actionable
Find out how to acquire more valuable people based on where they
come from and who they are.
Who is doing what?
“I SAW A USER HAD WAY MORE ACTIONS THAN ANYONE ELSE AND I WAS ABLE TO LOOK HIM UP AND REACH OUT AND TALK TO HIM.”
Most engaged markets
Actionable
Determine why certain people are highly active by identifying and
analyzing their behavior.
What encourages someone to become a customer?
Search for your main goal
Get a complete list of people
Start with individuals
Actionable
Search for and analyze individual profiles to learn what actions come before your goals. Then get other
people to do those things.
What does my entire customer lifecycle look like?
Variation B performs best for key funnel
Variation A results in more revenue
“RUN A/B TESTS AND SEE HOW IT AFFECTS ALL OF YOUR KEY METRICS.”
Actionable
Measure the entire customer lifecycle so you are making decisions based on
a complete view of all your metrics.
What content causes people to come back to my site?
Return visitors
Actionable
Distribute, share, and promote the content which creates more loyal
readers.
TIME FOR Action Steps
Step 1
Find where your data is and who has ownership of it.
Step 2
When possible, integrate your data around your customer.
Step 3
Look for trends by working backwards. Focus on your customers.
Step 4
Once you understand your customers, look for trends from your
best customers.
Step 5
Get qualitative, reach out to your best customers (or people like them).
Action Steps Recap
How to start using customer analytics
1) Find your data
2) Integrate your data around your customer
3) Find customer trends
4) Find trends with your best customers
5) Reach out to your best customers
REMEMBER TO Act
