digital customer journey by kelsey a. horine
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How digital analytics can enhance
the customer experience and your bottom line
August 2012
Created and presented by: Kelsey A Horine
For questions or to request permission to use the content in the presentation you can email me at Kelsey.adele@gmail.com
Agenda
Background • Who are you? • Who am I? • A refresher on IMC • What is digital analytics?
In Theory • How digital analytics can enhance the
customer experience and your bottom line • Why companies aren’t doing more with
digital analytics In Practice • Tools that allow a more holistic view of
your customers and the ability for advanced digital analytics
• The path to a better customer experience and improved bottom line – A client case study and examples
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A couple caveats: This is a huge topic, this presentation is just scratching the surface. Some topics in the presentation I will go in-depth on and some I will just touch on, this deck is meant as a takeaway to review more thoroughly. The material in here is intended to be digestible for an audience that has experience in digital marketing and IMC.
Who are you?
1. What are you and or your company doing in digital? 1. Search 2. Mobile 3. Social 4. Retargeting / Online ads
2. Do you know the typical path of
your clients or customer?
3. How involved are you in digital analytics?
4. What tools are you using?
5. What are you hoping to get out of this evening?
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Who am I
• A consumer-centric, data-driven marketer, who truly believes that good marketing connects people with what they want and need.
• I believe in a holistic approach to marketing, using quantitative and qualitative data to drive actionable insights and strategy.
• A Sr. Strategic Consultant at Aspen Marketing Services
(a division of Epsilon)
• In digital marketing for the past 7 years, client side and agency experience
• Educated in Marketing – M.S in Integrated Marketing Communications from
Northwestern University with concentrations in Marketing Analytics and Direct and Interactive Marketing
– B.S. in Business Administration, majoring in Marketing, from the University of Denver.
• When not working, you can find me trying new food, practicing yoga and playing with my yellow lab, Dillon
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An IMC Refresher
5
A friendly reminder on IMC
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Integrated marketing communication (IMC) is defined as a customer-centric, data-driven method of communicating with the customer.
Why is IMC Important : Designed to make all aspects of marketing communication work together as a unified force, rather than permitting each to work in isolation.
Identify customers and prospects
Valuation of customers and
prospects
Creating and delivering
messages and incentives
Estimating Return on Customer Investment
Budgeting, Allocation and
Evaluation
Source: Northwestern University, Masters program in Integrated Marketing Communication 2010
The four stages of IMC, we’ll focus stage 3 today
• Reform of financial information infrastructure to foster “closed loop” planning capabilities to return on customer investment measures.
Stage 4
Financial and Strategic Integration
• Integration of various customer data to obtain a richer and more complete view of customer/brand relationship.
Stage 3 Application of Information Technology
• Scope of marketing communications activities broadens to encompass internal marketing to employees, suppliers, and other business partners and to align them with the existing external communications programs.
Stage 2
Refining scope of marketing
communication
Stage 1
Tactical coordination
Focus on tactical coordination of diverse outbound marketing, communications element, and achieving consistency and synergy between functional efforts.
Source: American Productivity and Quality Center, IMC Best Practice Report, taken from IMC the Next Generation by Don and Heidi Schultz, 2009 7
What is Digital Analytics?
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Web Analytics Avinash Kaushik defines Web Analytics as: 1. The analysis of qualitative and
quantitative data from your website and the competition
2. To drive a continual improvement of the online experience of your customers and prospects
3. Which translates into your desired outcomes (online and offline).
Digital refers to the following channels: web, social media, email, online advertising, mobile, video, and search.
Sources: Avinash Kaushik, http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/, 2010
Jessica Straka, http://threeminds.organic.com/2011/01/digital-analytics-in-a-nutshell.html, 2011
How to approach digital analytics
Source: Avinash Kaushik, http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/, 2010
1. What are your Business Objectives / Desired Outcomes?
2. What are the associated Goals?
3. What KPIs are you going to use to measure your performance?
4. What KPI targets do you need to meet to be successful?
Objectives must be DUMB: Doable. Understandable. Manageable. Beneficial.
Business
ObjectiveGoal KPI KPI Target
Increase unique visitors Lift in unique visitors per
month7%
Increase online applications Lift in online application
completion rate 5%
Increase loyalty to the website Lift in recency and frequency of
visits 5%
Improve conversion from
"abandoned carts"
Lift in conversion from
triggered events 10%
Increase the number of new
accounts funded
Lift in the number of new
accounts funded in the first 30
days
10%
Understand the top content for
high value clients
Top content viewed by high
value clients, based on recency
and frequency views
Identify the
top 3 content
topics by line
of business
Provide more relevant content
to the site
Reduce website bounce rate
Reduce mobile site bounce rate
10%
20%
Increase Net New
Accounts
Increase Account
Balances
Increase customer
satisfaction
Business Objectives
Goals KPIs
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What should we be looking at?
• The bottom-line: revenue and ROI
• The behavior of people after actions, and the interaction with follow-up actions
• The type of information that is valued the most by the subscribers
• The percentage of leads from a campaign (for example, with downloading a white paper)
• The cross-channel behavior of people (e.g. social sharing)
• The percentage of qualified leads delivered to sales and effectively becomes a customer
• Incremental effects of integrated approaches
• Cross-fertilization effects of multi-channel contact strategies
We should look at metrics and key performance indicators that tell us something about the bottom-line, and follow both the lead and the customer throughout the entire life cycle.
Source: Selligent, Integrated data and metric cross channel and customer centric, 2012 http://www.selligent.com/en/blogs/e-mail-marketing/en-integrated-data-and-metrics-cross-channel-and-customer-centric-busin/ 10
So… how can digital analytics enhance the customer experience and the bottom line?
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• Improves Engagement and Customer Satisfaction Potential for Cross-sell & Up-sell Identify activities that are correlated with revenue driving
activities across channels
Content can be prioritized based on key performance indicators
Identify preferred channels
• Enhances Quality and Quantity of Leads and or New Customers Identify decision rules when a lead should be passed to sales
Can provide lead nurturing messaging to prospects
Understand what high-value customers are doing, to acquire more like them
• Reduces Fallout and Cost Indicate content that is broken and prohibiting client activities
What leads to abandonment before a client converts
More customers, higher value customers, reduced costs
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Why companies aren’t doing more with digital analytics?
A recent Forrester study found that 59% of interactive marketers
surveyed wanted a “better system for measuring and analyzing the performance of programs that encompass multiple channels.”
Source: Forbes http://www.forbes.com/sites/davidwilliams/2012/04/16/if-you-think-a-web-analytics-tool-is-enough-think-again/2/ 2012 13
Common challenges to understanding the customer experience online
1. Building organizational consensus – Structure – Processes – Goals / Priorities
2. Developing the technical infrastructure and resources
– Across channels, departments and lines of business
– Real-time
3. Measuring the value of (inter)actions
and touch points – Channel-agnostic consumer – An often disjointed purchase path and – Proliferated media consumption
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The Tools
Tools for a multi-channel view Keep in mind: “the quest for a single tool/source to answer all your questions will ensure that your business will end up in a ditch”. Avinash Kaushik Compare analytics tools at www.aboutanalytics.com
Digital Analytics • Adobe Digital Marketing Suite • Web Trends* • Core Metrics* Web Analytics and Tag Management • Google Analytics (Premium)
– Multi-channel funnel API
• Tableau • Crazy Egg • Analytics Canvas
Mobile • Flurry • Bango • AdMob analytics • Litmus Social • Radian6 • AlterianSM2 • MNIncite
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Competitive Insights • Compete • Quantcast • Insights for Search • DoubleClick Ad Planner Testing • Google Website Optimizer • Adobe Test and Target • Optimizely • ClickTale
Voice of Customer / Text Analytics • 4Q by iPerceptions • KissInsights • UserTesting.com • Concept Feedback • Clarabridge • OpinionLab
Sources: Avinash Kaushik http://www.kaushik.net/avinash/best-web-analytics-tools-quantitative-qualitative/ 2010 INC. Best web analytic tools http://www.inccom/guides/12/2010/11-best-web-analytics-tools.html 2010
A deeper look at Adobe Marketing Suite
SiteCatalyst • web analytics solution that provides
marketers with actionable, real-time intelligence.
SocialAnalytics • provides marketers with
measurement, monitoring and insight into how social media impacts business and marketing.
Discover • allows digital marketers to deeply
analyze and segment any quantity of online channel data in real time.
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Test and target executes multiple A/B and multivariate tests, measure effectiveness and increase relevance of online content through segmentation, targeting and automated personalization. Genesis automates the integration between Omniture and its partner applications. Genesis includes over 200 partners spanning 30 categories such as display advertising, email, social media, rich media/video and content management.
Sources: Adobe http://www.omniture.com/en/products/digital-marketing-suite 2012
Functionality of Adobe Insight
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Insight accepts data from any source, including data warehouses and business intelligence tools. Load Structured Data • Load and analyze any structured data; no
pre-aggregation required for analysis.
Analyze by Dimension • N-dimensional analysis of data, with the
ability to add new dimensions on the fly.
Segment Data • Unlimited segmentation and filtering
capability to discover meaningful business insights.
Visualize Complex Data • Powerful visualization to make complex
data and trends easy to understand.
Free-Form Queries • Rapid analysis of free-form queries to get
information to decision makers quickly.
Sources: Adobe http://www.omniture.com/en/products/digital-marketing-suite 2012
The path to a better customer experience and improved bottom line
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Case Study Removed for Confidentiality
2nd Fictional use case Optimizing the mobile site experience Desired Outcome: Increase consumer sales Goal: Increase sales from mobile KPI: Mobile sales
I find Garrett’s popcorn easily through mobile search on my
iPhone
Good news, they have a mobile
optimized site but I don’t know if I can
order online
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I decide to click on tin designs
and find out I can purchase online by choosing my
tin
I continue as a
guest and proceed to fill out my billing information but it requires me to fill out my company
name… but I’m not ordering on behalf
of my company
On my way to work I talk to my mom and
she reminds me that I need to send Garret’s
popcorn to my grandpa for his birthday, it’s his
favorite
70% of visitors leave at this fist page, possibly due to no clear order
now link
For the 30% of visitors who remain 20% click tin
designs
From that 20% remaining, I lose 40% of them because the form
requires a company name
Through digital
analytics I can focus just on
mobile browsers and look at fallout.
3rd Fictional use case Using content preferences for cross-sell Desired Outcome: Get online subscribers to convert offline Goal: Deepen the relationship with online subscribers KPI: Magazine subscriptions from online subscribers
I click on new bars and restaurants
opening and view a couple page and tweet about City
Winery opening in my neighborhood
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Two weeks later, my brother is coming to town so I check out
TimeOut Chicago for restaurants to visit
and things to do this weekend.
I look into the food trucks and things to
do this week in Chicago and then
leave the site
I am curious if any new restaurants are opening this weekend in Chicago
so I search “New restaurants openings” in
TimeOut Chicago. I don’t have a subscription but visit online frequently
Understand the click
stream over time my visitors
Could test or populate homepage content
based on what they last viewed
Add a custom area that promotes cross-sell to the magazine or email sign-up referring the content I cam most
interested in
Through digital
analytics I could …
So…
Digital Analytics can: 1. Improve customer experience, 2. Which can improve your bottom line But with that, keep in mind: 1. Focus on outcomes, not just metrics 2. When it comes to the tools it is as much
about the implementation as strategy 3. There is no magic tool that gives you
everything
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Thanks and Questions
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