Download - Measurecamp 6 Workshop: Data Integration
Data Integration13th March 2015 09:30 – 12:30
Sean Burton
Overview
• A bit about me…
• Who’s in the room…
• Some background…
• Getting started…
• Exercise!
• Bringing it all together…
• Next steps…
• The wrap up.
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Intros…
Sean Burton – [email protected] | @sean_d_burton & @analytdata | analyt.co.uk
I'm passionate about improving customer experience and business value by using
a blend of data, technology and psychology.
About me:
• Formerly the Director of Measurement at Seren Design Ltd.
• A 15 year career covering: eLearning, Content Management Systems,
Interaction Design, Product Management, Web Analytics, and Data
Visualisation.
• Extensive experience with FTSE 100 companies across financial,
telecommunication, gaming, and retail sectors.
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Who’s in the room…
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Experience…
Technical Ability…
Some of the upfront questions
• How to you join data from different sources? What happens if the data sources aren’t linked?
• What happens when your customer journeys cover & cross multiple domains?
• How do you can you improve marketing performance/customer journeys using data?
• How do you get VoC data into Google Analytics?
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Some background…
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
…the web is littered with abandoned baskets
‘Headline’ Conversion Rate – offline benchmarks
0
20
40
60
80
100
'High-ticket'
speciality
General
speciality
Footwear Clothing Department
store
Mixed-
goods
Grocery
Source: RCT Analytics Ltd
Online
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Interesting finding…
“By improving user experience, a typical business can improve
sales by 64%.”
Hewson Group, 2003
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
The Key Business Processes
VisitAware Browse Engage Transact RepeatConsider
Acquisition Marketing
Site and Content Development
Retention Marketing
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
The challenge…
You
Affiliates
Survey
Data
Email data
Ad-serving
data
Transactions
Customer
data
Web
analytics
PPC data
Panel data
ISP data
Analyst
data
GRP data
Offline
sales data
Promotion
data
Performance
data
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Familiar?
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Everything should be made as simple as possible but
not simpler. “
”
Good KPIs are “Übermetrics”…
Good KPI
Strategic measures of
success
ActionableEasy to
understand
Based onvalid data
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Key questions
customer journey profile
What do they buy?
Who visits and buys from the site?
How are they using the site?
Why do they visit the site?
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Core data relating to CX
• Web Analytics – the what• Detailed traffic measurement tool showing volume of traffic across your digital
real-estate.
• Customer Relationship Management (CRM) – the who• A database with details of who your customers are, what they have bought,
and their communication preferences.
• Voice of Customer (VoC) / Surveys – the why• Responses to online or market research questionnaires. Typically run by
external agencies and hosted via an external tool.
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Survey approach
site experience
visit intention
outcome versus intention
entry survey exit survey
expectations delivery against expectation
visit profile
visitor profile
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
What people say vs what they actually do...
Over a third of people say that they intend to buy something
Conversion rates are in the normal range
People say that they are going to visit 2.5 categories on average
On average they visit 1
Say Do
Nearly half of people say that they are likely or very likely to use the search function
Less than 20% of visits have a search in them
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Customer Experience
• Do you know who your customers are?
• Do you listen to them?
• Do you know what they think of you?
• Are changes to your web site driven by people within the business rather than by the people that actually pay them – the customer?
Ultimately, it’s best to try and avoid…
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Most people don’t like bad experiences
CO
NV
ERSIO
NS
ACQUISITION STRATEGIES
Acquisition & Conversion
USA
BILITY
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
“I got there in the end but it was a
struggle. Probably best try
www.acme.com”
…not what I expected
I’ll try another site
This is a nightmare!
Grrr, where’s the phone?
What a load of b*ll**ks!!
Optimising Processes – survey first
• Ask about reasons for visiting, i.e. task intent.
• Trigger survey at the end of key processes, e.g. purchase or registration.
• Capture trigger URLs and web analytics visitor cookie values.
• Segment survey data based on visitors failing to complete their task and then review their comments
• Use web analytics data to confirm traffic volumes for trigger URLs – this will allow you to scale the issue
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Optimising Processes – analytics first
• Use web analytic data to find process steps with significant drop-out
• Segment out visitors that start process, but fail to complete.
• Cross-reference visitor IDs with survey data to see if any visitors had left feedback
• Use feedback to help isolate the problem
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
The Peak End Rule
• Proposed by Barbara Fredrickson and Daniel Kahneman
• Theory states that people remember the most intensely felt moments of an experience and the feelings at end
• Understanding how your customers are feeling at the end of a process is very powerful
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Getting started…
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Getting started
• Basic• Simply show VoC alongside web analytic reports
and basic demographics from CRM
• The mid-point (correlate)• Overlay key VoC metrics, e.g. recommendation,
with key web analytics data, e.g. orders
• The goal (associate)• Fully integrated customer feedback covering a
range of data sources
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Integrating CRM & Analytics
• Many Analytics providers can now do this ‘out of the box’, e.g. Adobe’s (Omniture) Genesis platform
• Common approaches are to:• Capture a user ID when a user logs into the site based on their CRM record,
which can then be used to link their clickstream data with their CRM record
• Selectively write out details of the user’s CRM record to the web site, allowing these data to be captured in the web analytics tool as custom fields, e.g. Gender, Age, job role, etc.
• Make sure you’re completely transparent with your users as to how you store and use their personal data – do not breach their trust!
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Integrating VoC & Analytics
• Many VoC providers now offer Google Analytics integration ‘out of the box’ and some support other vendors as well
• I’ve personally worked with eDigitalResearch, OpinionLabs, SurveyMonkey, SurveyGizmo, and Cvent
• Many of the above, simply require you to give them your tracking details and they can then pass back survey response data into your web analytics.
• Alternatively, you can pass a user ID over to the survey, and so long as the survey provider allows you to export raw response level data you can then integrate with your web analytics at a later point.
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Example Survey capture
Web site feedbackWe’d love to here your thoughts on how we can
improve our site
Yes | No
Site Survey
1. Which of the following best describes your reasons for visiting the site today:
• [Drop-down of key tasks]
2. Where you able to complete this?• [Drop-down: Yes, Partially, No]
3. How easy did you find it?• [Single select on scale 0-10]
4. Would you recommend this site to your family and friends?
• [Single select on scale 0-10]
5. Any other comments?• [Text box]
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Example data capture – Google Analytics
<script>
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-XXXXX-X']);
_gaq.push(['_setDomainName', 'analyt.co.uk']);
_gaq.push(['_setAllowLinker', true]);
_gaq.push(['_setCustomVar',1, ’Task Intent', ’Buy fireplace', 2]);
_gaq.push(['_setCustomVar',2, 'Task Completion', ’yes', 2]);
_gaq.push(['_setCustomVar',3, 'Recommendation', 9, 2]);
_gaq.push(['_setCustomVar',4, 'Easy Score', 7, 2]);
_gaq.push(['_setCustomVar',5, ’Comments', ’great site', 1]);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
})();
</script>
Initial Google Analytics variables
• setAccount = defined the profile to send the data to
• setDomainName = sets the scope of the cookie
• setAllowLinker = allows GA to work across multiple
domains
Sets Google Analytics custom variables
• Using all 5 ‘free’ custom variables (Premium has 50)
• Task Intent, Completion, Recommendation, and
Easy Score all set to whole visit
• Other possible items of interest: Gender, page
ratings, etc.
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Example…
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Exercise…
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Exercise (30 mins)
• In groups of 4… (10 mins)
• Choose a site you all know
• What does ‘good’ look like for them?
• What might they want to measure?
• What would an ideal blend of CRM + VoC + Analytics?
• How would you present it back to the business? To an executive audience/
You’ll then present back to the group for discussion (20 mins)
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Bring it all together…
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Bring it all together
• Use your web analytics tool as a hub for much of your analysis
• You CRM tool can act as the hub for acting on the data, for example pushing updated email lists to your email provider
• Create a measurement framework about what ‘good’ looks like for your site. Capture these events as success goals and associate these successes with the users CRM record. Equally, make sure that you capture pain points so you can proactively resolve them.
• Publish key demographic details from your CRM or VoC responses back to your site so that these can be tracked in your analytics. Ideally, do this via a non-PII ID stored in a cookie, to allow multi-visit analysis.
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Customer data integration
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
The Benefits
Increase Revenues
More transactions
Greater transaction values
Higher advertising revenues
Stronger brand equity
Decrease Costs
Less support costs
Higher customer retention
Greater channel efficiency
Lower development costs
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
ROI
Return
25.5m
2.75%
£56.70
£38.98m
£5.23m
Scenario 1 Scenario 2
% increase
5%
15%
10%
% increase
2%
10%
5%
Return
26.25m
2.87%
£59.40
£44.75m
£11m
Baseline
Visits 25m
Conversion Rate 2.5%
Order Value £54.00
Revenue £33.75m
Uplift
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
A few examples…
• Telco client• Improved customer service channel by integrating VoC & Web Analytics into
CRM
• Gaming client• Used VoC & Web Analytics to highlight key pain during launch of a new betting
platform
• Banking client• Used VoC tracker to highlight key drivers of satisfaction across wide range of
product categories
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Case Study…
For every hour Apple spent calling their Detractors they generated $1,000 in additional revenue
http://www.forbes.com/sites/stevedenning/2011/08/26/another-myth-bites-the-dust-how-apple-listens-to-its-customers/
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
The next step…RFML Analysis
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
RFML Analysis
RecencyThe elapsed time since the last purchase made by a customer
Metric: Days since last visit
Frequency
The average time between purchases for a customer
Metric: Average no. of days between purchase
MonetaryThe total value of purchases made by a customer
Metric: Total order value or Average order value
LatencyThe time between two events, such as first visit and purchase
Metric: Days between first visit and purchase
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
RFML – Visitor Scoring Recency Score:
0: Visitor that have not visited the site within six months
1: Visitors that have visited the site within the last six months
2: Visitors that have visited within the last month
3: Visitors that have visited within the last week
Frequency Score:
0: Visitors that visit the site less than once every six months
1: Visitors that visit the site more than once every six months
2: Visitors that visit the site more than once a month
3: Visitors that visit the site more than once a week
Monetary Score:
0: Visitors that have never purchased
1: Visitors that have purchased at least £100
2: Visitors that have purchased at least £500
3: Visitors that have purchased at least £1000
Latency Score:
0: Visitors that have never purchased
1: Visitors that purchased within six months of their first visit
2: Visitors that purchased within one month of their first visit
3: Visitors that purchased within one week of their first visit
0191 704 2045 | analyt.co.uk | [email protected] | @analytdata
Visitor Bandings (sum of scores):
0-1: Time wasters
1-5: Casual glances
5-9: Engaged Users
9-12: Stars
Time wasters
58%
Casual Glancers
23%
Engaged Users10%
Stars9%
Case Study…
Group ARecency: Visited within last week
Frequency: Visits 6 or more times a month
Monetary: Average order value of £15
Latency: Less than a week
Group BRecency: Within the last 6 months
Frequency: Less than once a month
Monetary: Average order value of £350
Latency: More than 6 months
Case Study…
Experiences spread quickly nowadays
Sale
Lift
Profitability
Loyalty
1
2
3
4
5 Advocacy
Integrated customer feedback
Automated technical
issues email sent to
operational teams
Customers with low
CSAT scores
contacted by
Customer Services
Customer invited to
community
Measure Act Advocate
Customer
encouraged to use
Social Media
Web Analytics
and/or channel data
Operational
Monitoring
Customer
Experience Tracker
Measure CSAT + Operational Performance
Analyse data to establish scale of impact and scope of recommended actionsContact Customer to explain
and/or resolve issue
Encourage customers to
join community
Monthly CX
Dashboard
Quarterly Workshop
Free Text Mining
/ Verbatim Analysis
Daily/Weekly Rapid
Reporting
UX Review / lab
research / EEG
Operational teams
fix issues based on
cost/benefit
Statistical analysis &
modelling
Segmentation &
Process
Optimisation
Training &
customised reports
to improve use of
data
Operational teams
investigate technical
issues
Data sources Techniques Outputs / Deliverables Operational activities Advocacy
The wrap up.
The wrap up
Accept your baby may be ugly!
Be prepared to ‘watch’ and ‘listen’
Ensure ongoing measurement
The wrap up (cont)
Create remarkable moments
Act quickly and respond to change
Act quickly and respond to change
Understand
MeasureFix & Act
Advocate
A few helpful links…
• Passing Web Analytics Data to CRM (Adam Greco)
• Blog: http://adam.webanalyticsdemystified.com/2010/05/10/crm-integration-passing-web-analytics-data-to-crm/
• YouTube: http://online-behavior.com/emetrics/integrating-web-analytics-and-crm-739
• Great blog detailing how to tie Google Analytics and SalesForce together
• http://www.e-nor.com/blog/google-analytics/integrate-salesforce-and-google-analytics
• A great blog by the wonderful Avinash with tips on choosing a survey providers
• http://www.kaushik.net/avinash/eight-tips-for-choosing-a-online-survey-provider/
• And of course vendor support pages, for example Google Analytics:
• https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingSite
• Data Import(Dimension widening) in Google Analytics
• https://support.google.com/analytics/answer/3191589
@analytdatatwitter
webanalyt.co.uk
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