Spencer Altman, Webtrekk's Head of Business Consulting, takes a deep dive into the shift from product- and channel-centric analytics to customer-centric analytics and beyond. See how the most data-savvy companies will handle their data.

1. Moving Beyond Analytics:
Customer Centric Crushes the Silo
Spencer Altman, Head of Business Consulting

2. Move away Product/Campaign Centric towards Customer Centric
Product/
Campaign
What products were bought?
How successful was the
campaign?
In which phase is our customer?
What communication is
appropriate for which segment?
When? How?
Product
X?
Campaign
X?
Product
Y?
Campaign
Y?

3. Your Potential Market of Customers

4. Customer Centric Driven
Potential New Customers
Customers
Not Ready to Convert…Yet
Customers
Ready to Convert…Now

5. Customer Centric Driven
Potential New Customers
Customers
Not Ready to Convert…Yet
Customers
Ready to Convert…Now
Low Potential High Potential Product A Product B Product A Product B

6. Examples : Customer Centric Marketing and Analytics
Which customers are about
to churn?
Which segments of those
customers are the most
valuable?
Which customers are likely
to buy soon?
Which products are they
likely to buy?
Which customers are we
wasting money on?
In which channels?
Marketing Activities How do we reach them?
How did we perform?Reporting & Analysis
How do we reach them?
How did we perform?
How do we reach them?
How did we perform?

7. Customer Centric Driven : KPIs, Reporting & Projects
Qty Potential New Customers Qty Customers
Not Ready to Convert…Yet
Qty Customers
Ready to Convert…Now
These Goals/KPIs drive your
Marketing Activities and Reporting
Qty Potential New
Customers
We Contacted
Qty New Customers
Conversion Rate (%)
Qty Customers
Not Ready to Convert…Yet
Who We ‚Touched‘
Conversion Rate (%)
Qty Customers
Not Ready to Convert…Yet
Who We DID NOT ‚Touch‘
Qty Customers
Ready to Convert…Now
Who We ‚Touched‘
Qty Customers
Ready to
Convert…Now
Who Did Convert
Conversion Rate (%)

8. How to organise the systems? Single Customer Profile Approach to Data
Data
Warehouse
CRM /
Personalisation
Engine
DMP

9. What happens to your job
when all data is in the
Data Warehouse?

10. What happens to your job
when CI/BI is doing your
reporting?

11.  New positions that
do not really exist yet
 Cross-Functional
skills are key
 Very good
generalists
 Specific expertise
unlikely
 Think Decathlete :
Very good at 10
events. Best in world
at none of them.
 You can likely push
for this in your
company to make it
happen
What is the future of a Web Analyst?
Marketing
Digital /
Analytics
BI / CI /
CRM
 Existing specialties
 On-site
optimization
 Conversion
Specialists
 Testing
 SEO
 Other
 Focus on silo’d
Digital performance
 Deep, specific
expertise required
 Think Sprinter /
Marathoner:
More focus on one skill
set

12. Thank you!
Spencer Altman
spencer.altman@webtrekk.com
@spenceraltman
Head of Business Consulting
Berlin, Germany