From Analytics to Action
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Virtually every customer touch point, from a click on an AdWords campaign to a call to customer service, is ripe with valuable information about your customers. You just need to know where to look.
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From Analytics to Action
- 3. Data-based decision-making requires you to alter your mindset. #analyticstoaction
- 4. Don’t collect data that isn’t actionable: only gather insights that could change the way you do something. #analyticstoaction
- 5. Where can you gather customer insights? #analyticstoaction
- 6. Where can customer insights be applied? #analyticstoaction
- 7. II. Data Collection in Action #analyticstoaction
- 9. How? Google Analytics #analyticstoaction
- 10. How? Google Analytics #analyticstoaction
- 11. How? AdWords Keyword Tool #analyticstoaction
- 12. How? AdWords Keyword Tool #analyticstoaction
- 13. So what? • Marketing – SEO/SEM – Content – Email Marketing • Sales – Insight into how customers are thinking #analyticstoaction
- 15. How? Google In-Page Analytics #analyticstoaction
- 16. How? Google In-Page Analytics #analyticstoaction
- 17. How? Google Analytics: Visitors Flow #analyticstoaction
- 18. How? On-site search #analyticstoaction
- 19. So what? • Marketing – Highlight most engaging content – Insight into typical customer journey • Product – Organize website so sought-after content is easy to find – Navigation #analyticstoaction
- 20. A/B Tests and Experimentation #analyticstoaction
- 21. How? Advertising: Optimization-focused A/B test #analyticstoaction
- 22. How? Advertising: Insight-focused A/B tests #analyticstoaction
- 23. How? Email: From insight to optimization 1 in 5 emails will be opened on mobile 1 in 5 emails will be opened on mobile vs. vs. 5 key CRM questions Free report: changing mobile behavior #analyticstoaction
- 24. How? Landing Pages Suggested Tools: Optimizely, Visual Website Optimizer #analyticstoaction
- 25. So what? • Immediate payoff: Increase conversion rates • Marketing / Sales – Value propositions • Marketing – Collateral – Web copy – Future ad campaigns #analyticstoaction
- 27. How? Closed-loop marketing systems #analyticstoaction
- 28. How? • Marketing Automation – Which content leads to conversions? • DIY – UTM codes – Pass campaign data into CRM – Consult your developer team #analyticstoaction
- 29. So what? • Marketing – Channel performance – Learn about audiences – What type of content converts? • Sales – How have prospects interacted with your brand? #analyticstoaction
- 31. How? Web surveys Suggested Tools: Qualaroo (formerly KISSInsights), Survey.io #analyticstoaction
- 32. How? Web surveys Suggested Tools: Qualaroo (formerly KISSInsights), Survey.io #analyticstoaction
- 33. How? • Direct Feedback – Systematize feedback • FAQs – Building a process #analyticstoaction
- 34. So what? • Marketing – Value propositions – FAQs • Sales – Setting expectations • Product – Solving pain points #analyticstoaction
- 35. III. Systems and Best Practices • Choose your metrics wisely: if you can’t act on something don’t measure it • Determine reporting frequency • Who owns which data sources? • Don’t let data live in silos • Data-based decision-making requires an organizational commitment #analyticstoaction
- 36. Contact Us Web: www.retargeter.com Phone: (415) 738-0573 Hafez Adel, Sr Director of Marketing hafez@retargeter.com Twitter: http://bit.ly/AdxV9U LinkedIn: http://linkd.in/yqVIyq Facebook: http://on.fb.me/xvUGCL Google+: http://bit.ly/yYUxh0 Caroline Watts, Marketing Manager caroline@retargeter.com #analyticstoaction
Notes de l'éditeur
- CThank you for joining us! [Intro]We want to talk today about how you can use data gathered in every day interactions to build a better and more engaging experience for your customers, from initial touchpoints with marketing, to their experience with you product. We have suggestions for aspects of your busines where you can gather analytics, how you can find insight, and what you can do with it once you’ve got.We’d like to encourage everyone to ask questions as they come up during the presentation, and then hopefully we can incorporate the answers into the presentation. If not, there will be time at the end of the presentaiton for Q&A.If you’d like to share anything, tweet at the hashtag #analyticstoaction
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- CYou can gather valuable insights from your customers in virtually every interaction—if you’re paying attention.Today we’ll talk about a few specific aspects of marketing, sales and customer service interaction that are ripe with data that can help you gain valuable insights into your customers. Some, like direct customer feedback, may be more obvious, while others like A/B tests or closed-loop marketing require a little more creativity. There may be insights in these areas that you aren’t yet collecting or acting upon.
- CThat data can be applied to virtually every aspect of your business, from marketing and sales colllateral, to product changes, to your customer service team.
- CWithout further ado,
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- HGoogle Analytics – screenshot of general analytics page, showing them how to get to the keyword research section.
- H Go into keyword (not provided)
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- Sales: insight into the way people think about a problem/your industrye.g. Content: we noticed searches for banner ad design so began a sub-section of our blog on that.
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- HHow to get there
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- CA/B tests and other forms of marketing experimentation are another area where companies can derive insights from customer interactions, but much to their own detriment, many marketers do not use A/B tests for this purpose.
- CThis is what a typical A/B test looks like. It ask the question, will the orange button convert better than the blue. We typically euqate A/B testing with micro-changes like this that could help increase clicks or drive conversions. I’m not trying to discourage anyone from running tests like this, because they are valuable. If you’re using them you should keep using them, and if you aren’t, you should start.Tests like this provide you with an immediate payoff in the form of clicks, conversion and higher ROI but you really can’t get anything else out of it. In a different ad format, green might work best. It’s almost impossible to say. But you can use A/B testing to learn about your customers, and here’s how.
- CHere are two ads that look identical, but utilize very different messaging. An A/B test like this can actually tell you something about your customers, and what they care about. The trick here is to test messages that are truly different rather than messages with slightly different phrasing—that doesn’t allow for particularly rich insights.These are not mutually exclusive. You can test to get insights, while also optimizing for conversions. Be sure that when setting up a test you clearly define your goals and what you hope to get out of it.
- CEmail can also provide significant insights into your user base. You can A/B test both subject lines (to optimize open rates) and email body (to optimize click-through rates/engagement)When it comes to email, the same distinction should be made between optimization-focused tests and insight focused tests.On the left hand side here, you can see an example of an insight-focused campaign. Let’s say you have a newsletter email that includes results from a survey, both about mobile and about CRM. A/B testing which of those two headlines tells you something about what your customers care about. If you see astronomically higher open rates for the mobile emails, you know that going forward, you should create more content around mobile.But you shouldn’t stop there. Once you get the result of your insight test, it’s a good idea to continue to make microtweaks to further optimize your CTR.Insight one beforehand, then micro-tweaks as you go.It’s like a little tournament bracket.
- CLanding pages are also, frankly, just asking to be tested.Optimizely—play before you buy.
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- HBut seriously, how?Learn more! Call us! Our contact info is at the end of the side.
- Channel performance & ROILearning about audiencesWhat kind of content convert?
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- CIf you can, incorporate on-page feedback mechanismsThis dialogue box would normally appear on your site, and allow your site visitors/customers to give you feedback in real time.
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- CDirect feedback is a goldmine, so when you have questions, suggestions, comments or complaints directly from a customer, make sure it doesn’t go to waste.
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