Integrating WebAnalytics,
CRM and Voice of
Customer
28th March 2014 13:30 – 16:00
Sean Burton
Overview
• A bit about me…
• Who‟s in the room…
• Some background…
• Getting started…
2
© Analyt 2014
info@analyt.co.uk | ...
Intros…
Sean Burton – Analyt
sean@analyt.co.uk | @sean_d_burton | analyt.co.uk
I'm passionate about improving customer exp...
Who‟s in the room…
Some of the upfront questions
• How do you get VoC data into Google Analytics?
• How to you join data from different sourc...
Some background…
© Foviance…the web is littered with abandoned baskets
„Headline‟ Conversion Rate – offline benchmarks
0
20
40
60
80
100
'High-ticket'
speciality
General
speciality
Footwear Clo...
Interesting finding…
“By improving user experience, a typical business can improve
sales by 64%.”
Hewson Group, 2003
9
© A...
The Key Business Processes
VisitAware Browse Engage Transact RepeatConsider
Acquisition Marketing
Site and Content Develop...
The challenge…
You
Affiliates
Survey
Data
Email data
Ad-serving
data
Transactions
Customer
data
Web
analytics
PPC data
Pan...
Familiar?
12
© Analyt 2014
info@analyt.co.uk | @analytData | analyt.co.uk
© Foviance
Everything should be made
as simple as possible but
not simpler.
“
”
Good KPIs are “Übermetrics”…
Good KPI
Strategic
measures of
success
Actionable
Easy to
understand
Based on
valid data
14
©...
Key questions
customer
journey profile
What do they buy?
Who visits and buys
from the site?
How are they using
the site?
W...
Core data relating to CX
• Web Analytics – the what
• Detailed traffic measurement tool showing volume of traffic across y...
Survey approach
site experience
visit intention
outcome versus
intention
entry survey exit survey
expectations delivery ag...
What people say vs what they actually do...
Over a third of people say that they intend to
buy something
Conversion rates ...
Customer Experience
19
© Analyt 2014
info@analyt.co.uk | @analytData | analyt.co.uk
• Do you know who your customers are?
...
20
© Analyt 2014
info@analyt.co.uk | @analytData | analyt.co.uk
Most people don‟t like bad experiences
CONVERSIONS
ACQUISITION
STRATEGIES
Acquisition & Conversion
USABILITY
21
© Analyt 2014
info@analyt.co.uk | @analytData | a...
“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
...
Optimising Processes – survey first
• Ask about reasons for visiting, i.e. task intent.
• Trigger survey at the end of key...
Optimising Processes – analytics first
• Use web analytic data to find process steps with significant drop-out
• Segment o...
The Peak End Rule
• Proposed by Barbara Fredrickson and Daniel Kahneman
• Theory states that people remember the most inte...
Peak End Rule
26
© Analyt 2014
info@analyt.co.uk | @analytData | analyt.co.uk
Duration
Experience
Getting started…
info@analyt.co.uk | @analytData | analyt.co.uk27
© Analyt 2014
Getting started
• Basic
• Simply show VoC alongside web analytic reports
and basic demographics from CRM
• The mid-point (...
Integrating CRM & Analytics
• Many Analytics providers can now do this „out of the box‟, e.g.
Adobe‟s (Omniture) Genesis p...
Integrating VoC & Analytics
• Many VoC providers now offer Google Analytics integration „out of the box‟
and some support ...
Example Survey capture
31
© Analyt 2014
info@analyt.co.uk | @analytData | analyt.co.uk
Web site feedback
We’d love to here...
Example data capture – Google Analytics
<script>
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-XXXXX-X']);
_gaq.pus...
Exercise…
Exercise (30 mins)
• In groups of 4…
• Choose a site you all know
• What does „good‟ look like for them?
• What might they...
Bring it all together…
info@analyt.co.uk | @analytData | analyt.co.uk
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 f...
Customer data integration
37
© Analyt 2014
info@analyt.co.uk | @analytData | analyt.co.uk
The Benefits
Increase Revenues
More transactions
Greater transaction values
Higher advertising revenues
Stronger brand equ...
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
26.25...
A few examples…
• Telco client
• Improved customer service channel by integrating VoC & Web Analytics into
CRM
• Gaming cl...
Case Study…
For every hour Apple spent calling their Detractors they generated
$1,000 in additional revenue
41
© Analyt 20...
The next step…
RFML Analysis
info@analyt.co.uk | @analytData | analyt.co.uk
RFML Analysis
Recency
The elapsed time since the last purchase made by a customer
Metric: Days since last visit
Frequency
...
RFML – Visitor Scoring
 Recency Score:
 0: Visitor that have not visited the site within six months
 1: Visitors that h...
RFML – Visitor Scoring
 Visitor Bandings (sum of scores):
 0-1: Time wasters
 1-5: Casual glances
 5-9: Engaged Users
...
Case Study…
Group A
Recency: Visited within last week
Frequency: Visits 6 or more times a month
Monetary: Average order va...
Case Study…
47
© Analyt 2014
info@analyt.co.uk | @analytData | analyt.co.uk
© Foviance
Experiences spread
quickly nowadays
© Foviance
Sale
Lift
Profitability
Loyalty
1
2
3
4
5 Advocacy
Integrated customer feedback
50
© Analyt 2014
info@analyt.co.uk | @analytData | analyt.co.uk
Automated technical
issues em...
The wrap up.
info@analyt.co.uk | @analytData | analyt.co.uk
The wrap up
52
© Analyt 2014
info@analyt.co.uk | @analytData | analyt.co.uk
Accept your baby may be
ugly!
Be prepared to ‘...
The wrap up (cont)
53
© Analyt 2014
info@analyt.co.uk | @analytData | analyt.co.uk
Create remarkable
moments
Act quickly a...
A few helpful links…
• Passing Web Analytics Data to CRM (Adam Greco)
• Blog: http://adam.webanalyticsdemystified.com/2010...
Analyt
emailinfo@analyt.co.uk
@analytdatatwitter
webanalyt.co.uk
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  • For example, a close inspection of service calls revealed that many of Dell&apos;s customers were calling to check on the status of their online orders. This insight gave Dell the confidence to build an order tracking tool it features prominently on its site and in confirmation emails. The function immediately deflected roughly half the calls relating to order status — a huge cost savings. To tap into these kinds of insights, site owners should upgrade to the latest generation of Web analytics tools, which allow firms to import data from other channels like retail points of sale and call centres
  • Measurecamp training web-analyts+voc+crm-march2014

    1. 1. Integrating WebAnalytics, CRM and Voice of Customer 28th March 2014 13:30 – 16:00 Sean Burton
    2. 2. Overview • A bit about me… • Who‟s in the room… • Some background… • Getting started… 2 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk • Exercise! • Bringing it all together… • Next steps… • The wrap up.
    3. 3. Intros… Sean Burton – Analyt sean@analyt.co.uk | @sean_d_burton | 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. 3 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    4. 4. Who‟s in the room…
    5. 5. Some of the upfront questions • How do you get VoC data into Google Analytics? • 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? info@analyt.co.uk | @analytData | analyt.co.uk
    6. 6. Some background…
    7. 7. © Foviance…the web is littered with abandoned baskets
    8. 8. „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 8 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    9. 9. Interesting finding… “By improving user experience, a typical business can improve sales by 64%.” Hewson Group, 2003 9 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    10. 10. The Key Business Processes VisitAware Browse Engage Transact RepeatConsider Acquisition Marketing Site and Content Development Retention Marketing 10 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    11. 11. 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 11 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    12. 12. Familiar? 12 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    13. 13. © Foviance Everything should be made as simple as possible but not simpler. “ ”
    14. 14. Good KPIs are “Übermetrics”… Good KPI Strategic measures of success Actionable Easy to understand Based on valid data 14 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    15. 15. 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? 15 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    16. 16. 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. 16 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    17. 17. Survey approach site experience visit intention outcome versus intention entry survey exit survey expectations delivery against expectation visit profile visitor profile 17 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    18. 18. 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 18 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    19. 19. Customer Experience 19 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk • 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…
    20. 20. 20 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk Most people don‟t like bad experiences
    21. 21. CONVERSIONS ACQUISITION STRATEGIES Acquisition & Conversion USABILITY 21 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    22. 22. “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!!
    23. 23. 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 23 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    24. 24. 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 24 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    25. 25. 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 25 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    26. 26. Peak End Rule 26 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk Duration Experience
    27. 27. Getting started… info@analyt.co.uk | @analytData | analyt.co.uk27 © Analyt 2014
    28. 28. 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 28 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    29. 29. 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! 29 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    30. 30. 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. 30 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    31. 31. Example Survey capture 31 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk Web site feedback We’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]
    32. 32. 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> 32 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk 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.
    33. 33. Exercise…
    34. 34. Exercise (30 mins) • In groups of 4… • 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 info@analyt.co.uk | @analytData | analyt.co.uk
    35. 35. Bring it all together… info@analyt.co.uk | @analytData | analyt.co.uk
    36. 36. 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. 36 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    37. 37. Customer data integration 37 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    38. 38. 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
    39. 39. 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
    40. 40. 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 40 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    41. 41. Case Study… For every hour Apple spent calling their Detractors they generated $1,000 in additional revenue 41 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk http://www.forbes.com/sites/stevedenning/2011/08/26/another-myth-bites-the-dust-how-apple-listens-to-its-customers/
    42. 42. The next step… RFML Analysis info@analyt.co.uk | @analytData | analyt.co.uk
    43. 43. RFML Analysis Recency The 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 Monetary The total value of purchases made by a customer Metric: Total order value or Average order value Latency The time between two events, such as first visit and purchase Metric: Days between first visit and purchase
    44. 44. 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
    45. 45. RFML – Visitor Scoring  Visitor Bandings (sum of scores):  0-1: Time wasters  1-5: Casual glances  5-9: Engaged Users  9-12: Stars
    46. 46. Case Study… Group A Recency: Visited within last week Frequency: Visits 6 or more times a month Monetary: Average order value of £15 Latency: Less than a week Group B Recency: Within the last 6 months Frequency: Less than once a month Monetary: Average order value of £350 Latency: More than 6 months
    47. 47. Case Study… 47 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    48. 48. © Foviance Experiences spread quickly nowadays
    49. 49. © Foviance Sale Lift Profitability Loyalty 1 2 3 4 5 Advocacy
    50. 50. Integrated customer feedback 50 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk 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 actions Contact 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
    51. 51. The wrap up. info@analyt.co.uk | @analytData | analyt.co.uk
    52. 52. The wrap up 52 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk Accept your baby may be ugly! Be prepared to ‘watch’ and ‘listen’ Ensure ongoing measurement
    53. 53. The wrap up (cont) 53 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk Create remarkable moments Act quickly and respond to change Act quickly and respond to change Understand MeasureFix & Act Advocate
    54. 54. 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 54 © Analyt 2014 info@analyt.co.uk | @analytData | analyt.co.uk
    55. 55. Analyt emailinfo@analyt.co.uk @analytdatatwitter webanalyt.co.uk
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