GABC 2012 - Beyond the click: GA and VOC gives you Gold

THE BRANDINTERACTION COMPANY

Beyond the Click:The Voice of the Customer Google Analytics Business Conference 3 May 2012 Siegert Dierickx siegert.dierickx@thesedays.com @siegertd

A CONTINUOUS PROCESS OF OPTIMIZATION Reporting Analysis Optimization Business Objectives & KPIs Data Sources Tools & Analytics Methods 5/3/2012 © THESE DAYS – The Brand Interaction Company

CONVERSION RATIO %5/3/2012 © THESE DAYS – The Brand Interaction Company

5/3/2012 © THESE DAYS – The Brand Interaction Company

SOME GOOGLE ANALYTICS STATS 100.000 VISITS 60.000 VISITS STEP DROP-OFF 18.000 VISITS 66,66% 12.000 VISITS 51,66% 6.200 VISITS 1.800 CONVERSIONS 5/3/2012 © THESE DAYS – The Brand Interaction Company

SOME GOOGLE ANALYTICS STATS 100.000 VISITS 1.800 CONVERSIONS 100€ CONVERSION VALUE 1.8% CONVERSION RATIO 5/3/2012 © THESE DAYS – The Brand Interaction Company

Google Analytics tells us WHAT happened5/3/2012 © THESE DAYS – The Brand Interaction Company

Not WHY it happened5/3/2012 © THESE DAYS – The Brand Interaction Company

CUSTOMER JOURNEY FRAMEWORKWho visits the siteand where do they come from? 5/3/2012 © THESE DAYS – The Brand Interaction Company

CUSTOMER JOURNEY FRAMEWORKWho visits the site Why do they visit theand where do they site? come from? ? ? ? ? 5/3/2012 © THESE DAYS – The Brand Interaction Company

CUSTOMER JOURNEY FRAMEWORKWho visits the site Why do they visit the What do they do whenand where do they site? they get there? come from? ? E ? ? X ? I ? ? T 5/3/2012 © THESE DAYS – The Brand Interaction Company

CUSTOMER JOURNEY FRAMEWORKWho visits the site Why do they visit the What do they do when Why do they leaveand where do they site? they get there? the site? come from? ? ? E ? ? ? X ? I ? ? ? T ? 5/3/2012 © THESE DAYS – The Brand Interaction Company

Did you reach your goal? YES NO5/3/2012 © THESE DAYS – The Brand Interaction Company

WHAT + WHYBehavioral(Clickstream) Attitudinal (Voice of Customer) 5/3/2012 © THESE DAYS – The Brand Interaction Company

BACK TO OUR FUNNEL 100.000 VISITS 1.800 CONVERSIONS 100€ CONVERSION VALUE 1.8% CONVERSION RATIO 5/3/2012 © THESE DAYS – The Brand Interaction Company

PROVIDE CONTEXT WITH VOC GOOGLE ANALYTICS + VOC 100.000 VISITS 20.000 VISITS W/ INTENTION 1.800 CONVERSIONS 100€ CONVERSION VALUE 1.8% CONVERSION RATIO 9% CONVERSION RATIO 5/3/2012 © THESE DAYS – The Brand Interaction Company

BACK TO OUR FUNNEL GOOGLE ANALYTICS 100.000 VISITS 60.000 VISITS STEP DROP-OFF 18.000 VISITS 66,66% 12.000 VISITS 51,66% 6.200 VISITS 1.800 CONVERSIONS 5/3/2012 © THESE DAYS – The Brand Interaction Company

PROVIDE CONTEXT WITH VOC • • • • • • • 5/3/2012 © THESE DAYS – The Brand Interaction Company

IT’S NOT ABOUTCLICKS It’s about people – It’s about your customer Who comes to your website? What are they trying to accomplish? How well are you helping them? 5/3/2012 © THESE DAYS – The Brand Interaction Company

VOICE OF THECUSTOMER VISITOR•••••• 5/3/2012 © THESE DAYS – The Brand Interaction Company

GENERAL WRAP-UP Reporting Analysis Optimization Business Objectives & KPIs Data Sources Tools & Analytics Methods 5/3/2012 © THESE DAYS – The Brand Interaction Company

GENERAL WRAP-UP Reporting Analysis Optimization Business Objectives & KPIs Channel Behavioral Visitor Insights Attitudinal Competitor Performance Integration of Data Sources Tools & Analytics Methods 5/3/2012 © THESE DAYS – The Brand Interaction Company

THE BRANDINTERACTION COMPANY Siegert Dierickx siegert.dierickx@thesedays.com @siegertd

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