Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Understanding Your Users with Behavioural Analytics #PMILDN

1,246 views

Published on

Content is the driver of so much of marketing campaigns online, but we don't tend to measure it in the way that we should. We focus on the shallow reception of the content without focusing on the business impact that it has on customers, their relationship with the brand and the effect on their propensity to convert.

This is my talk from Performance Insights in London where I talk about the principles behind measuring content to gain business insights.

Published in: Marketing
  • Be the first to comment

Understanding Your Users with Behavioural Analytics #PMILDN

  1. 1. presents Andy Miller - @andyjm101
  2. 2. Understanding Users with Behavioural Sequencing Andy Miller - @andyjm101
  3. 3. The Role of Online Content Purpose How do we measure Target keywords Organic Rank & Traffic Build links Placements, link quality & rank Build and engage with an audience Social engagements & Interactions To communicate brand & product value ????? These are not customer centric KPIs
  4. 4. Which is bad because: “Marketing is the process of communicating the value of a product or services to customers, for the purpose of selling that product or service”
  5. 5. How do we know whether we’re good marketers if we’re not measuring our core function??!
  6. 6. @therustybea What’s the problem? r Clicks Users
  7. 7. @therustybea Too much time watching numbers go upr
  8. 8. @therustybea Without understanding the impact r
  9. 9. @therustybea r Customers are constantly influenced by content
  10. 10. The Customer Consideration Funnel Post-Sales Pre-Sales Macro Goal Acquisition Driving high quality traffic to the right content CTR, CPC, Impressions, Visits... Behavior Creating an optimal user journey Bounce Rate, Content Category Engagement, Micro-Transactions... Conversion Improve call to actions and an intuitive purchase path ARPB, CPA, Revenue... Satisfaction Driving customer happiness and improving continuous engagement Single Login / remembering preferences / Single Customer View Loyalty Increasing LTV, give a reason for for customers to be loyal Repeat Purchase Rate, Multi-channel Behavior, LTV Advocacy Creating an environment where advocates are naturally created Social Sharing, MGM Conversion, Referring %
  11. 11. The Customer Consideration Funnel Awareness 100 80 100 40 0 Propensity to Convert 60 100 50 Life Time Value 60 70 Recommends to friends The focus of most of analysis 3 2 1 4 5
  12. 12. The Customer Consideration Funnel Awareness 100 80 100 40 0 Propensity to Convert 60 100 50 Life Time Value 60 70 Recommends to friends How analysis should work 5 4 3 1 2
  13. 13. Website Analytics: Understanding The Prospect/Customer What the data says How we spend our time Converting Users Engaging Users Bouncing Users Converting Users Engaging Users Bouncing Users
  14. 14. Breaking down the conversion function Macro Conversions Micro Conversions Marketing Analytics
  15. 15. @therustybea Analyse the Users, not the Sessions r Page Visit Page Visit Page Visit Session Session User Page Visit Page Visit Page Visit Session Page Visit Page Visit Session
  16. 16. @therustybea Segmentation is the key! r “All data in aggregate is crap!” - Avinash Kaushik
  17. 17. @therustybea Let’s look at an example r
  18. 18. @therustybea First exposed to the blog & content conversrion Users
  19. 19. @therustybea First exposed to main site then viewed blorg
  20. 20. @therustybea No exposure to blog r
  21. 21. @therustybea Exposed to Content r ● Blog not a good customer acquisition source ● Users who viewed the blog at some point converted 50% higher ● Users who viewed the blog at some point had a 20% higher average order value ● If an additional 1,000 users were exposed to the blog then that would equate to an additional revenue of £4,709 /mo (£56,508 /yr)
  22. 22. What behaviours can we actually use to segment users
  23. 23. TrueCVR
  24. 24. TrueCVR Visits CVR Visits TrueCVR We have removed bounced sessions from the analysis. THIS IS NOT A TIME TO PULL OUT THE CHAMPAGNE AS CVR HAS INCREASED
  25. 25. What did we just do - TrueCVR This Year Converting Users Engaging Users Bouncing Users 5% 51% 44% Last Year Converting Users Engaging Users Bouncing Users 6% 72% 22% Converting Users 9% Engaging Users 91% Converting Users 8% Engaging Users 92% This Year Last Year
  26. 26. TrueCVR TrueCVR is not anything new Its a way of framing an issue. Its like any other calculated metric - the ability to view two trends opposing each other in a single view. Remember Bounce Rate is an external quality indicator as well as a website quality metric.
  27. 27. Content Groupings
  28. 28. @therustybea Group types of Content or Campaigns r Organise your pages & content into groups
  29. 29. Channel Groupings
  30. 30. @therustybea Group Mediums & Sources according to campairgns Organise your channels into groups
  31. 31. ScrollDepth
  32. 32. Why ScrollDepth? Time on Page Time on Site These are not indicators of content performance. We can understand better how people engage with the content is by looking at the % scroll depth of a page We then segment users on how engaged they are
  33. 33. On Page Engagements
  34. 34. On Page Engagements Track Everything!
  35. 35. PerVisitValue
  36. 36. Per Session Goal Value ● Once you have setup multiple goals you need to assign value ● How to assign value ○ 1: Understand the value of a user and apportion average session transactions value to each type of goal ○ 2: The Banana Scale
  37. 37. What is Banana Scale “If we can’t calculate an accurate value to compare apples and oranges on the website we might as well use bananas” Signed up for Newsletter Scrolled past 40% in the blog section Viewed 2 or more blog posts Entered the booking process 20 Filled in the contact us form 7 10 12 50
  38. 38. Apportion back to user segments “If we can’t calculate an accurate value to compare apples and oranges on the website we might as well use bananas” Content Campaign 1 327 573 433 Content Campaign 2 Social Traffic 629 864 Viewed blog Paid Search
  39. 39. How do we make all of this actionable?!
  40. 40. Understand the right content for campaigns & channels Email PPC Offline Content! Social Display
  41. 41. Content Prioritisation & Mapping! Keyword Data Keyword 1 Keyword 2 Keyword 3 Landing Pages User Behaviour Landing Page 1 Keyword 4 Keyword 5 Keyword 6 Keyword 7 Keyword 8 Keyword 9 Landing Page 2 Landing Page 3 User Intent
  42. 42. The Customer Consideration Funnel Post-Sales Pre-Sales Macro Goal Acquisition Driving high quality traffic to the right content CTR, CPC, Impressions, Visits... Behavior Creating an optimal user journey Bounce Rate, Content Category Engagement, Micro-Transactions... Conversion Improve call to actions and an intuitive purchase path ARPB, CPA, Revenue... Satisfaction Driving customer happiness and improving continuous engagement Single Login / remembering preferences / Single Customer View Loyalty Increasing LTV, give a reason for for customers to be loyal Repeat Purchase Rate, Multi-channel Behavior, LTV Advocacy Creating an environment where advocates are naturally created Social Sharing, MGM Conversion, Referring %
  43. 43. Thanks for Listening Andy Miller Digital Consultant @andyjm101

×