How to understand your visitors, capture data, and provide a
personalized experience
Start With Small Data
Partner, Technology Director
JimKellerES
jimk@easternstandard.com
http://easternstandard.com
Jim Keller
FIRST, SOME BACKGROUND
Billboard
Purchased
SALES CHART
Billboard
Purchased
SALES CHART
“BIG DATA”
Starting Smaller
0
No Analytics or Data Collection
10
Google, Facebook, Amazon
5
1. Identify
2. Assess
3. Act
Three Steps to Better Analytics and Better Content
IDENTIFY
IDENTIFY: Segmenting
Understanding your visitors as a single, large group isn’t
generally very helpful. Segment your think...
Ways to Identify a visitor:
- Individually
- As members of a known group
- By behavior patterns
IDENTIFY: Segmenting
IDENTIFY: Identifying Visitors as Individuals
In some cases, it’s valuable and practical to
identify users as specific ind...
IDENTIFY: By User Account / Sign-in
IDENTIFY: Map to an existing CRM or Email List
IDENTIFY: Just Ask
It’s not always practical or worthwhile to identify visitors as individuals.
However, sometimes you can preemptively ident...
- By tracking audience navigation (“I am a…” links)
It’s not always practical or worthwhile to identify visitors as indivi...
Even if you don’t know who someone
is or which group they belong to, you
can gain vital insights about them
from their beh...
IDENTIFY: Car Buyer
IDENTIFY: Prospective Student
The goal of your website is to provide
the right content to the right person at
the right time
ASSESS
Google Analytics and other platforms offer the ability to make
your data your own, and really help you understand what’s
h...
Content groups allow you to view your analytics by related types of
content; for example, men’s clothing vs. women’s cloth...
Custom dimensions let you provide additional data to your analytics package.
In other words, you can filter your reports b...
Custom events let you keep track of events other than pageviews
- How many times a button was clicked
- How many times an ...
Image from: http://blog.littledata.co.uk/2015/04/setting-up-a-destination-goal-funnel/
ASSESS: Goals
Goal tracking can be as simple or as
complex as you need it to be. Start by
identifying a simple metric that you can look
...
ACT
Once you understand a bit more about your visitors, you can begin to
tailor the experience for your visitor.
Just a few wa...
I know what you’re thinking: “but I hate those things.”
The data is there – popups increase email signups, as long as they...
Popups can be done right:
1. Timing is everything. Wait up to 60 seconds to display the popup,
and in some cases, you may ...
ACT: Email Drip Campaigns
Delivering a relevant, personalized experience.
We can change our content in realtime based on the data we’ve collected
ab...
ACT: Personalized Content
ACT: Personalized Content
ACT: Personalized Content
ACT: Personalized Content
Decision Points for Personalization
• Location
• Device
• Search Keywords
• Visitor Frequency
• Date and time of Day
• Ref...
Good Reading:
http://conversionxl.com/how-to-use-personalized-content-and-behavioral-
targeting-for-improved-conversions/
...
Start small. Work your way up.
Focus on easily identifiable goals, and work backwards from them.
Don’t fall into the trap ...
THANKS
Thank You
Start with Small Data: How to Understand your Visitors, Capture Data, and Provide a Personalized Experience
Start with Small Data: How to Understand your Visitors, Capture Data, and Provide a Personalized Experience
Start with Small Data: How to Understand your Visitors, Capture Data, and Provide a Personalized Experience
Start with Small Data: How to Understand your Visitors, Capture Data, and Provide a Personalized Experience
Start with Small Data: How to Understand your Visitors, Capture Data, and Provide a Personalized Experience
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Start with Small Data: How to Understand your Visitors, Capture Data, and Provide a Personalized Experience

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Everyone is looking to "Big Data" to provide the answers: How do we learn more about our visitors? How do we capture data? How do we report on it? How do we use it to provide a personalized experience?

Big data is a big challenge, but this session will teach you to start with "small data" - the analytics and information that you probably already have access to, or could easily have access to, but that you're just not capturing or leveraging effectively. We'll discuss how to track more than just page views so that you can understand your visitors' behavior on a deeper level. You'll also learn about tracking specific visitors across sessions, providing a personalized experience, some tips for measuring and reporting on their behavior, and how to adjust your site to drive more meaningful interactions and conversions.

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  • NY Times article mentioned during the Q&A: http://www.nytimes.com/2015/06/21/opinion/sunday/please-corporations-experiment-on-us.html?_r=0
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  • Background
    Younger me – frustratingly skeptical -- ghosts -- wedding
  • Billboard sales graph
  • Billboard sales graph
  • Billboard sales graph
  • Big Data up and coming
    Contiuum – most people not 8 trying to get to 10
    Don’t get overwhelmed – ask “what would I like to know?” and “how could I know that” – “what would I like to deliver?” – PMC example
    The tools are there. Next up: SEGMENTING
  • Segmenting requires good content organization – landing pages
  • NEXT UP – doing stuff with your data Popups / marketing automation / email / drip campaigns / personalization
  • LTA EXAMPLE
  • LTA EXAMPLE
  • LTA EXAMPLE
  • LTA EXAMPLE
  • LTA EXAMPLE
  • LTA EXAMPLE
  • LTA EXAMPLE
  • NEXT UP – doing stuff with your data Popups / marketing automation / email / drip campaigns / personalization
  • NEXT UP – doing stuff with your data Popups / marketing automation / email / drip campaigns / personalization
  • NEXT UP – doing stuff with your data Popups / marketing automation / email / drip campaigns / personalization
  • NEXT UP – doing stuff with your data Popups / marketing automation / email / drip campaigns / personalization
  • NEXT UP – doing stuff with your data Popups / marketing automation / email / drip campaigns / personalization
  • NEXT UP – doing stuff with your data Popups / marketing automation / email / drip campaigns / personalization
  • NEXT UP – doing stuff with your data Popups / marketing automation / email / drip campaigns / personalization
  • NEXT UP – doing stuff with your data Popups / marketing automation / email / drip campaigns / personalization
  • NEXT UP – doing stuff with your data Popups / marketing automation / email / drip campaigns / personalization
  • Tips and tricks – you can keep tracking someone in GA across sessions: https://developers.google.com/analytics/devguides/collection/analyticsjs/cross-domain
  • LTA EXAMPLE
  • Tips and tricks – you can keep tracking someone in GA across sessions: https://developers.google.com/analytics/devguides/collection/analyticsjs/cross-domain
  • Tips and tricks – you can keep tracking someone in GA across sessions: https://developers.google.com/analytics/devguides/collection/analyticsjs/cross-domain
  • Tips and tricks – you can keep tracking someone in GA across sessions: https://developers.google.com/analytics/devguides/collection/analyticsjs/cross-domain
  • Tips and tricks – you can keep tracking someone in GA across sessions: https://developers.google.com/analytics/devguides/collection/analyticsjs/cross-domain
  • Tips and tricks – you can keep tracking someone in GA across sessions: https://developers.google.com/analytics/devguides/collection/analyticsjs/cross-domain
  • Tips and tricks – you can keep tracking someone in GA across sessions: https://developers.google.com/analytics/devguides/collection/analyticsjs/cross-domain
  • Tips and tricks – you can keep tracking someone in GA across sessions: https://developers.google.com/analytics/devguides/collection/analyticsjs/cross-domain
  • Tips and tricks – you can keep tracking someone in GA across sessions: https://developers.google.com/analytics/devguides/collection/analyticsjs/cross-domain
  • Tips and tricks – you can keep tracking someone in GA across sessions: https://developers.google.com/analytics/devguides/collection/analyticsjs/cross-domain
  • Tips and tricks – you can keep tracking someone in GA across sessions: https://developers.google.com/analytics/devguides/collection/analyticsjs/cross-domain
  • Tips and tricks – you can keep tracking someone in GA across sessions: https://developers.google.com/analytics/devguides/collection/analyticsjs/cross-domain
  • Tips and tricks – you can keep tracking someone in GA across sessions: https://developers.google.com/analytics/devguides/collection/analyticsjs/cross-domain
  • Start with Small Data: How to Understand your Visitors, Capture Data, and Provide a Personalized Experience

    1. 1. How to understand your visitors, capture data, and provide a personalized experience Start With Small Data
    2. 2. Partner, Technology Director JimKellerES jimk@easternstandard.com http://easternstandard.com Jim Keller
    3. 3. FIRST, SOME BACKGROUND
    4. 4. Billboard Purchased SALES CHART
    5. 5. Billboard Purchased SALES CHART
    6. 6. “BIG DATA”
    7. 7. Starting Smaller 0 No Analytics or Data Collection 10 Google, Facebook, Amazon 5
    8. 8. 1. Identify 2. Assess 3. Act Three Steps to Better Analytics and Better Content
    9. 9. IDENTIFY
    10. 10. IDENTIFY: Segmenting Understanding your visitors as a single, large group isn’t generally very helpful. Segment your thinking, and your analytics, to understand users as having distinct needs and goals.
    11. 11. Ways to Identify a visitor: - Individually - As members of a known group - By behavior patterns IDENTIFY: Segmenting
    12. 12. IDENTIFY: Identifying Visitors as Individuals In some cases, it’s valuable and practical to identify users as specific individuals. This way, you can provide very specific content and targeted followup.
    13. 13. IDENTIFY: By User Account / Sign-in
    14. 14. IDENTIFY: Map to an existing CRM or Email List
    15. 15. IDENTIFY: Just Ask
    16. 16. It’s not always practical or worthwhile to identify visitors as individuals. However, sometimes you can preemptively identify visitors as members of a group IDENTIFY: Members of a Known Group
    17. 17. - By tracking audience navigation (“I am a…” links) It’s not always practical or worthwhile to identify visitors as individuals. However, sometimes you can preemptively identify visitors as members of a group - By tracking clicks from targeted emails or other campaigns. - By looking at Location or Device Type IDENTIFY: Members of a Known Group
    18. 18. Even if you don’t know who someone is or which group they belong to, you can gain vital insights about them from their behavior patterns. In other words, which pages people visit and what they do on the site tells us about the type of visitor they are. IDENTIFY: Behavior Patterns
    19. 19. IDENTIFY: Car Buyer
    20. 20. IDENTIFY: Prospective Student
    21. 21. The goal of your website is to provide the right content to the right person at the right time
    22. 22. ASSESS
    23. 23. Google Analytics and other platforms offer the ability to make your data your own, and really help you understand what’s happening. A few topics of note: - Content groups - Custom dimensions - Event Tracking - Goals ASSESS: Beyond Basic Metrics Too much time and energy is spent focusing on overall metrics like total page views and sessions, and not enough time on specific, actionable data.
    24. 24. Content groups allow you to view your analytics by related types of content; for example, men’s clothing vs. women’s clothing, blog content vs. services content, or STEM content vs. Liberal Arts content Grouping content lets you compare one to another, so that you can identify whether one group is outperforming the other, or hitting goals more frequently. Image from: http://searchenginewatch.com/sew/how-to/2359561/10-point-google-analytics-implementation-checkup ASSESS: Content Groups
    25. 25. Custom dimensions let you provide additional data to your analytics package. In other words, you can filter your reports by a new “dimension” that is relevant to your visitors. If you’ve ever found yourself saying, “I wish I could filter this report by [x]”, a custom dimension is probably what you needed. ASSESS: Custom Dimensions
    26. 26. Custom events let you keep track of events other than pageviews - How many times a button was clicked - How many times an accordion was expanded - How many times an external link was visited. ASSESS: Custom Events
    27. 27. Image from: http://blog.littledata.co.uk/2015/04/setting-up-a-destination-goal-funnel/ ASSESS: Goals
    28. 28. Goal tracking can be as simple or as complex as you need it to be. Start by identifying a simple metric that you can look at for improvement: • “I’d like to get more people to send requests through the contact form” • “I’d like to have more people purchase X product” • “I’d like more people to complete the application form” ASSESS: Goals
    29. 29. ACT
    30. 30. Once you understand a bit more about your visitors, you can begin to tailor the experience for your visitor. Just a few ways this can be accomplished: • Information-gathering Popups • Email Drip Campaigns • Content Personalization ACT: What to do with your data
    31. 31. I know what you’re thinking: “but I hate those things.” The data is there – popups increase email signups, as long as they’re done right. Here’s some evidence: http://blog.crazyegg.com/2014/08/18/opt-pop-ups/ http://optinmonster.com/email-pop-up-implementation/ http://unbounce.com/email-marketing/get-subscribers-from-pop-ups/ http://conversionxl.com/popup-defense/?hvid=2EcGFw ACT: Popups
    32. 32. Popups can be done right: 1. Timing is everything. Wait up to 60 seconds to display the popup, and in some cases, you may want to forego the popup for first time visitors. 2. Make sure the popup is relevant to your visitor. Don’t offer the same thing to everyone. 3. Make them easy to close, and don’t show them twice. ACT: Popups
    33. 33. ACT: Email Drip Campaigns
    34. 34. Delivering a relevant, personalized experience. We can change our content in realtime based on the data we’ve collected about our visitor and his or her behavior. ACT: Personalized Content
    35. 35. ACT: Personalized Content
    36. 36. ACT: Personalized Content
    37. 37. ACT: Personalized Content
    38. 38. ACT: Personalized Content
    39. 39. Decision Points for Personalization • Location • Device • Search Keywords • Visitor Frequency • Date and time of Day • Referring URL • Customer History • Sessions Behavior ACT: Personalized Content
    40. 40. Good Reading: http://conversionxl.com/how-to-use-personalized-content-and-behavioral- targeting-for-improved-conversions/ https://econsultancy.com/blog/10194-the-roi-of-personalisation-infographic http://blog.crazyegg.com/2014/11/06/boost-conversions-personalization/ ACT: Personalized Content
    41. 41. Start small. Work your way up. Focus on easily identifiable goals, and work backwards from them. Don’t fall into the trap of thinking that you have to be able to do everything before you can do anything. FINAL THOUGHTS
    42. 42. THANKS Thank You

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