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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.

Published in: Internet
  • 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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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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