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Digital analytics Adobe Symposium

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Digital analytics Adobe Symposium

  1. 1. Digital Analytics: Customer First Moving from Data to Omni-Channel Intelligence Kashif Khurshid www.CaptainAnalytics.com KashifKhurshid@gmail.com Sr. Strategist, Digital Analytics
  2. 2. “The power of Analytics is with Influencing Digital Experiences that Delight the Customer” - Captain Analytics.com
  3. 3. It all Starts with the Process State your business goals Define your KPIs Determine your audience Design your reporting strategy Plan your Omni- analytics requirements (Toolbox)
  4. 4. It all Starts with the Process State your business goals Define your KPIs Determine your audience Design your reporting strategy Plan your Omni- analytics requirements (Toolbox)
  5. 5. 1. Approaching the Data Two Paths for Digital Analytics Review Data Business Questions Business Questions Review Data • Starting with the Data or the Purpose?
  6. 6. KPI’s- Metrics & Dimensions State your business goals Define your KPIs Determine your audience Design your reporting strategy Plan your Omni- analytics requirements (Toolbox)
  7. 7. 2. Defining KPI’s- Metrics • KPI’s start with knowing which Metrics to Use • Visitor | Visits | Pageviews CustomEvents
  8. 8. 2. KPI’s: Dimensions • Key categories for digital optimization Visit Related Content Related Sources Related Conversion Related
  9. 9. Audience Segments State your business goals Define your KPIs Determine your audience Design your reporting strategy Plan your Omni- analytics requirements (Toolbox)
  10. 10. 3. Segmenting and Building Audience Groups• Popular ways to slice the data • Use Segment stacking Visit Frequency & Recency Device Type Geography / Market Area Pages / Sections Sources of Traffic Product Lines & Task Completions Technical – Browser & OS Pathing / Funnels
  11. 11. Reporting Strategy State your business goals Define your KPIs Determine your audience Design your reporting strategy Plan your Omni- analytics requirements (Toolbox)
  12. 12. 4. Define your Reporting Strategy • One Size does not fit all
  13. 13. Omni-Channel Analytics State your business goals Define your KPIs Determine your audience Design your reporting strategy Plan your Omni- analytics requirements (Toolbox)
  14. 14. 5. Requirements begin with the Business Nurturing • Heavy use of analytics insights • Full System Integrations • Higher focus on the journey rather than the activity Retention • Slightly complex KPI’s • Some System Integration • Metrics: Customer Engagement, Recency & Frequency Acquisition • Few KPI’s • Low System Integration • Metrics: Sales, Traffic, CTR, CR, & ROI Easy Challenging Most Focus Most Ignored Strategic Advantage = Analytics Maturity
  15. 15. Analytics Maturity Model Content/ Navigation Functionality Path Optimization Effective Marketing Segmentation Predictive Analytics Personalization Data Silos Real-Time Integration Some Integration Moving towards on Omni-Channel Experience
  16. 16. Omni-Channel Optimization Requires Selecting the Right Tools
  17. 17. The Digital Tool Box Analytics Call Tracking Session Replays Tag Management System Surveys Ratings & Reviews Search Engine Optimization Social Listening Tools Data Insight Data Visualization Predictive Modeling Customer Relationship Management A/B Testing Email & In-App Messaging Paid Search & Media Management Content Management System Mobile, Web , App Marchex, Mongoose Tealeaf, ClickTale Adobe DTM, Tealium Foresee, UserZoom BazaarVoice, Re-Vu BlueKai, Quantcast, Demandbase Radian6, Hoot suiteConductor, SEOClarity Tableau, Domo, Qlikview Revolution Analytics, SAS, TIBCO SalesForce, Infusionsoft CQ5, Teamsite, DrupalKenshoo, MarinExactTarget, Localytics Test & Target, Optimizely ActionableIntelligence Choose Your Weapons
  18. 18. Formula for Omni-Channel Success for Success: Analytics Integration Competitive Advantage Image Credit: www.telegraph.co.uk
  19. 19. Thank you for your time. Kashif Khurshid www.CaptainAnalytics.com KashifKhurshid@gmail.com LinkedIn @ kashifkhurshid

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