Combining UX Research, Marketing Research, and Web Analytics to Build a Complete View of the Customer
This presentation discusses how Zappos combines user experience (UX) research, marketing research, and web analytics to develop a holistic understanding of customers as people, rather than siloed views. By using complementary research methods like surveys, analytics, and interviews, Zappos aims to understand customer needs, behaviors, and emotions. Integrating these insights across marketing, product, and organizational functions allows Zappos to innovate and provide the best customer service. The speaker emphasizes understanding the individual rather than just the "shopper" and says company culture supports breaking down barriers between teams.
Combining UX Research, Marketing Research, and Web Analytics to Build a Complete View of the Customer
1. Combining UX Research,
Marketing Research, and
Web Analytics to Build a
Complete View of the
Customer
Alex Genov
Head of UX Research and Web Analytics
Zappos
3. Alex Genov, Ph.D.
Head of UX Research & Web Analytics, Zappos
Alex is an experienced customer research professional who applies
his Social Psychology background and his passion for research,
design, and innovation to the software industry.
Alex leads UX Research and Web Analytics for the Zappos Family
of Companies. In previous positions, he was responsible for
research and usability of the products and services for companies
like TurboTax (Intuit), State Farm Insurance, and the Active
Network. He has over 15 years of relevant experience – 5 years
of academic research and over 10 years of customer research in
the software industry. Alex received his PhD in Experimental Social
Psychology from Clark University.
20. Marketing Research Web Analytics UX Research
‘Someone who responds to
our marketing messages’
‘Someone who clicks
around on our website’
‘Someone who has these
needs, goals, and feelings’
23. Marketing Research Web Analytics UX Research
‘Someone who responds to
our marketing messages’
‘Someone who uses our
website in these ways’
‘Someone who has these
needs, goals, and feelings’
37. “The site should say ‘I know that
you bought this shoe in this size in
this color whatever it is, and
therefore this is what we
recommend to you because we
are paying attention to you.”
45. When we ask executives, What is the
number one innovation killer at your
company?, one of the first words we always
hear, always, is “silos!” Recently, one
executive even muttered, “fortresses.”
The First Two Steps Toward Breaking Down Silos in Your Organization
By Vijay Govindarajan, AUGUST 09, 2011
47. Takeaways:
• Understand the person, not the “shopper”
• No silos when it comes to customer understanding
• Use complementary research methods
• Inform the business as a whole
• Culture matters!
Thank you!
To you, the audience
To ___ and the whole MRA event team for putting together such a REMARKABLE event – I choose the word carefully for it’s literal meaning – tell others about it.
Before I dive in – let me address an issue you all may be thinking about – my accent.
I want to get it out of the way so you stop wondering about it and really focus on the talk.
It is East European – like all the bad guys in Hollywood films nowadays
People and culture form the foundation of what we do …
In the next 20 minutes or so, I will share with you how we, at Zappos, get to a deep level of understanding and empathy for our customers – those people at the intersection of fashion and technology.
Zappos – a company which for 16 years now has defined its strategy around customer service and around people (its employees, its vendors, and its customers).
I would like to give you an overview of Zappos using Simon Sinek’s model of the Golden Circle
We do that by conducting a lot of really cool research
Before I go into specifics about research, I would like to switch gears a bit and do a quick poll – a spontaneous research of sorts .
By show of hands, who amongst us here likes corporate silos and politics in the workplace?
Workplace politics and territoriality have also been a favorite subject of cartoonists – who are among the best psychologist (along with bar tenders and barbers )
What about higher animals?
Behold the Corporate Org Chart and the different research silos that commonly exist within it.
How do you think that organizational structure and territorial mindset affect how we approach understanding our customers?
This is VERY similar to the fable of the Blind Men and the Elephant
So instead of this …
We have this …
So how do we get from here to there?
It is not even a matter of hiring new roles or more people – many organizations have all the people and roles they need.
In-depth scientific survey …
When I say scientific, I mean SCIENTIFIC
We employed K-means clustering and this is the actual formula. It is way over my head … even makes my head hurt a bit
Discovered really practical insights and constructed a framework.
Looks intuitive and simple … and it is … Of course there are tons more details and mountains of data to support this simple-looking picture