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From Analytics to Action

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Virtually every customer touch point, from a click on an AdWords campaign to a call to customer service, is ripe with valuable information about your customers. You just need to know where to look.

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From Analytics to Action

  1. 1. I. Data-Driven Thinking#analyticstoaction
  2. 2. Data-based decision-making requires you to alter your mindset.#analyticstoaction
  3. 3. Don’t collect data that isn’t actionable: only gather insights that could change the way you do something.#analyticstoaction
  4. 4. Where can you gather customer insights?#analyticstoaction
  5. 5. Where can customer insights be applied?#analyticstoaction
  6. 6. II. Data Collection in Action#analyticstoaction
  7. 7. Keyword Research#analyticstoaction
  8. 8. How? Google Analytics#analyticstoaction
  9. 9. How? Google Analytics#analyticstoaction
  10. 10. How? AdWords Keyword Tool#analyticstoaction
  11. 11. How? AdWords Keyword Tool#analyticstoaction
  12. 12. So what? • Marketing – SEO/SEM – Content – Email Marketing • Sales – Insight into how customers are thinking#analyticstoaction
  13. 13. On-Site Behavior#analyticstoaction
  14. 14. How? Google In-Page Analytics#analyticstoaction
  15. 15. How? Google In-Page Analytics#analyticstoaction
  16. 16. How? Google Analytics: Visitors Flow#analyticstoaction
  17. 17. How? On-site search#analyticstoaction
  18. 18. So what? • Marketing – Highlight most engaging content – Insight into typical customer journey • Product – Organize website so sought-after content is easy to find – Navigation#analyticstoaction
  19. 19. A/B Tests and Experimentation#analyticstoaction
  20. 20. How? Advertising: Optimization-focused A/B test#analyticstoaction
  21. 21. How? Advertising: Insight-focused A/B tests#analyticstoaction
  22. 22. How? Email: From insight to optimization 1 in 5 emails will be opened on mobile 1 in 5 emails will be opened on mobile vs. vs. 5 key CRM questions Free report: changing mobile behavior#analyticstoaction
  23. 23. How? Landing Pages Suggested Tools: Optimizely, Visual Website Optimizer#analyticstoaction
  24. 24. So what? • Immediate payoff: Increase conversion rates • Marketing / Sales – Value propositions • Marketing – Collateral – Web copy – Future ad campaigns#analyticstoaction
  25. 25. Closed-Loop Marketing#analyticstoaction
  26. 26. How? Closed-loop marketing systems#analyticstoaction
  27. 27. How? • Marketing Automation – Which content leads to conversions? • DIY – UTM codes – Pass campaign data into CRM – Consult your developer team#analyticstoaction
  28. 28. So what? • Marketing – Channel performance – Learn about audiences – What type of content converts? • Sales – How have prospects interacted with your brand?#analyticstoaction
  29. 29. Customer Feedback#analyticstoaction
  30. 30. How? Web surveys Suggested Tools: Qualaroo (formerly KISSInsights), Survey.io#analyticstoaction
  31. 31. How? Web surveys Suggested Tools: Qualaroo (formerly KISSInsights), Survey.io#analyticstoaction
  32. 32. How? • Direct Feedback – Systematize feedback • FAQs – Building a process#analyticstoaction
  33. 33. So what? • Marketing – Value propositions – FAQs • Sales – Setting expectations • Product – Solving pain points#analyticstoaction
  34. 34. III. Systems and Best Practices • Choose your metrics wisely: if you can’t act on something don’t measure it • Determine reporting frequency • Who owns which data sources? • Don’t let data live in silos • Data-based decision-making requires an organizational commitment#analyticstoaction
  35. 35. Contact Us Web: www.retargeter.com Phone: (415) 738-0573 Hafez Adel, Sr Director of Marketing hafez@retargeter.com Twitter: http://bit.ly/AdxV9U LinkedIn: http://linkd.in/yqVIyq Facebook: http://on.fb.me/xvUGCL Google+: http://bit.ly/yYUxh0 Caroline Watts, Marketing Manager caroline@retargeter.com#analyticstoaction

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