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Grow Your Business Faster With Customer Analytics

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• 2. BUSINESS DEPENDS ONRelationships
• 3. “In this age of the customer, the onlysustainable competitive advantage isknowledge of and engagement with the customer.”
• 4. If you build better and deeperrelationships than your competitors, you will win.
• 5. To build a relationship with ourcustomers, we need to know who they are.
• 6. CUSTOMER ANALYTICS Tells Us
• 7. WEB ANALYTICSDoes Not
• 8. Focus on people Track people, not pageviews. Use random IDs if needed.
• 9. Reports on people
• 10. Customer lifecycleGet a complete picture of how customers interact with your business, from the first touchpoint to the last.
• 11. Engagement over time“IT’S NOT JUST ANONYMOUS NUMBER...THESE ARE PEOPLE AND I CAN ACT ON THAT.”
• 12. Multiple channels Customers use many different channels, tracking should too.
• 13. Multiple people, multiple channels
• 14. Which channels matter?
• 15. Customer flows Know who made it through a funnel and where people are getting stuck.
• 16. Data that matters You’ll get data that is easy to take action on because it tells the story of your customers.
• 17. Every point of engagement
• 18. Bridge the gap
• 19. HOW DOES ITWork?
• 20. Real questions, real answers
• 21. Who are my most valuable customers?
• 22. Most valuable customers
• 23. Most valuable traffic sources
• 24. Most valuable markets
• 25. Actionable Find out how to acquire more valuable people based on where they come from and who they are.
• 26. Who is doing what?
• 27. “I SAW A USER HAD WAY MORE ACTIONS THAN ANYONE ELSE AND I WAS ABLE TO LOOK HIM UP AND REACH OUT AND TALK TO HIM.”
• 28. Most engaged markets
• 29. Actionable Determine why certain people are highly active by identifying and analyzing their behavior.
• 30. What encourages someone to become a customer?
• 31. Search for your main goal
• 32. Get a complete list of people
• 33. Start with individuals
• 34. Actionable Search for and analyze individual profiles to learn what actions come before your goals. Then get other people to do those things.
• 35. What does my entire customer lifecycle look like?
• 36. Variation B performs best for key funnel
• 37. Variation A results in more revenue
• 38. Actionable Measure the entire customer lifecycle so you are making decisions based on a complete view of all your metrics.
• 39. What content causes people to come back to my site?
• 40. Return visitors
• 41. Actionable Distribute, share, and promote the content which creates more loyal readers.
• 42. TIME FORAction Steps
• 43. Step 1 Find where your data is and who has ownership of it.
• 44. Step 2 When possible, integrate your data around your customer.
• 45. Step 3 Look for trends by working backwards. Focus on your customers.
• 46. Step 4 Once you understand your customers, look for trends from your best customers.
• 47. Step 5 Get qualitative, reach out to your best customers (or people like them).
• 48. Action Steps Recap
• 49. REMEMBER TO Act

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Grow Your Business Faster With Customer Analytics

  1. 1. Grow Your Business Faster with Customer Analytics Lars Lofgren Marketing Analyst - May 2012 info@kissmetrics.com - Confidential - Do not distribute
  2. 2. BUSINESS DEPENDS ONRelationships
  3. 3. “In this age of the customer, the onlysustainable competitive advantage isknowledge of and engagement with the customer.”
  4. 4. If you build better and deeperrelationships than your competitors, you will win.
  5. 5. To build a relationship with ourcustomers, we need to know who they are.
  6. 6. CUSTOMER ANALYTICS Tells Us
  7. 7. WEB ANALYTICSDoes Not
  8. 8. Focus on people Track people, not pageviews. Use random IDs if needed.
  9. 9. Reports on people
  10. 10. Customer lifecycleGet a complete picture of how customers interact with your business, from the first touchpoint to the last.
  11. 11. Engagement over time“IT’S NOT JUST ANONYMOUS NUMBER...THESE ARE PEOPLE AND I CAN ACT ON THAT.”
  12. 12. Multiple channels Customers use many different channels, tracking should too.
  13. 13. Multiple people, multiple channels
  14. 14. Which channels matter?
  15. 15. Customer flows Know who made it through a funnel and where people are getting stuck.
  16. 16. Data that matters You’ll get data that is easy to take action on because it tells the story of your customers.
  17. 17. Every point of engagement
  18. 18. Bridge the gap Baseline your metrics so you know how you are doing. Then easily find the opportunities so you can understand how to improve.
  19. 19. HOW DOES ITWork?
  20. 20. Real questions, real answers Let’s go through questions we all have about our customers and see how customer analytics gives us the answers.
  21. 21. Who are my most valuable customers?
  22. 22. Most valuable customers
  23. 23. Most valuable traffic sources“ITS EASY TO KNOW WHICH REFERRAL SOURCES TO FOCUS ON TO ACQUIRE THE TYPES OF CUSTOMERS I WANT.”
  24. 24. Most valuable markets
  25. 25. Actionable Find out how to acquire more valuable people based on where they come from and who they are.
  26. 26. Who is doing what?
  27. 27. “I SAW A USER HAD WAY MORE ACTIONS THAN ANYONE ELSE AND I WAS ABLE TO LOOK HIM UP AND REACH OUT AND TALK TO HIM.”
  28. 28. Most engaged markets
  29. 29. Actionable Determine why certain people are highly active by identifying and analyzing their behavior.
  30. 30. What encourages someone to become a customer?
  31. 31. Search for your main goal
  32. 32. Get a complete list of people
  33. 33. Start with individuals
  34. 34. Actionable Search for and analyze individual profiles to learn what actions come before your goals. Then get other people to do those things.
  35. 35. What does my entire customer lifecycle look like?
  36. 36. Variation B performs best for key funnel
  37. 37. Variation A results in more revenue“RUN A/B TESTS AND SEE HOW IT AFFECTS ALL OF YOUR KEY METRICS.”
  38. 38. Actionable Measure the entire customer lifecycle so you are making decisions based on a complete view of all your metrics.
  39. 39. What content causes people to come back to my site?
  40. 40. Return visitors
  41. 41. Actionable Distribute, share, and promote the content which creates more loyal readers.
  42. 42. TIME FORAction Steps
  43. 43. Step 1 Find where your data is and who has ownership of it.
  44. 44. Step 2 When possible, integrate your data around your customer.
  45. 45. Step 3 Look for trends by working backwards. Focus on your customers.
  46. 46. Step 4 Once you understand your customers, look for trends from your best customers.
  47. 47. Step 5 Get qualitative, reach out to your best customers (or people like them).
  48. 48. Action Steps RecapHow to start using customer analytics1) Find your data2) Integrate your data around your customer3) Find customer trends4) Find trends with your best customers5) Reach out to your best customers
  49. 49. REMEMBER TO Act
  50. 50. Q&A Time! Lars Lofgren llofgren@kissmetrics.com @larslofgren

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