How can you use beautiful 'small data' rather than complex 'big data' on Google Analytics to gain the best insights from your customers?

1. Customer
Experience
Optimization
Using Google Analytics &
“Small Data” to drive people
through the Customer Journey

2. What’s On The Agenda Today?
• About Rachit & Future Marketer
• Google Analytics & “Big Data”
• Metrics That Really Matter
• Action Plan for Analytics

3. “At FutureMarketer,
our mission is to inspire &
educate executives to make
them future-ready in a world
driven by digital innovation”

4. Who is this guy?
Rachit Dayal
What does he do?
Founder & Partner, FutureMarketer
Managing Partner, HappyMarketer
Why is he talking about Analytics?
Google Regional Trainer
Google Analytics Premium Partner
Works with Airlines, Hotels, Banks, Retailers & More

5. Leadership TeamClients & Team Across the World

6. Learning Programs for Leaders & Practitioners
Marketing Practitioners
Take your skills to the next level
Business Leaders
Drive change using digital

7. … and have also been chosen by*
* The above represents a small selection of clients

8. Multiple Training and Learning formats to
Institutionalise desired change
Learning Planning
A systematic and planned calendar
Webinars & Hangouts:
Offers scalability plus flexible scheduling
Facilitated Discussions
Increases actionability of learning
Video Lessons:
Great for pre-learning and post-learning
Content Assets
Case Studies, FAQs, Help Guides, Hints & Tips
Coaching Sessions
Tailored and guided sessions for specific queries
Adult Pedagogy
Translate learning into action
Learning Management:
External, efficient digital marketing management
Learning Measurement:
Keep track of progress and improvements
Trainings & Workshops
Helps embed learning best

9. Helping Clients use “Big Data” in Small Ways
Workshops
Google Partner Academy
for Advertising, Analytics
Products & Sales Skills.
Keynotes
Google Regional Trainer and
chance to inspire Clients &
Agencies.
Webinars
Ongoing lessons, best
practices, guides to drive
campaign results & ROI.
Guides
Action plans for agencies &
brands to drive maximum
product usage & results.
50+ workshops &
training events
1200+ participants in
Google trainings

10. Clients: Banks
Internet Banking Credit Card Sign-up

11. Clients: Airlines
Search listing Seat selection

12. Clients: Retail
Social Media profile Online purchase

13. “Big Data” is Fascinating but Complicated

14. But “Small Data” Views are Beautiful & Practical

15. G Analytics = Big Data You Already Have!

16. Do you really know your
Google Analytics?

17. Features of Google Analytics

18. Trend: Global growth of eCommerce
Source: Payfort report, 2014

19. Features – Audience & Behavior

20. Trend: Digitization of Commerce

21. Features – Site & App Performance

22. Trend: Multiple Channels of Engagement

23. Features – Advertising & Campaigns

24. Trend: Showrooming
McKinsey’s iConsumer Reseach
analysis indicates that overall, 44%
of retail customers are using their
mobile inside the store.
Out of these,
43% are visiting the store’s website
40% are visiting the competitor’s
website
38% are using price-comparison
tools
17% are scanning barcodes

25. Features – Analysis & Testing

26. Trend: Location-based targeting

27. Features – Cross Device & Data

28. Trend: Rise of mCommerce

29. Features – Mobile Apps & Sites

30. Trend: Multi-device path to purchase

31. Features – Product Integrations

32. Trend: Conversion Optimization

33. Features – Sales & Conversions

34. Here’s Some You May Not Know About

35. Hidden Features – Funnel Visualization

36. Hidden Features – Page Load Time

37. Hidden Features – Page Value

38. Hidden Features – Attribution Models

39. So, if it’s so darned good,
why isn’t your digital
performing better?

40. … Because You’re Looking for a Needle in a Haystack

41. Look at the entire Customer Journey Funnel

42. Don’t Look Everywhere, Just at Bottlenecks
AWARENESS CONSIDERATION CONVERSION LOYALTY

43. At these key moments, how can you
leverage your brand?
I-want-to-be-informed I-want-to-know I-want-to-buy I-want-to-use-and-share
82%
of smartphone users
turn to their phone to
influence a purchase
decision while in a
store.
65%
of online consumers
look up more
information online
now versus a few
years ago.
90%
of smartphone users
have used their phone
to share progress
made toward a long
term goal or multi-
step process.
91%
of smartphone users
turn to their phones
for creative ideas
while doing a task.
Source: Google Research, 2013
AWARENESS CONSIDERATION CONVERSION LOYALTY

44. Bottleneck 1 – Nobody Knows About You
AWARENESS

45. Bottleneck 1 – Nobody Knows About You
Quick Awareness Quiz:
Name a site where you
can book budget hotel rooms?

46. Bottleneck 1 – Nobody Knows About You

47. Bottleneck 1 – Nobody Knows About You
Measuring Awareness:
Brand Rank?
Reach/Frequency?
Brand Search Volume?

48. Bottleneck 2 – Nobody Prefers You
CONSIDERATION

49. Bottleneck 2 – Nobody Prefers You

50. Bottleneck 2 – Nobody Prefers You
Measuring Consideration:
Brand Rank?
Search Rankings?
Website/App Traffic?

51. Bottleneck 3 – Nobody Buys You Online
CONVERSION

52. Bottleneck 3 – Nobody Buys You Online

53. Bottleneck 3 – Nobody Buys You Online
Measuring Conversion:
Leads?
Revenue?
Conv. Rate?

54. Bottleneck 4 – Nobody is Loyal to You
LOYALTY

55. Bottleneck 4 – Nobody is Loyal to You

56. Bottleneck 4 – Nobody is Loyal to You
Measuring Loyalty:
Engagement Rate?
Email Open Rate?
Repeat Revenue?

57. Don’t Measure Everything, Just Bottlenecks
AWARENESS CONSIDERATION CONVERSION LOYALTY

58. KICKSTART Your Analytics
With This Action Plan

59. KICKSTART Action Plan
KPIs, Objectives & Goals
Installation & Integration
Conversion & eCommerce tracking
Key Data Verification & Checks
Segmentation & User Analysis
Testing & Optimization
Attribution & Modeling
Reporting & Dashboards
Training & Development

60. Thank You
Rachit Dayal
Founder & Partner
FutureMarketer
rachit@futuremarketer.co | @rachitdayal (Twitter) | www.futuremarketer.co