Customer Experience Optimization through Google Analytics

Customer Experience Optimization through Google Analytics

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  Customer Experience Optimization Using Google Analytics& “Small Data” to drive people through the Customer Journey
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  What’s On TheAgenda Today? • About Rachit & Future Marketer • Google Analytics & “Big Data” • Metrics That Really Matter • Action Plan for Analytics
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  “At FutureMarketer, our missionis to inspire & educate executives to make them future-ready in a world driven by digital innovation”
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  Who is thisguy? 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
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  Leadership TeamClients &Team Across the World
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  Learning Programs forLeaders & Practitioners Marketing Practitioners Take your skills to the next level Business Leaders Drive change using digital
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  … and havealso been chosen by* * The above represents a small selection of clients
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  Multiple Training andLearning 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
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  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
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  Clients: Banks Internet BankingCredit Card Sign-up
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  Clients: Airlines Search listingSeat selection
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  Clients: Retail Social Mediaprofile Online purchase
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  “Big Data” isFascinating but Complicated
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  But “Small Data”Views are Beautiful & Practical
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  G Analytics =Big Data You Already Have!
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  Do you reallyknow your Google Analytics?
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  Features of GoogleAnalytics
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  Trend: Global growthof eCommerce Source: Payfort report, 2014
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  Features – Audience& Behavior
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  Trend: Digitization ofCommerce
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  Features – Site& App Performance
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  Trend: Multiple Channelsof Engagement
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  Features – Advertising& Campaigns
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  Trend: Showrooming McKinsey’s iConsumerReseach 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
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  Features – Analysis& Testing
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  Trend: Location-based targeting
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  Features – CrossDevice & Data
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  Trend: Rise ofmCommerce
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  Features – MobileApps & Sites
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  Trend: Multi-device pathto purchase
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  Features – ProductIntegrations
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  Trend: Conversion Optimization
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  Features – Sales& Conversions
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  Here’s Some YouMay Not Know About
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  Hidden Features –Funnel Visualization
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  Hidden Features –Page Load Time
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  Hidden Features –Page Value
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  Hidden Features –Attribution Models
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  So, if it’sso darned good, why isn’t your digital performing better?
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  … Because You’reLooking for a Needle in a Haystack
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  Look at theentire Customer Journey Funnel
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  Don’t Look Everywhere,Just at Bottlenecks AWARENESS CONSIDERATION CONVERSION LOYALTY
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  At these keymoments, 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
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  Bottleneck 1 –Nobody Knows About You AWARENESS
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  Bottleneck 1 –Nobody Knows About You Quick Awareness Quiz: Name a site where you can book budget hotel rooms?
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  Bottleneck 1 –Nobody Knows About You
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  Bottleneck 1 –Nobody Knows About You Measuring Awareness: Brand Rank? Reach/Frequency? Brand Search Volume?
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  Bottleneck 2 –Nobody Prefers You CONSIDERATION
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  Bottleneck 2 –Nobody Prefers You
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  Bottleneck 2 –Nobody Prefers You Measuring Consideration: Brand Rank? Search Rankings? Website/App Traffic?
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  Bottleneck 3 –Nobody Buys You Online CONVERSION
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  Bottleneck 3 –Nobody Buys You Online
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  Bottleneck 3 –Nobody Buys You Online Measuring Conversion: Leads? Revenue? Conv. Rate?
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  Bottleneck 4 –Nobody is Loyal to You LOYALTY
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  Bottleneck 4 –Nobody is Loyal to You
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  Bottleneck 4 –Nobody is Loyal to You Measuring Loyalty: Engagement Rate? Email Open Rate? Repeat Revenue?
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  Don’t Measure Everything,Just Bottlenecks AWARENESS CONSIDERATION CONVERSION LOYALTY
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  KICKSTART Your Analytics WithThis Action Plan
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  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
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  Thank You Rachit Dayal Founder& Partner FutureMarketer rachit@futuremarketer.co | @rachitdayal (Twitter) | www.futuremarketer.co