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Digital analytics Adobe Symposium
This document discusses using digital analytics to provide an omni-channel customer experience. It outlines a 5-step process: 1) stating business goals and defining KPIs, 2) segmenting audiences, 3) designing reporting strategies, 4) requiring omni-channel analytics tools, and 5) selecting the right tools. The goal is to gain a strategic advantage through increased analytics maturity and integration across channels to deliver personalized experiences that delight customers.
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Digital analytics Adobe Symposium
- 1. Digital Analytics: CustomerFirst Moving from Data to Omni-Channel Intelligence Kashif Khurshid www.CaptainAnalytics.com KashifKhurshid@gmail.com Sr. Strategist, Digital Analytics
- 2. “The power ofAnalytics is with Influencing Digital Experiences that Delight the Customer” - Captain Analytics.com
- 3. It all Startswith the Process State your business goals Define your KPIs Determine your audience Design your reporting strategy Plan your Omni- analytics requirements (Toolbox)
- 4. It all Startswith the Process State your business goals Define your KPIs Determine your audience Design your reporting strategy Plan your Omni- analytics requirements (Toolbox)
- 5. 1. Approaching theData Two Paths for Digital Analytics Review Data Business Questions Business Questions Review Data • Starting with the Data or the Purpose?
- 6. KPI’s- Metrics &Dimensions State your business goals Define your KPIs Determine your audience Design your reporting strategy Plan your Omni- analytics requirements (Toolbox)
- 7. 2. Defining KPI’s-Metrics • KPI’s start with knowing which Metrics to Use • Visitor | Visits | Pageviews CustomEvents
- 8. 2. KPI’s: Dimensions •Key categories for digital optimization Visit Related Content Related Sources Related Conversion Related
- 9. Audience Segments State your business goals Defineyour KPIs Determine your audience Design your reporting strategy Plan your Omni- analytics requirements (Toolbox)
- 10. 3. Segmenting andBuilding Audience Groups• Popular ways to slice the data • Use Segment stacking Visit Frequency & Recency Device Type Geography / Market Area Pages / Sections Sources of Traffic Product Lines & Task Completions Technical – Browser & OS Pathing / Funnels
- 11. Reporting Strategy State your business goals Defineyour KPIs Determine your audience Design your reporting strategy Plan your Omni- analytics requirements (Toolbox)
- 12. 4. Define yourReporting Strategy • One Size does not fit all
- 13. Omni-Channel Analytics State your business goals Defineyour KPIs Determine your audience Design your reporting strategy Plan your Omni- analytics requirements (Toolbox)
- 14. 5. Requirements beginwith the Business Nurturing • Heavy use of analytics insights • Full System Integrations • Higher focus on the journey rather than the activity Retention • Slightly complex KPI’s • Some System Integration • Metrics: Customer Engagement, Recency & Frequency Acquisition • Few KPI’s • Low System Integration • Metrics: Sales, Traffic, CTR, CR, & ROI Easy Challenging Most Focus Most Ignored Strategic Advantage = Analytics Maturity
- 15. Analytics Maturity Model Content/ Navigation Functionality Path Optimization Effective Marketing Segmentation Predictive Analytics Personalization DataSilos Real-Time Integration Some Integration Moving towards on Omni-Channel Experience
- 16. Omni-Channel Optimization RequiresSelecting the Right Tools
- 17. The Digital ToolBox Analytics Call Tracking Session Replays Tag Management System Surveys Ratings & Reviews Search Engine Optimization Social Listening Tools Data Insight Data Visualization Predictive Modeling Customer Relationship Management A/B Testing Email & In-App Messaging Paid Search & Media Management Content Management System Mobile, Web , App Marchex, Mongoose Tealeaf, ClickTale Adobe DTM, Tealium Foresee, UserZoom BazaarVoice, Re-Vu BlueKai, Quantcast, Demandbase Radian6, Hoot suiteConductor, SEOClarity Tableau, Domo, Qlikview Revolution Analytics, SAS, TIBCO SalesForce, Infusionsoft CQ5, Teamsite, DrupalKenshoo, MarinExactTarget, Localytics Test & Target, Optimizely ActionableIntelligence Choose Your Weapons
- 18. Formula for Omni-ChannelSuccess for Success: Analytics Integration Competitive Advantage Image Credit: www.telegraph.co.uk
- 19. Thank you foryour time. Kashif Khurshid www.CaptainAnalytics.com KashifKhurshid@gmail.com LinkedIn @ kashifkhurshid
Editor's Notes
- #18 Categories of Tools: Analytics Monitoring (Mobile, Web, App) Call Tracking (Marchex, mongoose) Session Replay Tools (Clicktale & Tealeaf) Ratings and Reviews (BazaarVoice, Re-Vu) Surveys- Forsee, Userzoom, iPerception Data Insights (bluekai, Quantcast, Demandbase) Data Visualization- Tableau, Domo, Qlikview Tag Management (Tealium, Ensighten) Customer Relationship Management – SalesForce, infusionsoft, bollhorn Content Management System (CMS)- Teamsite, Drupal, Adobe Experience Manager (CQ 5) Predictive Modeling/ programming- SAS, TIBCO, Revolution Analytics) Paid Search Management (kenshoo, Marin) Search Engine Optimization- SEOClarity, Conductor, Brightedge) Social Listening Tools- radian6, Hootsuite, adobe social) Email & inApp Messaging (Exacttarget, Marketo, responsys, Localytics, Constantcontact) A/B Testing & Personalization (Target, Monetate, Optimizely)