1. Growing Revenue and Loyalty with
Digital Analytics
Charlie Cole
VP, E-Commerce – Schiff Nutrition
@TheCharlieCole
CharlieC@SchiffNutrition.com
2. About Me
• Started in a Real Estate.com when I was
20
• Ran an online direct response agency
when I was 25
• Was VP of Online Marketing at Lucky
Brand at 28
• Moved on to Schiff Nutrition 5 months ago
• I play volleyball
• I drink wine
• And most of all… I freaking love America
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3. About Schiff Nutrition
• Founded 76 years ago as a sports nutrition
company – credited as the first of it‟s kind
• Today, a $350 million dollar company
publically traded on the NYSE
• Key to long term success is it‟s core
brands
• Mega Red
• Move Free
• Airborne
• Digestive Advantage
• Tiger‟s Milk
• Schiff
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4. Enough Context… What are we talking about?
• The customer journey…
Aware of
the Brand
• Who are they?
• Where are they (in the Journey… or „Touched‟
by the
maybe the world…) Brand
• When are they ready to buy?
Pursuing
the Brand
• How do they prefer to buy?
• Why are they buying?
• What do they want to buy?
$$$
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5. Where do we start?
• OK a little more context…
• Schiff Nutrition never had a direct to consumer business…
• That means no customer file
• That means no customers, really
• That means limited data
• That means non-commerce enabled web sites
• That means a really, really, freaked out Charlie
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6. Understanding your customer journey
So… What do I need to analyze and
understand?!
“Old School
Macro Data”
Marketing
Social Data
Data
Post
Browsing
Purchase
Data
Data
Purchase
Data
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7. “Old School Macro Data”
• Who is your customer…
Directionally
• Demographics
• Psychographics
• Socioeconomic conditions
• Geography
• The stuff you know… but
might not have data on yet
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8. Marketing Data
• When you start driving people from different sources… THAT‟S when it
gets fun
Aware of
the Brand
Saw a display ad, unbranded search
listing, comparison shopping engine
listing, affiliate discount
„Touched‟
Clicked onby the
ANY of those
Brand
advertisements ---
consciously recognizes the
brand
Pursuing
the Brand
Goes to the
website or
physical store
$$$
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9. Marketing Data Slide Cheat Sheet
Aware of the Touched by the Pursuing the
Brand Brand Brand
• See a display ad • Interact with a • Branded search
• Unbranded display ad • Respond to re-
search listings • Research the targeting
• Comparison brand on other • Friend the
Shopping sites brand on
Engines • Respond when Facebook
• Affiliate the brand is • Pick up the
Listings mentioned brand at a store.
• Facebook Feed
Information
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10. You have them on your site…
• They‟re on your site.. Analytics that matter:
• How do they navigate? Time on Site
• What are they searching Page Views per User
for?
Entry Points
• What products do they
look at?
Exit Points
• What OTHER products to Products Viewed/Products
they look at? Purchased
• What causes them to Cart Abandonment
„engage‟
Cross Sells
12. Purchase Data
• OK… they‟ve bought something
• What did they buy?
• What did they look at before they bought it?
• What marketing source did they come from?
• Where did they buy it?
• Did they use a promo code?
Are you passing this stuff to your CRM?
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13. Post Purchase Data
• So… now what?
• What else could they buy?
• When could they buy this thing again?
• How much did they spend? Were they profitable?
Are you making customer profiles?
14. Social Data
• How do I make actionable decisions out of this mess?
• What else are your BUYERS into?
• What else are your VIEWERS looking at?
• What do folks have a proclivity to TALK about?
