The document discusses the importance of customer analytics in optimizing marketing automation, highlighting three main challenges: understanding the customer journey, effectively addressing mobile device usage, and demonstrating campaign ROI. It emphasizes that standard web analytics are inadequate and underscores the need for comprehensive customer data collection and analysis. Additionally, it calls for a focus on multi-channel strategies to enhance customer experience across various touchpoints.

1. HOW TO USE CUSTOMER ANALYTICS TO GET THE MAXIMUM
OUT OF MARKETING AUTOMATION SOLUTIONS
September 18th 2015
#MAS2015 - @Universem - @hubcy

2. 11www.universem.be
17 experts
Growth accelerator
Google Analytics Certified Partner

3. Source: http://cog.konaworld.com/2015-bellingham-womens-mountain-bike-clinic-proudly-supported-by-kona/
Active Moutain Biker!

4. Leading Private Sales Bike shop

5. Sales only for members
Great offers on top brands
For a limited time only

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Private sales business model
Visitor Member Customer

7. CHALLENGE TO BETTER
UNDERSTAND THEIR MEMBERS
1. What’s the customer journey?
2. How can I deal with mobile?
3. Is the ROI of my campaigns positive?
Standard Google Analytics setup is not enough

8. From Session-based analytics …
Search on
Mobile
First
purchase
Second
purchase
… to Customer analytics
Search on
Mobile
First
purchase
Second
purchase
Unique user
User id “47834567”

9. 9© www.universem.be
Customer Analytics?
Customer analytics gathers all techniques to
1. Collect all customer data
2. Analyze them to understand their behavior
3. Find insights to help make key business decisions
Customer analytics > Web Analytics

10. Challenge 1:
Customer
Journey

11. 11© www.universem.be
Challenge 1: Customer Journey
The journey of a thousand miles must begin with a single step
Chinese proverb

12. 12© www.universem.be
Challenge 1: Customer Journey
Generic
Search Click
Display Click
Note: all data for information only
Member
1234
Customer
VIP
Visitor Member Customer
Inactive
Member
Active Member
40%
60%
After
3 months
20%
80%
30%
20%
15%

13. 13© www.universem.be
Challenge 1: Customer Journey
Generic
Search Click
Display Click
Note: all data for information only
Member
1234
Active Member Customer
Visitor Member Customer
60%
20%
8%
6%
40%
60%
After
3 months
20%
80%
30%
20%
15%
VIP

14. Challenge 2:
Dealing with
Mobile

15. 15© www.universem.be
Challenge 2: Dealing with Mobile
Source: E-Commerce Belgium 2015, Comeos & Insites Consulting
Picture: https://www.flickr.com/photos/68532869@N08/17471462035/
25% of Belgians buys on mobile devices
39% wants to do it in the coming year for sport

16. 16© www.universem.be
Challenge 2: Dealing with Mobile
Note: all data for information only
Members Conversion rate # of orders
2.500 3% 75
9.000 4% 360
4.500 1,6% 72
WHY SHOULD
WE FOCUS ON
MOBILE?

17. 17© www.universem.beNote: all data for information only
Members Conversion rate # of orders
2.000 2% 40
8.000 2% 160
3.000 1,2% 46
500 6% 30
400 7% 42
1800 8% 126
300 21% 63
MOST VIPS
Challenge 2: Dealing with Mobile

18. 18© www.universem.beNote: all data for information only
Tablet Desktop Mobile
100% - -
- 100% -
- - 100%
40% 60% -
75% - 25%
- 80% 20%
25% 60% 15%
Challenge 2: Dealing with Mobile
LAST STEP ON
WHICH
DEVICE?

19. Challenge 3:
ROI of the
campaigns

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Challenge 3: ROI of the campaigns
Source: The Fournaise Marketing Group, 2014
80% OF MARKETERS
STRUGGLE TO PROPERLY
DEMONSTRATE THE
EFFECTIVENESS OF THEIR
MARKETING CAMPAIGNS!

21. 21© www.universem.be
Challenge 3: ROI of the campaigns
Generic
Search Click
Display Click
Note: all data for information only
Member
1234
Active Member Customer
Visitor Member Customer
60%
20%
8%
6%
40%
60%
After
3 months
20%
80%
30%
20%
15%
From 1 day to several months timeframe

22. 22© www.universem.be
Challenge 3: ROI of the campaigns
Note: all data for information only
COHORT ANALYSIS

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Challenge 3: ROI of the campaigns
Note: all data for information only
Great results: 1. Details on the turnover for each € spent
2. Decision to increase marketing budget

24. Going
Further

25. 25© www.universem.be
Going further
1. Your customers are changing!
2. Think about multi-channel
3. Seamless experience on all touchpoints

27. 27
Gembloux – Parc Créalys
Rue Camille Hubert, 13
5032 Gembloux
Tel: +32 (0)81 713 430
contact@universem.be
Brussels
Avenue H.-Debroux, 40
1160 Brussels
Tel: +32 (0)2 318 23 90
contact@universem.be
Question Time!
Hubert de Cartier
Partner & Project Director
+32 (0) 81 713 431
hubert@universem.be
@hubcy