The document discusses how to use Google Analytics data to make better marketing decisions. It notes that only 6% of marketing decisions are currently made using company data. It asks companies to consider defining customers and focusing on retention, customer lifetime value, and the most profitable customers rather than just acquisition metrics. The document advocates analyzing multi-channel customer funnels and acquiring the top 10% of most valuable customers who can generate the most revenue.

1. How to Use Google Analytics
Data to Take Decisions
Presentation By
Ranjit Bhatta
Co-Founder, Parewa Labs

2. Only 6% of Marketing Decision are
Made Using Company Data

4. What companies do now a days?

5. Does it provide right data to take decisions?

6. In period of 5 years, on average 50%
of customers leave your business

7. If we focus on acquisition and conversion, we
focus on more people more, orders not
support and services after it.

9. Finding Success
-> Strongest Brand
-> Unique Product
-> Lowest Price

11. Question change dramatically now
Before:
• How many orders do we receive?
• What was average CPA?
• What traffic source had best conversation rate?
After:
• How many customer do we have?
How do you define customers for your business?
• How much did they spend?
• What customers are most profitable and why?

12. Our goal is to acquire top 10% of customers while our customers can
fight for 100%
- Some Bank in America

13. Multi-channel Funnel

14. THE END