MeasureCamp V London training: Data integration - Web Analytics, CRM, and Voice of Customer

Integrating Web Analytics,
CRM, and VoC
19th September 2014 13:30 – 16:30
Sean Burton

Overview
• A bit about me…
• Who’s in the room…
• Some background…
• Getting started…
• Exercise!
• Bringing it all together…
• Next steps…
• The wrap up.
0191 704 2045 | analyt.co.uk | info@analyt.co.uk | @analytdata

Intros…
Sean Burton – Analyt
sean@analyt.co.uk | @sean_d_burton | analyt.co.uk
I'm passionate about improving customer experience and business value by using a blend of data,
technology and psychology.
About me:
• Formerly the Director of Measurement at Seren Design Ltd.
• A 15 year career covering: eLearning, Content Management Systems, Interaction Design, Product
Management, Web Analytics, and Data Visualisation.
• Extensive experience with FTSE 100 companies across financial, telecommunication, gaming, and retail
sectors.

Who’s in the room…

Some of the upfront questions
• How do you get VoC data into Google Analytics?
• How to you join data from different sources? What happens if the data
sources aren’t linked?
• What happens when your customer journeys cover & cross multiple
domains?
• How do you can you improve marketing performance/customer
journeys using data?

Some background…

…the web is littered with abandoned baskets

‘Headline’ Conversion Rate – offline benchmarks
100
80
60
40
20
0
'High-ticket'
speciality
General
speciality
Footwear Clothing Department
store
Mixed-goods
Grocery
Source: RCT Analytics Ltd
Online

Interesting finding…
“By improving user experience, a typical business can improve
sales by 64%.”
Hewson Group, 2003

The Key Business Processes
Aware Consider Visit Browse Engage Transact Repeat
Acquisition Marketing
Site and Content Development
Retention Marketing

The challenge…
You
Affiliates
Survey
Data
Email data
Ad-serving
data
Transactions
Customer
data
Web
analytics
PPC data
Panel data
ISP data
Analyst
data
GRP data
Offline
sales data
Promotion
data
Performance
data

Familiar?

not simpler. “
Everything should be made
as simple as possible but
”

Good KPIs are “Übermetrics”…
Good KPI
Strategic
measures of
success
Actionable
Easy to
understand
Based on
valid data

Key questions
customer
journey profile
Who visits and buys
from the site?
What do they buy?
Why do they visit the
site?
How are they using
the site?

Core data relating to CX
• Web Analytics – the what
• Detailed traffic measurement tool showing volume of traffic across your digital
real-estate.
• Customer Relationship Management (CRM) – the who
• A database with details of who your customers are, what they have bought,
and their communication preferences.
• Voice of Customer (VoC) / Surveys – the why
• Responses to online or market research questionnaires. Typically run by
external agencies and hosted via an external tool.

Survey approach
entry survey exit survey
site experience
visit intention
outcome versus
intention
expectations delivery against
expectation
visit profile
visitor profile

What people say vs what they actually do...
Say Do
Over a third of people say that they intend to
buy something
Conversion rates are in the normal range
People say that they are going to visit 2.5
categories on average
On average they visit 1
Nearly half of people say that they are likely
or very likely to use the search function
Less than 20% of visits have a search in
them

Customer Experience
• Do you know who your customers are?
• Do you listen to them?
• Do you know what they think of you?
• Are changes to your web site driven by people within the
business rather than by the people that actually pay them – the
customer?
Ultimately, it’s best to try and avoid…

Most people don’t like bad experiences

CONVERSIONS
Acquisition & Conversion
ACQUISITION
STRATEGIES
USABILITY

“I got there in the end but it was a
struggle. Probably best try
www.acme.com”
…not what I
expected
I’ll try another site
Grrr, where’s the
phone?
This is a nightmare!
What a load of
b*ll**ks!!

Optimising Processes – survey first
• Ask about reasons for visiting, i.e. task intent.
• Trigger survey at the end of key processes, e.g. purchase or
registration.
• Capture trigger URLs and web analytics visitor cookie values.
• Segment survey data based on visitors failing to complete their task
and then review their comments
• Use web analytics data to confirm traffic volumes for trigger URLs – this
will allow you to scale the issue

Optimising Processes – analytics first
• Use web analytic data to find process steps with significant drop-out
• Segment out visitors that start process, but fail to complete.
• Cross-reference visitor IDs with survey data to see if any visitors had
left feedback
• Use feedback to help isolate the problem

The Peak End Rule
• Proposed by Barbara Fredrickson and Daniel Kahneman
• Theory states that people remember the most intensely felt moments
of an experience and the feelings at end
• Understanding how your customers are feeling at the end of a
process is very powerful

Peak End Rule
Duration
Experience

Getting started…

Getting started
• Basic
• Simply show VoC alongside web analytic reports
and basic demographics from CRM
• The mid-point (correlate)
• Overlay key VoC metrics, e.g. recommendation,
with key web analytics data, e.g. orders
• The goal (associate)
• Fully integrated customer feedback covering a
range of data sources

Integrating CRM & Analytics
• Many Analytics providers can now do this ‘out of the box’, e.g. Adobe’s
(Omniture) Genesis platform
• Common approaches are to:
• Capture a user ID when a user logs into the site based on their CRM record,
which can then be used to link their clickstream data with their CRM record
• Selectively write out details of the user’s CRM record to the web site, allowing
these data to be captured in the web analytics tool as custom fields, e.g.
Gender, Age, job role, etc.
• Make sure you’re completely transparent with your users as to how you
store and use their personal data – do not breach their trust!

Integrating VoC & Analytics
• Many VoC providers now offer Google Analytics integration ‘out of the
box’ and some support other vendors as well
• I’ve personally worked with eDigitalResearch, OpinionLabs,
SurveyMonkey, SurveyGizmo, and Cvent
• Many of the above, simply require you to give them your tracking
details and they can then pass back survey response data into your
web analytics.
• Alternatively, you can pass a user ID over to the survey, and so long as
the survey provider allows you to export raw response level data you
can then integrate with your web analytics at a later point.

Example Survey capture
Web site feedback
We’d love to here your thoughts on how we can
improve our site
Yes | No
Site Survey
1. Which of the following best describes your reasons
for visiting the site today:
• [Drop-down of key tasks]
2. Where you able to complete this?
• [Drop-down: Yes, Partially, No]
3. How easy did you find it?
• [Single select on scale 0-10]
4. Would you recommend this site to your family and
friends?
• [Single select on scale 0-10]
5. Any other comments?
• [Text box]

Example data capture – Google Analytics
<script>
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-XXXXX-X']);
_gaq.push(['_setDomainName', 'analyt.co.uk']);
_gaq.push(['_setAllowLinker', true]);
_gaq.push(['_setCustomVar',1, ’Task Intent', ’Buy fireplace', 2]);
_gaq.push(['_setCustomVar',2, 'Task Completion', ’yes', 2]);
_gaq.push(['_setCustomVar',3, 'Recommendation', 9, 2]);
_gaq.push(['_setCustomVar',4, 'Easy Score', 7, 2]);
_gaq.push(['_setCustomVar',5, ’Comments', ’great site', 1]);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
})();
</script>
Initial Google Analytics variables
• setAccount = defined the profile to send the data to
• setDomainName = sets the scope of the cookie
• setAllowLinker = allows GA to work across multiple
domains
Sets Google Analytics custom variables
• Using all 5 ‘free’ custom variables (Premium has 50)
• Task Intent, Completion, Recommendation, and
Easy Score all set to whole visit
• Other possible items of interest: Gender, page
ratings, etc.

Exercise…

Exercise (30 mins)
• In groups of 4… (10 mins)
• Choose a site you all know
• What does ‘good’ look like for them?
• What might they want to measure?
• What would an ideal blend of CRM + VoC + Analytics?
• How would you present it back to the business? To an executive audience/
You’ll then present back to the group for discussion (20 mins)

Bring it all together…

Bring it all together
• Use your web analytics tool as a hub for much of your analysis
• You CRM tool can act as the hub for acting on the data, for example pushing
updated email lists to your email provider
• Create a measurement framework about what ‘good’ looks like for your site.
Capture these events as success goals and associate these successes with
the users CRM record. Equally, make sure that you capture pain points so
you can proactively resolve them.
• Publish key demographic details from your CRM or VoC responses back to
your site so that these can be tracked in your analytics. Ideally, do this via a
non-PII ID stored in a cookie, to allow multi-visit analysis.

Customer data integration

The Benefits
Increase Revenues
More transactions
Greater transaction values
Higher advertising revenues
Stronger brand equity
Decrease Costs
Less support costs
Higher customer retention
Greater channel efficiency
Lower development costs

ROI
Scenario 1 Scenario 2
Return
25.5m
2.75%
£56.70
£38.98m
£5.23m
% increase
5%
15%
10%
% increase
2%
10%
5%
Return
26.25m
2.87%
£59.40
£44.75m
£11m
Baseline
Visits 25m
Conversion Rate 2.5%
Order Value £54.00
Revenue £33.75m
Uplift

A few examples…
• Telco client
• Improved customer service channel by integrating VoC & Web Analytics into
CRM
• Gaming client
• Used VoC & Web Analytics to highlight key pain during launch of a new betting
platform
• Banking client
• Used VoC tracker to highlight key drivers of satisfaction across wide range of
product categories

Case Study…
For every hour Apple spent calling their Detractors they generated
$1,000 in additional revenue
http://www.forbes.com/sites/stevedenning/2011/08/26/another-myth-bites-the-dust-how-apple-listens-to-its-customers/

The next step…
RFML Analysis

RFML Analysis
Recency
The elapsed time since the last purchase made by a customer
Metric: Days since last visit
Frequency
The average time between purchases for a customer
Metric: Average no. of days between purchase
Monetary
The total value of purchases made by a customer
Metric: Total order value or Average order value
Latency
The time between two events, such as first visit and purchase
Metric: Days between first visit and purchase

RFML – Visitor Scoring
 Recency Score:
 0: Visitor that have not visited the site within six months
 1: Visitors that have visited the site within the last six months
 2: Visitors that have visited within the last month
 3: Visitors that have visited within the last week
 Frequency Score:
 0: Visitors that visit the site less than once every six months
 1: Visitors that visit the site more than once every six months
 2: Visitors that visit the site more than once a month
 3: Visitors that visit the site more than once a week
 Monetary Score:
 0: Visitors that have never purchased
 1: Visitors that have purchased at least £100
 Latency Score:
 0: Visitors that have never purchased
 1: Visitors that purchased within six months of their first visit
 2: Visitors that purchased within one month of their first visit
 3: Visitors that purchased within one week of their first visit
 Visitor Bandings (sum of scores):
 0-1: Time wasters
 1-5: Casual glances
 5-9: Engaged Users
 9-12: Stars
Time
wasters
58%
Engaged
Users
10%
Casual
Glancers
23%
Stars
9%

Case Study…
Group A
Recency: Visited within last week
Frequency: Visits 6 or more times a month
Monetary: Average order value of £15
Latency: Less than a week
Group B
Recency: Within the last 6 months
Frequency: Less than once a month
Monetary: Average order value of £350
Latency: More than 6 months

Experiences spread
quickly nowadays

Sale
Lift
Profitability
Loyalty
1
2
3
4
5 Advocacy

Integrated customer feedback
Measure Act Advocate
Automated technical
issues email sent to
operational teams
Customers with low
CSAT scores
contacted by
Customer Services
Customer invited to
community
Customer
encouraged to use
Social Media
Customer
Experience Tracker
Web Analytics
and/or channel data
Operational
Monitoring
Measure CSAT + Operational Performance
Analyse data to establish scale of impact and scope of recommended actions
Contact Customer to explain
and/or resolve issue
Encourage customers to
join community
Monthly CX
Dashboard
Quarterly Workshop
Segmentation &
Process
Optimisation
Free Text Mining
/ Verbatim Analysis
Daily/Weekly Rapid
Reporting
UX Review / lab
research / EEG
Operational teams
fix issues based on
cost/benefit
Statistical analysis &
modelling
Training &
customised reports
to improve use of
data
Operational teams
investigate technical
issues
Data sources Techniques Outputs / Deliverables Operational activities Advocacy

The wrap up
Accept your baby may be
ugly!
Be prepared to ‘watch’ and
‘listen’
Ensure ongoing
measurement

The wrap up (cont)
Create remarkable
moments
Act quickly and respond to
change
Act quickly and respond to
change
Understand
Advocate
Fix & Act Measure

A few helpful links…
• Passing Web Analytics Data to CRM (Adam Greco)
• Blog: http://adam.webanalyticsdemystified.com/2010/05/10/crm-integration-passing-web-analytics-data-to-crm/
• YouTube: http://online-behavior.com/emetrics/integrating-web-analytics-and-crm-739
• Great blog detailing how to tie Google Analytics and SalesForce together
• http://www.e-nor.com/blog/google-analytics/integrate-salesforce-and-google-analytics
• A great blog by the wonderful Avinash with tips on choosing a survey providers
• http://www.kaushik.net/avinash/eight-tips-for-choosing-a-online-survey-provider/
• And of course vendor support pages, for example Google Analytics:
• https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingSite
• Data Import(Dimension widening) in Google Analytics
• https://support.google.com/analytics/answer/3191589

info@analyt.co.uk email
twitter @analytdata
analyt.co.uk web
Training Feedback
http://www.surveygizmo.com/s3/1800143/MeasureCamp-V-Training

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