Post on 21-Jan-2015
description
Building Customer Profiles
Vinoaj (Vinny) Vijeyakumaar Managing Partner & Co-Founder
SPARKLINE
vinny@sparkline.com @vinoaj
@vinoaj www.sparkline.com
3 Rules for a Great Presentation
Don’t be that speaker after lunch
Don’t be that speaker before drinks
Don’t be that speaker any time after Avinash
@vinoaj www.sparkline.com
3 Rules for a Great Presentation
Don’t be that speaker after lunch ✗Don’t be that speaker before drinks ✓Don’t be that speaker any time after Avinash ✗
Hello
@vinoaj www.sparkline.com
AU, NZ
@vinoaj www.sparkline.com
SG, MY, TH, ID, PH, VN
@vinoaj www.sparkline.com
Sparkline
@vinoaj www.sparkline.com
Sparkline
Managing Partners
Aleetza 9 yrs AdWords / YouTube / Digital Solutions
Vinny 5 yrs Google Analytics / Conversion Rate Optimisation
On with the show …
@vinoaj www.sparkline.com
Prosopagnosia
@vinoaj www.sparkline.com
@vinoaj www.sparkline.com
@vinoaj www.sparkline.com
All web analysts are face blind
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@vinoaj www.sparkline.com
The Aim
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Today
• Move away from Clicks to Users • Making sense of Demographic Reports
• Taking Action for Users
Google Analytics Demographic Reports
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Demographic Reporting
@vinoaj www.sparkline.com
Universal Analytics: The Easy Way
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Universal Analytics: The Hard Way
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||
function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new
Date();a=s.createElement(o),
m=s.getElementsByTagName(o)
[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,'script','//www.google-analytics.com/
analytics.js','ga');
ga('create', 'UA-XXXXXX-XX', 'example.com');
ga('require', 'displayfeatures'); ga('send', 'pageview');
</script>
@vinoaj www.sparkline.com
Classic GA: The Easy Way
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Classic GA: The Hard Way
<script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-xxxxx-y']);
_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>
to
<script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-xxxxx-y']);
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ? 'https://' : 'http://') + 'stats.g.doubleclick.net/dc.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
})();
</script>
@vinoaj www.sparkline.com
One last thing …
@vinoaj www.sparkline.com
Step 1: Know your customers’ gender & age makeup
@vinoaj www.sparkline.com
@vinoaj www.sparkline.com
Step 2: Identify differences in patterns of behaviour
There are more female visitors than males
Females are more engaged than males
@vinoaj www.sparkline.com
Step 2: Identify differences in patterns of behaviour
Females convert at a rate significantly less than males
Males generate higher value metrics
@vinoaj www.sparkline.com
What next?
• Cater research & packages to female audiences
@vinoaj www.sparkline.com
What next?
• Optimize the booking flow for impatient males
@vinoaj www.sparkline.com
Step 3: What interests my customers?
@vinoaj www.sparkline.com
A smartphone retailer
@vinoaj www.sparkline.com
What interests my customers?
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Propensity to Spend
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What are my customers looking to buy?
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Propensity to Spend
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What action do we take?
Interests • Technophiles • Shutter Bugs • Pop Music
In the market for • Apparel • Tech
Accessories
A few suggestions • Put the camera front & center. Highlight
the camera’s features. • Put front & center speaker quality. • How many HD photos can the device
store? • How many songs can the device hold? • How much playtime can I get on a full
battery?
@vinoaj www.sparkline.com
Step 4: Don’t be afraid to drill down
★
★
★
@vinoaj www.sparkline.com
Step 5: Segment & Learn
Find out more: http://vnjv.co/unifiedsegts
@vinoaj www.sparkline.com
Segment’s Purchase Behaviour
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Segment’s Intent
Our valuable segment of users are interested in Android phones – primarily those made by Xiaomi, HTC, or Samsung
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Step 6: Retarget to Your Valuable Segments
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Retargeting doesn’t have to be limited to AdWords or DoubleClick…
@vinoaj www.sparkline.com
Digital knowledge can be applied to offline contexts too …
In-store promotions & bundles
Store layout
What have we achieved?
@vinoaj www.sparkline.com
The Aim
@vinoaj www.sparkline.com
From “No Faces” to “Faces”
Click Gender
Age
Behaviour
Interests
Intent
@vinoaj www.sparkline.com
OK, so it’s more like this …
You Can Still Do More …
@vinoaj www.sparkline.com
Social Login
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Surveys
Find out more: http://vnjv.co/qualga
Nothing to do tonight?
@vinoaj www.sparkline.com
5 things to do tonight
Implement display advertising support in Google Analytics 1
Build a picture of your customers 2
Identify your most valuable customer types 3
Engage them 4
Think advanced … Social Logins, Surveys, etc… 5
Put a Face to Your Clicks! vinny@sparkline.com