Digital Analytics: Customer FirstMoving from Data to Omni-Channel Intelligence

Kashif Khurshidwww.CaptainAnalytics.comKashifKhurshid@gmail.comSr. Strategist, Digital Analytics

“The power of Analytics is with Influencing Digital Experiences

that Delight the Customer”‑ Captain Analytics.com

It all Starts with the ProcessState your business

goalsDefine your

KPIsDetermine

your audience

Design your

reporting strategy

Plan your Omni-

analytics requiremen

ts(Toolbox)

It all Starts with the ProcessState your business

goalsDefine your

KPIsDetermine

your audience

Design your

reporting strategy

Plan your Omni-

analytics requiremen

ts(Toolbox)

1. Approaching the DataTwo Paths for Digital Analytics

Review Data

Business Questions

Business Questions

Review Data

• Starting with the Data or the Purpose?

KPI’s- Metrics & DimensionsState your business

goalsDefine your

KPIsDetermine

your audience

Design your

reporting strategy

Plan your Omni-

analytics requiremen

ts(Toolbox)

2. Defining KPI’s- Metrics• KPI’s start with knowing which Metrics to Use

• Visitor | Visits | Pageviews

Cust

om E

vent

s

2. KPI’s: Dimensions• Key categories for digital optimization

Visit Related

Content Related

Sources Related

Conversion Related

Audience SegmentsState your business

goalsDefine your

KPIsDetermine

your audience

Design your

reporting strategy

Plan your Omni-

analytics requiremen

ts(Toolbox)

3. Segmenting and Building Audience Groups• Popular ways to slice the data• Use Segment stacking

Visit Frequency &

RecencyDevice Type Geography /

Market AreaPages / Sections

Sources of Traffic

Product Lines & Task

Completions

Technical – Browser & OS

Pathing / Funnels

Reporting StrategyState your business

goalsDefine your

KPIsDetermine

your audience

Design your

reporting strategy

Plan your Omni-

analytics requiremen

ts(Toolbox)

4. Define your Reporting Strategy• One Size does not fit all

Omni-Channel AnalyticsState your business

goalsDefine your

KPIsDetermine

your audience

Design your

reporting strategy

Plan your Omni-

analytics requiremen

ts(Toolbox)

5. Requirements begin with the Business

Nurturing

• Heavy use of analytics insights

• Full System Integrations

• Higher focus on the journey rather than the activity

Retention

• Slightly complex KPI’s

• Some System Integration

• Metrics: Customer Engagement, Recency & Frequency

Acquisition

• Few KPI’s

• Low System Integration

• Metrics: Sales, Traffic, CTR, CR, & ROI

Easy Challenging

Most Focus Most Ignored

Strategic Advantage = Analytics Maturity

Analytics Maturity Model

Cont

ent /

N

avig

ation

Func

tiona

lity

Path

O

ptim

izatio

n

Effec

tive

Mar

ketin

g

Segm

enta

tion

Pred

ictiv

e An

alyti

cs

Pers

onal

izatio

n

Data Silos Real-Time Integration

Some Integration

Moving towards on Omni-Channel Experience

Omni-Channel Optimization Requires Selecting the Right Tools

The Digital Tool BoxAnalytics Call Tracking Session Replays Tag Management

System

Surveys Ratings & Reviews Search Engine Optimization

Social Listening Tools

Data Insight Data Visualization Predictive Modeling

Customer Relationship Management

A/B Testing Email & In-App Messaging

Paid Search & Media

Management

Content Management

System

Mobile, Web , App Marchex, Mongoose Tealeaf, ClickTale Adobe DTM, Tealium

Foresee, UserZoom BazaarVoice, Re-Vu

BlueKai, Quantcast, Demandbase

Radian6, Hoot suiteConductor, SEOClarity

Tableau, Domo, Qlikview

Revolution Analytics, SAS, TIBCO

SalesForce, Infusionsoft

CQ5, Teamsite, DrupalKenshoo, MarinExactTarget, Localytics

Test & Target, Optimizely

Actio

nabl

eIn

telli

genc

eChoose Your Weapons

Formula for Omni-Channel Success for Success:

Analytics Integration Competitive Advantage

Image Credit: www.telegraph.co.uk

Thank you for your time.Kashif Khurshid

www.CaptainAnalytics.comKashifKhurshid@gmail.comLinkedIn @ kashifkhurshid