Post on 16-Apr-2017
Growing Revenue and Loyalty with Digital AnalyticsCharlie ColeVP, E-Commerce – Schiff Nutrition@TheCharlieColeCharlieC@SchiffNutrition.com
About Me• Started in a Real Estate.com when I was
20
• Ran an online direct response agency when I was 25
• Was VP of Online Marketing at Lucky Brand at 28
• Moved on to Schiff Nutrition 5 months ago
• I play volleyball
• I drink wine
• And most of all… I freaking love America
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About Schiff Nutrition• Founded 76 years ago as a sports
nutrition company – credited as the first of it’s kind
• Today, a $350 million dollar company publically traded on the NYSE
• Key to long term success is it’s core brands• Mega Red• Move Free• Airborne• Digestive Advantage• Tiger’s Milk• Schiff
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Enough Context… What are we talking about?• The customer journey…
• Who are they?
• Where are they (in the Journey… or maybe the world…)
• When are they ready to buy?
• How do they prefer to buy?
• Why are they buying?
• What do they want to buy?
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Where do we start?• OK a little more context…
• Schiff Nutrition never had a direct to consumer business…
• That means no customer file
• That means no customers, really
• That means limited data
• That means non-commerce enabled web sites
• That means a really, really, freaked out Charlie
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Understanding your customer journey
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So… What do I need to analyze and understand?!
“Old School Macro Data”• Who is your customer…
Directionally
• Demographics
• Psychographics
• Socioeconomic conditions
• Geography
• The stuff you know… but might not have data on yet
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Marketing Data• When you start driving people from different sources… THAT’S
when it gets fun
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Saw a display ad, unbranded search listing, comparison shopping engine
listing, affiliate discountClicked on ANY of those
advertisements --- consciously recognizes
the brand
Goes to the website or
physical store
Marketing Data Slide Cheat Sheet
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You have them on your site…• They’re on your site..
• How do they navigate?
• What are they searching for?
• What products do they look at?
• What OTHER products to they look at?
• What causes them to ‘engage’
Browsing Data Example
Purchase Data• OK… they’ve bought something
• What did they buy?• What did they look at before they bought it?• What marketing source did they come from?
• Where did they buy it?• Did they use a promo code?
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Are you passing this stuff to your CRM?
Post Purchase Data• So… now what?
• What else could they buy?• When could they buy this thing again?• How much did they spend? Were they
profitable?
Are you making customer profiles?
Social Data• How do I make actionable decisions out of this
mess?
• What else are your BUYERS into?• What else are your VIEWERS looking at?• What do folks have a proclivity to TALK about?