Digital analytics Adobe Symposium
19
Digital Analytics: Customer First Moving from Data to Omni-Channel Intelligence Kashif Khurshid www.CaptainAnalytics.com [email protected] Sr. Strategist, Digital Analytics
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Transcript of Digital analytics Adobe Symposium
Digital Analytics: Customer FirstMoving from Data to Omni-Channel Intelligence
Kashif [email protected]. 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
