How Digital Analytics Drives • the Customer Experience
Agenda • Identifying the Business Users (Who Are You?) • Who am I? • Customer Experience Marketing • The Bridge: The Importance of Digital Analytics • Digital Analytics Tools • Case Studies/Examples • Takeaways • Question/Comments
Who are you? • What do you wish you could be doing in digital today that you are not? • How involved are you in digital analytics? • What tools are you using? • What do you want to take away from today’s presentation?
Kelsey A Horine Senior Consultant, Digital Strategy and Analytics Biographical Sketch • ~7 years of digital marketing experience • Client side and agency experience and passionate about consumer-centric, data-driven marketing Education & Credentials • M.S Integrated Marketing Communications – Northwestern • B.S. Business Marketing - University of Denver Areas of Interest • Digital strategy and analytics • SEO, Mobile, Site, Email • Segmentation Outside of Work • Love drinking good wine, trying new restaurants • Practicing yoga and playing with my lab, Dillon • Sample Clients: • Target • KeyBank • Macy’s • Kraft • AllState • Dell
Customer Experience Marketing – What and Why? • CEM is a customer-centric, data-driven strategy • of communicating with the customer. It’s an approach to deliver • relevant interactions that anticipate and respond • to the many ways consumers want to engage, shop and buy today. experience : when fueled byrelevance • drawn from customer intelligence yields dramatic results
Effective customer experience marketing requires an integratedapproach • Successful marketing requires: • A holistic understanding of the customer in terms of behaviors, preferences, and channel interactions • Each marketing platform having awareness of the other platforms in use • Integrated data, reporting and analysis • A cohesive, integrated customer experience strategy • Organizational commitment and proper structure Website Direct Mail Email Mobile Omni-channel experience Search Social Display Customer Support POS
What is Digital Analytics? AvinashKaushik defines Web Analytics as: • The exploration of qualitative and quantitative data • To drive a continual improvement of the online experience of your customers and prospects • Which translates into your desired outcomes (online & offline). Today we are going to take that definition a step further by incorporating all digital channels: • Web, social media, email, online advertising, mobile, video, and search Sources: AvinashKaushik, http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/, 2010 Jessica Straka, http://threeminds.organic.com/2011/01/digital-analytics-in-a-nutshell.html, 2011
50% of visitors leave at this first page, possibly due to no clear “order now link” Optimizing the Mobile Site Experience: Sample Customer Experience Desired Outcome: Increase consumer sales Goal: Increase sales from mobile KPI: Mobile sales Through digital analytics I can focus just on mobile browsers and look at fallout. 72% of Consumers Expect Brands to Have Mobile-Friendly Sites - ADWEEK
50% of visitors leave at this fist page, possibly due to no clear order now link • For the 50% of visitors who remain 20% click tin designs Optimizing the Mobile Site Experience: Through digital analytics I can focus just on mobile browsers and look at fallout.
50% of visitors leave at this fist page, possibly due to no clear order now link For the 50% of visitors who remain 20% click tin designs • From that 20% remaining, I lose 40% of them because the form requires a company name Optimizing the Mobile Site Experience: Through digital analytics I can focus just on mobile browsers and look at fallout.
Optimizing the Mobile Site Experience: Through digital analytics I can focus just on mobile browsers and look at fallout.
So… how can digital analytics enhance the customer experience and the bottom line?
Why aren’t companies doing more with digital analytics? A recent Forrester study found that 59% of interactive marketers surveyed wanted a “better system for measuring and analyzing the performance of programs that encompass multiple channels.” Source: Forbes http://www.forbes.com/sites/davidwilliams/2012/04/16/if-you-think-a-web-analytics-tool-is-enough-think-again/2/ 2012
Common Challenges to Understanding the Customer Experience and Leveraging Digital Analytics
Digital Analytics Tools Social • Simply Measured • Radian6 • AlterianSM2 • MNIncite • Social Radar Digital Analytics • Adobe Digital Marketing Suite • Web Trends • Enterprise Marketing Mgmt(Core Metrics / Tea Leaf) • Tableau Competitive Insights • Compete • Quantcast • Insights for Search • DoubleClick Ad Planner Web Analytics & Tag Management • Google Analytics (Premium) • Crazy Egg • Analytics Canvas Testing • Google Website Optimizer • Adobe Test and Target • Optimizely • ClickTale • Keynote DeviceAnywhere Voice of Customer / Text Analytics • 4Q by iPerceptions • KissInsights • UserTesting.com • Concept Feedback • Clarabridge • OpinionLab Mobile • Flurry • Bango • AdMob Analytics • Litmus • Localytics Sources: AvinashKaushikhttp://www.kaushik.net/avinash/best-web-analytics-tools-quantitative-qualitative/ 2010 INC. Best web analytic tools http://www.inccom/guides/12/2010/11-best-web-analytics-tools.html 2010 Compare analytics tools at www.aboutanalytics.com
Dell Case Study Using social monitoring to support the Inspiron 910 product launch Source: Radian6 http://www.radian6.com/resources/library/dell/
Using social data to enhance targetingSMASH-Segmentation, Monitoring & Assessment of Social Health • Epsilon can identify social customers against a CRM database to provide more targeted messaging • Link current customer data base with Facebook, Twitter, LinkedIn and 20+ other social URLs (approx 30% match rate) • Identify Brand “Likers” and “Followers” • Identify Brand engagement of customers in social and email • Identifybrand advocates and message to them according to their email and social engagement
Understand the click stream overtime of my visitors Using Content Preferences for Up-Sell:Sample Customer Experience Desired Outcome:Increase Magazine Subscriptions Goal: Convert online website visitors to offline subscribers KPI: Magazine subscriptions from online subscribers Through digital analytics I could …
Understand the click stream overtime my visitors • Could test or populate homepage content based on what they last viewed Using Content Preferences for Up-Sell: Through digital analytics I could …
Understand the click stream over time my visitors Could test or populate homepage content based on what they last viewed Using Content Preferences for Up-Sell: Through digital analytics I could …
Citi Case Study Using web analytics to identify and address online interaction issues
Sun Case Study Optimizing video content on the web for the company and the consumer
Integrating Email, Site, and Display: Sample Customer Experience Desired Outcome: Increase revenue Goal: Increase website bookings KPI: Look to book ratio Digital analytics helps me know: 15% of recipients opened the email, and 20% of those clicked on either the “Book” or destination content links
Integrating Email, Site, and Display: Digital analytics helps me know: 15% of recipients opened the email, and 20% of those clicked on either the “Book” or destination content links Dates searched and fares displayed. 40% of those clicking through from the email search fares but don’t book.
Integrating Email, Site, and Display: Digital analytics helps me know: 40% of email recipients open and 30% of openers click a link. 50% of clicks are on the YouTube link. 7% of openers book a trip. 15% of recipients opened the email, and 20% of those clicked on either the “Book” or destination content links Dates searched and fares displayed. 40% of those clicking through from the email search fares but don’t book .
Integrating Email, Site, and Display: Digital analytics helps me know: 40% of email recipients open and 30% of openers click a link. 50% of clicks are on the YouTube link. 7% of openers book a trip. 15% of recipients opened the email, and 20% of those clicked on either the “Book” or destination content links The targeted AA.com site messaging generates a 7% click through rate. Overall, remarketing messaging drives a 15% increase in bookings. Dates searched and fares displayed. 40% of those clicking through from the email search fares but don’t book .
Intelligent email schedulingUsing analytics to deploy email messages at the right time Epsilon’s Scheduling Intelligence personalizes delivery of marketing messages by deploying at a time tailored for the individual, based on historical opens 5 AM EDT …5 6 7 8 9 10 11 12 1 2… An Epsilon retail client realized a 16% increase in Open rate using this functionality
1.800.Flowers.com Case Study Measuring the performance of banner ads as e-commerce sites
Our Approach Goal: Develop a framework in support of a digital analytics solution that delivers a great customer experience and improves the bottom line • Create Roadmaps • Develop Business Requirements • Identify Gaps to Future State • Understand Current State • Determine Desired Outcomes
Step 1 - Determine the desired outcome, shared goals & KPIs Business Objectives Goals KPIs Business Objective Goal KPI KPI Target Increase Net New Accounts • Lift in online application completion rate • 5% • Increase online applications
Step 2 - The Current State Current Org State: Goals, metrics and data are siloed by channel and line of business • Email, web (content/commerce), mobile, social, voice of the customer, • Consumer, small business, web only • Looking at clicks, opens, visitors, followers Current Tech State: Lack of data and systems integration • Google Analytics and SiteCatalyst for web • Flurry for mobile • Clarabridge for text analytics • Radian6 for social
Step 3 - Fictional Use Case Optimizing the Online Account Application A – Fund your account page with an optional funding feature 1,500 new online account applicants per day (Optional) A Text and speech analytics & social media chatter reveal primary reason for abandonment at this page is due to unwillingness to commit funds right away A/B Test Engine OLA drop off at this page now cut in half. 45 extra applications per day completed and funded within 3 days. Avg new account funding = $2,000 Incr assets over 30 days = $2.7MM Prospect abandons the application at the “Fund the account page”. B – Status Quo B 30% online application drop off rate = 450 20% of drop offs occur above page 3 = 90 All fictional OLA statistics provided by digital analytics solution
Step 4 - Business Requirements for True Multichannel, Customer-Centric Digital Analytics
So… Digital Analytics can: • Improve customer experience, • Which can improve your bottom line But with that, keep in mind: • Focus on outcomes, not just metrics • It is as much about the implementation as strategy • There is no magic tool that gives you everything
For More Information Kelsey A Horine Senior Consultant Digital Strategy and Analytics P 303.410.5272 firstname.lastname@example.org www.epsilon.com @thekelseyadele Linkedin.com/kelseyhorine
Improving customer profiles Integrating site and social behavior Epsilon helped a travel client improve their view of customers by incorporating data from digital channels “Traditional” Data Sources Transactional Preferences Demographic “New” Digital Data Sources Social Activity Site Interaction