Customer Experience

Optimization Using Google Analytics &

“Small Data” to drive people through the Customer Journey

What’s On The Agenda Today?

• About Rachit & Future Marketer

• Google Analytics & “Big Data”

• Metrics That Really Matter

• Action Plan for Analytics

“At FutureMarketer, our mission is to inspire &

educate executives to make them future-ready in a world driven by digital innovation”

Who is this guy?

Rachit Dayal

What does he do?Founder & Partner, FutureMarketerManaging Partner, HappyMarketer

Why is he talking about Analytics?Google Regional TrainerGoogle Analytics Premium PartnerWorks with Airlines, Hotels, Banks, Retailers & More

Leadership TeamClients & Team Across the World

Learning Programs for Leaders & Practitioners

Marketing PractitionersTake your skills to the next level

Business LeadersDrive change using digital

… and have also been chosen by*

* The above represents a small selection of clients

Multiple Training and Learning formats to Institutionalise desired change

Learning Planning

A systematic and planned calendar

Webinars & Hangouts:

Offers scalability plus flexible scheduling

Facilitated Discussions

Increases actionability of learning

Video Lessons:

Great for pre-learning and post-learning

Content Assets

Case Studies, FAQs, Help Guides, Hints & Tips

Coaching Sessions

Tailored and guided sessions for specific queries

Adult Pedagogy

Translate learning into action

Learning Management:

External, efficient digital marketing management

Learning Measurement:

Keep track of progress and improvements

Trainings & Workshops

Helps embed learning best

Helping Clients use “Big Data” in Small Ways

Workshops

Google Partner Academy

for Advertising, Analytics

Products & Sales Skills.

Keynotes

Google Regional Trainer and

chance to inspire Clients &

Agencies.

Webinars

Ongoing lessons, best

practices, guides to drive

campaign results & ROI.

Guides

Action plans for agencies &

brands to drive maximum

product usage & results.

50+ workshops &

training events

1200+ participants in

Google trainings

Clients: Banks

Internet Banking Credit Card Sign-up

Clients: Airlines

Search listing Seat selection

Clients: Retail

Social Media profile Online purchase

“Big Data” is Fascinating but Complicated

But “Small Data” Views are Beautiful & Practical

G Analytics = Big Data You Already Have!

Do you really know yourGoogle Analytics?

Features of Google Analytics

Trend: Global growth of eCommerce

Source: Payfort report, 2014

Features – Audience & Behavior

Trend: Digitization of Commerce

Features – Site & App Performance

Trend: Multiple Channels of Engagement

Features – Advertising & Campaigns

Trend: Showrooming

McKinsey’s iConsumer Reseachanalysis indicates that overall, 44% of retail customers are using their mobile inside the store.

Out of these,43% are visiting the store’s website40% are visiting the competitor’s website38% are using price-comparison tools17% are scanning barcodes

Features – Analysis & Testing

Trend: Location-based targeting

Features – Cross Device & Data

Trend: Rise of mCommerce

Features – Mobile Apps & Sites

Trend: Multi-device path to purchase

Features – Product Integrations

Trend: Conversion Optimization

Features – Sales & Conversions

Here’s Some You May Not Know About

Hidden Features – Funnel Visualization

Hidden Features – Page Load Time

Hidden Features – Page Value

Hidden Features – Attribution Models

So, if it’s so darned good,why isn’t your digitalperforming better?

… Because You’re Looking for a Needle in a Haystack

Look at the entire Customer Journey Funnel

Don’t Look Everywhere, Just at Bottlenecks

AWARENESS CONSIDERATION CONVERSION LOYALTY

At these key moments, how can you leverage your brand?

I-want-to-be-informed I-want-to-know I-want-to-buy I-want-to-use-and-share

82%of smartphone users turn to their phone to influence a purchase decision while in a store.

65%of online consumers look up more information online now versus a few years ago.

90%of smartphone users have used their phone to share progress made toward a long term goal or multi-step process.

91%of smartphone users turn to their phones for creative ideas while doing a task.

Source: Google Research, 2013

AWARENESS CONSIDERATION CONVERSION LOYALTY

Bottleneck 1 – Nobody Knows About You

AWARENESS

Bottleneck 1 – Nobody Knows About You

Quick Awareness Quiz:Name a site where you

can book budget hotel rooms?

Bottleneck 1 – Nobody Knows About You

Bottleneck 1 – Nobody Knows About You

Measuring Awareness:Brand Rank?

Reach/Frequency?Brand Search Volume?

Bottleneck 2 – Nobody Prefers You

CONSIDERATION

Bottleneck 2 – Nobody Prefers You

Bottleneck 2 – Nobody Prefers You

Measuring Consideration:Brand Rank?

Search Rankings?Website/App Traffic?

Bottleneck 3 – Nobody Buys You Online

CONVERSION

Bottleneck 3 – Nobody Buys You Online

Bottleneck 3 – Nobody Buys You Online

Measuring Conversion:Leads?

Revenue?Conv. Rate?

Bottleneck 4 – Nobody is Loyal to You

LOYALTY

Bottleneck 4 – Nobody is Loyal to You

Bottleneck 4 – Nobody is Loyal to You

Measuring Loyalty:Engagement Rate?Email Open Rate?Repeat Revenue?

Don’t Measure Everything, Just Bottlenecks

AWARENESS CONSIDERATION CONVERSION LOYALTY

KICKSTART Your AnalyticsWith This Action Plan

KICKSTART Action Plan

KPIs, Objectives & Goals

Installation & Integration

Conversion & eCommerce tracking

Key Data Verification & Checks

Segmentation & User Analysis

Testing & Optimization

Attribution & Modeling

Reporting & Dashboards

Training & Development

Thank YouRachit Dayal

Founder & PartnerFutureMarketer

rachit@futuremarketer.co | @rachitdayal (Twitter) | www.futuremarketer.co