connecting the dots: analytics and the customer journey

January 25th, 2017

connecting the dotsanalytics & the customer journey

who am i?

the measurement problem

demos: now & nirvana

agenda

2

who am i?

Alex Andrewssolution architectmeasurement & activation

Alex Andrewsamateur furniture makerAlex Andrewsminnesota golfer

the measurement problem

the measurement problem

5

why is this hard?

6

what would ideal look like?

7

Cookie/User ID Timestamp Marketing Channel Conversion Metrics

12345 ts1 display impression n/a

12345 ts2 paid search n/a

12345 ts3 email open n/a

12345 ts4 natural search $$$$lead

how do i get there?there are shades of gray in getting to nirvana

8

integrate build

using existing technology stack, create point-to-point

integrations

implement parallel tracking to capture separate store of

events

demo – ga data import

mntc downstream data 9

submit lead form

return customer ID

capturecustomer ID

1

23

passcustomer ID

4

extractcustomer ID +

5

example – holistic data collection

email open

display impressio

n

natural search

store order

onsite

email platform

display platform

CRM

web analytics

first party data store

channel-specific reporting

10