leveraging digital analytics

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Leveraging Digital Analytics Vishwa Sharan May 8 th , Bangalore

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Page 1: Leveraging digital analytics

Leveraging Digital Analytics

Vishwa Sharan

May 8th , Bangalore

Page 2: Leveraging digital analytics

Why Digital Analytics?24 X 7 connected device

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Why Digital Analytics?Digital transformationCustomers want

• Convenience

• Faster service

• More Information

• To research before they purchase

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Digital is growing

Smart Watches Google Glasses

Internet of Things

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Case 1 – Checkout Analysis

31% drop in account Sign-In

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Case 2 – Checkout Analysis

62% users dropping at Payment Info page

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Case 3 – Heatmap Analysis (Scrollmap)The scrollmap shows how far down the page users are scrolling and helps determine where visitors abandoned the page.

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Case 4 – Internal Search AnalysisThe Retailer has stock of Sony Bravo TV but users not viewing this product. Why?

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Case 5 – Internal Search Analysis (Real time action)There was a surge for Umbrella product. Why?

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Case 6 – Customer Experience Management

Visitor lands on homepage Visitor adds product to cart

Visitor abandon in the application form

Analysts analyzes the reason for user abandonment and the support team reaches out to customer to resolve their usability issue

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Case 7 – Real time targeting

Visitor lands on homepage Visitor adds product to cart

Visitor abandon from the cart or the application form

Send an email with the link to continue with the application

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Case 8 – Measuring impact of offline channel to online channels

Do we know • How many users viewed this billboard?• How many users researched about this new car

online?• How many users went for a test drove?

What’s the ROI of this campaign?

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Case 8 – How to measure ROI of offline campaigns? [Phone Number]

Most of the companies uses radio, TV, newspapers, magazines, catalogs for their marketing campaigns. All these touch points have a online impact. How to measure ROI of offline campaign?

Lot of companies uses a different phone number for a each campaign. When a user calls then it may redirect users to the normal company number. You can also save the leads from calling phone number from that CRM system

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Case 8 – How to measure ROI of offline campaigns? (Vanity URL)

At billboard / Magazine articles or TV ad you can put vanity URL that’s easy to remember when a person sees or hears your ad and they can put it in the browser when they are online.

When the visitor types in the URL it actually redirects the visitor to another landing page URL

http://www.dell.com/content/topics/segtopic.aspx/tv?c=us&cs=19&l=en&s=dhs&keycode=6Vc94&DGVCode=TV&dgc=TV&cid=11510&lid=985367

Make sure that Billboard, Magazines and TV ads are encoded with the correct tracking parameters (version of the ad, name of the magazine, location of the billboard, offer in the radio ad etc.)

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Case 8 – How to measure ROI of offline campaigns? (Coupon Code)

The offline media (a magazine in this case) offers a unique promotion code (WKLYSPEC) that must be entered on the website to get the discount

The unique Coupon code can be used to track effectiveness of this magazine campaign

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Case 9 – Personalization and Targeting

Personalization is the process of tailoring pages to individual user characteristics or preferences.

According to Janrain - 74 percent users get frustrated with websites when content, offers, ads, promotions, etc. appear that have nothing to do with their interests

Inputs for Personalization• Location (Region , Country, City)• Device (Tablet, IPhone, Desktop)• What keywords you searching?• Customer type (New vs. Returning)• Customer history (What have you

purchased in the past & Price)• Age, Gender etc.

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Thank you

Vishwa Sharanhttps://in.linkedin.com/in/vishwasharan