SlideShare una empresa de Scribd logo
1 de 12
Let’s make web analytics
more customer-centric!
Jiri Brazda @ eMetrics Stockholm
19 September 2011
I started out 5 years ago…
In 2006, I
worked at
a bank that
doesn’t exist
today with
a tool that
doesn’t exist
either!
Let’s make web analytics more customer-centric! | Optimics 2
2006 2011
… in 5 years it’ll be all different again
 Why? Current tools stress simplicity and trick non-expert analytics users into using
simplistic metrics to understand customer behaviour & business performance.
 Jim Sterne: How Idiots Track Success http://j.mp/idiots-track-success
Let’s make web analytics more customer-centric! | Optimics 3
I hope
Bounce
rate
Conversion
rate
The
culprits
Let’s make web analytics more customer-centric! | Optimics 4
Question: Why don't you put a lot of stock in conversion analytics?
I have a problem with metrics that do not correlate with annual
customer performance. Conversion Rate is one of those metrics.
Conversion is important, but it does not measure customer
relationships. We shouldn't care if a customer visits your website six
times before purchasing ... that's still a conversion ... yet we demand
that the customer buys in the first visit. Focus on annual retention
rates and new customer counts. http://blog.minethatdata.com/Kevin Hillstrom
Let’s make web analytics more customer-centric! | Optimics 5
Individual
customer
Time Multiplicity
Win the analytics race!
channels, product
categories, delivery
options, site
sections, product
features, devices
customer lifecycle,
recency, frequency,
seasonality
value,
profitability
Time-based customer value metrics
Let’s make web analytics more customer-centric! | Optimics 6
 Average gross margin per customer:
Paid Search budget may be at least 4x bigger if
you consider expected 12-month revenue for
a new customer… BUT only if you don’t pay Google
over and over again for the same customer!
Introducing multiplicity
 Channel migration from First Order Channel to long-term
Channel Preference:
 Channel Preference = channel that is associated with more than half of all
transactions of any individual customer. If no such channel exists, it’s
defined as MIX (ie. multiple channels)
Let’s make web analytics more customer-centric! | Optimics 7
Customers who stay in
Paid Search channel are
much less profitable
 They generate less 12-month margin and keep
costing you money in your Paid Search budget
Let’s make web analytics more customer-centric! | Optimics 8
 Average gross margin per customer:
Customers who migrate
out of Paid Search are
new loyal customers
Let’s make web analytics more customer-centric! | Optimics 9
Paid Search is good for
acquiring new customers
but nowhere as good for keeping existing customers…
Set MAX(CPC) by calculating
 expected 12-month revenue / profit by First Order Channel
 expected 12-month (re)acquisition cost by First Order
Channel and long-term Channel Preference
Let’s make web analytics more customer-centric! | Optimics 10
Measure new customers and don’t forget to use customer
value, time and multiplicity!
How did we go about this analysis?
1. Preprocessed order data from
backend data warehouse (esp.
creating customers out of orders)
2. Loaded campaign and traffic
source information for transaction
IDs via Google Analytics API
3. Joined up all data through
transaction ID and analysed
and visualised together
Let’s make web analytics more customer-centric! | Optimics 11
Let’s make web analytics more customer-centric! | Optimics 12
Q / A
jiri.brazda@optimics.cz +420 602345620

Más contenido relacionado

La actualidad más candente

Plumb5 for Telecom Businesses
Plumb5 for Telecom BusinessesPlumb5 for Telecom Businesses
Plumb5 for Telecom BusinessesVeer Endra
 
Dr. Markus Wuebben & Dr. Mark Elsner – Acquisition vs. Retention: Why It’s a ...
Dr. Markus Wuebben & Dr. Mark Elsner – Acquisition vs. Retention: Why It’s a ...Dr. Markus Wuebben & Dr. Mark Elsner – Acquisition vs. Retention: Why It’s a ...
Dr. Markus Wuebben & Dr. Mark Elsner – Acquisition vs. Retention: Why It’s a ...Heroes of CRM Conference
 
Suresh Teckchandani - Ancestry
Suresh Teckchandani - AncestrySuresh Teckchandani - Ancestry
Suresh Teckchandani - AncestryHilary Ip
 
Megan Ketchum
Megan KetchumMegan Ketchum
Megan KetchumHilary Ip
 
Plumb5 Platform | Overview
Plumb5 Platform | OverviewPlumb5 Platform | Overview
Plumb5 Platform | OverviewVeer Endra
 
An introduction to Magiq
An introduction to MagiqAn introduction to Magiq
An introduction to MagiqReform Digital
 
SagePay Magento Ecommerce Forum Presentation
SagePay Magento Ecommerce Forum PresentationSagePay Magento Ecommerce Forum Presentation
SagePay Magento Ecommerce Forum PresentationPushON Ltd
 
Two keys to growing a CRM practice
Two keys to growing a CRM practiceTwo keys to growing a CRM practice
Two keys to growing a CRM practiceMarcus Tewksbury
 
Dr. Markus Wuebben and Krzysztof Szymanski – CRM in a Platform Economy
Dr. Markus Wuebben and Krzysztof Szymanski – CRM in a Platform EconomyDr. Markus Wuebben and Krzysztof Szymanski – CRM in a Platform Economy
Dr. Markus Wuebben and Krzysztof Szymanski – CRM in a Platform EconomyHeroes of CRM Conference
 
adtech SF 2012: CRM Retargeting - Reach your CRM Online by Dan Scudder
adtech SF 2012: CRM Retargeting - Reach your CRM Online by Dan Scudderadtech SF 2012: CRM Retargeting - Reach your CRM Online by Dan Scudder
adtech SF 2012: CRM Retargeting - Reach your CRM Online by Dan Scudderad:tech
 
Web Analytics. How to raise effectiveness of websites and advertising campaigns
Web Analytics. How to raise effectiveness of websites and advertising campaignsWeb Analytics. How to raise effectiveness of websites and advertising campaigns
Web Analytics. How to raise effectiveness of websites and advertising campaignsMyAcademy by iContext
 
Behavioural Retargeting and Performance Marketing - Hero Grigoraki
Behavioural Retargeting and Performance Marketing - Hero GrigorakiBehavioural Retargeting and Performance Marketing - Hero Grigoraki
Behavioural Retargeting and Performance Marketing - Hero Grigorakiauexpo Conference
 
Web Analytics & Site matrix
Web Analytics & Site matrixWeb Analytics & Site matrix
Web Analytics & Site matrixMobote
 
Anatomy of an Affiliate Programme - Kevin Edwards
Anatomy of an Affiliate Programme - Kevin EdwardsAnatomy of an Affiliate Programme - Kevin Edwards
Anatomy of an Affiliate Programme - Kevin Edwardsauexpo Conference
 
Top Conversion Rate Optimization Tips for 2022 (1).pdf
Top Conversion Rate Optimization Tips for 2022 (1).pdfTop Conversion Rate Optimization Tips for 2022 (1).pdf
Top Conversion Rate Optimization Tips for 2022 (1).pdfVOCSO Technologies
 
Marta Turek - Double edged sword of ppc measurability
Marta Turek - Double edged sword of ppc measurabilityMarta Turek - Double edged sword of ppc measurability
Marta Turek - Double edged sword of ppc measurabilityJose Uzcategui
 
The Truth Will Out: Disproving Common Misconceptions In Affiliate Marketing
The Truth Will Out: Disproving Common Misconceptions In Affiliate MarketingThe Truth Will Out: Disproving Common Misconceptions In Affiliate Marketing
The Truth Will Out: Disproving Common Misconceptions In Affiliate Marketingauexpo Conference
 
eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a M...
eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a M...eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a M...
eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a M...Mark Fenna
 
What is possible with Call Tracking? - #MeasureFest 2013 - Calltracks
What is possible with Call Tracking? - #MeasureFest 2013 - CalltracksWhat is possible with Call Tracking? - #MeasureFest 2013 - Calltracks
What is possible with Call Tracking? - #MeasureFest 2013 - CalltracksAli White
 

La actualidad más candente (19)

Plumb5 for Telecom Businesses
Plumb5 for Telecom BusinessesPlumb5 for Telecom Businesses
Plumb5 for Telecom Businesses
 
Dr. Markus Wuebben & Dr. Mark Elsner – Acquisition vs. Retention: Why It’s a ...
Dr. Markus Wuebben & Dr. Mark Elsner – Acquisition vs. Retention: Why It’s a ...Dr. Markus Wuebben & Dr. Mark Elsner – Acquisition vs. Retention: Why It’s a ...
Dr. Markus Wuebben & Dr. Mark Elsner – Acquisition vs. Retention: Why It’s a ...
 
Suresh Teckchandani - Ancestry
Suresh Teckchandani - AncestrySuresh Teckchandani - Ancestry
Suresh Teckchandani - Ancestry
 
Megan Ketchum
Megan KetchumMegan Ketchum
Megan Ketchum
 
Plumb5 Platform | Overview
Plumb5 Platform | OverviewPlumb5 Platform | Overview
Plumb5 Platform | Overview
 
An introduction to Magiq
An introduction to MagiqAn introduction to Magiq
An introduction to Magiq
 
SagePay Magento Ecommerce Forum Presentation
SagePay Magento Ecommerce Forum PresentationSagePay Magento Ecommerce Forum Presentation
SagePay Magento Ecommerce Forum Presentation
 
Two keys to growing a CRM practice
Two keys to growing a CRM practiceTwo keys to growing a CRM practice
Two keys to growing a CRM practice
 
Dr. Markus Wuebben and Krzysztof Szymanski – CRM in a Platform Economy
Dr. Markus Wuebben and Krzysztof Szymanski – CRM in a Platform EconomyDr. Markus Wuebben and Krzysztof Szymanski – CRM in a Platform Economy
Dr. Markus Wuebben and Krzysztof Szymanski – CRM in a Platform Economy
 
adtech SF 2012: CRM Retargeting - Reach your CRM Online by Dan Scudder
adtech SF 2012: CRM Retargeting - Reach your CRM Online by Dan Scudderadtech SF 2012: CRM Retargeting - Reach your CRM Online by Dan Scudder
adtech SF 2012: CRM Retargeting - Reach your CRM Online by Dan Scudder
 
Web Analytics. How to raise effectiveness of websites and advertising campaigns
Web Analytics. How to raise effectiveness of websites and advertising campaignsWeb Analytics. How to raise effectiveness of websites and advertising campaigns
Web Analytics. How to raise effectiveness of websites and advertising campaigns
 
Behavioural Retargeting and Performance Marketing - Hero Grigoraki
Behavioural Retargeting and Performance Marketing - Hero GrigorakiBehavioural Retargeting and Performance Marketing - Hero Grigoraki
Behavioural Retargeting and Performance Marketing - Hero Grigoraki
 
Web Analytics & Site matrix
Web Analytics & Site matrixWeb Analytics & Site matrix
Web Analytics & Site matrix
 
Anatomy of an Affiliate Programme - Kevin Edwards
Anatomy of an Affiliate Programme - Kevin EdwardsAnatomy of an Affiliate Programme - Kevin Edwards
Anatomy of an Affiliate Programme - Kevin Edwards
 
Top Conversion Rate Optimization Tips for 2022 (1).pdf
Top Conversion Rate Optimization Tips for 2022 (1).pdfTop Conversion Rate Optimization Tips for 2022 (1).pdf
Top Conversion Rate Optimization Tips for 2022 (1).pdf
 
Marta Turek - Double edged sword of ppc measurability
Marta Turek - Double edged sword of ppc measurabilityMarta Turek - Double edged sword of ppc measurability
Marta Turek - Double edged sword of ppc measurability
 
The Truth Will Out: Disproving Common Misconceptions In Affiliate Marketing
The Truth Will Out: Disproving Common Misconceptions In Affiliate MarketingThe Truth Will Out: Disproving Common Misconceptions In Affiliate Marketing
The Truth Will Out: Disproving Common Misconceptions In Affiliate Marketing
 
eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a M...
eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a M...eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a M...
eGain Digital Day 2016 - Transforming Digital Journeys: It's a Sprint and a M...
 
What is possible with Call Tracking? - #MeasureFest 2013 - Calltracks
What is possible with Call Tracking? - #MeasureFest 2013 - CalltracksWhat is possible with Call Tracking? - #MeasureFest 2013 - Calltracks
What is possible with Call Tracking? - #MeasureFest 2013 - Calltracks
 

Similar a Let’s make web analytics more customer centric!

eComm talk 3: Effective tools for Website optimisation
eComm talk 3: Effective tools for Website optimisationeComm talk 3: Effective tools for Website optimisation
eComm talk 3: Effective tools for Website optimisationNikolay Nekov
 
Basic e-commerce metrics that you need to focus on first!
Basic e-commerce metrics that you need to focus on first!Basic e-commerce metrics that you need to focus on first!
Basic e-commerce metrics that you need to focus on first!CedCommerce
 
Content Marketing Analytics - What you should really be doing... and probably...
Content Marketing Analytics - What you should really be doing... and probably...Content Marketing Analytics - What you should really be doing... and probably...
Content Marketing Analytics - What you should really be doing... and probably...DigitalMarketingShow
 
Online conversion guide for ad agencies
Online conversion guide for ad agenciesOnline conversion guide for ad agencies
Online conversion guide for ad agenciesAdCMO
 
Content marketing analytics: what you should really be doing
Content marketing analytics: what you should really be doingContent marketing analytics: what you should really be doing
Content marketing analytics: what you should really be doingDaniel Smulevich
 
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...eMarketer
 
ROI for Optimal Lead Quality for B2B Demand Gen
ROI for Optimal Lead Quality for B2B Demand GenROI for Optimal Lead Quality for B2B Demand Gen
ROI for Optimal Lead Quality for B2B Demand GenAsad Haroon
 
Writing an effective business plan
Writing an effective business planWriting an effective business plan
Writing an effective business planBenno Groosman
 
Creating A Powerful B2B Lead Generation Engine
Creating A Powerful B2B Lead Generation EngineCreating A Powerful B2B Lead Generation Engine
Creating A Powerful B2B Lead Generation EngineFusion Marketing Partners
 
130522 ibm heyerdal fremtidens handleopplevelse
130522 ibm heyerdal   fremtidens handleopplevelse130522 ibm heyerdal   fremtidens handleopplevelse
130522 ibm heyerdal fremtidens handleopplevelseNils Kristensen
 
Conversion Optimization Framework to Build Sustainable and Repeat Growth
Conversion Optimization Framework to Build Sustainable and Repeat GrowthConversion Optimization Framework to Build Sustainable and Repeat Growth
Conversion Optimization Framework to Build Sustainable and Repeat GrowthTushar Purohit
 
Analytics 2.0 - Tom Bets
Analytics 2.0 - Tom BetsAnalytics 2.0 - Tom Bets
Analytics 2.0 - Tom Betssascon
 
Teradata day2010 sunum
Teradata day2010 sunumTeradata day2010 sunum
Teradata day2010 sunumTeradataDay
 
WAW - WebTechAnaylytics: Turning Customer Behaviors into Business ROI
WAW - WebTechAnaylytics: Turning Customer Behaviors into Business ROIWAW - WebTechAnaylytics: Turning Customer Behaviors into Business ROI
WAW - WebTechAnaylytics: Turning Customer Behaviors into Business ROIbrownsvillan
 

Similar a Let’s make web analytics more customer centric! (20)

eComm talk 3: Effective tools for Website optimisation
eComm talk 3: Effective tools for Website optimisationeComm talk 3: Effective tools for Website optimisation
eComm talk 3: Effective tools for Website optimisation
 
Basic e-commerce metrics that you need to focus on first!
Basic e-commerce metrics that you need to focus on first!Basic e-commerce metrics that you need to focus on first!
Basic e-commerce metrics that you need to focus on first!
 
1330 keynote angle
1330 keynote angle1330 keynote angle
1330 keynote angle
 
Content Marketing Analytics - What you should really be doing... and probably...
Content Marketing Analytics - What you should really be doing... and probably...Content Marketing Analytics - What you should really be doing... and probably...
Content Marketing Analytics - What you should really be doing... and probably...
 
Online conversion guide for ad agencies
Online conversion guide for ad agenciesOnline conversion guide for ad agencies
Online conversion guide for ad agencies
 
Content marketing analytics: what you should really be doing
Content marketing analytics: what you should really be doingContent marketing analytics: what you should really be doing
Content marketing analytics: what you should really be doing
 
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
 
Ecommerce Trends 2018
Ecommerce Trends 2018Ecommerce Trends 2018
Ecommerce Trends 2018
 
ROI for Optimal Lead Quality for B2B Demand Gen
ROI for Optimal Lead Quality for B2B Demand GenROI for Optimal Lead Quality for B2B Demand Gen
ROI for Optimal Lead Quality for B2B Demand Gen
 
Writing an effective business plan
Writing an effective business planWriting an effective business plan
Writing an effective business plan
 
Daniel smulevich content analytics
Daniel smulevich   content analyticsDaniel smulevich   content analytics
Daniel smulevich content analytics
 
Creating A Powerful B2B Lead Generation Engine
Creating A Powerful B2B Lead Generation EngineCreating A Powerful B2B Lead Generation Engine
Creating A Powerful B2B Lead Generation Engine
 
130522 ibm heyerdal fremtidens handleopplevelse
130522 ibm heyerdal   fremtidens handleopplevelse130522 ibm heyerdal   fremtidens handleopplevelse
130522 ibm heyerdal fremtidens handleopplevelse
 
Building a Better Website
Building a Better WebsiteBuilding a Better Website
Building a Better Website
 
Building a better website
Building a better websiteBuilding a better website
Building a better website
 
Conversion Optimization Framework to Build Sustainable and Repeat Growth
Conversion Optimization Framework to Build Sustainable and Repeat GrowthConversion Optimization Framework to Build Sustainable and Repeat Growth
Conversion Optimization Framework to Build Sustainable and Repeat Growth
 
Analytics 2.0 - Tom Bets
Analytics 2.0 - Tom BetsAnalytics 2.0 - Tom Bets
Analytics 2.0 - Tom Bets
 
Teradata day2010 sunum
Teradata day2010 sunumTeradata day2010 sunum
Teradata day2010 sunum
 
WAW - WebTechAnaylytics: Turning Customer Behaviors into Business ROI
WAW - WebTechAnaylytics: Turning Customer Behaviors into Business ROIWAW - WebTechAnaylytics: Turning Customer Behaviors into Business ROI
WAW - WebTechAnaylytics: Turning Customer Behaviors into Business ROI
 
SEO & PPC CAMPAIGN STRATEGY
SEO & PPC CAMPAIGN STRATEGYSEO & PPC CAMPAIGN STRATEGY
SEO & PPC CAMPAIGN STRATEGY
 

Más de Optimics s.r.o.

Integrace zákaznických dat skrz napříč
Integrace zákaznických dat skrz napříčIntegrace zákaznických dat skrz napříč
Integrace zákaznických dat skrz napříčOptimics s.r.o.
 
Universal Analytics & optimalizace konverzí
Universal Analytics & optimalizace konverzíUniversal Analytics & optimalizace konverzí
Universal Analytics & optimalizace konverzíOptimics s.r.o.
 
Efektivita PPC kampani ve vyhledavacich
Efektivita PPC kampani ve vyhledavacichEfektivita PPC kampani ve vyhledavacich
Efektivita PPC kampani ve vyhledavacichOptimics s.r.o.
 
Jak zvýšit výkon a konverzní poměr vašeho webu
Jak zvýšit výkon a konverzní poměr vašeho webuJak zvýšit výkon a konverzní poměr vašeho webu
Jak zvýšit výkon a konverzní poměr vašeho webuOptimics s.r.o.
 
Real-time prediktivni analytika na webu
Real-time prediktivni analytika na webuReal-time prediktivni analytika na webu
Real-time prediktivni analytika na webuOptimics s.r.o.
 
Zakaznicka analytika – kompas pro strategicka rozhodnuti
Zakaznicka analytika – kompas pro strategicka rozhodnutiZakaznicka analytika – kompas pro strategicka rozhodnuti
Zakaznicka analytika – kompas pro strategicka rozhodnutiOptimics s.r.o.
 
Email ve sluzbach retence
Email ve sluzbach retenceEmail ve sluzbach retence
Email ve sluzbach retenceOptimics s.r.o.
 
Fakta a mýty o vyhodnocování online kampaní
Fakta a mýty o vyhodnocování  online kampaníFakta a mýty o vyhodnocování  online kampaní
Fakta a mýty o vyhodnocování online kampaníOptimics s.r.o.
 
Nejdůlezitejsi metrika v zivote startupu
Nejdůlezitejsi metrika v zivote startupuNejdůlezitejsi metrika v zivote startupu
Nejdůlezitejsi metrika v zivote startupuOptimics s.r.o.
 
Pragmatický návrh webu aneb co dělá UX špatně
Pragmatický návrh webu aneb co dělá UX špatněPragmatický návrh webu aneb co dělá UX špatně
Pragmatický návrh webu aneb co dělá UX špatněOptimics s.r.o.
 
Kam driv skocit: konverze nebo retence?
Kam driv skocit: konverze nebo retence?Kam driv skocit: konverze nebo retence?
Kam driv skocit: konverze nebo retence?Optimics s.r.o.
 
Jak nastartovat program optimalizace webu
Jak nastartovat program optimalizace webuJak nastartovat program optimalizace webu
Jak nastartovat program optimalizace webuOptimics s.r.o.
 
Pripadova studie implementace Omniture v CSOB Pojistovne
Pripadova studie implementace Omniture v CSOB PojistovnePripadova studie implementace Omniture v CSOB Pojistovne
Pripadova studie implementace Omniture v CSOB PojistovneOptimics s.r.o.
 
Analytics + optimization = data driven website
Analytics + optimization = data driven websiteAnalytics + optimization = data driven website
Analytics + optimization = data driven websiteOptimics s.r.o.
 
Education, training and career development in online analytics
Education, training and career development in online analyticsEducation, training and career development in online analytics
Education, training and career development in online analyticsOptimics s.r.o.
 
Jak na optimalizaci webu
Jak na optimalizaci webuJak na optimalizaci webu
Jak na optimalizaci webuOptimics s.r.o.
 
Vyhody pokrocilych nastroju webove analytiky
Vyhody pokrocilych nastroju webove analytikyVyhody pokrocilych nastroju webove analytiky
Vyhody pokrocilych nastroju webove analytikyOptimics s.r.o.
 
Testing & Targeting Tools
Testing & Targeting ToolsTesting & Targeting Tools
Testing & Targeting ToolsOptimics s.r.o.
 

Más de Optimics s.r.o. (20)

Integrace zákaznických dat skrz napříč
Integrace zákaznických dat skrz napříčIntegrace zákaznických dat skrz napříč
Integrace zákaznických dat skrz napříč
 
Universal Analytics & optimalizace konverzí
Universal Analytics & optimalizace konverzíUniversal Analytics & optimalizace konverzí
Universal Analytics & optimalizace konverzí
 
Efektivita PPC kampani ve vyhledavacich
Efektivita PPC kampani ve vyhledavacichEfektivita PPC kampani ve vyhledavacich
Efektivita PPC kampani ve vyhledavacich
 
Analytics Challenge
Analytics ChallengeAnalytics Challenge
Analytics Challenge
 
Jak zvýšit výkon a konverzní poměr vašeho webu
Jak zvýšit výkon a konverzní poměr vašeho webuJak zvýšit výkon a konverzní poměr vašeho webu
Jak zvýšit výkon a konverzní poměr vašeho webu
 
Real-time prediktivni analytika na webu
Real-time prediktivni analytika na webuReal-time prediktivni analytika na webu
Real-time prediktivni analytika na webu
 
Zakaznicka analytika – kompas pro strategicka rozhodnuti
Zakaznicka analytika – kompas pro strategicka rozhodnutiZakaznicka analytika – kompas pro strategicka rozhodnuti
Zakaznicka analytika – kompas pro strategicka rozhodnuti
 
Email ve sluzbach retence
Email ve sluzbach retenceEmail ve sluzbach retence
Email ve sluzbach retence
 
Fakta a mýty o vyhodnocování online kampaní
Fakta a mýty o vyhodnocování  online kampaníFakta a mýty o vyhodnocování  online kampaní
Fakta a mýty o vyhodnocování online kampaní
 
Nejdůlezitejsi metrika v zivote startupu
Nejdůlezitejsi metrika v zivote startupuNejdůlezitejsi metrika v zivote startupu
Nejdůlezitejsi metrika v zivote startupu
 
Pragmatický návrh webu aneb co dělá UX špatně
Pragmatický návrh webu aneb co dělá UX špatněPragmatický návrh webu aneb co dělá UX špatně
Pragmatický návrh webu aneb co dělá UX špatně
 
Kam driv skocit: konverze nebo retence?
Kam driv skocit: konverze nebo retence?Kam driv skocit: konverze nebo retence?
Kam driv skocit: konverze nebo retence?
 
Jak nastartovat program optimalizace webu
Jak nastartovat program optimalizace webuJak nastartovat program optimalizace webu
Jak nastartovat program optimalizace webu
 
Pripadova studie implementace Omniture v CSOB Pojistovne
Pripadova studie implementace Omniture v CSOB PojistovnePripadova studie implementace Omniture v CSOB Pojistovne
Pripadova studie implementace Omniture v CSOB Pojistovne
 
Analytics + optimization = data driven website
Analytics + optimization = data driven websiteAnalytics + optimization = data driven website
Analytics + optimization = data driven website
 
Education, training and career development in online analytics
Education, training and career development in online analyticsEducation, training and career development in online analytics
Education, training and career development in online analytics
 
Jak na optimalizaci webu
Jak na optimalizaci webuJak na optimalizaci webu
Jak na optimalizaci webu
 
Mereni socialnich medii
Mereni socialnich mediiMereni socialnich medii
Mereni socialnich medii
 
Vyhody pokrocilych nastroju webove analytiky
Vyhody pokrocilych nastroju webove analytikyVyhody pokrocilych nastroju webove analytiky
Vyhody pokrocilych nastroju webove analytiky
 
Testing & Targeting Tools
Testing & Targeting ToolsTesting & Targeting Tools
Testing & Targeting Tools
 

Último

Strategic CX: A Deep Dive into Voice of the Customer Insights for Clarity
Strategic CX: A Deep Dive into Voice of the Customer Insights for ClarityStrategic CX: A Deep Dive into Voice of the Customer Insights for Clarity
Strategic CX: A Deep Dive into Voice of the Customer Insights for ClarityAggregage
 
ChistaDATA Real-Time DATA Analytics Infrastructure
ChistaDATA Real-Time DATA Analytics InfrastructureChistaDATA Real-Time DATA Analytics Infrastructure
ChistaDATA Real-Time DATA Analytics Infrastructuresonikadigital1
 
TINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptx
TINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptxTINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptx
TINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptxDwiAyuSitiHartinah
 
How is Real-Time Analytics Different from Traditional OLAP?
How is Real-Time Analytics Different from Traditional OLAP?How is Real-Time Analytics Different from Traditional OLAP?
How is Real-Time Analytics Different from Traditional OLAP?sonikadigital1
 
Mapping the pubmed data under different suptopics using NLP.pptx
Mapping the pubmed data under different suptopics using NLP.pptxMapping the pubmed data under different suptopics using NLP.pptx
Mapping the pubmed data under different suptopics using NLP.pptxVenkatasubramani13
 
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024Guido X Jansen
 
Elements of language learning - an analysis of how different elements of lang...
Elements of language learning - an analysis of how different elements of lang...Elements of language learning - an analysis of how different elements of lang...
Elements of language learning - an analysis of how different elements of lang...PrithaVashisht1
 
CI, CD -Tools to integrate without manual intervention
CI, CD -Tools to integrate without manual interventionCI, CD -Tools to integrate without manual intervention
CI, CD -Tools to integrate without manual interventionajayrajaganeshkayala
 
SFBA Splunk Usergroup meeting March 13, 2024
SFBA Splunk Usergroup meeting March 13, 2024SFBA Splunk Usergroup meeting March 13, 2024
SFBA Splunk Usergroup meeting March 13, 2024Becky Burwell
 
Virtuosoft SmartSync Product Introduction
Virtuosoft SmartSync Product IntroductionVirtuosoft SmartSync Product Introduction
Virtuosoft SmartSync Product Introductionsanjaymuralee1
 
The Universal GTM - how we design GTM and dataLayer
The Universal GTM - how we design GTM and dataLayerThe Universal GTM - how we design GTM and dataLayer
The Universal GTM - how we design GTM and dataLayerPavel Šabatka
 
Master's Thesis - Data Science - Presentation
Master's Thesis - Data Science - PresentationMaster's Thesis - Data Science - Presentation
Master's Thesis - Data Science - PresentationGiorgio Carbone
 
Cash Is Still King: ATM market research '2023
Cash Is Still King: ATM market research '2023Cash Is Still King: ATM market research '2023
Cash Is Still King: ATM market research '2023Vladislav Solodkiy
 
AI for Sustainable Development Goals (SDGs)
AI for Sustainable Development Goals (SDGs)AI for Sustainable Development Goals (SDGs)
AI for Sustainable Development Goals (SDGs)Data & Analytics Magazin
 
YourView Panel Book.pptx YourView Panel Book.
YourView Panel Book.pptx YourView Panel Book.YourView Panel Book.pptx YourView Panel Book.
YourView Panel Book.pptx YourView Panel Book.JasonViviers2
 
5 Ds to Define Data Archiving Best Practices
5 Ds to Define Data Archiving Best Practices5 Ds to Define Data Archiving Best Practices
5 Ds to Define Data Archiving Best PracticesDataArchiva
 
MEASURES OF DISPERSION I BSc Botany .ppt
MEASURES OF DISPERSION I BSc Botany .pptMEASURES OF DISPERSION I BSc Botany .ppt
MEASURES OF DISPERSION I BSc Botany .pptaigil2
 

Último (17)

Strategic CX: A Deep Dive into Voice of the Customer Insights for Clarity
Strategic CX: A Deep Dive into Voice of the Customer Insights for ClarityStrategic CX: A Deep Dive into Voice of the Customer Insights for Clarity
Strategic CX: A Deep Dive into Voice of the Customer Insights for Clarity
 
ChistaDATA Real-Time DATA Analytics Infrastructure
ChistaDATA Real-Time DATA Analytics InfrastructureChistaDATA Real-Time DATA Analytics Infrastructure
ChistaDATA Real-Time DATA Analytics Infrastructure
 
TINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptx
TINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptxTINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptx
TINJUAN PEMROSESAN TRANSAKSI DAN ERP.pptx
 
How is Real-Time Analytics Different from Traditional OLAP?
How is Real-Time Analytics Different from Traditional OLAP?How is Real-Time Analytics Different from Traditional OLAP?
How is Real-Time Analytics Different from Traditional OLAP?
 
Mapping the pubmed data under different suptopics using NLP.pptx
Mapping the pubmed data under different suptopics using NLP.pptxMapping the pubmed data under different suptopics using NLP.pptx
Mapping the pubmed data under different suptopics using NLP.pptx
 
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024
Persuasive E-commerce, Our Biased Brain @ Bikkeldag 2024
 
Elements of language learning - an analysis of how different elements of lang...
Elements of language learning - an analysis of how different elements of lang...Elements of language learning - an analysis of how different elements of lang...
Elements of language learning - an analysis of how different elements of lang...
 
CI, CD -Tools to integrate without manual intervention
CI, CD -Tools to integrate without manual interventionCI, CD -Tools to integrate without manual intervention
CI, CD -Tools to integrate without manual intervention
 
SFBA Splunk Usergroup meeting March 13, 2024
SFBA Splunk Usergroup meeting March 13, 2024SFBA Splunk Usergroup meeting March 13, 2024
SFBA Splunk Usergroup meeting March 13, 2024
 
Virtuosoft SmartSync Product Introduction
Virtuosoft SmartSync Product IntroductionVirtuosoft SmartSync Product Introduction
Virtuosoft SmartSync Product Introduction
 
The Universal GTM - how we design GTM and dataLayer
The Universal GTM - how we design GTM and dataLayerThe Universal GTM - how we design GTM and dataLayer
The Universal GTM - how we design GTM and dataLayer
 
Master's Thesis - Data Science - Presentation
Master's Thesis - Data Science - PresentationMaster's Thesis - Data Science - Presentation
Master's Thesis - Data Science - Presentation
 
Cash Is Still King: ATM market research '2023
Cash Is Still King: ATM market research '2023Cash Is Still King: ATM market research '2023
Cash Is Still King: ATM market research '2023
 
AI for Sustainable Development Goals (SDGs)
AI for Sustainable Development Goals (SDGs)AI for Sustainable Development Goals (SDGs)
AI for Sustainable Development Goals (SDGs)
 
YourView Panel Book.pptx YourView Panel Book.
YourView Panel Book.pptx YourView Panel Book.YourView Panel Book.pptx YourView Panel Book.
YourView Panel Book.pptx YourView Panel Book.
 
5 Ds to Define Data Archiving Best Practices
5 Ds to Define Data Archiving Best Practices5 Ds to Define Data Archiving Best Practices
5 Ds to Define Data Archiving Best Practices
 
MEASURES OF DISPERSION I BSc Botany .ppt
MEASURES OF DISPERSION I BSc Botany .pptMEASURES OF DISPERSION I BSc Botany .ppt
MEASURES OF DISPERSION I BSc Botany .ppt
 

Let’s make web analytics more customer centric!

  • 1. Let’s make web analytics more customer-centric! Jiri Brazda @ eMetrics Stockholm 19 September 2011
  • 2. I started out 5 years ago… In 2006, I worked at a bank that doesn’t exist today with a tool that doesn’t exist either! Let’s make web analytics more customer-centric! | Optimics 2 2006 2011
  • 3. … in 5 years it’ll be all different again  Why? Current tools stress simplicity and trick non-expert analytics users into using simplistic metrics to understand customer behaviour & business performance.  Jim Sterne: How Idiots Track Success http://j.mp/idiots-track-success Let’s make web analytics more customer-centric! | Optimics 3 I hope
  • 4. Bounce rate Conversion rate The culprits Let’s make web analytics more customer-centric! | Optimics 4 Question: Why don't you put a lot of stock in conversion analytics? I have a problem with metrics that do not correlate with annual customer performance. Conversion Rate is one of those metrics. Conversion is important, but it does not measure customer relationships. We shouldn't care if a customer visits your website six times before purchasing ... that's still a conversion ... yet we demand that the customer buys in the first visit. Focus on annual retention rates and new customer counts. http://blog.minethatdata.com/Kevin Hillstrom
  • 5. Let’s make web analytics more customer-centric! | Optimics 5 Individual customer Time Multiplicity Win the analytics race! channels, product categories, delivery options, site sections, product features, devices customer lifecycle, recency, frequency, seasonality value, profitability
  • 6. Time-based customer value metrics Let’s make web analytics more customer-centric! | Optimics 6  Average gross margin per customer: Paid Search budget may be at least 4x bigger if you consider expected 12-month revenue for a new customer… BUT only if you don’t pay Google over and over again for the same customer!
  • 7. Introducing multiplicity  Channel migration from First Order Channel to long-term Channel Preference:  Channel Preference = channel that is associated with more than half of all transactions of any individual customer. If no such channel exists, it’s defined as MIX (ie. multiple channels) Let’s make web analytics more customer-centric! | Optimics 7
  • 8. Customers who stay in Paid Search channel are much less profitable  They generate less 12-month margin and keep costing you money in your Paid Search budget Let’s make web analytics more customer-centric! | Optimics 8  Average gross margin per customer:
  • 9. Customers who migrate out of Paid Search are new loyal customers Let’s make web analytics more customer-centric! | Optimics 9
  • 10. Paid Search is good for acquiring new customers but nowhere as good for keeping existing customers… Set MAX(CPC) by calculating  expected 12-month revenue / profit by First Order Channel  expected 12-month (re)acquisition cost by First Order Channel and long-term Channel Preference Let’s make web analytics more customer-centric! | Optimics 10 Measure new customers and don’t forget to use customer value, time and multiplicity!
  • 11. How did we go about this analysis? 1. Preprocessed order data from backend data warehouse (esp. creating customers out of orders) 2. Loaded campaign and traffic source information for transaction IDs via Google Analytics API 3. Joined up all data through transaction ID and analysed and visualised together Let’s make web analytics more customer-centric! | Optimics 11
  • 12. Let’s make web analytics more customer-centric! | Optimics 12 Q / A jiri.brazda@optimics.cz +420 602345620