5. Some of the upfront questions
• How do you get VoC data into Google Analytics?
• How to you join data from different sources? What happens if the data
sources aren‟t linked?
• What happens when your customer journeys cover & cross multiple
domains?
• How do you can you improve marketing performance/customer
journeys using data?
info@analyt.co.uk | @analytData | analyt.co.uk
22. “I got there in the end but it was a
struggle. Probably best try
www.acme.com”
…not what I
expected
I’ll try another site
This is a nightmare!
Grrr, where’s the
phone?
What a load of
b*ll**ks!!
34. Exercise (30 mins)
• In groups of 4…
• Choose a site you all know
• What does „good‟ look like for them?
• What might they want to measure?
• What would an ideal blend of CRM + VoC + Analytics?
• How would you present it back to the business? To an executive audience/
You‟ll then present back to the group for discussion
info@analyt.co.uk | @analytData | analyt.co.uk
35. Bring it all together…
info@analyt.co.uk | @analytData | analyt.co.uk
43. RFML Analysis
Recency
The elapsed time since the last purchase made by a customer
Metric: Days since last visit
Frequency
The average time between purchases for a customer
Metric: Average no. of days between purchase
Monetary
The total value of purchases made by a customer
Metric: Total order value or Average order value
Latency
The time between two events, such as first visit and purchase
Metric: Days between first visit and purchase
44. RFML – Visitor Scoring
Recency Score:
0: Visitor that have not visited the site within six months
1: Visitors that have visited the site within the last six months
2: Visitors that have visited within the last month
3: Visitors that have visited within the last week
Frequency Score:
0: Visitors that visit the site less than once every six months
1: Visitors that visit the site more than once every six months
2: Visitors that visit the site more than once a month
3: Visitors that visit the site more than once a week
Monetary Score:
0: Visitors that have never purchased
1: Visitors that have purchased at least £100
2: Visitors that have purchased at least £500
3: Visitors that have purchased at least £1000
Latency Score:
0: Visitors that have never purchased
1: Visitors that purchased within six months of their first visit
2: Visitors that purchased within one month of their first visit
3: Visitors that purchased within one week of their first visit
46. Case Study…
Group A
Recency: Visited within last week
Frequency: Visits 6 or more times a month
Monetary: Average order value of £15
Latency: Less than a week
Group B
Recency: Within the last 6 months
Frequency: Less than once a month
Monetary: Average order value of £350
Latency: More than 6 months
For example, a close inspection of service calls revealed that many of Dell's customers were calling to check on the status of their online orders. This insight gave Dell the confidence to build an order tracking tool it features prominently on its site and in confirmation emails. The function immediately deflected roughly half the calls relating to order status — a huge cost savings. To tap into these kinds of insights, site owners should upgrade to the latest generation of Web analytics tools, which allow firms to import data from other channels like retail points of sale and call centres