The Weekly Blog is curated content from the Evolytics staff, bringing you the most interesting news in data and analysis from around the web. The Evolytics staff has proven experience and expertise in analytics strategy, tagging implementation, data engineering, and data visualization.
This blog post by Jason Spero, Google’s VP of Global Performance Solutions, describes the need to not only offer the best product, but the best customer experience as well. He outlines three pillars to meeting customer expectations.
The first pillar, help me faster, describes the ease of use customers now expect when taking advantage of goods and services like paying for coffee with a smartphone or ordering products with a voice command to a virtual assistant. Online marketers will be interested to know that 53% of people will abandon a mobile site if it takes more than three seconds to load. Good website analytics and proper website tagging can help you identify and fix slow loading and 404 pages faster, so that your website visitors are less likely to bounce.
The second pillar, know me better, emphasizes the growing trend to personalize relevant customer experiences. 89% of U.S. marketers reported that website personalization increased revenue. Our Testing and Optimization services have helped many clients increase website conversion through customer experience enhancements.
Finally, wow me everywhere, is all about brand consistency. Can in-store employees see past online purchases to offer better advice to customers? If your in-store customer experience focuses on friendliness, is your online experience just as friendly? As brands evolve, the need to have one data warehouse combining online and offline data for holistic consumer insights continues to grow.
Einstein Account Based Marketing (Einstein ABM) was recently unveiled at the Salesforce World Tour. Michael Kostow, a senior vice president and general manager, admitted that the widely embraced idea of Einstein AMB is still evolving as it tries to master all of its moving parts at scale, but the vision is simple predictive analytics.
“ABM starts with the idea that B2B buying decisions are made by groups of stakeholders versus a single decision maker and, as such, marketing and sales efforts into accounts need to be personalized and orchestrated, whether sending out a mailing, following up on a downloaded white paper or meeting someone in person.”
From lead scoring to real-time personalization, Evolytics helps clients benefit from similar predictive analytics techniques for measurable results and actionable insights.
Data-driven decision-making is better than relying on instinct alone. It just is. The digital marketing industry has taken note, but marketers may still be making some common mistakes.
First, there are still marketers who aren’t analyzing their data at all. They may not have the tools or resources necessary, or they can’t discern between reporting and analysis. The takeaway here, and the first step in the Evolytics’ Data Lifecycle, is to align. Create a measurement plan that includes key performance indicators. Then, build reports that allow you to monitor high level trends and perform deep-dive analysis when necessary.
The Measurement Plan process also guards against the second mistake, immature KPI’s. It’s easy to get caught up in things that are measurable such as page views or time-on-site, but do they matter? Keep your eye on KPI’s that affect your bottom line such as conversion rate or revenue per purchase. Don’t ignore things such as bounce rate, but view them as secondary levers that help you reach your ultimate potential.
The final mistake is focusing only on big data when small data like an individual’s specific customer attributes can provide the impactful insights as well. Without looking at small data, you’ll lose sight of individual customer motivations and miss out on potential breakthroughs and opportunities to improve customer experience, retention and conversion.