MKT20032 WEEK 5
USING DATA TO OPTIMISE
CUSTOMER EXPERIENCES
MKT20032
WEEK 5
USING DATA TO
OPTIMISE CUSTOMER
EXPERIENCES
• THE IMPACT OF DATA
• UNDERSTANDING CUSTOMERS
AND THE MARKET
• PREDICTIVE ANALYTICS
• WEB ANALYTICS
• DATA DRIVEN OPTIMISATION
• DATA VISUALISATION
• CHALLENGES IN DATA DRIVEN
MARKETING
USING DATA TO
OPTIMISE CUSTOMER
EXPERIENCES
THE IMPACT OF DATA
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
GLOBAL DATA IS GROWING
The amount of data we are generating as
individuals and as a society is growing
exponentially.
•
2001 – total data, 1 exabyte
•
2005 – total data, 130 exabytes
•
2020 – total data, 40,000 exabytes
•
2025 – predicted, 150,000 exabytes
- Financial Times (2016)
MKT20032 WEEK 5
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
WHAT IS THE IMPACT OF DATA?
Data is transforming almost every
industry (IBM, 2016).
https://www.ibm.com/blogs/watson/2016/07/10-industries-using-big-data-win-big/
MKT20032 WEEK 5
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
DISNEY WORLD ORLANDO - MagicBand
MagicBand, a plastic bracelet that
contains an RFID tag which provides a
new customer experience.
• Tracks location and movement, ride
participation, restaurant bookings, tickets,
shows, hotel room, food preferences,
photos etc.
• Fully integrated with customer profiles and
used for all transactions.
• Provides customers with a seamless
experience using all data available, on the
fly.
MKT20032 WEEK 5
“If you're wearing your Disney MagicBand and you've made a reservation, a
host will greet you at the drawbridge and already know your name-Welcome
Mr. Tanner! She'll be followed by another smiling person-Sit anywhere you like!
Neither will mention that, by some mysterious power, your food will find you.”
…
Their MagicBands …. Feature a long range radio that ca transmit more than 40
feet in every direction. The hostess on her modified iPhone, received a signal
when the family was just a few paces away …. The kitchen queued up two
French onion soups, two roast beef sandwiches! When they sat down, a radio
receiver in the table picked up the signals … triangulated their location … using
another receiver in the ceiling … the waitperson … knew what they ordered
before they even approached the restaurant and knew where they were sitting.
USING DATA TO
OPTIMISE CUSTOMER
EXPERIENCES
UNDERSTANDING CUSTOMERS
AND THE MARKET
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
UNDERSTANDING CUSTOMERS
WITH DATA
Having more data about your
customers and the market leads to:
•
A better understanding of your
customers and the market
•
More accurate predictions about
decisions, choices and behaviour
•
More possibilities to personalise your
interactions with customers
And ultimately… more customer
value!!
MKT20032 WEEK 5
Will Vlad order pizza tonight?
85% likelihood
Order history
Day of the week
Work schedule
Location
Football
Partner
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
DATA AND UNDERSTANDING
CUSTOMERS
All of the touchpoints along the
customer journey are data
generating units. More data at each
touchpoint leads to better accuracy
and understanding.
MKT20032 WEEK 5
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
COLLECTING AND
OBTAINING DATA
Companies combining the
data they collect about their
customers at different brand
touch points with data
acquired from ‘data
brokerage’ companies like
Acxiom.
Combining more data about
an individual = more accurate
predictions.
MKT20032 WEEK 5
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
SEGMENTATION
Dividing a broad consumer market into subgroups of consumers based on shared or
common characteristics.
To do segmentation, you need to have lots of
data about the consumers you are looking to
segment.
MKT20032 WEEK 5
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
MICROSEGMENTS
Microsegments aims to use profiling data to
group customers into very small segments or
even as individuals.
Leading to more individualisation and
personalisation of marketing communications,
products and services.
MKT20032 WEEK 5
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
SENTIMENT ANALYSIS
The process of computationally identifying and
categorizing opinions expressed in a piece of
text, especially in order to determine whether
the writer's attitude towards a particular topic,
product, etc. is positive, negative, or neutral.
Online sentiment can predict elections and stock
prices! ……. BUT it is not always able to
comprehend text that contains sarcasm, slang,
irony, misspelled words, etc.
MKT20032 WEEK 5
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
TOPIC MODELLING
In machine learning and natural
language processing, a topic
model is a type of statistical model
for discovering the abstract
"topics" that occur in a collection
of documents. Topic modelling is
a frequently used text mining tool
for discovery of hidden semantic
structures in a text body.
MKT20032 WEEK 5
USING DATA TO
OPTIMISE CUSTOMER
EXPERIENCES
PREDICTIVE ANALYTICS
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
PREDICTIVE ANALYTICS
Predictive analytics is a specialised area
of advanced analytics which is used to
make predictions about unknown future
events.
Predictive analytics uses various
techniques from statistics, data mining,
modelling, artificial intelligence, and
machine learning to analyse current data
so we can make predictions about the
future.
MKT20032 WEEK 5
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
PREDICTIVE ANALYSIS TECHNIQUES
Say you are Uber Eats, and you want to know:
•
What do similar people order?
•
What types of food are often ordered
together?
•
What is someone going to order?
•
How often is someone going to order?
Each one has a different analysis technique to
answer it!
MKT20032 WEEK 5
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
CLUSTER ANALYSIS
Cluster analysis involves grouping a set of
objects in such a way that objects in the same
cluster (or group) are more similar to each
other than to those in other clusters (or other
groups).
•
What do similar people order?
MKT20032 WEEK 5
“Customers like you also bought…”
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
ASSOCIATION ANALYSIS
Association analysis is a rule-based machine
learning method that is used for discovering
interesting relations between different
variables in a large database.
•
What type of foods are bought together?
MKT20032 WEEK 5
“If you like this, you may also be interested in…”
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
CLASSIFICATION ANALYSIS
Classification analysis is a method used for
examining the relationship between several
predictor variables and one categorical
dependent variable.
•
What is someone going to order?
MKT20032 WEEK 5
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
REGRESSION ANALYSIS
Regression analysis is the statistical processes
we use to estimate the relationships among
one or more independent variables (or
‘predictors’) and a dependent variable (or
‘outcome’ variable).
•
How often is someone going to order?
# of
future
orders
MKT20032 WEEK 5
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
PREDICTIVE ANALYSIS TECHNIQUES
•
What do similar people order?
•
•
What types of food are often ordered
together?
•
•
Association analysis
What is someone going to order?
•
•
Cluster analysis
Regression analysis
How often is someone going to order?
•
Classification analysis
MKT20032 WEEK 5
USING DATA TO
OPTIMISE CUSTOMER
EXPERIENCES
WEB ANALYTICS
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
WEB ANALYTICS
Web analytics is the measurement, collection,
analysis and reporting of data for the
purposes of understanding and optimizing
web usage.
The goals of web analytics may include
enabling a business to attract more visitors,
retain or attract customers, or to increase the
dollar amount each customer spends.
Techniques include logfile analysis, page
tagging (cookies), tracking geolocations, and
click analysis.
MKT20032 WEEK 5
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
GOOGLE ANALYTICS
Google Analytics is a web analytics service
offered by Google that tracks and reports
website and mobile application traffic.
You can get certified by completing the Google
Analytics course and passing the Google Analytics
IQ Exam.
MKT20032 WEEK 5
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
GOOGLE ANALYTICS – AUDIENCE
PROFILING
Google analytics can be used to profile and
understand the audience that is visiting your
website or mobile app.
Who are our website
visitors?
• Users: unique visitors, new vs returning,
active vs passive, sessions
Who finds our content
most engaging?
• Geography: from country to postcode
• Demographics: age, gender
• Technology: device, browser, platform
• Interests: affinities, in-market segments
MKT20032 WEEK 5
What are their interests?
Which technology are
they using?
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
GOOGLE ANALYTICS – ACQUISITION
Google analytics can be used to analyse how
you are acquiring visitors to your website or
mobile app.
• Channels: sources, media, referrals
• Google ads: ads, keywords, search queries,
display ads, video ads
• Search console: landing page responses,
countries, devices
• Social: referral sources
• Campaigns: paid keywords, organic
keywords, cost analysis
MKT20032 WEEK 5
Which channels, sources,
media are users coming
from?
Which keywords did they
search for?
Which ads or campaigns
did they click on?
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
GOOGLE ANALYTICS – BEHAVIOUR
Google analytics can be used to examine how
people are behaving when they are on your
website or mobile app.
What is the flow of users
through my site?
• Behaviour flow: visual map of user
movement from page to page
Which content are users
engaging with most/least?
• Site content: content engagement, landing
pages, exit pages
Which pages are they
leaving from?
• Site speed: page load timings
• Site search: search terms, search pages
• Events: interaction with various content
MKT20032 WEEK 5
What do they search for?
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
GOOGLE ANALYTICS – CONVERSIONS
Google analytics can be used to track how well
your website is converting visitors into
customers based on how you define a
‘conversion’.
• Set up ‘goals’: define what actions constitute
a conversion on your website
• Define the value of each conversion: how
much is each sale, enquiry, signup worth?
• Funnels: Set up funnels for the steps the
customer takes to reach the goal so you can
see where they are dropping out
MKT20032 WEEK 5
How many visitors are we
converting into
customers?
Where in the conversion
funnel are visitors
dropping out?
Which stages of the
funnel can we optimise?
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
GOOGLE ANALYTICS –
OVERLAYING KEY METRICS
On top of reports, we can also
overlay a number of key metrics.
The most common and basic
metrics we can use are:
• Acquisition: users, new v
returning users, sessions, traffic
sources
• Engagement: bounce rate,
pager per session, average
session duration
• Conversions / ROI: conversion
rate, transactions, revenue
MKT20032 WEEK 5
USING DATA TO
OPTIMISE CUSTOMER
EXPERIENCES
DATA DRIVEN OPTIMISATION
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
THE AGILE METHOD
The Agile method is a modern approach
to project management that is utilised in
the software development industry.
Rather than building something until its
perfect and then releasing it, the Agile
method uses incremental, iterative work
sequences that are commonly known as
sprints.
MKT20032 WEEK 5
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
A/B TESTING
A/B testing is a randomised experiment
with two variants. Allows us to test the
hypothesis that a change could improve
performance.
Some examples
• Email subject lines
• Website header image
• App signup button
• + many others!
MKT20032 WEEK 5
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
A/B TESTING
MKT20032 WEEK 5
USING DATA TO
OPTIMISE CUSTOMER
EXPERIENCES
DATA VISUALISATION
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
DATA VISUALISATION
Data visualisation refers to the techniques
used to communicate data or information
by presenting it as visual objects and
graphics (e.g. charts).
The goal is to communicate information
clearly and efficiently, so it is easier for
users to understand.
Lots of different packages available!
MKT20032 WEEK 5
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
INFOGRAPHICS
Visual representations of information,
data, or knowledge intended to present
information quickly and clearly.
They can improve understanding by
utilising graphics to enhance our ability to
see patterns and trends.
MKT20032 WEEK 5
USING DATA TO
OPTIMISE CUSTOMER
EXPERIENCES
CHALLENGES IN DATA DRIVEN
MARKETING
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
DATA SCIENCE PROCESS
In an ideal world, the data science process
includes asking business questions,
collecting data, analysis, model evaluation,
presentation to stakeholders, deployment
and continuous improvement.
MKT20032 WEEK 5
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
DROWNING IN DATA
Instead of defining their business
goal or question, most companies
start by collecting data first. This
results in collecting and having a lot
of data but not knowing what to do
with it.
MKT20032 WEEK 5
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
CORRELATION IS NOT CAUSATION
Just because there is a correlation
between two variables does not tell
us which one influences the other.
Correlations can often lead to
jumping to false conclusions.
MKT20032 WEEK 5
USING DATA TO OPTIMISE CUSTOMER EXPERIENCES
BIG DATA
Challenges arising from data due to three
factors:
•
The volume of data that we have and could
obtain
•
The velocity of data generation and
collection
•
The variety of the data and different
formats
MKT20032 WEEK 5
THANK YOU & QUESTIONS
NEXT STEPS
WHAT TO DO NOW…
•
Take some time to digest and reflect this
week’s content.
•
Are there any areas of this topic that are of
interest to you personally?
•
Ensure you complete the online lesson,
including Google Analytics for
beginners’ module AND ensure you
have access to the Google Analytics
demo account prior to the workshop.
•
Attend your allocated workshop, where
you will be working on your case studies.
•
After the workshop, start preparing for
next week.
MKT20032 WEEK 5
MKT20032
WEEK 6
SEARCH MARKETING
• SEARCH ENGINES
• HOW SEARCH WORKS
• SEARCH ENGINE OPTIMISATION
• SEARCH ENGINE MARKETING
• BLACK HAT VS WHITE HAT SEO
• PAID SEARCH MARKETING
• THE FUTURE OF SEARCH