More Signal, Less Noise: How to Dial in Your Customer Experience
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We have all the data in the world. Analytics! Reviews! Surveys! Heatmaps! Now… what the heck are we going to do with it? Information overload in marketing is a real problem, and you need to figure out where best to spend your limited resources. In this presentation, Dana will walk you through building a customer experience framework for your organization, including how to tie together separate data points into a cohesive picture of your customers. You’ll learn how to reduce the background noise and build a plan on how to improve customer experience. Presented at Engage PDX, March 8 2019
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More Signal, Less Noise: How to Dial in Your Customer Experience
- 2. #EngagePDX @danaditomaso I bet you have tons of ideas now!
- 4. We need to narrow our focus.
- 5. #EngagePDX @danaditomaso We need to build a system.
- 6. #EngagePDX @danaditomaso The tools you use (mostly) don’t matter.
- 7. #EngagePDX @danaditomaso Step 1: Understand Your Customers
- 10. #EngagePDX @danaditomaso We need to tie these two elements together.
- 11. Let’s start with interactions.
- 13. What is your customer’s story?
- 17. Remember: Not every touchpoint is a “Branded Experience”
- 19. What systems are involved at each of these points?
- 21. #EngagePDX @danaditomaso Step 2: Connect Your Touchpoints
- 22. #EngagePDX @danaditomaso Now you know what tools need to talk to each other.
- 23. #EngagePDX @danaditomaso But you need a common thread.
- 24. #EngagePDX @danaditomaso Enter Google Analytics’ Client ID.
- 28. This is a nice start.
- 29. Save the CID as a session-scoped custom dimension in Google Analytics.
- 32. Four levels of scope: Product Hit Session User
- 34. Now we need to move that CID into other applications.
- 36. What about getting other application data back into Google Analytics?
- 37. #EngagePDX @danaditomaso Did you know that you can put anything you want in Google Analytics?
- 38. #EngagePDX @danaditomaso Let’s walk through an example.
- 39. Save the Google Analytics CID in a hidden field in your form.
- 40. #EngagePDX @danaditomaso When the opportunity is closed, push the result back over to Google Analytics.
- 41. You don’t need to be a developer to make this happen.
- 42. All you need is Zapier.
- 47. Make a test Google Analytics property just for yourself!
- 48. #EngagePDX @danaditomaso Step 3: Pull It Together
- 49. #EngagePDX @danaditomaso Go back to your touchpoints – what needs to be pulled together?
- 50. #EngagePDX @danaditomaso Tie survey responses to purchases.
- 51. #EngagePDX @danaditomaso Combine reviews with in-store visits.
- 52. #EngagePDX @danaditomaso Bring online and offline purchases together.
- 53. #EngagePDX @danaditomaso Capture more user behavior data.
- 54. #EngagePDX @danaditomaso Step 4: Find Patterns
- 55. #EngagePDX @danaditomaso You have more data, but for a good reason.
- 58. #EngagePDX @danaditomaso Capture more user behavior data as well.
- 59. #EngagePDX @danaditomaso Build a better customer dashboard.
- 60. #EngagePDX @danaditomaso Who are you best customers?
- 61. #EngagePDX @danaditomaso How do you get more of those types of customers?
- 63. #EngagePDX @danaditomaso You can also
- 65. Ignoring what doesn’t help you is just as important and watching what does help you.
- 66. #EngagePDX @danaditomaso Turn up the signal, turn down the noise.
Hinweis der Redaktion
- You’ll go back to the office all fired up and add all sorts of things, and then this’ll happen.
- LOOK AT ALL THE FUN STUFF I LEARNED you’ll shout, as you attack your colleagues with fire hoses of data.
- What actually matters?
- Because “collect every piece of data we possibly can because we might need it later” is not a system.
- We have a problem in digital marketing where we hope this one magical tool purchase will solve all our problems. It won’t, but that doesn’t stop us from trying! I don’t want you to fixate on the tool. I’ll talk about GA because that is what I know best but your own mileage will vary. IT’S YOUR CALL.
- We need to start with a deeper understanding of your customers. There are really two elements of customer experience.
- Interaction – what do they do with you or things that you own? This is what you control.
- Perception – how do they feel? This is shaped by interaction but it is largely out of your hands.
- This is the major thing that’s missing – we (usually) can’t tie down reviews to specific customers in a single system, for example.
- To get a better handle on this, let’s nail down what your interactions are.
- To do this, you’ll need to build a customer journey.
- We’ll get to more customer stories later but right now you are following their path, their journey.
- This isn’t a talk on building customer journey maps, nor is there a single example that works for everyone. This search is a good place to start.
- The goal is to build an inventory of touchpoints along this journey.
- For example, this is what was done for Rail Europe (go through some of the examples).
- You’ll see on the Rail Europe list there are non-branded channels like Expedia. You need to extra watch these because you don’t control them.
- Here is a simple chart – pretty clear on the points, and you can then align with where the customer is when they get these. Delivery is out of your control, Insta ad is passive for example. (describe differences for say B2B or home services)
- Going back to this – Instagram, website, maybe it’s Shopify. Email – also consider their email provider, delivery, that’s USPS, review platform, etc. Combine your touchpoint inventory with the journey. Now, how do you or can you measure each of these points?
- Do your touchpoints talk to each other? Probably not. You probably have ad to purchase down, but what about pushing a shipping confirmation to GA when a package is delivered, so you can see if delivery time corresponds with repeat purchases, or better reviews?
- You should have a tool/data warehouse inventory so you know what connections need to be made.
- Otherwise how are you going to tie all this data together?
- CID for short. It’s stored in a 1st party cookie for 2 years. If you have a login you can use User ID which tracks across devices – you can use UID like CID if you do.
- Whenever you visit a website, you have a CID that’s set in the GA cookie. You can see it using the Analytics Pros Data Layer Inspector extension for Chrome. (Do this on other sites and see what people are measuring, it’s fun!)
- You can see how this works in GA now if you go to Audience > User Explorer.
- And if you click on any of these, you can see all the details GA has on that CID.
- But we can do so much more with this!
- Why? Because it isn’t saved in GA in a way that you can see via the API and we’re going to need that in order to tie data together.
- Perhaps that sentence made no sense to you. Let me explain.
- GA is made up of dimensions and metrics – here is an example of how they work together. I like to think of dimension as the descriptor and metric as the number of times that descriptor happened.
- Product is enhanced ecom only. Hit is just for that hit, session is for the session, user is across multiple sessions if you have permission etc to do so.
- To do this, follow this instruction from Simo Ahava. @kickpointinc is tweeting out this link
- This is the real trick – because without getting the CID elsewhere, you won’t be able to tie the data together.
- Another how-to, from Mike at Upbuild. Mike talks about putting CRM ID into GA – you can do that, or you can push GA ID into your CRM. Your call! Again, WHATEVER WORKS but you need one place to hold everything. (KP is tweeting the link)
- Anything at all. If you can turn it into a hit that GA can understand, they will work with it.
- Then, this CID goes into say Salesforce as a custom field that is now associated with that person’s Salesforce contact.
- I’ll be honest. You’re going to need to learn a bit about GA and how the measurement protocol works, but
- Or another Zapier-ish app of your choice but I am a Zapier fan so that is what we’re doing.
- Okay you do need to know a tiny bit of JavaScript but your web developer will be able to add this. UpBuild has made this code available for anyone.
- Shout out to Damion Brown from Data Runs Deep who came up with this great explainer (and Andrew Garberson who first made me aware of this!) – explain that I learned it for FitBit
- Google has this neat tool called the “hit builder” where you can roll your own calls to GA’s measurement protocol which is how GA records info. (example of a basic pageview hit)
- In Zapier, you do the same – this is an example of pushing a closed Salesforce opportunity into a webhook with the hit built. You’ll pull in the Salesforce parameters to populate the fields.
- What’s stopping you from trying this out? Definitely test this out until you’re happy with what you’re seeing!
- Now you have this magical data flow from your tools into GA. What are you going to do with it? Here are some ideas.
- Let’s go over some quick examples!
- Are people happier if they buy a certain thing? If you ask did you buy for you or someone else, what do they typically buy? (e.g. when you buy Lego)
- For example, GatherUp does have Zapier integration so you could push review scores into GA. It isn’t totally full featured yet but it’s close.
- Tie the CID to the loyalty ID and you’re golden. A purchase is a purchase, after all.
- Was someone using Google Translate to view your site? If you use personalization, what blocks did they get? Did this visitor see an A/B test and if so, which variant did they get?
- Why are we doing this?
- Earlier I talked about how we have too much data – but this isn’t data for the sake of data.
- What you end up with are disparate pieces of data that now make sense when blended together.
- Do people who click links in your newsletter tend to buy more in-store? Does anyone use your coupons? How do blog posts contribute to offline sales?
- What time zone are your visitors in? If you personalize, what blocks were they shown? Are they using an ad blocker?
- Because now you have everything in one place – content, reviews, sales (off and online), surveys, etc.
- You should be able to answer this and not just from a limited perspective. Now you’ll know their entire interaction lifecycle with you.
- This is why we do marketing after all, right?
- Because if your site has been around for a while, you have those pages that have awesome traffic and terrible conversions. So you don’t want to get rid of it, but it makes your reports look like crap.
- By evaluating user behaviour in a more full circle way, you can create negative personas from this – you won’t just have the positive data, but you’ll know who you can ignore.
- Here is a real example for one of our clients. A/B/C are good personas, and D is the bad one. This is built on variables that we are capturing from various sources.
- It’s really like time saving – maybe visit the negative persona now and again but otherwise, dump them. You could even make a GA view that doesn’t include them.