Data in action
- 1. DATA IN ACTION 3 Practical ways to use data to your advantage
- 4. WEATHER DATA WEBSITE & CONTENT PERSONALIZATION SPECIAL OFFERS BASED ON PAST BEHAVIOURS CAMPAIGNS DATA SOCIAL & WEB MENTIONS WHAT DATA?
- 5. If a small online UK shop has a dedicated analyst doing stuff like this, then we should all pay attention
- 6. But, everyone is talking about data these days!
- 7. is this as complex as it sounds?
- 8. is this as complex as it sounds? YES it is
- 9. is this as complex as it sounds? YES it is But we need to start small
- 11. #1 REDUCE CUSTOMER CHURN THE GOAL To identify users that are planning to switch to a competitor and make them stay COULD BE APPLIED AT: TELCOS INSURANCE SUBSCRIPTION BASED SWITCH FROM COMPETITOR
- 12. #1 REDUCE CUSTOMER CHURN DATA YOU NEED TO COLLECT CONTENT BROWSING DATACRM DATA INTENT DATA (SEARCH)WEBSITE BROWSING DATA
- 13. A SAMPLE CUSTOMER PATH Run a survey on selected publisher sites. 2 simple questions: Do you own a car / Do you plan to switch Identify User Segments Searches for ”switch” keywords or for competitors Get the user to your website. Identify him & pass the info to your Call Center or DMP Initiate anti-churn marketing actions
- 14. #2 REDUCE WASTED REMARKETING BUDGET THE GOAL To accurately identify converted users (not just based on a campaign cookie) and stop remarketing to them to save budget COULD BE APPLIED AT: Everyone who uses 1st party data and does remarketing campaigns
- 15. DATA YOU NEED TO COLLECT OFFLINE SALES DATA (ERP/CRM) ONLINE SALES DATA #2 REDUCE WASTED REMARKETING BUDGET
- 17. #3 STREAMLINE TRACKING & GTM THE GOAL To have complete tracking in place, through a fast, automated and sustainable procedure COULD BE APPLIED AT: Everyone who has a website to track.
- 18. #3 STREAMLINE TRACKING & GTM Track clicks on a site-wide tabbed menu
- 19. #3 STREAMLINE TRACKING & GTM #1 INSTALL TAG MANAGER #2 CONFIGURE BUILT-IN VARIABLES #3 CREATE A NEW, CONSTANT VARIABLE FOR GA ID #4 USE THE DEBUG OPTION & FIND THE VALUES FOR CLICK CLASSES AND CLICK TEXT #5 SET A TRIGGER TO CLICK CLASSES MATCHES TAB
- 20. #3 STREAMLINE TRACKING & GTM #6 CREATE YOUR TAG • Sustainable (supposing the use of the same class for the same element, this tracking works with new tabbed menus, without adding a single line of code) • Way faster than creating one tag for each combination of Click Text/Page Path • No need for data layer.
- 21. #3 STREAMLINE TRACKING & GTM And of course, no way to mess up your tracking.
- 22. HUMANS vs DATA
- 23. The data is (mostly) there. You just need someone to figure this whole thing out
- 24. CONSULTING DATA LABS Data excellence by TRACKING & TAG MANAGEMENT ANALYSIS & DATA STRATEGY DATA VISUALIZATION GETTING IT RIGHT MAKING IT EASY TO UNDERSTAND AND ACT UPON INTEGRATING & MAKING SENSE OF DATA