Onlab presentation
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This document discusses the importance of using actionable analytics and customer analytics rather than vanity metrics. It argues that vanity metrics only make a business feel good but do not help a business grow. Customer analytics track the entire customer lifecycle and allow businesses to get data on specific customers that is easy to take action on. The document provides examples of questions customer analytics can answer and how the data can be used, such as determining which referral sources or markets acquire the most valuable customers. It emphasizes that customer analytics help businesses learn faster through continuous improvement and a data-informed approach.
![HOW TO: ACTIONABLE ANALYTICS
Hiten Shah
June 2012 - Onlab [DATA] Conference](https://image.slidesharecdn.com/onlab-presentation-120626043203-phpapp01/85/Onlab-presentation-1-320.jpg)
Onlab presentation
- 1. HOW TO: ACTIONABLE ANALYTICS Hiten Shah June 2012 - Onlab [DATA] Conference
- 2. @hnshah
- 3. DOING BUSINESS ON THE WEB FOR 9 YEARS AND PLENTY OF FAILURES ALONG THE WAY
- 4. FOCUS ON METRICS THAT ARE ACTIONABLE A+
- 5. Vanity metrics will kill your What is User Experience? business VANITY METRICS VS. ACTIONABLE METRICS HTTP://KISS.LY/ACTIONABLEMETRICS
- 6. No connection to your business Vanity metrics make us feel good when they improve but they don’t help us grow our business.
- 7. Web analytics is vanity metrics In Google Analytics, vanity metrics are everywhere.
- 8. Vanity metrics are a distraction
- 9. Difficult to take action If pageviews go up, what should you do?
- 10. Be careful with web analytics Improving traffic doesn’t necessarily improve your business.
- 11. FOCUS ON Customers !
- 12. Your customer relationships To build a relationship with our customers, we need to know who they are.
- 13. CUSTOMER ANALYTICS Tells Us
- 15. CUSTOMER ANALYTICS ARE Actionable
- 16. What customer analytics does Tracks the entire customer lifecycle from first visit to the most recent activity.
- 17. What is User Experience?
- 18. KISSmetrics Customer Analytics Very Simple Person-Based API trk.kissmetrics.com/e? _p=tim@apple.com&_n=upgrade&plan=large Person Event Property Who the data is about What they did Attributes
- 19. Get reports on real people
- 20. Every point of engagement for a customer “IT’S NOT JUST ANONYMOUS NUMBER...THESE ARE PEOPLE AND I CAN ACT ON THAT.”
- 21. Multiple channels Customers use many different channels, tracking should too.
- 22. Multiple people, multiple channels
- 24. Data that matters You’ll get data that is easy to take action on because it tells the story of your customers.
- 25. Question Who are my most valuable customers?
- 27. Most valuable traffic sources “IT'S EASY TO KNOW WHICH REFERRAL SOURCES TO FOCUS ON TO ACQUIRE THE TYPES OF CUSTOMERS I WANT.”
- 29. Actionable Find out how to acquire more valuable people based on where they come from and who they are.
- 30. Question Who is doing what?
- 31. How many times each customer does something
- 33. Actionable Determine why certain people are highly active by identifying and analyzing their behavior.
- 34. Question What encourages someone to become a customer?
- 35. Search based on your main goal
- 36. Get a list of people
- 37. Look at individual customer behavior
- 38. Actionable Search for and analyze individual profiles to learn what actions come before your goals.
- 39. Question What does my entire customer lifecycle look like?
- 40. Variation B performs best for key funnel
- 41. Variation A results in more revenue “RUN A/B TESTS AND SEE HOW IT AFFECTS ALL OF YOUR KEY METRICS.”
- 42. Actionable Track the entire customer lifecycle to make decisions based on a complete view of all your metrics.
- 43. CUSTOMER ANALYTICS HELPS YOU Learn Faster
- 44. ! “The only way to win is to learn faster than anyone else.” Eric Ries
- 45. Data Informed - Continuous Improvement Build, measure, learn faster re ings Spl olden Te ion Build Learn Measure THE LEAN STARTUP
- 46. THANK YOU! Hiten Shah hitenism.com hshah@kissmetrics.com