2014 09-10-12 Building Customer Profiles - Move from clicks to faces

Building Customer Profiles

Vinoaj (Vinny) Vijeyakumaar Managing Partner & Co-Founder

SPARKLINE

[email protected] @vinoaj

@vinoaj www.sparkline.com

3 Rules for a Great Presentation

Don’t be that speaker after lunch

Don’t be that speaker before drinks

Don’t be that speaker any time after Avinash


3 Rules for a Great Presentation

Don’t be that speaker after lunch ✗Don’t be that speaker before drinks ✓Don’t be that speaker any time after Avinash ✗

Hello


AU, NZ


SG, MY, TH, ID, PH, VN


Sparkline


Sparkline

Managing Partners

Aleetza 9 yrs AdWords / YouTube / Digital Solutions

Vinny 5 yrs Google Analytics / Conversion Rate Optimisation

On with the show …


Prosopagnosia




All web analysts are face blind

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The Aim


Today

• Move away from Clicks to Users • Making sense of Demographic Reports

• Taking Action for Users

Google Analytics Demographic Reports


Demographic Reporting


Universal Analytics: The Easy Way


Universal Analytics: The Hard Way

<script>

(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||

function(){

(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new

Date();a=s.createElement(o),

m=s.getElementsByTagName(o)

[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)

})(window,document,'script','//www.google-analytics.com/

analytics.js','ga');

ga('create', 'UA-XXXXXX-XX', 'example.com');

ga('require', 'displayfeatures'); ga('send', 'pageview');

</script>


Classic GA: The Easy Way


Classic GA: The Hard Way

<script type="text/javascript">

var _gaq = _gaq || [];

_gaq.push(['_setAccount', 'UA-xxxxx-y']);

_gaq.push(['_trackPageview']);

(function() {

var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;

ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);

})();

</script>

to

<script type="text/javascript">

var _gaq = _gaq || [];

_gaq.push(['_setAccount', 'UA-xxxxx-y']);

_gaq.push(['_trackPageview']);

(function() {

var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;

ga.src = ('https:' == document.location.protocol ? 'https://' : 'http://') + 'stats.g.doubleclick.net/dc.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);

})();

</script>


One last thing …


Step 1: Know your customers’ gender & age makeup



Step 2: Identify differences in patterns of behaviour

There are more female visitors than males

Females are more engaged than males


Step 2: Identify differences in patterns of behaviour

Females convert at a rate significantly less than males

Males generate higher value metrics


What next?

•  Cater research & packages to female audiences


What next?

• Optimize the booking flow for impatient males


Step 3: What interests my customers?


A smartphone retailer


What interests my customers?


Propensity to Spend


What are my customers looking to buy?


Propensity to Spend


What action do we take?

Interests •  Technophiles •  Shutter Bugs •  Pop Music

In the market for •  Apparel •  Tech

Accessories

A few suggestions •  Put the camera front & center. Highlight

the camera’s features. •  Put front & center speaker quality. •  How many HD photos can the device

store? •  How many songs can the device hold? •  How much playtime can I get on a full

battery?


Step 4: Don’t be afraid to drill down

★

★

★


Step 5: Segment & Learn

Find out more: http://vnjv.co/unifiedsegts


Segment’s Purchase Behaviour


Segment’s Intent

Our valuable segment of users are interested in Android phones – primarily those made by Xiaomi, HTC, or Samsung


Step 6: Retarget to Your Valuable Segments


Retargeting doesn’t have to be limited to AdWords or DoubleClick…


Digital knowledge can be applied to offline contexts too …

In-store promotions & bundles

Store layout

What have we achieved?


The Aim


From “No Faces” to “Faces”

Click Gender

Age

Behaviour

Interests

Intent


OK, so it’s more like this …

You Can Still Do More …


Social Login


Surveys

Find out more: http://vnjv.co/qualga

Nothing to do tonight?


5 things to do tonight

Implement display advertising support in Google Analytics 1

Build a picture of your customers 2

Identify your most valuable customer types 3

Engage them 4

Think advanced … Social Logins, Surveys, etc… 5

Put a Face to Your Clicks! [email protected]

Business

2014 09-10-12 Building Customer Profiles - Move from clicks to faces