Session 2 - Customer Insights & Web Analytics

DIGITAL MARKETING
Customer Insights & Web Analytics

Learning Objectives
• Sources of Customer Insights
• What are Web Analytics Solutions?
• Why use Web Analytics Solutions?
• Exploring Google Analytics
• Customer Personas
2
Customer Insights
A solid foundation of Customer Insights is crucial for successful Digital

Marketing.
• Who are our Customers?
• What do they want? Their Needs
• How do they fulfil their wants? Buy, Consume, Post
• When do they fulfil their wants?
• How did they find us?
• What do they talk about us?
3
Sources of Customer Insights
There are a range of avenues to gain Customer Insights:
• Customer data • Data from • Industry reports

• Web data Marketing Partners • Others
• Transactional • Social Media
data
• Customer Service
4 Image - https://auth0.com/blog/three-key-strategies-for-leveraging-first-party-data-to-improve-your-ads/
Sources of Customer Insights
5
What are Web Analytics Solutions?
• Web Analytics refers to the process of measuring user behaviour on websites
• Web Analytics Solutions provide organizations with the means to measure

and analyze their web analytics
• Think of them as online tools which are constantly measuring what is

happening on your web site
• You can login to these tools at any time to view the data, run reports,
download data, etc.
6
Why Use Web Analytics Solutions?
• Put simply, what gets measured gets managed
• This is the most direct information you can get about users on your website
• Get in-depth understanding of what users are doing on your website
• Understand what needs to be improved
• Get insights into who your users are, where they are coming from, etc.
7
How do these work?
• By a process of page ‘tagging’
• This is a piece of JavaScript code that needs to be added to all the pages on
the site that you want measured
• When a page loads, this JavaScript code sends some information to Google
such as the browser, device, source, etc.
• They also set ‘cookies’ on the visitors browsers
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Sample JavaScript code


<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','https://www.google-analytics.com/analytics.js','ga');
ga('create', 'UA-XXXXX-Y', 'auto');

ga('send', 'pageview');
</script>

• The code should be added near the top of the <head> tag and the string 'UA-
XXXXX-Y' should be replaced with the property ID (also called the "tracking ID")
of the Google Analytics property you wish to track.
9
Some Web Analytics Tools
• There are a variety of Web Analytics Tools in the market
• One of the most popular is Google Analytics
• This is free to use, though a premium version is also available for more
advanced users
• Other paid tools include Adobe Analytics (formerly SiteCatalyst / Omniture)

and IBM Analytics (formerly Coremetrics)
10
Some Limitations of Web Analytics Tools
• As they rely on JavaScript and cookies, there could be cases when the data
collected is not complete / accurate
• If a user closes the web page before the JavaScript is executed, data might not
get captured
• If user deletes cookies, their historical data is lost
• A visitor is primarily a ‘cookie’. If the same person visits the website once from
a laptop and then from a Smartphone, it will be counted as two visitors
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What Kind of Data is Captured?
Most Web Analytics tools capture and report a wide variety of information.
These can be broadly grouped into:
• Visitor information
• Behavioural information
• Marketing information
12
Visitor Information
This contains information about the users coming to your website
• Number of users, number of new users
• Demographics
• Geography
• Browser
• Device
13
Behavioural Information
This contains information about the actions users are taking on your website
• Pages they are visiting
• Landing and Exit Pages
• Site Searches
• Conversions
• Purchase Funnels
14
Marketing Information
This contains information about the actions users are taking on your website
• The Channels where users / new users are coming from
• Campaigns driving traffic
• Cost Analysis
15
Overview of Google Analytics
Google Analytics is one of the most popular web analytics tools.
Benefits:
• It is free to use
• User friendly
• Easily integrated with other Google solutions such as Adwords / Google Ads
Drawbacks:
• The free version generally uses sampled data, hence might not be accurate
for data such as conversions
• You do not get access to clickstream data
• It is a Google product and Google is the biggest digital media company!
16
Google Analytics – Deep Dive
If you have a Google account (Gmail), you can access a demo account of Google
Analytics
Simply search for Google Analytics Demo Account on Google and get started
17
Google Analytics – Getting Started
Navigation Options
18
Google Analytics – Audience
19
Google Analytics – Acquisition (Marketing)
20
Google Analytics – Behaviour
21
Additional Reference Material
• https://www.kaushik.net/avinash/
22
Customer Personas
‘Personas are essentially a “thumbnail” description of a type of person’
In the case of an e-commerce marketplace, personas could be:

• Deal Seeker
• Hunter / collector
• Busy executive
23
Customer Personas - Discussion
Let’s assume you are in charge of a tour business that specialises in taking
small groups of people on customised tours of Mumbai.
List the different personas that might be interested in such a service:
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Let Us Sum Up
• There are various sources by which organisations can derive actionable

insights about their customers
• Web Analytics solutions provide organizations with data about how users
are engaging with their web pages / apps.
• There are many solutions in the market – Google Analytics is one of the
most popular and it is free
• These solutions provide information around the number and type of users,
where they came from and what they do on the web site
• These insights can be used to create Customer Personas to drive further
marketing activities.
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DIGITAL MARKETING

Customer Insights & Web Analytics

• Sources of Customer Insights

• What are Web Analytics Solutions?

• Why use Web Analytics Solutions?

• Exploring Google Analytics

A solid foundation of Customer Insights is crucial for successful Digital

• Who are our Customers?

• What do they want? Their Needs

• How do they fulfil their wants? Buy, Consume, Post

• When do they fulfil their wants?

• How did they find us?

• What do they talk about us?

There are a range of avenues to gain Customer Insights:

• Customer data • Data from • Industry reports

• Web Analytics refers to the process of measuring user behaviour on websites

• Web Analytics Solutions provide organizations with the means to measure

• Think of them as online tools which are constantly measuring what is

• Put simply, what gets measured gets managed

• Get in-depth understanding of what users are doing on your website

• Understand what needs to be improved

• By a process of page ‘tagging’

• They also set ‘cookies’ on the visitors browsers

ga('create', 'UA-XXXXX-Y', 'auto');

• There are a variety of Web Analytics Tools in the market

• One of the most popular is Google Analytics

• Other paid tools include Adobe Analytics (formerly SiteCatalyst / Omniture)

This contains information about the users coming to your website

• Number of users, number of new users

• Pages they are visiting

• Landing and Exit Pages

• The Channels where users / new users are coming from

• Campaigns driving traffic

Google Analytics is one of the most popular web analytics tools.

‘Personas are essentially a “thumbnail” description of a type of person’

In the case of an e-commerce marketplace, personas could be:

List the different personas that might be interested in such a service:

• There are various sources by which organisations can derive actionable

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