Scribd
Upload
74 views25 pages

Session 2 - Customer Insights & Web Analytics

This document discusses digital marketing and customer insights. It explains that web analytics solutions like Google Analytics provide key metrics about website users, including visitor demographics, behavior, and marketing channels. Google Analytics is a popular free tool that collects data through JavaScript tagging and uses it to analyze metrics like user numbers, pages visited, and conversions. It then discusses how insights from web analytics can be used to develop customer personas to better understand different types of visitors.

Uploaded by

SHAGUN JALAN
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
74 views25 pages

Session 2 - Customer Insights & Web Analytics

This document discusses digital marketing and customer insights. It explains that web analytics solutions like Google Analytics provide key metrics about website users, including visitor demographics, behavior, and marketing channels. Google Analytics is a popular free tool that collects data through JavaScript tagging and uses it to analyze metrics like user numbers, pages visited, and conversions. It then discusses how insights from web analytics can be used to develop customer personas to better understand different types of visitors.

Uploaded by

SHAGUN JALAN
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 25

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

8
Sample JavaScript code

<!-- Google Analytics -->


<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>
<!-- End Google Analytics -->

• 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

11
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:

24
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.

25

You might also like