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Intelligent Customer Data and Analytics Workshop

Collect, analyze, assess, and understand the key metrics and data points used to create and deliver personalized customer experiences. Beyond basic Google analytics, platform specific and other third-party user data, how should customer interaction and analytics data influence customer experiences? Get ready to drive value through customer data.

Start the process towards a scientific, data-driven culture that incorporates qualitative and quantitative sources to build and optimize customer experiences.

Every organization gets some sort of regular report, or reports, showing site traffic, funnel visualizations, entry points, SEO rankings, Google Ads statistics, etc. — but what are those numbers really telling us?

Cull the data noise from the highly useful information in [A]'s Introduction to Customer Data Analytics Workshop. This workshop walks an organization through an analysis of the sea of quantitative data, provides analyses and recommendations of metrics that might be more useful, and delivers an introduction to qualitative analytics that can shed new light on how customers are interacting with your site.

Clarify customer data operations in a workshop designed to arrive at an important shared starting point for change.

Benefits

Analytics provide a virtual sea of seemingly unending data, but does that data align with the goals of the organization?

Data is often overwhelming and the effort to generate meaningful information out of raw data is substantial. Aligning the data and the analysis of that data with the key metrics and goals of the organization is paramount for deep understanding of what customers are actually doing, wanting, and seeking.
 

Melding together both qualitative and quantitative data sets that align with company goals is only part of winning the data battle. In order to gain a true understanding of customer behaviors, it is essential for organizations to first determine what the goals are, both short- and long-term. Some starting questions to consider might include: 

  • What are our main organizational goals?

  • What actions do we want our customers to take? How do those actions fulfill our goals?

  • Who do we consider our audience? Who is actually our audience?

  • What behaviors do we expect from our customers and why? How do those behaviors fulfill the organization's goals?

  • Are we focused on return customers? Influx of new customers? Why? What company metrics are driving those decisions?

  • What are the on-site search behaviors?

Answering these and other strategic questions through this workshop will provide an organization with a starting point and generate a roadmap with customer behavior data to provide a foundational basis for customer-centric organizational decisions.

Product Details

This is a one-day workshop that can be held remotely or on-site, and typically includes stakeholders from marketing, content delivery, analytics, and other teams.
 

In this workshop, work with [A]'s analytics and content experts to build a base of understanding of customer behavior in context with metrics that will set the foundation to drive intelligent customer experiences from entry to exit.

  • Start to know (and share within the team) what's important

  • Define the questions the customer teams are answering throughout the organization and bring those together into a cohesive rubric

  • Evaluate utility of current measures of success and what the future should include

  • Build a list of data sources and their useful outputs

  • Align with the priorities of the organization, management, and departments

  • Get to know what works to drive organizational decisions regarding customer interactions

  • See how sources of data influence optimization behavior around the full customer lifecycle

  • Tie data sources into processes that drive better decisions and better outcomes

  • Learn to listen to customers in new ways and with new dimensions, while ignoring data noise

Deliverables

A high-level analytics roadmap, which includes:

  • Overview of customer-centric organizational goals

  • Defined organization-wide audience categories

  • Annotated list of data-gathering tools used, with strengths and weaknesses analysis

  • Review, analysis, and recommendation of existing reports

  • Sample recommendation of reporting structure and review

  • Customized sample report based on recommendations

Clients Ask:

Why do analytics matter?

Analytics help us understand the behavior of our customers without having to make assumptions. By using evidence to provide both human and machines an array of contextual data points, we can shape customer experience to include better matching content with customer intent.

What are the benefits for an organization to analyzing customer data?

This fosters customer empathy by viewing how the customer interacts with the organization. It also provides understanding of customer issues, paths to resolutions, and enabling conversation engagement.

What are the benefits to the customer when an organization invests in customer data and analytics?

Systems are built to help the customer, rather than the customer having to conform behavior to the organizations systems.

What does it mean for an organization to be customer-centric?

Selecting, parsing, and understanding both quantitative and qualitative data about customers and how they behave. Then using that information to make the experience with an organization more effortless, minimizing transaction friction, and facilitating clear and clean management of attention.

When looking at analytics, what period of time is useful?

Analytics can be useful on both short and long time scales. Real time customer analytics can be used to help identify customer intent and provide personalized content to help customers complete their journeys and tasks with a minim of information seeking or sifting. On a longer time scale, the contextual clues from customer data sources connected together provide a basis for overall customer experience development including organizing interactions by customer segment, interests, conversations, search and intent, user experience preference, and other useful historical insights. 

Who should attend the customer data and analytics workshop?

Marketing, sales, customer acquisition/customer care, IT, web/digital platform team, and other stakeholders related to customer experience.

Ready To Talk?

Operations are often the reason why content intelligence initiatives ultimately succeed or fail. Learn how [A] can extend and support your existing Content Operations team or build a new team from the ground-up. Contact [A] today to get started.

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