Intelligent Customer Data and Analytics Workshop
Operations
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:
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What are our main organizational goals?
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What actions do we want our customers to take? How do those actions fulfill our goals?
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Who do we consider our audience? Who is actually our audience?
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What behaviors do we expect from our customers and why? How do those behaviors fulfill the organization's goals?
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Are we focused on return customers? Influx of new customers? Why? What company metrics are driving those decisions?
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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.
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Start to know (and share within the team) what's important
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Define the questions the customer teams are answering throughout the organization and bring those together into a cohesive rubric
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Evaluate utility of current measures of success and what the future should include
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Build a list of data sources and their useful outputs
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Align with the priorities of the organization, management, and departments
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Get to know what works to drive organizational decisions regarding customer interactions
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See how sources of data influence optimization behavior around the full customer lifecycle
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Tie data sources into processes that drive better decisions and better outcomes
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Learn to listen to customers in new ways and with new dimensions, while ignoring data noise
Deliverables
A high-level analytics roadmap, which includes:
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Overview of customer-centric organizational goals
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Defined organization-wide audience categories
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Annotated list of data-gathering tools used, with strengths and weaknesses analysis
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Review, analysis, and recommendation of existing reports
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Sample recommendation of reporting structure and review
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Customized sample report based on recommendations