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Saying that analytics is important to our work is like saying that oceans are important to world trade. Research and analysis of data from the web, CRM systems, marketing, and core internal business platforms allows us to provide clients with a detailed understanding of their customers and recommend strategies and tactics for improving engagement and conversion.
Our analytics work begins with business stakeholders, identifying vital business metrics and gaining an understanding of what data is being tracked. In many cases, clients may not have a solid grasp themselves on which metrics are truly important, and this is where our experience is beneficial to help validate what matters. We dive into the current platforms (Google Analytics, Adobe, etc.) to ensure proper tracking is in place and measure the accuracy of what’s being measured. Auditing tag placements lets us identify gaps or correct errant placement to ensure the data being analyzed is accurate.
With proper tools in place, and a consensus on the important metrics, our analytics team pours over available data searching for patterns to yield user insights. We keep a close eye on engagement KPIs that can be directly affected by the quality of an experience.
Though needs and processes change based on our clients, most often the primary objective of the websites we work on is customer acquisition – whether that customer is searching for a home loan from a retail bank, or is a newly minted independent RIA looking for a new services provider.
Typical analyses that we perform include looking at non-branded keyword ranking to get an assessment of SEO (search engine optimization) performance or examining click paths across a site for user abandonment to see where engagement falls off. This quantitative perspective aids us in decision-making further down the road.
Armed with these kinds of insights, we can develop ROI forecasting models to visualize the impact that improvements in specific metrics could have for business value. These models can be particularly valuable for senior decision makers in evaluating the cost and benefits associated with prioritizing specific initiatives.
We’re constantly feeding data-driven insights into our strategy, UX, content, and creative teams. This integrated approach enables us to track ongoing changes and make recommendations at key points in the work process and capitalize on opportunities to improve target metrics.
As more customer experience-minded businesses come to appreciate the power that data holds, and data science itself is further strengthened and refined, we see significant opportunity in connecting online and offline behaviors for customer engagement and acquisition.
The implications are profound for businesses of all types – from credit card issuers seeking to acquire new accounts more effectively to retail banks looking to allocate marketing budgets most efficiently –analytics is the clearest and most defensible path to actionable insights for improving user experience and driving a business forward.