Head of project management marketing group “Completo” Vladimir Davydov wrote for the column “Cases” column about the end-to-end Analytics in custom projects based on examples from practice. This issue is of concern to us as our customers. But before to answer it, you need to determine what kind of sales interests of the company. Sale are:
Marketing strategy, tactics and results measurement will vary depending on the type of sales. For example, work with unformed demand is more difficult than with the formed, but with the successful formation of the need of the customer gives the best result. To show companies what parameters are taken into account when setting up Analytics, we drew a diagram of the life cycle of the client: In a scheme fit all types of sales and the stages that passes the client to the company: A sales funnel is marked on the diagram in yellow.
It takes less than half of the customer lifecycle, but the market that she pays the most attention. Other items typically remain outside of strategy and tactics and, therefore, outside dimensions. End-to-end Analytics — the concept is not new, and how to use it for regular web stores-no questions asked. We consider end-to-end Analytics on the example of the complexity of projects on which we specializiruetsya: The client.
Medical facility. The problem. Despite our efforts, patients are very few. The hospital management stopped believing in Internet marketing. Our actions.
In the analysis system, we found her weak spot — it was IP-telephony. The problems were several: Then, we gathered relevant data in one table: The result: Even basic Analytics when the data is just going to a table, helps you find problems in the business.
The client. We are a marketing Agency “Completo”. Our actions. We use amoCRM, where each visitor of our website and blog we maintain in CRM it Client ID and email. Using this data, we can track all multi-channel funnels from the source of traffic before ordering our services for each Client ID.
It looks like the request in the API. After several manipulations in “Google sheets” and get the finished report. Further, each useful user action (sending an application, switch to video, newsletter subscription and so on) mark points. When you set the required number of points in a certain sequence, the user sees a banner with a tailored offer. You can start personalized hunt for potential clients.
The card user will gather all information. What the publication of the social networks moved which articles he was interested in and even category the fact that he looks at often. Built once a sequence of individual offers to users depending on the referral source to our website in the end allowed us to increase the subscription base of the potential customers by 70%. However, no investments in advertising was not. Depending on the results of end-to-end Analytics we can not only measure the number of sales, but also to stir the interest of the client to the products of the company.
The client. Company with lots of departments (technical support, sales, training center, etc.). The problem. To see how the client runs through all the departments of the company, at which stage he makes a purchase, how each unit affects the behavior of the user. Our actions:
Combining all the departments and systems that we have got such a scheme. The diagram shows all departments and the companys systems and their interactions. Process-specific data collected in Google Analytics and are stored in Google BigQuery. The result. Combining data from all the systems used, we focused on each client and observe his actions for all channels.
The client. Plant for the production of glass. Between the plant and the buyer — three levels of intermediaries. Factories of plastic Windows, each with their own dealers, who have salespeople, installers and customers.
The problem. Analyze where, when and to whom the glass was sold and installed. Our actions. We stuck to all the Windows special QR codes. In them we encrypt all necessary data:
Code is identical for both the customer and for the installer, but the activation methods are different. Dealers sent the instruction where we explain what every installer needs to save the code with glass. Code you can scan in a special application, or to remove and scan anywhere, or entered manually on the website. For the transfer of QR codes installers receive prizes in store for installers. The customer may also scan it and send the code and get a discount, prize or opportunity to participate in the promotion.
The result: The client. The company, which sells merchandise through more than 500 intermediaries. In the system of interactions there is a main website (manufacturers website) and the websites of the dealers. The problem.
To centralize a range, to create a single directory on the manufacturers website and configure the system analysts on all sales. Our actions: Strategy development (two months). We study our clients business, the market, especially logistics, sales, job retail outlets.
The development of the site (eight months). We have created a system of “rectification” of the range, which can be standardized and uploaded to the website entire product catalogue. Each dealer receives a private office which connects the factory, dealer, sub-dealers and end customers.
System setup telephone Analytics and CRM: The creation of a system of “Portal” that brings together dealer part (the number of sales, optimization of the procurement process, the rating of the dealer), reporting, API, product catalog, CRM and ordering system. All work on this project, we have described in the case.
The result: The system includes channels to attract customers, the manufacturers website, websites of dealers, IP telephony, we have developed end-to-end CRM and Analytics, connecting all these stages. Each application is processed in CRM and passed dealership networks. In CRM, you will see alltracking. All rooms are marked, visible, accepted and missed calls.
Using the system eliminates errors in order for the outlets and the buyer gets the item faster. End-to-end Analytics is an important component of email marketing, but not its purpose. In addition to analysts in the project included improving the site, setting up all kinds of ads and retargeting, development, email marketing and content strategy. In addition, we need to understand not only the online component, but also in the entire marketing, sales and automation. Only considering all processes as a single system, we achieve the desired result.
When you configure end-to-end Analytics, the focus should be on conversions on the website, traffic, or failures, and analysis of events related to business objectives. Event-driven business analyst needs to consider what is happening on the website, in retail stores, call centers, mobile applications, as well as events in the delivery process of the product and its installation. There are lots of services end-to-end Analytics, but none of them will replace the work of a specialist who will understand business processes and develop Analytics system for companys needs. Send a private cases, in which you managed to improve (or, conversely, worsen) the performance of the project, [email protected]
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