the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).
determining what your ultimate business objectives or outcomes are and how you expect to measure those outcomes 5 objectives:
- -For ecommerce sites, an obvious objective is selling products or services.
- -For lead generation sites, the goal is to collect user information for sales teams to connect with -potential leads.
- -For content publishers, the goal is to encourage engagement and frequent visitation.
- -For online informational or support sites, helping users find the information they need at the right time is of primary importance.
- -For branding, the main objective is to drive awareness, engagement and loyalty.
“macro” conversions:
i.e. a purchase on an ecommerce site, has been fully met.
Some of the actions on a site might also be behavioral indicators that a customer hasn’t fully reached your main objectives but is coming closer
“micro” conversions:
i.e. signing up to receive an email coupon or a new product notification.
measure both micro and macro conversions so that you are equipped with more behavioral data to understand what experiences help drive the right outcomes for your site.
Linear purchase Funnel is no longer relelvant with more customer control
Awareness --> Acquisition --> Engagement --->Conversion --> Retention FUNNEL IS NOT RELEVANT
Choice and control: customer can start their purchase journey at any point --> Achieved only by analyzing the customer
Customers need: accessible, reliable, holistic, and near time analytics:
Qualitative and Quantitative data:
size of audience, location, performance of online marketing
With new tech, you can track mobile, point of sale, CRM, gaming, and refridgerators.
Can have comprehensive view and not just with website\
Qualitative data: Explains why
