Nov 17, 2017 - Study about people behavior. ⢠Research real (not artificial!) intelligence. ⢠know statistics/analyt
OPTIMIZING CAMPAIGNS AND INVENTORY:
A WEBSHOP CASE STUDY (from the psychological perspective)
Robert Petković Analytics Lead AllWeb MK, Skopje November 17th 2017
Bruketa&Žinić&Grey
Google Analytics ROI
Analytics over time
ROI
Conversion optimization
Investment
Critical point
Instalacija
Installation
Izvještaji
Reporting
Edukacija
Education
Analize
Insights
* Brian Clifton: Successful Analytics
HIRE AN ANALYST
Google Analytics ROI
As an analyst you have to sell yourself to the team: •
Designers (browsers, resoutions,…)
•
Developers (page load, browsers, …)
•
Content marketing (content grouping, pageviews, page value,…)
•
Project Managers (
•
CEO (Revenue, Users/Sessions, comparison,…)
•
…
•
Develop the culture of education
What is Google Analytics?
If only there were scientists who:
•
Study about people behavior
•
Research real (not artificial!) intelligence
•
know statistics/analytics/p-value •
Know how to explain data and reports
•
Understand personality scales
•
know how to talk to people
•
Know when and how to ask WHY
•
…
HIRE A PSYCHOLOGIST
Simple yet useful reports
UX analysis - Current Time – Session Start Time
•
Current time – session start •
Time to put first item in the basket
•
Time from start to purchase
•
GA Events analysis
•
Specific analysis and optimization •
Internal Search
•
YouTube ads in app
Enhanced Ecommerce simple but useful reports
Internal Search Analysis •
Search terms lists that return 0 items •
•
Different QueryString for campaign traffic!
Paid traffic landing pages that returns 0 items
Simple yet useful reports
Campaign Analysis:
•
Calculated metrics: Cost per goal/conversion
•
Cost import data
•
Utm tags
Simple yet useful reports
Gender Analysis - example
Women use mobile devices to browse through inventory during the day, purchasing cheaper and smaller items.
Bigger and more expensive items are bought by men
Gender analysis - example Insight: • Women use mobile devices to browse through inventory during the day, purchasing cheaper and smaller items. • Men tend not to browse but to purchase, mostly on desktop. • Bigger and more expensive items are bought in the evening, using his (or mutual) desktop device Tactics: Send different (remarketing) messages to genders on different times of day using various devices: - mobile devices with informational messages - desktop devices with transactional messages
Behavioural analysis
What: Analysing behaviour, not just revenue. • Analysis of visitors’ behaviour before purchase • Analysis of product impressions, adding to cart, removing from cart,… Why: • Selecting visitors who are more likely to buy certaing products • Send remarketing messages (banners) only to them
Enhanced Ecommerce
Enhanced e-commerce – Reports
Enhanced Ecommerce
Enhanced e-commerce – Reports
Enhanced Ecommerce
Enhanced e-commerce – Calculated Metric: Buy to Cart 200%
•
Buy to Cart
•
Cart to Detail
•
r=0.5
+ CtD + BtC
150%
- CtD + BtC
Dječji bicikli
100%
Vrtne garniture
Role
Samostojeći hladnjaci
50% Balerinke 0% -200%
-150%
-100%
-50%
0%
50%
100%
Ženske torbice -50% Smartphones Ženske haljine Prijenosna PC
- CtD - BtC
Cestovne tenisice za trčanje
-150%
Buy to Cart ratio: {{Unique Purchases}} / ( {{Product Adds To Cart}} - {{Product Removes From Cart}} )
200%
Ljetne gume
računala -100%
-200%
•
150%
+ CtD - BtC
Detail to Cart
Optimizing inventory with EE - Product analysis based on users behaviour
Q1 Emotional products: Looking a lot Adding to cart Not buying
Q2 Looking a lot Adding to cart Buying
CURIOUS, Price cutters
FAST, Valuable
Q3 Less adding to cart Not buying
Q4 Rational products: Less adding to cart Buying
NOT INTERESTED
FAST, few items
Cart to Buy
Enhanced Ecommerce
Enhanced e-commerce – Category analysis •
Which products are easy to sell
•
Which products need some push
Enhanced Ecommerce
Ecommerce – Practical questions •
Analysis •
Which acquisition channel is the most successful one?
•
Which campaigns are more successful the others?
•
Does Facebook sell more shirts or shoes?
•
What’s the revenue of the last newsletter? The view rate?
•
Are we selling shoes size 45?
•
Which brand is the most successful one?
•
Which products people tend to add to cart but not to buy and why?
•
Which products or categories are easy to sell?
•
What does iPhone users vs. Android users buy?
•
…
Enhanced Ecommerce
Ecommerce – Practical implementation •
Remarketing •
We have men XXL shirts in stock. Let’s offer them to anyone who’s been looking at XXL products in the last xy days!
•
People are looking at Samsung LED TV but they’re not buying. Let’s
send a 5% discount to all the people who added it into cart but didn’t buy the TV! •
AMEX has an affiliate offer. Let’s send the newsletter to all visitors who purchased something using AMEX card first!
•
•
Who bought Nike shoes? Send them an ad for Nike shirts!
•
Show the dog food ad to all previous dog accessories buyers!
Offline integration •
Brick and mortar shoppers behavior
•
Loyalty cards integration
Future Ecommerce – digital psychology •
Behavioural analysis – discovering visitor’s intention/likelihood to purchase •
Tracking people’s mouse movements and/or page timings to find out how vulnerable they are right now to impulsive shopping
•
Remarketing and personalization based on personality types
•
IoT (Internet of Things) •
Using Heart Rate monitors (FitBit) show ad to people who were excited about the brand
•
Sneakers with steps counter – show new sneakers ad once these have over 1mil steps…
•
Artificial Intelligence - AI
•
Machine Learning •
Smart ad placement
•
Smart ad content
•
Automatic webpage adjustment
Enhanced Ecommerce
Analytics & Insights – Practical tips
•
KISS
•
Listen to your report recipients and their feedback
•
Educate, Teach
•
Do not over-analyse
•
Don’t be afraid of simple metrics / graphs / reports
•
…
BIG data Data is just like a good cold-war spy. Won’t tell you much, but if you
squeeze and torture him hard enough, may start telling some interesting stories.
THANK YOU FOR YOUR TIME! Robert Petković https://www.linkedin.com/in/ropetko/
[email protected] |
[email protected]