If the content is king, customers analytics is its best adviser not to waste your time.
To grow a successful business, brands have to know what their customers are doing and thinking. Moreover, they need to relate to what they did in the past.
Thus, customers analytics is one of the most important types of knowledge that brands must-have. Data lets you understand a lot more of the people you are engaging during the customer journey.
Analytics is a complicated topic. Even large and established companies are in trouble with data analysis. A lot of our customers struggle to understand what to collect and how to use the info they get.
I will tell you in the article about my experience with them.
What is customers analytics?
Let’s start by understanding what customers analytics is. If your brand has customers, you are – unwilling or not – collecting several pieces of data about them. You collect them in different ways, from the forms they fill on your website, to the time they spend on your product page, to the comments they leave on your Facebook page.
Customer data analytics put together the pieces of your customer journey puzzle.
Customer analytics tools are dashboards that ingest different data sources so that sophisticated algorithms pull out suggestions for your business decisions.
Thanks to customer analytics, brands can transform scattered information into actions. Then, they can use software suggestions for improving texts, campaigns, offers, quality, and more.
Marketing strategies benefit a lot from these elements, because they make it easier to upgrade a persona model, or change the communication of a specific product or service.
As always, the more you know about your customers, the better you can drive your brand. And analyzing customer data, changing them into customer analytics, is one of the best ideas you can have to stay relevant in your market.
Difference between customers analytics and customers data
We said that marketers extrapolate customer analytics from hard to read sets of data. However, these two terms are often confused. Is there any difference between the two?
Customer data is raw clay, while customer analytics are more like a chiseled vase. You use the unorganized pieces of information to create something new that will bring value to your brand.
Collecting data is essential yet not sufficient. Customer analytics is the second phase of the process after the data collection.
You can add all the sets of data you want to your database, but if you don’t know how to read them, which ones are good quality and which ones could help your business to grow, you have lost your time.
Thanks to technology and tools, you can extract info that you will use for several purposes – we are going to see them in a minute.
Not all the data are the same. Only when you have separated the useful pieces you will have a set of analytics that you can use for business strategies, so be careful! Always remember to select your sources, because if you pick the wrong one, with the wrong set of data, it will be hard to come back and choose the one that you need.
Five steps towards customers data analytics
To transform your raw customer data in shining and useful customer analytics, you have to take five steps.
Know your “why” and set your goals.
If you don’t know why you are going to analyze, you will never obtain useful information.
Are you looking to reach a new market? Or a new audience? Or even a better audience?
You need to obtain the most from your target market analysis.
Then you need to collect data crossed from social insights, website analytics, CRM conversion at least.
Are you looking to help your sales reps to sell more? Do you want to optimize the inbound conversion rate?
Then it would be best if you had the script, the conversation recordings, the CRM conversion data.
Are all data scattered and unstructured?
You don’t have the right people to have the job done and you don’t want to invest months and years in implementing in-house a custom solution?
Don’t worry about that. Ghostwriter.AI experts are here to succeed and let you focus your attention on how to grow your business.
You are happy. We are happy. Easy-peasy.
Collect the data you need
According to your goals, you start your data collection. Analyze as much as you can to succeed in your goals. It doesn’t mean that you have to collect ALL data. That’s impossible and useless.
You need the right data to hit the goal.
Think about your customers, your prospects, your most loyal clients.
Track data about the channels they prefer, what they say, how they are.
Cross the data and have a meaningful picture.
How is that? Using Target Market analytics tools, for example, if your goal is to know more about your audience.
On the other hand, you can leverage data from calls and CRM, feedback and reviews, if you want to improve your customer experience. You can use the Ghostwriter AI CX Analytics tool to get out from the curves and catch the value that you need.
The data about your success will make it repeatable. It will drive you a bit closer to your next customers, which is always a good idea.
Segment data to highlight differences
A segment is a group of customers who have something in common.
People with the same demographics may have completely different personalities and perspectives. In this phase, you may find useful a persona study.
Do not segment by demographics only! There is so much data that is distinctive and helps segmentation. Identify what matters to you according to your goals as we have said before.
With more data, you can be sure that your audience is segmented under the correct personas.
Ask them which are their favourite product, which social media they prefer to connect with you, the way of communication they like.
Elaborate the analytics
Firstly, you have set your goals.
Secondly, you have selected the data sources.
Finally, you have collected the info.
Pick all the information you collected and use them!
Data – and analytics even more – are a goldmine for your marketing strategy. You do not have to feel your guts anymore. If you can strengthen your marketing campaigns, your ideas and your insights thanks to fact-driven plans, we suggest you do it. The results will surprise you.
Your goals will improve, and it will be even easier to predict people behaviour. Then it will be easy to build a customer journey that will guarantee you more loyal customers.
Do not forget to measure! Continuing pulling data from your actions will keep your strategy updated along with real life.
Put outcomes in action.
Now that you have elaborated your analytics, it is time to do something useful with them! How can you do this?
Use this information to improve your campaigns and your digital strategy.
If you discovered something that your customers didn’t like, use those bits to fix it. Rethink a product that doesn’t work.
Listen to the lousy feedback about your customer service, try to understand how you can make it better. If your customer journey has tricky steps, then make it frictionless.
Do not forget to measure your performance before and after!
There is no improvement if you are not capable of analyzing the change that happened. Understanding what changed in your performance, what went better and what you could improve, even more, is the best way to take advantage of your hard work. You can do it comparing your analytics before and after the campaign. Did the sales grow? How’s the CTR going? Are you having more visits on the website? Only if you analyze what went right and what bad you can hope to improve.
Whatever is your goal, are you improving the metrics that are measuring the success?
Continue to improve the customer journey
You don’t think your job is done now, right? Now that you have a method to follow, keep using it to make your marketing campaigns even more efficient and effective. Once you have found the best strategy to create better processes, don’t let it wane. It is your best weapon to maintain a data-driven approach. Keep listening to your customers, collecting data, selecting them and using them. Your marketing department and your brand strategies will be thankful.
You can’t escape – a decent marketing strategy needs customers analytics to work well. Remember that you can find them all around you. You only need to understand how to look for them.
Please don’t make the mistake to believe that you don’t need them and that you prefer following your feelings. It would help if you had a data-proof strategy, and customers analytics are here for this.
Always remember that analytics and data are different and that there are several types of analytics.