Free ebook: Customer Analytics

Customer Analytics How Analyzing Real People Will Improve Your Business SaaS Marketing Bundle PDF Cover So you just pulled the report on your monthly revenue. And... it’s up by 50%! And since you launched that new marketing campaign last month, it must have worked! Let’s grab the whole marketing team for a round of congratulations! Here’s the thing: we love taking credit when results are positive but AVOID credit when results are negative. So when business is good, every department claims it was their work that made the difference. Then when business is not so good, it’s always the other guys’ fault. So, how do we minimize the noise in our data and find the real signals for improving our business? We focus on people. Here's what it includes: How to take advantage of segmentation How to find specific people How to find actionable data To get your hands on the Customer Analytics PDF, let us know who you are by filling out the form to the left. Then we'll send the PDF right over.

First 3 Pages

Customer Analytics How Analyzing Real People will improve your Business Focus on people. So you just pulled the report on your monthly revenue. And... it’s up by 50%! And since you launched that new marketing cam- paign last month, it must have worked! Let’s grab the whole marketing team for a round of congratula- tions! But what if that marketing campaign wasn’t responsible for the increase in revenue? Maybe it was the updated version that the product guys launched. Customer service also rolled out new policies. Do they get any credit? Here’s the thing: we love taking credit when results are positive but AVOID credit when results are negative. So when business is good, every department claims it was their work that made the difference. Then when business is not so good, it’s always the other guys’ fault. So, how do we minimize the noise in our data and find the real signals for improving our business? We focus on people. Start with Segmenting When we only look at the aggregate numbers (even for impor- tant things like revenue), it’s impossible to see what’s driving the end-result. To get around this, we need to break our data down. The super-official certified analytics word for this is segmentation. It’s the fancy way to describe breaking our data into chunks so we can compare different groups of data. Let’s say I give you a report for last month with these metrics for your site: • Revenue = $6,930.07 • Conversion Rate = 3.1% • New Customers = 43 Honestly, this data is kind of worthless. Why? Well, there are two reasons. First, we have no context for the data. In other words, is monthly revenue of $6,930.07 good or bad? We have no idea. If the last 6 months averaged $3,000 per month, that’s pretty good. But if the average was $23,000, last month was terrible. This one is an