Track your customers’ behavior effectively
Shopify Unite interviews - #customer behavior
Visiting Shopify Unite 2016 in San Francisco gave us a chance to speak with some very interesting people. It was a pleasure to chat with Brian Kelly, the CEO of Kissmetrics. This post is about the close relationship between data analysis and customer behavior.
Kissmetrics is an analytical product tracking the behavior of people and it shows marketers how their customers are interacting with their marketing campaigns. Basically, Kissmetrics is focused on helping marketers improve their performance.
Get to know your customer’s journey
Brian shared his opinion on how marketers can better track customers’ behavior and the most common mistake online stores make in this area. Generally speaking, marketers need to understand a customer’s journey and the journey they hope a customer will take. Then, they need to base business decisions on this information. Instrument your website to be able to see whether or not those customers are really going down that journey.
It’s important to guide customers through all the purchase stages - from awareness, interest, acquisitions to retention. In eCommerce, the desired action is to lead them towards a successful purchase. Having good analytics helps you to see the performance of your efforts in each of these stages.
“Gathering data analytics just for having analytics itself is no good.” — Brian Kelly, Kissmetrics
Analytics are absolutely required to have insight into what’s working and what’s not. Once you decide to use and invest in some data analytics tool you should understand what you analyze.
For further details on tracking customer behavior, watch the videos below.
In terms of Big Data - quality is better than quantity
The Kissmetrics’ CEO explained the term big data and its importance, and also shared both his opinion and extremely valuable experience with big data. Given the fact that data arms you with the ability to be more nimble, accurate and faster, it is no wonder Brian also said that:
“Basically, the whole eCommerce is data driven.”
“Data analytics should be a part of every businessman’s life.”
No time to watch the full videos? Listen to it on Soundcloud while working!
Originally published at www.monkeydata.com on May 24, 2016.
