Google Analytics Konferenz 2018_ What Your Google Analytics Data Isn't Telling You_Dekel Wiesman (Medallia)

Medallia © Copyright 2018. 1
What Your Google Analytics Data Isn't Telling You!
Dekel Wiesman, Head of Marketing, Medallia for Digital

AGEND
A
1
2
3
4
5
6
The State of Digital in 2018
Digital Transformation
Digital Marketers’ Pains & Gains
The ‘What’ is Not Enough…
What Your Analytics Aren’t Telling You
Why Listen to Your Customers?

AGEND
A
7
8
9
10
11
12
The Benefits of a Digital Voice of Customer Program
Analyzing Your Sales Funnel
Real-life Impact: Case Studies
Hands-On: How to Plan a Digital VoC Program
Engagement 101: Benchmarks and Best Practices
Q & A

THE STATE OF
DIGITAL IN 2018

Gartner: "2016 CEO Survey: The Year of Digital Tenacity."
of CEOs expect to see substantial digital
transformation in their industries, or for
their industries to be almost unrecognizable
within five years
50%
The State of Digital

The Digital Transformation
Web Analytics
Online Chat Ticketing
Systems A/B Testing
Session
Recording CRM

50%
of consumers think brands
could do a better job of
aligning with how they
prefer to be engaged
39%
of users will abandon your
website because of load time
or unattractiveness
67%
of users will abandon their
online shopping cart
95%
of users stop using a mobile
application within 90 days
75%
of consumers expect a consistent
experience wherever they engage
(e.g., website, social media, mobile, in
person)
52%
of customers are less likely to engage
with the company because of bad
mobile experience
70%
expect a company’s website to
include a self-service application

Web Analytics
Online Chat Ticketing
Systems A/B Testing
Session
Recording
Digital
Voice of
Customer
CRM

Digital Marketers Pains and Gains
What are the key challenges facing today’s digital marketer?
● Understanding customers, their needs and how they behave
● Improving top of the funnel performance (CPAs, CPCs and CTRs)
● Increasing mid-funnel conversions rates
● Locating roadblocks and fixing them
● Solving website abandonment
● Increasing user engagement and stickiness
● Involved in customer loyalty and retention, not just acquisition
● Overall responsibility for sales funnel & accountable for company’s profit
● Marketing’s no longer on the sidelines - now a key player!

How to Quickly Improve Performance Using Feedback Common Causes Performance
Challenge
Marketing
Goals & KPIs
• Use your analytics to identify where customers are dropping off.
• Look for common traits among abandoners (eg. web browser) to identify technical
issues.
• Ask customers for free text feedback at each drop off point.
• Match your feedback and site analytics to learn what's wrong, and the impact this
roadblock has on your performance (how many dropping off).
• Set up automated email notifications to key stakeholders for them to take action as
needed.
• Landing pages do not meet
customer expectations
• Customer challenges with login or
registration
• Payment or checkout issues
• Technical issues (eg. slow loading
times)
• High bounce rate
on landing pages
• Low sales
conversion rates
Improve CPA
• Place feedback forms on your landing pages.
• Ask customers: Did we meet your expectations? What interested you in our ad?
Motivate them to respond by offering a coupon/discount on the spot
• Adjust your ads and messages based on your customer feedback.
• Continue to gather customer feedback to further improve your ad performance.
• The messages in your ads
aren't clear
• The offers in your ads
aren’t appealing
• The messages in your ads aren’t
relevant to these customers
Low click through
rate on ads
Improve CTR
• Identify high drop off touchpoints using your site analytics
• Use feedback forms to ask customers why they are leaving - your customers will tell you
what's not working, and where.
• Forward quick wins like updating landing page changes, adding product images or
fixing minor checkout bugs to the appropriate internal stakeholders for timely
implementation.
• Prioritize your optimization opportunities by projected impact (based on analytics
trends) and the resources needed to implement.
• Setup automation rules to forward quick-wins (eg. technical bugs) directly to the
appropriate internal stakeholders, and monitor weekly.
• Sales funnels are too long
• There is a gap in expectations
between the offer in your content
and the offer on your site
• Bugs in your checkout process
• Insufficient product information
Weak sales
conversions despite
high content
engagement and site
traffic
Improve CPA
Digital Marketers Challenges:
Breakdown by Channel
OnlineDisplayMediaNativeAdvertising

Challenge
Marketing
Goals & KPIs
• Ask search-driven customers what new content would help them stay engaged or
complete a purchase.
• Consider adding advocacy and ratings to increase their confidence.
• Upload the new content and change your search copy to enjoy immediate impact.
• Set up your automation to forward all feedback from search-driven customers to your
SEM team.
• Reply to these customers with relevant and appealing offers to increase your sales
• Search-driven customers need
more decision-supporting content
to increase their confidence and
drive them to complete their
purchases
• High cost per click
• High bounce rate
Improve CPC
and Bounce
Rate
• Collect feedback on gateway pages and at retail using tablets.
• Ask customers what brought them to your site or store (magazine ad, TV, etc.).
• Ask customers for feedback on your broadcast ads, as well as new ad concepts.
Customers often enjoy participating in your creative process.
• Route all feedback on your traditional media to the appropriate internal stakeholders.
• Engage these stakeholders to offer customer feedback on future ads earlier in the
marketing and creative processes.
• Ads do not resonate with the
customer because they are:
• not clear
• not appealing
• not relevant
Offline media is not
delivering the expected
retail or online traffic
Improve Site
and Retail Traffic
• Use a vanity URL or QR Code on a printed coupon, a feedback form on the coupon
page and a feedback form after checkout to ask customers what offers they would
enjoy
• Use tablets to collect the same data in-store.
• Use this information to improve your upcoming coupons and promotions.
• Consider integrating each customer's feedback into your personalized coupon or
promotions solution to increase your sales.
• Setup your platform to automatically route all feedback on coupons and promotions
to the right internal stakeholders.
• Coupon customers are
traditionally less Loyal
• Your offer is not compelling
enough
• Coupons and
promotions are not
driving sufficient
sales
• Customers are not
returning after their
discounted purchase
Improve
Conversion
Rates and
Customer
Loyalty
SearchEngine
Marketing
OfflineMedia
Couponsand
Promotions

Challenge
Marketing
Goals & KPIs
• Ask customers shopping for high-value items what you can do to improve their shopping
experience.
• Ask customers for feedback on your product recommendations to improve the number of items
per purchase.
• Ask customers in product search and product detail pages if they have found what they are
looking for to improve your product inventory, and their experience.
• Ask customers in your billing details pages if they prefer additional or alternative payment
options.
• Use the contact information gathered in your feedback forms to follow-up with an email or
phone call to help customers complete their purchases.
• Automatically route your customer feedback to the appropriate internal stakeholders for
immediate impact.
• Insufficient decision
making content
• Poor product
recommendations
• Customers can not find
items or options they
want to purchase
(inventory issues)
• Insufficient payment
options
• Low order value
• Few items per cart
• Low conversion on
high value items
Improve Overall
Campaign
Revenue
• Ask customers if they understand the steps in your purchase process. Map out the steps for them.
• Place highly visible feedback boxes at the touchpoints with the highest drop offs for fast,
practical insights
• Automatically forward relevant feedback to the appropriate internal stakeholders to expedite
your impact.
• The funnel is too long
• The funnel is too
confusing
High rate of
abandonment
along your funnel
Increase
Conversion Rate
• Ask customers on your blog what additional product content or promotions they would like to
see
• Improve your landing page performance and conversion rates by asking customers what they
expected to see when they arrived on your landing pages.
• Automatically route all feedback from your blog directly to your social media or content
managers. Remember to include the customer’s contact details so your colleagues can reply to
their customer feedback. As this is social media, customers generally appreciate personal replies.
• Automatically route all feedback about your landing pages to your digital marketing manager for
timely landing page optimization.
• Blog isn't providing
enough
decision-making
content
• Blog content isn't
making a compelling
promise
• Disconnect between
your blog content and
your landing pages
• Blog content is not
driving customers to
product or sales
pages
• Customers from
blog pages have
high bounce rates
Improve CTR and
CPA from blog
traffic
WebsiteBlog

Inbound/Content
Marketing
Challenge
Marketing
Goals & KPIs
• Use feedback forms on your inbound content learn if customers understand and appreciate you
message, as well as what additional content they would be interested in.
• Gather feedback on your landing pages to learn what customers expected when they arrived.
To increase customer responses to your feedback requests, customize the look of each form
based on its location. For example, place highly visible feedback forms on high drop off pages.
• Automatically route all customer feedback to the appropriate internal stakeholders to expedite
your impact.
• Inbound marketing content
overpromises
• Website offers do not meet
customer expectations
• Expedite the lengthy
trial & error process
used to improve
marketing messages
and reduce bounce
rates
Lower Bounce
Rates and
Improve CPA
• Collect customer feedback on your emails to optimize your email content and frequency.
• Nearly 60% of visitors who leave feedback also provide contact information. Use smart forms
to capture customer requests on promo pages and generate auto-response emails new
personalized offers, based on the individual’s feedback.
• Ask customers what additional promotions they would be interested in receiving to inform the
following week's promotion.
• Automatically route all email, loyalty and promotions feedback to the appropriate internal
stakeholders to improve your performance in real-time.
• Emails do not contain the
right content or offers
• Emails are sent too
frequently so are ignored or
flagged as junk
• Post-sale emails and
promotional
newsletters generate
low engagement
Increase CTR
and ARPU (Avg.
Revenue Per
User)
• Connect your CRM and eCommerce solutions to your feedback platform to match each
feedback message with a customer profile and shopping cart ID
• Immediately follow up on feedback from high-value customers with a support/sales phone
call. They will appreciate your attention to their needs.
• Offer the remaining customers who leave feedback a coupon or discount code to incentivize
them to complete their purchase.
• Make sure feedback is automatically routed to the relevant stakeholders for quick fixes.
• Identify common support issues and update your funnel and online self-support content to
reduce the volume of related direct-support requests.
• Missing self-support
content
• Technical issues in the
funnel
• Uncover reasons for
drop off and
shopping cart
abandonment
• Convert customers
who dropped off
while seeking
support
Increase Sales
and Reduce
Direct-Support
Volume
CustomerSupport
Post-Purchaseand
LoyaltyEmails

Challenge
Marketing
Goals & KPIs
• Ask email subscribers (via an embedded link) and visitors to your social media pages (via a
prominent feedback form) if they plan to share to share your content with their friends and
what can make this content more compelling.
• Adjust your messages to match these precise insights and benefit from immediate results.
• Automatically route all feedback to the appropriate internal stakeholders for both (a) timely
replies to customers and (b) expedited performance improvement.
• Messages are unclear
• Messages don't provide a
compelling enough reason
for customers to share (low
viral effect)
Low customer traffic
from word of mouth
activities
Increase User-
Generated
Distribution of
Marketing
Content
• Place feedback forms on your products and services across all of your social media pages.
• Ask your customers open questions like, "How can we serve you better?" or, "What do you
think of our product selection and collections?" These invitations will not only improve
customer perception, but move any negative criticism away from public channels, giving you
more room for marketing messaging.
• Automatically route all inbound feedback to the appropriate internal teams for timely
response to customers and messaging optimization. Be sure to include your social media
managers on these messages so they can address any customer questions that come their way.
User-generated content across
social media channels can
overpower your brand's content
and messages, keeping potential
customers from converting
Drive conversion
through social media
(and reduce negative
brand criticism)
Improve CTR
• On high drop off touchpoints, use feedback forms to ask visitors what brought them to the
site - email, online ad, article, etc. Include an open question, like, "What could we add to
make your experience better?"
• Combine the customer's point of origin data with their textual insights to identify each
audience’s specific needs and concerns, as well as to map out trends.
• Automatically route all customer feedback together with the point of origin data to the
appropriate internal stakeholders for timely impact on your campaign performance.
The product or customer
experience may not match the
description created by a
third-party
Reducing bounce
rates for press and
influencer driven
traffic
Improve
Conversion Rate
and CPA
WordofMouth
PressCoverageand
influencerOutreach
SocialMediaChannels

THE ‘WHAT’ IS
NOT ENOUGH…

Analytics is not enough–how do
you know why users are not
moving through funnels
In Digital, the ‘What’ Is Not Enough

Session Replay is not enough–how do
you know which sessions to review and
why users behave in certain ways?

A/B Tests are not enough–how do
you know why one version performs
better?

DISCOVER THE
‘WHY’ BEHIND
‘WHAT’

Medallia © Copyright 2018. 20 20
Analytics
Session Replay
A/B tests
Digital
Voice of
Customer
WHAT WHY

Live Chat
Custom
Integrations
Gracefully Integrates into Your Digital Stack

WHY LISTEN TO
YOUR
CUSTOMERS?

What is Digital Voice of Customer?
The practice of effectively and continuously collecting
feedback across Web, Mobile and Mobile App channels in
order to improve customer experience and achieve
business results.

Medallia for Digital’s
Unique Approach and Methodology
24
Engage the right person, at the right time, with the right content
+Targeted + =Contextual Short
Success

Medallia
for Digital
Engage
OptimizeImprove
YOUR
WEBSITE
YOUR
MOBILE
WEB /
APP
Our unique approach
and methodology
WHAT TO FIX
WHEN TO FIX IT HOW TO FIX IT
Activate

BENEFITS OF A
DIGITAL VoC
PROGRAM

Leading European
Telco Operator
How Digital CX Can
Drive Business Impact
27
Improve self-help & call
center deflection
Unlock powerful insights
that lead to action
Prioritize investments
Improve site usability,
stability and performance
Drive higher conversion
rates
Understand customer
behavior in context
Find out the “why” behind
the “what”

HOW CAN YOU
START TO SEE
AN IMPACT
TODAY?

Sales Funnel: Ask for the Right
Feedback at the Right Time
Inspirational product pages and collections
Were you able to find what you were looking for? Yes/No. If No: What are you
looking for?

Product search pages and product galleries
Did you find what you were looking for? Yes/No. If No: How can we
improve this page?

Specific product pages
Would you like additional information on this product?
Would you like to see more product images or details?

Add to cart (choose size, color, quantity)
Do we have the selection you want? Yes/No. If No: What were you
looking for?

Support (chat, FAQ, other)
Were we able to answer your questions today? Yes/No. If No: How
can we help you today. If Yes: How satisfied were you with your
support experience? If low score What can we do to improve our
customer support? If high score: What did you
like most?

Login
How easy is our login process? How can we improve our
login process? Are you setting up a new account, or logging
into an existing account? If new account: How can we
improve the account setup process?

My account pages
Can you easily locate everything you are looking for?
Yes/No. If No: What additional information
are you looking for?

Shopping cart
Is this page clear and comprehensive? Yes/No.
If No: What additional information are you
looking for?

Payment options
Please rate your satisfaction with our
payment options. If low score: What can do
to improve our payment options

Shipping options and information
Please rate our shipping options.
If low score: How can we improve
our shipping options? If high score:
What did you like most? Did you find
all of the information you were
looking for on this page? Yes/No. If
No: What else would you like to see
on this page?

Review order
Were you able to easily find the
information you need? Yes/No. If
No: What information are you
looking for? Is there additional
information you would like to see on
this page? Yes/No. If Yes: Is there
anything else you would
like to see on the page?

Social activities for discounts
How can we make this promotion
even better? What other types of
promotions or discounts would you
like to see in the future?

Sales confirmation message
and email
We would love to learn how we can
improve. What is the one thing you
would change in our
purchase process?

Use Google Segments for
survey targeting
Companies can dynamically and
contextually intercept users in
real time based on session data,
behavior patterns and metadata.
Include Analytics data as part of
the targeting and intercept logic
for surveys.
Understand feedback
interaction in detail
Medallia for Digital sends
detailed feedback interaction data
to Web Analytics in
real time.
Analyze user behavior using
qualitative feedback data
Medallia for Digital sends NPS
and CSAT scores to Web
Analytics in real time to enable
filtering and reporting of data,
based on user sentiment
How to Embed Customer Feedback
with Your Analytics Provider

Turbo Boost Your Google Analytics by
Embedding Feedback in the Funnel
‘Experience Optimizer’

REAL LIFE IMPACT:
CUSTOMER
CASE STUDIES

CHALLENGE
Find out more details about online
users and how they use their site, in
order to shape content and structure
for redesign on one of their brands’
new site Frigidaire.com.
SOLUTION
Intercept relevant users in real time,
and get effective feedback which will
be at the forefront of new site
navigation and changes.
OUTCOME
Surprised by feedback! Breakdown of
visitors not what expected &
discovered previously unknown
information. Changes priorities and
investments according to
new insights.
Unlock Powerful Insights & Find out
Who Their Online Shoppers Are
1 2 3

Drive Higher Conversion Rates
CHALLENGE
Go beyond analytics to truly
understand users’ online behavior
and expectations
SOLUTION
Integrate feedback data and web
analytics for a complete
understanding into
users behavior
OUTCOME
Optimized website based on
customer feedback. 30% rise in
online sales and 25% increase in
conversion rates
1 2 3

1 2 3
CHALLENGE
Determine which factors their
customers regarded as most important
when booking
with them.
SOLUTION
Target and segment specific users for
feedback, identify 3 most important
factors for each customer type.
OUTCOME
Optimize website and personalize
content based on feedback, to make it
more relevant
for customers.
Prioritize Investments

GET STARTED:
HOW TO PLAN A
WORLD CALL DIGITAL
VoC PROGRAM

7 Step Process for a World-Class Program
49
Focus on key
business drivers
Business
Goals
Persona
Know who you’re
targeting and why
Engage
Use the right method
at the right time
Metrics
Use the right KPIs
to measure impact
Data
Integration
Augment feedback
with relevant data
Touch
points
Identify the right
touchpoints for
engagement
Close the
Loop
Empower
stakeholders to act

ENGAGEMENT 101:
BENCHMARKS AND
BEST PRACTICES
[updated for 2018]

Engagement Methods
51
Passive Proactive
Always On Intercept

Passive Engagement
Always On
52

Passive Engagement
53
“Door is open for feedback” message
Handle feedback online/in-app instead of
call center
Deflect negative feedback from
social media
Passive feedback trends negative-
the “passive bias”
Benefits Considerations

Passive Engagement: Stats
54
0.02%The average of all page views that
generate passive feedback
(That’s 200 feedback items for every 1,000,000 page views)
Passive engagement
accounts for a small % of
overall feedback and
insights your program will
generate

Proactive Engagement
Intercept
55

Proactive Engagement
56
Collect the right feedback, at the right time, from
the right users
Avoid “passive bias”
Make sure you take into account behavioral,
session and metadata segmentation input
Must be done correctly to avoid
disrupting users
Benefits Considerations

Proactive Engagement: Funnels
57
0.6%of intercepted users will submit
feedback
Page Views
Invitation Shown
Invitation Accepted
Feedback Submitted

Tweaking the Engagement
58
1%of intercepted users will submit
feedback

Skip the Invitation?
59
6%of intercepted users will submit
feedback

WHAT ABOUT
MOBILE CX?

Breakdown of Time Spent on Mobile Devices
Facebook 19%Safari 6%
Chrome 4%
Others 10%
News 2%
Productivity 4%
Utilities 8%
Gaming 15%
Entertainment 17%
YouTube 3%
Messaging/Social 12%
90% APPS
10% BROWSER
| * Source: Flurry Analytics, comScore, Pandora, Facebook, NetMarketShare, 2016

Why Improve CX in Mobile Apps?
| * Source: Flurry Analytics, comScore, Pandora, Facebook, NetMarketShare, 2016
1 2 3
MOBILE USAGE
In 2015 the number of people using
mobile surpassed the number of
people using desktop, making mobile
digital media time greater than any
other media.
APP USAGE
In the US, mobile digital media time
is at 51% - significantly higher than
desktop at 42%.*
And out of the time spent on mobiles,
90% is spent on apps.
CONCLUSION
These statistics paint a clear picture:
more users are engaging with your
brand through mobile devices and
specifically through apps, and you
need to make sure you are offering
them a great in-app customer
experience.

Q & A

THANK YOU!
Dekel Wiesman, Head of Marketing, Medallia for Digital
Dekel@Medallia.com

Medallia © Copyright 2017.
Digital Transformation in
Numbers and Figures
65
eCommerce is growing
disproportionality
at > 15%
Millennial behavior-87% have
smartphone with them 24 hours a day
It’s a mobile world-80% smartphone
penetration in the US
Messaging platforms are growing
rapidly-WhatsApp < 1.3B MAU
6.3 hours/day spent with digital
media-4.1 hours/day on mobile
“All content going to Internet, all Internet
going mobile”-John Legere

Optimizing the digital customer experience is
a must

Medallia for Digital
67
The full power of Medallia Experience Cloud™
designed to help you deliver the right customer
experiences across all your digital channels.
Our solution:
• Is optimized for in-the-moment experiences and
performance
• Integrates web analytics and VoC data for complete
overview of customer journey
• Gracefully integrates into your digital technology
stack
• Simple to deploy and manage
• Can be used by anyone on your team
Deliver Best-In-Class CX for a Multi-Channel World

Google Analytics Konferenz 2018_ What Your Google Analytics Data Isn't Telling You_Dekel Wiesman (Medallia)

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