Page 6 - AeM_October_2019

RESEARCH, ANALYSIS & TRENDS

Analysis of digital channels is essential

for customer centric communication

The proportion of digital contact points, significant for the • Online Marketing Controlling measures the effect of
success of your own business model, is growing. As a digital acquisitions.
result, the online customer journey has become an • Digital Customer Insights builds the bridge between
integral part of the customer intelligence strategy today. anonymous cookie-based and personal data.
In addition to the online advertising contacts that take
place along the entire digital customer journey, one's Ideally, all three areas should work hand in hand to
own website plays a central role here, too. Whether in maximize synergies.
traditional eCommerce or lead generation, the focus is
always on the user. With the help of digital analytics, the Web Analytics
behavior and needs of users can be better understood
so that in-depth recommendations for action can be The aim of the web analysis is a continuous monitoring
derived, thus, leading to improved service, a better of the success of websites. Web analytics is the basis
product, and an optimized customer experience. for understanding the behavior of users on a web page,
optimizing the user experience and conversion goals.
In order to make successful decisions for all digital User behavior includes, for example, the length of stay,
contact points, it is important for companies to establish visited page areas, interaction with elements such as
a digital analytics culture. In close cooperation with all video views or the on-site search.
specialist departments, such as the product team, online
marketing, website and app managers, appropriate The conversion goal depends on the business model
requirements are developed and tracking strategies
implemented. and can be, for instance a sale in e-commerce, winning
a lead in the B2B area, or interacting with an article in
For a comprehensive customer-centric view, the needs an online magazine.
and behavior of customers must be analyzed across
channels, devices and platforms. An important Within the scope of the web analytics it is also
component of customer-centered communication is thus assessed which users are on the page (e.g., number of
the analysis of digital channels and the associated users and user quality), where they come from
derivation of concrete recommendations for action. (acquisition channels), and whether user behavior
For Digital Analytics, three essential components have differs depending on the acquisition channel. For this
emerged: purpose, the subdivision of the page into page areas

• Web Analytics deals with measuring events on a web and different goals makes sense and it can be found
page. out whether the users also perform the desired action

6 October 2019 - Micro-moments & Customer Journey