Depending on the goals and scale of the business, different types of analytics are used:
● End-to-end analytics. Its main purpose is to trace the customer’s path, from a click on an advertising banner to a purchase. For this purpose they use the top-level analysis – they study only the target actions of the client, but not the reasons for them. Targeted actions may be a click on an ad, navigation to the site, order placement. It is as if the analyst is standing in the customer’s shoes to understand where to look for new ones and how to attract them.
● Comprehensive analytics is responsible for collecting and analyzing statistical data, which is obtained from various sources:
- ● Site visitor counters;
- Log analyzers scan the page of the site and show which blocks provide an influx of new users;
- CRM systems show how a customer’s action at each stage affects the effectiveness of the entire business;
- Call-tracking helps track incoming calls from clients from different advertising channels;
- SEO auditors evaluate a site’s position in search engines and point out problems that prevent it from going higher.
Smaller companies often use separate tools – data from Google Analytics, advertising accounts, and coll-tracking, which are eventually combined into an end-to-end analytics system.
Large projects use end-to-end analytics or both at once. This helps to link different ways of interacting with the customer into a single chain and analyze each stage in detail.
For example, a company has a multi-channel phone and dozens of advertising campaigns. Operators fill out a customer profile in the CRM system after each call to find out where the customer came from and how satisfied he is with the service. Then they compare the responses at the system level and the client’s responses at different stages. This helps understand which channels work better and what can be optimized.
The same way you can work with product metrics. For example, find out why customers quit ordering at a certain step. Maybe there are too many questions on the form and you have to spend too much time filling it out.
