LESSON 2:

“ Preparing for the Analysis Journey”

5
Primary business Key questions
5
Primary categories Many tools are Documenting
objectives analysis must clearly tie to of marketing data available in each your plan is critical
can address business objective analysis analysis category to success
Being clear and singular on your objective is paramount

build influence Improve

awareness consideration sales Process

Reposition grow
the Brand loyalty
Being clear and singular on your objective is paramount

build influence Improve

awareness consideration sales Process
Do consumers recall and Do my products satisfy Do my sales efforts result
recognize my brand? consumers’ needs? in wins for my brands?

Reposition grow
the Brand loyalty
Do the experiences I deliver Do consumers advocate
fulfill customer expectations? for my brand?
Source: McKinsey & Company
 Do my
products satisfy
consumers’
needs?

Do consumers Do my sales
recall and efforts result in
recognize my wins for my
brand? brands?

Do customers
advocate
for my brand?

Do the experiences I
What creates deliver fulfill customer
the consumer expectations?
need?

Source: McKinsey & Company

 Do my
products satisfy
consumers’
needs?

Do consumers Do my sales
recall and efforts result in
recognize my wins for my
brand? brands?

Do customers
advocate
for my brand?

Do the experiences I
What creates deliver fulfill customer
the consumer expectations?
need?

Source: McKinsey & Company

 Experimentation /
Testing

Competitive Outcomes
Intelligence Analysis

Voice of
Customer
(Brand Advocacy)

Clickstream Voice of Customer

Analysis (Experience Surveys)

Source: McKinsey & Company

 Kaushik offers a comprehensive set of affordable gadgets

Clickstream Analysis Voice of Customer Competitive Intelligence

Yahoo! Web Analytics Qualaroo (formerly KissInsights) Compete
Google Analytics UserTesting.com AdWords Keyword Tool
Piwik Loop11.com Google Trends*
Feedburner* Concept Feedback Google Correlate*
Google Webmaster Tools* Bounce*
Bing Webmaster Tools* Google Consumer Surveys* Misc Emerging Analytics
Klout
Outcomes Analysis Experimentation / Testing AnalyzeWords
Mongoose Metrics Google Website Optimizer Twitter Analytics
ifbyphone Optimizely* TweetBinder*
LivePerson AdWords Campaign Think With Google*
Experiments*

Note: (*) Special recommendation

Source: Adapted from Kaushik, “Best Web Analytic Tools” (2010)
 Documenting your plan at this stage is critical to success

Business
Key Question Data —> Source(s)*
Objective

Note: * Here “source” is used in a way synonymous with “tool”

 Documenting your plan at this stage is critical to success

Business
Key Question Data —> Source(s)*
Objective

Grow
Loyalty

Note: * Here “source” is used in a way synonymous with “tool”

 Documenting your plan at this stage is critical to success

Business
Key Question Data —> Source(s)*
Objective

How has consumer interest in

our brand trended over time?

Grow
Loyalty

Note: * Here “source” is used in a way synonymous with “tool”

 Documenting your plan at this stage is critical to success

Business
Key Question Data —> Source(s)*
Objective

Search Volume —> Google Trends

How has consumer interest in
our brand trended over time? Customer Inquiries —>
CSR Database

Grow
Loyalty

Note: * Here “source” is used in a way synonymous with “tool”

 Documenting your plan at this stage is critical to success

Business
Key Question Data —> Source(s)*
Objective

Search Volume —> Google Trends

How has consumer interest in
our brand trended over time? Customer Inquiries —>
CSR Database

Grow What consumer group is

Loyalty our strongest advocate?

Note: * Here “source” is used in a way synonymous with “tool”

 Documenting your plan at this stage is critical to success

Business
Key Question Data —> Source(s)*
Objective

Search Volume —> Google Trends

How has consumer interest in
our brand trended over time? Customer Inquiries —>
CSR Database

Consumer Groups —> Segmentation

Grow What consumer group is
Study
Loyalty our strongest advocate?
Twitter Volume —> Twitter API

Note: * Here “source” is used in a way synonymous with “tool”

 Documenting your plan at this stage is critical to success

Business
Key Question Data —> Source(s)*
Objective

Search Volume —> Google Trends

How has consumer interest in
our brand trended over time? Customer Inquiries —>
CSR Database

Consumer Groups —> Segmentation

Grow What consumer group is
Study
Loyalty our strongest advocate?
Twitter Volume —> Twitter API

Which marketing programs

have grown advocacy?

Note: * Here “source” is used in a way synonymous with “tool”

 Documenting your plan at this stage is critical to success

Business
Key Question Data —> Source(s)*
Objective

Search Volume —> Google Trends

How has consumer interest in
our brand trended over time? Customer Inquiries —>
CSR Database

Consumer Groups —> Segmentation

Grow What consumer group is
Study
Loyalty our strongest advocate?
Twitter Volume —> Twitter API

Marketing Events —>

Which marketing programs
Company Intranet Site
have grown advocacy?
Hashtag Volume —> Keyhole

Note: * Here “source” is used in a way synonymous with “tool”

 LESSON 2:
“ Preparing for the Analysis Journey”

5
Primary business Key questions
5
Primary categories Many tools are Documenting
objectives analysis must clearly tie to of marketing data available in each your plan is critical
can address business objective analysis analysis category to success
Supplemental reading for this lesson

Best Web Analytics 2.0 Tools: Quantitative, Qualitative,

Life Saving!:
http://www.kaushik.net/avinash/best-web-analytics-tools-
quantitative-qualitative/
Hollywood Tracks Social Media Chatter to
Target Hit Films:
http://www.nytimes.com/2014/12/08/business/media/hollyw
ood-tracks-social-media-chatter-to-target-hit-films.html
References

1. David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik. 2009.
“ The Consumer Decision Journey” . Retrieved from
http://www.mckinsey.com/insights/marketing_sales/the_consumer_deci
sion_journey
2. Avinash Kaushik. 2010. “ Best Web Analytic Tools” . Retrieved from
http://www.inc.com/guides/12/2010/11-best-web-analytics-tools.html
3.Kaushik, A. (2010). Best Web Analytics 2.0 Tools: Quantitative,
Qualitative, Life Saving. Avinash Kaushik. Retrieved from
https://goo.gl/CWhgtw