Often, Digital Analytics is just considered as analysis of reports generated by any of the digital analytics reporting tools like SiteCatalyst, Google Analytics, Web Trends, CoreMetrics et al. But, this definitely is not the complete story. Its like Harry Porter and the sorcerer's stone, its a good movie but it does not tell us the story of Harry Porter, right?
When we are just analyzing the click stream data, it is only the quantitative analysis. We need to stress equally upon the qualitative analysis. Then only we can optimize our web properties to deliver optimum customer/prospect/target satisfaction.
Earlier, the customer journey could simply be classified into the following steps of a linear funnel -
1. Awareness
2. Acquisition
3. Engagement
4. Conversion
5. Retention
Now, things are getting more and more dynamic. There is a plethora of choices. Easy comparisons, Overt reviews and of course aggressive competition. Plus, we have to accept this fact that as the human interaction is gradually reducing with e-commerce, it is now a behemoth of a task to ensure customer loyalty and retention.
And the platform has got extremely dynamic, I repeat extremely dynamic. And you just can't ignore the importance of qualitative data. Coz you control the quantitative data points, but in case of qualitative data points you have a golden ticket to explore new realms of customer psyche.
Again, the platform is aggressively dynamic. Starting an online business is very easy. There are people who are selling things and making losses, who are neither themselves making money nor letting others do that. And we have only a limited ambit of attention. The qualitative feedback which you can solicit from the customers is like your crystal ball, which will provide you information beyond the scope of your sight.
So, when you are deciding upon the KPIs and metrics to be tracked through your analytics reporting tools, please don't snub the qualitative aspects like surveys, feedbacks etc and do stress upon integrating as much as possible the qualitative data into your analytics reporting tools.
Such integration would help better segmentation and deep dive analysis of traffic's actions and behavior.
If you are scared that dude! we have not done anything so far on the qualitative aspect! Then my friend, you should be!
But, to console you I have a Chinese proverb, the best time to plant a tree was twenty years ago, the next best time is today.
Take care!
When we are just analyzing the click stream data, it is only the quantitative analysis. We need to stress equally upon the qualitative analysis. Then only we can optimize our web properties to deliver optimum customer/prospect/target satisfaction.
Earlier, the customer journey could simply be classified into the following steps of a linear funnel -
1. Awareness
2. Acquisition
3. Engagement
4. Conversion
5. Retention
Now, things are getting more and more dynamic. There is a plethora of choices. Easy comparisons, Overt reviews and of course aggressive competition. Plus, we have to accept this fact that as the human interaction is gradually reducing with e-commerce, it is now a behemoth of a task to ensure customer loyalty and retention.
And the platform has got extremely dynamic, I repeat extremely dynamic. And you just can't ignore the importance of qualitative data. Coz you control the quantitative data points, but in case of qualitative data points you have a golden ticket to explore new realms of customer psyche.
Again, the platform is aggressively dynamic. Starting an online business is very easy. There are people who are selling things and making losses, who are neither themselves making money nor letting others do that. And we have only a limited ambit of attention. The qualitative feedback which you can solicit from the customers is like your crystal ball, which will provide you information beyond the scope of your sight.
So, when you are deciding upon the KPIs and metrics to be tracked through your analytics reporting tools, please don't snub the qualitative aspects like surveys, feedbacks etc and do stress upon integrating as much as possible the qualitative data into your analytics reporting tools.
Such integration would help better segmentation and deep dive analysis of traffic's actions and behavior.
But, to console you I have a Chinese proverb, the best time to plant a tree was twenty years ago, the next best time is today.
Take care!
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