Win with Advanced Business Analytics: Creating Business Value from Your Data

DIGITAL ANALYTICS AND VOICE OF THE CUSTOMER

Digital behavioral data are commonly believed to answer the “what” about customer behavior, such as what revenue was generated by customer segment N from marketing channel X? The answer to “why,” such as “Why did the customer respond favorably to that marketing campaign?” involves the integration of voice of the customer analytics. In other words, digital behavioral data are very effective for improving and optimizing the digital experience but less effective for measuring, understanding, and being able to draw conclusions about site satisfaction and brand awareness. Higher-order marketing concepts, such as awareness and favorability, are not easily measured using only digital behavioral data. Voice of the customer analytics were discussed in detail in Chapter 8; however, here we revisit the importance of digital analytics and voice of the customer analytics working together to paint a full picture of the digital experience.

With social media (see Chapter 12), combining quantitative data and qualitative data can help a business understand new insights that were not previously known. However, combining quantitative data with quantitative data requires, as with all analytical projects, a considerable amount of careful preplanning. Although the full details for successfully integrating VOC and digital data together are beyond the scope of this book, here are some proposed guidelines for digital and VOC integration, which should help you ...