APPLICATION SCENARIOS
CENTRICITY
“I am a bit skeptical towards statistics. Because, according to statistics,
a millionaire and a poor lad each own half a million!”
Franklin D. Roosevelt
Not only was President Roosevelt right, but his insight is true of
e-commerce, as well. There is no such thing as an average
customer! You should therefore never optimize your online
offerings based on averages!
In conventional web analytics, a merchant’s offerings are
assessed. A visitor is only one of many key performance
indicators. Visitors are considered in this model only with regard
to average figures such as “average revenue per visitor” or
“average engagement per visitor.”
econda Centricity provides an alternative perspective on data by
shining a web-analytics spotlight on visitors to your online shop.
These visitor-centric insights allow you to focus on customers –
based on behavior patterns that are intuitively ascertained and
easily grouped. Because you can identify and comprehend
segments of visitors, you can persuade them to become longterm customers. You simply need to precisely orient your
business to the needs of various customer segments.
Do not optimize
based on averages!
Customer-focused
approach
We have crafted this new approach for you based on selected
analyses and typical applications plucked from the everyday
businesses of customers.
SIDE-BY-SIDE COMPARISON
CONVENTIONAL WEB ANALYTICS AND VISITORORIENTED CENTRICITY ANALYSES
Traditional web analytics is largely restricted to simply counting
visitors’ interactions with digital content, e.g., page impressions
or conversions. These metrics are then used to assess a
provider’s digital offerings, expressed as visits or conversion rate
per page, for example.
econda GmbH I www.econda.com
Tel. +49 721/ 603035-399 I E-Mail: [email protected]
1
APPLICATION SCENARIOS
CENTRICITY
To be sure, conventional web analytics provides important
means of assessing a website’s product range or individual
optimization measures.
Conventional web
analytics counts
interactions with
digital content
Comparison of questions answered by conventional web analytics or
by Centricity:
Conventional web analytics
Centricity
How many visitors have been
in the shop?
How often has a given visitor
been in the shop?
How often has the in-shop
search function been used?
Has a given visitor used the inshop search function?
How much revenue has been
generated?
How much revenue has a given
visitor generated?
How many visitors arrived in
the shop and via which
channels?
Which devices have been used
Via which channels did a given
visitor arrive: SEO, SEA, display,
social
Which media?
devices does a given
frequently?
visitor use: smartphone, tablet,
PC?
Which products interest a given
Which products have been
viewed frequently?
Centricity counts
interactions per
visitor
visitor: shoes, underwear?
Centricity also compresses this data to establish target-group
patterns such as:
30% of my visitors visit more than three times a
month (frequency)
60% of my first-time customers do not make a
second purchase (frequency)
60% of last year’s customers have not visited in the
past six months (recency)
30% of my customers account for 60% of my
revenue (monetary value)
40% of customers who buy shoes also buy underwear
Visitors over 50 years of age are twice as loyal as
young visitors
The percentage of return visitors who arrived in shop
via search-engine marketing is twice as high as
visitors via product portals
econda GmbH I www.econda.com
Tel. +49 721/ 603035-399 I E-Mail: [email protected]
Centricity compresses
data to identify
patterns of behavior
2
APPLICATION SCENARIOS
CENTRICITY
SELECT ANALYSES FOR GETTING STARTED
PATTERN EXPLORER
Pattern Explorer is the first analysis you should try out. Dynamic
and interactive, you can form visitor segments to research your
customers. The analysis changes immediately after every click –
a playful way to learn more about visitor segments.
You can use the segments you have created to supplement your
traditional web-analytics reports.
Have fun forming
segments and
researching
customers
VISITOR BEHAVIOR
Centricity excels thanks to its sophisticated setup. Centricity
reports, under Visitor behavior, delineate recurring patterns of
visitor behavior. For example, have a look at the analyses
concerning Visitor behavior in the Frequency of visits report to
learn how often people visit your online presence. Web analytics
typically seeks to woo repeat visitors. After all, somebody who
visits regularly certainly is interested.
But don’t stop there – go to the next analysis. If you examine
Influence of visit frequency on conversion rates, you will see how
many visits it most likely takes for a visitor to make a purchase.
And Influence of visit frequency on transaction values is yet
another analysis. Perhaps people who place orders frequently are
not better, after all. You realize instead that customers who visit
less frequently spend more money than people who visit more
often and place more orders.
econda GmbH I www.econda.com
Tel. +49 721/ 603035-399 I E-Mail: [email protected]
What results in higher
revenue: visitors
frequently placing
orders or higher
transaction amounts?
3
APPLICATION SCENARIOS
CENTRICITY
Associate a filter with these visitors, and then switch to an
analysis of marketing channels. As you have just determined, it
pays to invest in these visitors.
ORDERING BEHAVIOR
In the Centricity analysis titled Order behavior you will find every
report that addresses patterns of order behavior in your online
shop. There you will find a report on a frequently discussed
topic: abandoned shopping carts. Many people feel that
abandoned shopping carts equal drops in revenue. They also
argue that one must try to reunite these abandoned carts with
their visitors. Why not have a look at Time of order and
Abandoned shopping carts?
We want abandoned
shopping carts!
Perhaps it is different for you? Customers who spend a lot of
money are particularly likely to make purchases during their
second visit. They rarely buy those items they place in the
shopping cart the first time.
EFFECTIVENESS OF MARKETING
Analysis of marketing channels is a common actionable area in
conventional web analytics and in visitor-oriented Centricity
analyses alike. In the reports under Effectiveness of marketing,
for instance, you can gauge the effectiveness of AdWords on
certain categories in your shop. Do visitors look at products in
the categories for which you launched an AdWords campaign?
Do visitors even look
at the product
category for which an
AdWords ad was
purchased?
It is also worthwhile to study First touch: channel of initial visit
in order to examine Influence on visit frequency and Influence
on conversion rates. Perhaps the channel you have long since
disregarded due to a high bounce rate is not so irrelevant after
all? Perhaps it will become clear that it is an outstanding
funneling channel for purchases or subsequent visits, making it
a loyal customer?
Study the Cross Touch reports to learn whether there is clear
interplay between two channels.
econda GmbH I www.econda.com
Tel. +49 721/ 603035-399 I E-Mail: [email protected]
4
APPLICATION SCENARIOS
CENTRICITY
EXAMPLES FROM CUSTOMERS’ EVERYDAY
PRACTICE
MOBILE MARKETING
Let us assume that the operator of an online-shop selling food
wants to rely more on mobile ads. He uses his web-analytics
solution to oversee his mobile campaign. Because the
conversion rate is lower than his other campaigns, he would like
to discontinue this form of advertising.
Mobile as a
preliminary channel
But one glance at Centricity makes it clear that 66% of
smartphone visitors ultimately use their PCs to make purchases.
His mobile campaign is actually far more successful than he had
thought! He therefore chooses to continue the ads.
66% of visitors using
smartphones
ultimately use their
PCs to make
purchases
CUSTOMER LIFETIME
Based on the encouraging insights regarding mobile ads from his
Centricity campaigns, the same online-shop operator would like
to compare the long-term effectiveness of his marketing
campaigns.
He notices that those visitors who had participated in his most
recent Easter raffle went on to visit his shop three times as often
as all other people in his online shop – and they spent twice as
much, as well. They proved to be especially loyal and lucrative.
Visitors who are acquired via social media are likewise far more
active visitors than those attracted to the shop via other
channels.
A demonstrable boost
for long-term
customer retention
Based on these insights, he invests more in raffles and social
media to demonstrably boost his long-term customer retention.
econda GmbH I www.econda.com
Tel. +49 721/ 603035-399 I E-Mail: [email protected]
5
APPLICATION SCENARIOS
CENTRICITY
ONLINE COMMUNITY
Motivated by the measurability of marketing campaigns, our
online-shop operator starts another project. He has linked to his
shop a portal that was initiated as an SEO project for backlinks –
designed to persuade visitors to make purchases in his shop.
This portal enhances value for his customers by featuring
recipes and other items.
Our online-shop operator sees the costs incurred by editing and
purchasing content. He is nevertheless very disappointed by the
directly quantifiable visits and revenue generated by people
moving from the recipe portal to his shop.
Enhanced visitor
loyalty and more
revenue
The Centricity analysis makes it clear that the portal was set up
very well and is popular. The percentage of people who visit the
portal more than twice a month is ten times as high as the
online shop. Even though not many people make shop purchases
after visiting the portal, they do spend twice as much money as
other shop customers.
This analysis leads him to realize that the investment is, in fact,
worth it. He instructs his director of marketing to better market
the online shop in the portal.
MORE INFORMATION
Centricity constitutes a part of econda's data-driven suite, an
integrated package solution for data-driven and customerfocused e-commerce and digital relationship management.
Please write to [email protected] to request a PDF on Centricity
Facts and Features. Or try out Centricity for free at:
www.econda.com.
econda GmbH I www.econda.com
Tel. +49 721/ 603035-399 I E-Mail: [email protected]
6