Tips & Tricks

5 Metrics that Prove On-Site Unique Visits are Required to Drive Conversion

by ENGAGEcx on February 2, 2018

Understanding ‘Who’s in My Store’

Unique Visits in a physical space is a nascent concept for most marketing organizations.  Leaders are recognizing that insights found in this detailed data are what drive conversion and ultimately revenue.  Fortunately, the concept of Unique Visits is not new, rather the means to observe it in a physical space has finally come of age.

Web Analytics providers have paved the way with Unique Visits

Web Analytics providers (like Adobe, Google, etc.) define Unique Visits on a web site as follows:

“Consecutive page views that occur within 30 minutes of each other.  These consecutive hits must use the same unique visitor identifier, set in the visitor’s browser.

For example: visiting a web site 3 times each separated by 45 minutes equals three Unique Visits to the website.  It’s essential to track this level of activity as it illustrates true customer behavior, interest, loyalty, etc.

Specifically, Unique Visits help create metrics that provide insights on:

  • # unique web visits per day
  • visit duration
  • # unique pages views
  • # return visits
  • etc.

Unique Visits and Visitors is a well-known concept in the Web world as businesses have invested money and time to perfect this understanding to drive conversion and ultimately revenue.

Understanding Unique Visits in a Physical Venue is now Possible

Getting the same level of fidelity in your Physical Venue is now possible. Until now, there were many complicating factors, not the least of which is how do you recognize the individual activity or how do you measure it in real-time.   On-site Location Services, when processed correctly, provide the ability to deliver in-venue analytics that heretofore were not available:

On-site Unique Visits are defined as time periods where continuous presence occurs in a given location or zone.  Presence in these periods must use the same unique visitor identifier, set in the visitor’s device. 

Much like a web-site, venues often have multiple sites and zones.  Similarly, Unique Visits in a venue can occur at the Site or Zone level at any time during a day.

Here’s an example: visiting a Store/Venue for more than an hour may occur with several visits to Zones within the Site.  Each movement constitutes a Unique Visit with its distinct arrival time and visit duration. Once again, it’s essential to track this level of detail as it reflects true customer behavior, interest, loyalty, etc.

Specifically, Unique Visits in a physical space create metrics that provide insights on:

  • # unique visits per day (perhaps by store)
  • # unique zones visited per day
  • visit duration by Site and Zone
  • conversion from one Zone to the next (eg – Fuel Pump to the Beverage Bar)
  • # return visits and frequency
  • Occasion Attendance

Observing Unique Visits in your physical venue is required to understand true customer behavior.  Once achieved, this knowledge unlocks your ability to connect marketing campaigns to visits and Occasion attendance, which are the drivers to increased revenue and campaign ROI.

To learn more click here.  We will also provide you with a complimentary copy of the Gartner Marketguide for Customer Journey Analytics.

 

 

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ENGAGEcx5 Metrics that Prove On-Site Unique Visits are Required to Drive Conversion

The Customer Lifecycle Attribution Model — One Customer, Many Channels

by David Trice on October 28, 2015

The Customer Lifecycle Attribution ModelMarketers are always looking for the next, best way to measure where sales are coming from. The leading system for figuring out what marketing tactics are influencing and driving purchases is multi-touch attribution (MTA), which is shaping up to be one of the most important digital marketing tactics of 2016. Why else would big names like Google, AOL, and Nielsen be investing in MTAs to help clients optimize ad spend? But, David Rekuc, Marketing Director for Ripen eCommerce writes in Marketing Land this month that looking for the perfect attribution model is a fool’s errand.

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David TriceThe Customer Lifecycle Attribution Model — One Customer, Many Channels

eTail Moves to Brick and Mortar Proving the Store Still Matters

by David Trice on July 13, 2015

Industry News Perspective: Ecommerce Businesses Going Brick and Mortretail customer experiencear

Fabletics, Kate Hudson’s online athleisure brand, just announced that it will open six brick-and-mortar stores in New Jersey, Delaware, Ohio, Maryland, Missouri and California this year.  The growing trend of purely e-tail companies establishing brick-and-mortars proves that the physical space should not be ignored.

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David TriceeTail Moves to Brick and Mortar Proving the Store Still Matters

Advocate vs. Disciple: The Secret To Improving Customer Experience

by David Trice on June 19, 2015

4 Keys to Driving Revenue improving customer experienceAdvocate vs. Disciple: The Secret To Improving Customer Experience

The Holy Grail for businesses is developing and keeping brand disciples. More than mere advocates in your brand, brand disciples understand and love your company — and they are your best customers. Brand disciples make up the 20% of customers that account for 80% of your busine
ss.

Brand disciples want to connect with your business in a real and authentic way, and companies must overcome any and all obstacles to do so.  Failing to meet a brand disciple on his or her terms will have direct financial impact. They require that you treat them with the utmost respect, that you understand them and their needs as well as they understand your brand.

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David TriceAdvocate vs. Disciple: The Secret To Improving Customer Experience

Ensuring the Security of Your Customer Data

by David Trice on June 16, 2015

Customer data security cx techWith so many points of entry, how does cx tech, the Relationship Cloud™, keep your customer data safe?

The Web, Wish Lists, eCommerce, Mobile Apps, Live Chat, 1-800 Numbers, Social Media, In-Store, Returns, and Surveys: The list goes on and on. Customers today engage with businesses in more ways today than ever before. And, the variety of touchpoints is only growing. Estimates of the number of ways customers can engage with a business during any given journey have grown from 19 just a few years ago to more than 50 by some analysts. Knowing how to keep all of these touchpoints secure is vital to any business.

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David TriceEnsuring the Security of Your Customer Data

3 Ways to Build Customer Engagement on Social Media

by David Trice on April 13, 2015

Customer relationships on social mediaSocial media has evolved quite a bit over the last year, leaving many in the position of not really knowing what their business strategy is for social.  For instance, while Facebook remains a social platform “home base” of sorts, Global Web Index reports that seven out of the top ten fastest growing social platforms in 2014 were messaging apps like WeChat or Snapchat.  What does this mean? Should businesses pay attention to the latest trends and rush to support the latest trending social app? Or, do they take a big-picture perspective and just follow the Millennials, who are driving growth in almost every social category?

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David Trice3 Ways to Build Customer Engagement on Social Media

Creating Customer Engagement: Stop Yelling, Start Listening!

by ENGAGEcx on April 28, 2014

Areas of Enterprise IT Innovation and GrowthIt’s becoming increasingly hard to ignore Customer Engagement, seems everybody’s adding it to their “hot list” these days.

For example, last week Dion Hinchcliffe published The Enterprise Products with Disruptive Potential for 2014, with Customer Engagement as one of his Top 5 areas for innovation and growth.

But What Does Customer Engagement Mean?

Like many others, Mr. Hinchcliffe doesn’t really detail what Customer Engagement is.  He basically lumps it together with Marketing Automation (also hot), even citing “industry darling” Hubspot as a leader in that rather broad and combined category.

We don’t think Customer Engagement should be grouped with Marketing Automation.

In fact, we think a key reason why Customer Engagement is hot right now is actually because of the inherent limitations of Marketing Automation!

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At its core, Marketing Automation is about pushing messages and offers to would-be customers based on their characteristics or behavior. In this respect, Marketing Automation provides a compelling solution to a complex problem: targeting the right customers based on meaningful behaviors. But it also comes with a dark side:  the barrage of automated messages via email, social and mobile channels increasingly turns customers off and makes them reminisce fondly of the more simple days of “Do Not Call” lists.

As a result, customers usually ignore, and even rebel against, the endless multi-channel missives from automated campaigns. Increasingly, automated campaigns are not fostering Customer Engagement – in fact, one could say they’re achieving the opposite!

Well-known customer strategist Esteban Kolsky says it best: “customers aren’t listening to what you have to say” (and we tend to agree). With combined conversion rates hovering around 2%, it’s hard to claim that these sorts of automated activities result in any form of real “engagement”.

Maybe a more descriptive way of characterizing automated campaigns is that they’re not about engaging with customers but rather about yelling at them!

The Challenge: Stop Yelling, Start Listening

So if automated campaigns aren’t doing it, how do really get to Customer Engagement?  Esteban Kolsky offers a key insight in his recent article I’m Getting Engaged!:

Trust, and how to create and maintain it, is the biggest barrier to engagement.  Nearly three quarters of the interviews surfaced a lack of understanding of trust as a key issue for brands – and engagement cannot happen without trust!

With that said, do you suppose automated messages can generate the foundational trust that leads to engagement? We don’t think so.

We think trust – and therefore Customer Engagement – happens in the last mile of the Customer Journey.  It’s in that last mile where the customer is ready to make his or her choice and is ready to commit.  And it’s in that crucial last mile where the customer doesn’t want to be yelled at – they want to be listened to!

It’s pretty straightforward: listening to the customer, especially at the most critical point in their journey – the last mile – earns their trust. Not listening almost inevitably translates to a lost sale, and often even to a lost customer.

And by “listening” we mean doing so on the customer’s terms.

Customers now approach your brand across a variety of channels, so you need to listen in a truly omni-channel way. Remember, it’s the same customer no matter which channel they choose to approach your organization. You need to “know your customer” no matter how they reach you. As Esteban Kolsky points out:

Companies must provide an infrastructure that allows them to do what they want, when they want to do it, through whatever channel they choose.

The Solution: An Infrastructure for Listening, Trust and Engagement

We believe the infrastructure noted by Mr. Kolsky is in fact the real “Disruptive Opportunity” that’s talked about – but not adequately characterized – by many analysts out there.

And as we noted earlier, the real disruptive opportunity is not related to marketing automation.  It’s something new and different, with a different set of requirements that unfortunately is not well understood.

This is because historically customers had few choices for interacting with companies. But today customers can appear out of now where, on any channel, ready to buy or just needing help – and you’d better be ready no matter how they choose to “show up”!

ENGAGEcx is one of the few infrastructural platforms leading the way with truly disruptive, Cloud 2.0 Customer Engagement capabilities.  ENGAGEcx is not about yelling. It’s about listening – and then connecting.

Actually, ENGAGEcx may be the only Customer Engagement infrastructure that delivers on all of today’s “Top 10” requirements for success:

  1. Listens across any channel, regardless of media (and includes extensibility into channels that are yet to come)
  2. Knows the customer – instantly, regardless of their channel of choice
  3. Understands that customer segments are not equal and that different segments require varying levels of service and benefits
  4. Captures the full Customer Journey, including interactions between humans and actions/events that indicate interest
  5. Connects customers to company associates in live, real-time conversations
  6. Enables virtual teams that can assist customers anywhere, anytime
  7. Delivers content & recommendations in real-time to both the customer and the associate serving them in order to enrich engagement
  8. Captures data on every customer interaction across all media types (without integration)
  9. Measures performance – across channels, customers, employees – and across petabytes of data
  10. Evolves as customers evolve (because they most certainly will!)

We believe that by delivering on all of these requirements ENGAGEcx generates foundational customer trust – which in turn leads to meaningful and even radical customer engagement.

And taken a step further, we believe that ENGAGEcx ultimately enables Brands to become the disruptive leaders of their own industries.

 

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ENGAGEcxCreating Customer Engagement: Stop Yelling, Start Listening!

Making The Most of Customer Experience Through Twitter

by ENGAGEcx on February 18, 2014

There are a number of best practices to be aware of as you engaging with your customers, aiming for stellar customer experience on Twitter.  This article describes key best practices and considerations for this digital touch point.

Twitter-Channels

ENGAGEcx: Twitter Channel Uses

Best Practice 1: It is best to associate an ENGAGE.cx Twitter Channel with a Twitter account that has an established history of tweets and followers.

Best Practice 2: Twitter is expecting that a real human-to-human interaction takes place unless there is a Promoted (or Paid) Tweet.  As a result it is important to ensure that you are not creating Spam Tweets or Twitter will suspend your account.

Best Practice 3: Remember that there is value in following tweets – particularly if they involve customers who engage with you via other channels — without necessarily responding back directly to those customers.  You may follow competitors or understand your customers general reactions.

Best Practice 4: When in doubt…review The Twitter Rules https://twitter.com/rules.

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ENGAGEcxMaking The Most of Customer Experience Through Twitter