Just the facts ~~ Please!!

Dragnet's Sgt. Joe Friday character frequently implore informants to provide 'Just the facts'. We have all kinds of "facts", data from analytic platforms and internal operational systems. Take the call center or a website. There is so much there that can help improve digital experiences dramatically because it separates fact from fiction.

To mine this data for experience improvement opportunities, focus our efforts in examining the actual behavior of customers. We use Google analytics on our website. It helps us understand where visitors are going and what they do when they get there. Nothing like the facts. One company I know of used web analytics to prove a 65% customer drop-off rate at a point where login was required, prior to checkout. And when analysts at InterContinental Hotels Group (IHG) mined web analytics data for design opportunities, they found users pogo-sticking between search results and hotel landing pages, which tipped them off to the fact that users were digging for specific information.

Here are some other things to look for:

• Study customers' mobile and tablet behavior


• Examine customer behavior across channels


• Look at the moments that matter

This is powerful for improving the customer experience. We have the facts.

Related articles

• Hey Twitter, Show Me the Data (digitaria.com)


• The Best App That No One Writes About But Every Founder Should Have (businessinsider.com)


• How Analytics Can Give You The REAL ROI of Your Online Marketing (slideshare.net)


• 5 Ways Analytics Can Help Grow Your Business (smallbiztrends.com)