Analyzing customer behavior with a new Looker Marketing Block
Jul 8, 2019
As individuals living in the digital era, we leave a massive trail of data through each click and pageview. Marketing teams cast a wide net to capture this data in an effort to understand their audience and provide a better customer experience, but analyzing that data, much less taking action on it, has been a challenge to say the least.
This is why we’re excited to announce our latest addition to the Looker Blocks directory — Customer Experience Analytics by KARTE, a turnkey suite of dashboards to understand user behavior trends (campaign effectiveness, Net Promoter Score, etc.), and seamlessly take action on through the KARTE service.
What Is KARTE?
KARTE is a customer experience solution platform from Plaid, inc., a Japanese technology startup building a suite of products to enhance personalization in customer experience. KARTE customers can trigger actions and events to optimize customer experience through analyzing user behavior in real-time. Customers can opt to pipe event and page view data into a Plaid-provided BigQuery environment through KARTE Datahub offering, a huge leg up for marketers who want to get their hands dirty in their quest for unique actionable insights. This also means that all Looker customers have the opportunity to take advantage of this Looker Block without having to set up a new data warehouse environment themselves.
What’s included with the User Experience Analytics Block?
First of all, let’s talk about the dashboards — probably something a lot of you will see right away. As of today, there are three dashboards — Web Access Analytics, Pageview Funnel, and NPS Overview — to get you started.
Web access analytics
This dashboard covers a comprehensive list of standard web metrics, including time series tracking of sessions, bounce rates, and what OSs customers are using to view your website. It’s something a digital marketing manager would view to get their day started, and can be made into a scheduled report that goes straight into your inbox, just in time for your morning commute or first cup of coffee.
This dashboard provides insights into how your customers are moving through your website, and where they’re dropping off. Are your customers putting items into their cart only to never actually check out? Are most of your customers dropping off at a particular link? Or perhaps there’s a massively popular piece of content people navigate to. Understanding these behaviors will help you identify any bottlenecks in your UX, guiding you on a path to remediating — or doubling down — on what and how you present your content.
Net promoter score (NPS) overview
This dashboard shows you trends in your NPS, a critical metric in gauging your customers loyalty in order to increase engagement at every level. We’ve added tiles covering results using the most important attributes so you can dive in deeper to visitor-level insights right away by drilling into any point that piques your interest.
Tools alone won’t make you successful — it’s how you use them
Dashboards are a great starting point to get an understanding of and monitor your customer behavior from a high level at all times. However, it’s when you’re able to get deeper into the details of those behaviors that you’re then able to act on these trends. That’s why we’ve added a seamless linkback to KARTE’s UI from user-level data.
Every result in this Looker Block has a drill through into row-level details, and we’ve set them up so that they always have a User ID field linked to the KARTE application. This means that once you identify a sudden change, say an uptick in detractors in your NPS Overview dashboard, you can easily pull up data on each individual detractor to see what’s causing them to respond with low scores. An additional KARTE feature also enables pageview playbacks, showing you exactly what the customers saw and how they navigate each page in replay, putting you into your customers' shoes.
There are other ways you could add this into your daily workflow. For instance, you might take this drill through to the next level by creating a new visitor list that you can use for retargeting or direct outreach through email. Or perhaps you want to set up an alert that notifies you when your NPS dips below a certain threshold.
With Looker, you take templated dashboards and reports (like the one we discuss in this article) to kickstart your analytics quickly and easily extend on your existing business logic to tailor the data exploration experience and curate insights for your team without having to start from scratch.
If you’re interested in learning more about understanding your customers better, reach out to our team. We look forward to hearing from you!