The customer is king – this is general knowledge in the commerce world. But simply knowing about that is not enough to actually meet the needs and requirements of the customers. To cope with the demands of today’s customers, the task of establishing a personalized communication is of top priority – this is the only way customers truly feel treated like kings. To achieve that, it’s key to establish a conclusive and effective customer segmentation.
Let's go back to the relationship between Google Analytics and minubo. In the first part of our blog series on this issue, we clarified that both solutions cannot be thrown together – Google Analytics is a pure web analytics tool while minubo, the Commerce Intelligence Suite, integrates all company data into a comprehensive omni-channel database and makes this data available to all company employees. These two solutions belong to very different categories, have different use cases and differ in their user groups (Google Analytics is primarily for the marketing department, minubo is used beyond this departmental boundary).
The basic delineation of these two solutions is therefore clear. In this article, we look at the technical boundaries of Google Analytics Free. This free web analytics solution presents the user with clear limits in the area of data processing.
Google itself offers as an alternative to this limited free solution with their paid premium tool Google Analytics Premium. But whether the purchase of this tool is worth about €150,000 a year and whether a combination of minubo and Google Analytics Free offers a higher added value will be clarified in this post.
Customers are becoming more and more demanding every day – not only with their expectations for a consistent brand experience, but also with the buying process itself. Also, for accompanying communication, today's customers have high expectations of the way that they want to be addressed by brands and sellers. As individual as the dress sizes or tastes of the customers are, so too are their expectations of being addressed. In order to be successful in the modern retail age, a new law applies: the right message for the right customer – whoever wants to be a first-class seller needs to have first-class customer segmentation.
The calculation is actually quite simple: if customers do not get the right message, the right offer, or the appropriate incentive at the right time, they will most likely not buy. However, even if this problem seems to be so simply and clearly defined – and actually known for a long time – there has never been a system that allows a simple, as well as flexible, customer segmentation based on all relevant data points. With the minubo customer segmentation, this changes.
At minubo, we would like to clarify a fundamental misunderstanding: Yes, minubo is an analytics solution that allows commerce organizations to monitor and analyze different business processes. And no, minubo is not the same as Google Analytics because minubo is not an analytics solution ONLY.
"We're using Google Analytics. Why do we need another analytics tool?" – to find a response to this question which is asked so often, we have launched this two-part blog series.
A comment on Forian Heinemann's data warehouse podcast on digitalkompakt.de
Rarely have I been so impressed while listening to a podcast as I was with Florian Heinemann's performance on Digital Kompakt on Oct 21st 2016. Why? Quite simply: He speaks to me from the soul. For almost ten years, I've pestered people about how essential data-driven work is to the success of a company, both on a strategic and operational level – and I almost fear they cannot hear it. So it is extremely pleasing when another voice finds the same words! Because I can only agree with what Mr. Heinemann says, his main theses are summarized here, along with some comments from my personal perspective. In the “Here’s how this thesis is reflected in minubo” paragraphs, you also read how Heinemann's theses are reflected in our Commerce Intelligence Suite minubo. Have fun while reading!
Omni-Channel is not a buzzword. Not only has this year's dmexco shown that the great vision of a comprehensive channel experience is more and more a reality, but also, in our work with specific brands and retailers, this is becoming increasingly noticeable. And, in fact, omni-channel does not have to be as far away as it may seem to be for people. To illustrate this, we will show you in this article how companies can become, right now, real omni-channel organizations with tools like our freshly launched Single View Pages.
If you were walking over a gold mine that is buried somewhere deep under your feet—would you notice it? Probably not, because most likely you are not an expert. But wouldn’t it be great if someone would proactively point out the gold to you? Not only would it ensure that you do not leave it for the next lucky one, but also, this type of proactive information is much more efficient than digging blindly through thousands of square meters based on a vague gut feeling.
Let me introduce Karlotta: She's a young fashion lover (or addict, as her closer friends would say) who likes to discover new styles and fashion trends. She usually starts her journey sitting at home, browsing her favorite web stores in a relaxed atmosphere. If the retailer of her choice also happens to have a local store in the neighborhood, she enjoys paying him a visit and experiencing the products in real life. Or she might decide to use her mobile device to create digital bookmarks for products she encounters on the go and likes to get back to later on. Like Karlotta, most of today's customers like to use multiple channels before making the buying decision.
It is a rumor, that has persisted in the commerce world for quite a long time already: “online retail is going to replace stationary trading!” Well, did this rumor ever become reality? Quite the contrary – especially for successful brand businesses it turned out that online and brick-and-mortar stores can actually spur one another through various synergy effects. With that, there has been a paradigm shift in the view of different sales channels: it is no longer key to have a look at different sales channels independently from one another, but the omni-channel approach is becoming more and more important.
Analytics, Reporting, data driven processes, predictive analytics -- who has not heard of these buzzwords before? The large number of solutions to optimize the processes of commerce organizations can be more than overwhelming. It is difficult to differentiate between the various suppliers in the market – let alone to make an informed decision about THE application that will put your company ahead of the competition.
So how do you find the right provider? How can the possibilities offered by different systems be accurately compared? We have also asked these questions and we have developed a model that aims to help you find answers.