Neocom implementation not only guides your customers to the perfect product but also helps you understand your customers.
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Each interaction with any Neocom Product Advisor generates an array of useful first & zero-party data. This data can inform every facet of your business from marketing to logistics. This compact article will explore the two broad sections Analytics & Audience and what impact the successful use of this feature can have on your business.
The two sections we will focus on are:
The goal of this section is to introduce you to the possibilities that Neocom Analytics & Audience provides. If you are interested in concrete steps to achieving these goals take a look at our Help Center for our in-depth guides (coming soon).
Analytics
Think of the Analytics as the dashboard of your Neocom product advisors. The Analytics section is split into two, Trends which focuses on general KPI, and Insights, which focuses more on which Products from your range are most viewed by your clients.
On your Insights dashboard, just like the dashboard of your car, here you find indicators that clearly depict performance, engagement, error messages, and many other pieces of crucial information.
The Analytics section visualizes all information to ensure users understand the metrics and can therefore draw clear conclusions from the information. Through this visualization, you can quickly and easily develop clear strategies to develop the advisors further in a continuous feedback loop. Our Analytics not only allow you to measure the metrics of one advisor but multiple advisors against one another. This allows you to compare different categories, languages, or integration types against each other.
With visualized data like engagement rates, conversion, bounce, average order values, and most clicked answers, from various advisors flowing into one central location, the Analytics Section conveys complex information quickly and easily allowing the data to more directly impact future adjustments to the advisor, your marketing strategies, or even stock and logistic decisions.
There are thousands of use cases for the Analytics section, but let’s pick out a simple example from our Bike Store. Let’s say our figurative bike store has a Prompt integration on the start page and a Javascript Banner integration on the Product Listing Page (Check out our Integration Article if you missed it). The Analytics for the Bike Store, over a three-month period, provides data that clearly shows around 25 % of the visitors to the site start the Prompt Advisor on the start page, while 75 % use the banner on the Product Listing Page.
The goal is to get all visitors to the site to partake in one of the available product advisors. To achieve this, it makes sense to add an extra integration to the start page. As the Javascript Trigger is relatively successful on the Product Listing Page, maybe adding another banner to the start page is the best option. To catch the ones hat don’t engage with the Banner on the Product Listing, adding a Prompt on a Mouse out Event would be another way to catch those that haven’t engaged yet.
Audience
Where the Analytics section focuses more on the advisors’ performance, Audience focuses more on your customers. Again, the Audience section is divided into two, the first is Users which focuses on those that engage with the adivors. The second is Segments which will focus on combining similar users to create more generalized insights. This second section is under development and will be visible to Neocom Q2, 2024.
Understanding your customers, who they are, and what they are interested in, will influence every element of your organization, from Sales to Marketing, Logistics to Product Development.
With this newfound understanding of your audience, you will have the data to segment the users by whatever metrics you deem relevant, into individual Personas, each with its preferences and requirements. This could be sourced from how they answered a certain question, which advisor or integration they used, or what results they were recommended. All information that is invaluable to marketing teams around the world.
The User section within Audience allows you to filter, search, and categorize every single randomized journey taken through your advisor. These tools not only allow you to manage such vast quantities of interactions but also discover patterns among the visitors to your website.
In this final revisit to our Bike store example, let’s explore a targeted marketing approach. Imagine we want to send a special offer to our website visitors, tailored to the type of bike they showed interest in. Here’s how we do it:
First, we filter the audience to only include users who utilized the 'Save for Later' feature on the website (For an in-depth understanding of this feature, refer to our dedicated article on its functionalities). This filtering is our initial step in the process.
From this specific group, we gather two valuable insights. Firstly, these users have engaged with our advisor, indicating a higher interest in your products. Secondly, they have provided a valid email address, which is crucial for direct communication. Additionally, we have access to rich data about these users - their top three preferred bike types as identified by the advisor and their interaction paths with the tool.
By downloading this data and inputting it into the CRM System of our imaginary Bike shop, we now can send completely customized newsletters to a variety of personas that have been created within Neocom.
Imagine our Bike shop has developed four distinct Newsletter Templates that they plan on sending to selected customers from MailChimp. These four distinct newsletters each correspond to a different bike category: E-Bike, Mountain Bike, Racing Bike, and City Bike.
By segregating the 'Save for Later' users into subgroups based on their preferred bike categories, you can send highly personalized newsletters. To do this, the bike shop would export CSV files of all users who both used the save for later feature and answered they were looking for a E- Bike. You can then upload this to MailChimp and send a customized Email to this group on the precise topic of E-Bikes.
This method results in highly customized newsletters, ensuring that each recipient receives content that is most relevant to their interests. It's a strategic way to engage potential customers with personalized offers and information.
That’s a wrap on our The Real Power of Neocom Series. If you’ve either enjoyed our 5-Part Series and want to let us know, have suggestions for improvement, or would like us to dive deeper into any other issues, feel free to reach out the the Customer Success Team by emailing support@neocom.ai