Growing Revenue and Loyalty with Digital AnalyticsCharlie ColeVP, E-Commerce – Schiff Nutrition@TheCharlieColeCharlieC@SchiffNutrition.com

About Me• Started in a Real Estate.com when I was

20

• Ran an online direct response agency when I was 25

• Was VP of Online Marketing at Lucky Brand at 28

• Moved on to Schiff Nutrition 5 months ago

• I play volleyball

• I drink wine

• And most of all… I freaking love America

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About Schiff Nutrition• Founded 76 years ago as a sports

nutrition company – credited as the first of it’s kind

• Today, a $350 million dollar company publically traded on the NYSE

• Key to long term success is it’s core brands• Mega Red• Move Free• Airborne• Digestive Advantage• Tiger’s Milk• Schiff

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Enough Context… What are we talking about?• The customer journey…

• Who are they?

• Where are they (in the Journey… or maybe the world…)

• When are they ready to buy?

• How do they prefer to buy?

• Why are they buying?

• What do they want to buy?

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Where do we start?• OK a little more context…

• Schiff Nutrition never had a direct to consumer business…

• That means no customer file

• That means no customers, really

• That means limited data

• That means non-commerce enabled web sites

• That means a really, really, freaked out Charlie

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Understanding your customer journey

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So… What do I need to analyze and understand?!

“Old School Macro Data”• Who is your customer…

Directionally

• Demographics

• Psychographics

• Socioeconomic conditions

• Geography

• The stuff you know… but might not have data on yet

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Marketing Data• When you start driving people from different sources… THAT’S

when it gets fun

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Saw a display ad, unbranded search listing, comparison shopping engine

listing, affiliate discountClicked on ANY of those

advertisements --- consciously recognizes

the brand

Goes to the website or

physical store

Marketing Data Slide Cheat Sheet

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You have them on your site…• They’re on your site..

• How do they navigate?

• What are they searching for?

• What products do they look at?

• What OTHER products to they look at?

• What causes them to ‘engage’

Browsing Data Example

Purchase Data• OK… they’ve bought something

• What did they buy?• What did they look at before they bought it?• What marketing source did they come from?

• Where did they buy it?• Did they use a promo code?

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Are you passing this stuff to your CRM?

Post Purchase Data• So… now what?

• What else could they buy?• When could they buy this thing again?• How much did they spend? Were they

profitable?

Are you making customer profiles?

Social Data• How do I make actionable decisions out of this

mess?

• What else are your BUYERS into?• What else are your VIEWERS looking at?• What do folks have a proclivity to TALK about?