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Building Customer 
Profiles 
Vinoaj (Vinny) Vijeyakumaar 
Managing Partner & Co-Founder 
SPARKLINE 
vinny@sparkline.com 
@vinoaj
3 Rules for a Great Presentation 
Don’t be that speaker after lunch 
Don’t be that speaker before drinks 
Don’t be that speaker any time after 
Avinash 
@vinoaj www.sparkline.com
3 Rules for a Great Presentation 
Don’t be that ✗ speaker after lunch 
✓Don’t be that speaker before drinks 
Don’t be that speaker any time after 
✗ Avinash 
@vinoaj www.sparkline.com
Hello
AU, NZ 
@vinoaj www.sparkline.com
SG, MY, TH, ID, PH, VN 
@vinoaj www.sparkline.com
Sparkline 
@vinoaj www.sparkline.com
Sparkline 
Managing Partners 
Aleetza 
9 yrs 
AdWords / 
YouTube / 
Digital 
Solutions 
Vinny 
5 yrs Google 
Analytics / 
Conversion 
Rate 
Optimisation 
@vinoaj www.sparkline.com
On with the show …
Prosopagnosia 
@vinoaj www.sparkline.com
@vinoaj www.sparkline.com
@vinoaj www.sparkline.com
All web analysts are face blind 
@vinoaj www.sparkline.com 
01010100011010000110100 
10111001100100000011010 
01011100110010000001100 
00100100000011001100110 
00010110001101100101011 
01100011001010111001101 
11001100100000011100000 
11001010111001001110011 
01101111011011100010110 
00010000001101010011101 
01011100110111010000100 
00001101111011011100110 
01010111001100100000011 
00001011011100110010000 
10000001111010011001010 
11100100110111101100101 
01110011
The Aim 
@vinoaj www.sparkline.com
Today 
• Move away from Clicks to Users 
• Making sense of Demographic Reports 
• Taking Action for Users 
@vinoaj www.sparkline.com
Google Analytics 
Demographic Reports
Demographic Reporting 
@vinoaj www.sparkline.com
Universal Analytics: The Easy Way 
@vinoaj www.sparkline.com
Universal Analytics: The Hard Way 
<script> 
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]|| 
function(){ 
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new 
Date();a=s.createElement(o), 
m=s.getElementsByTagName(o) 
[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) 
})(window,document,'script','//www.google-analytics.com/ 
analytics.js','ga'); 
ga('create', 'UA-XXXXXX-XX', 'example.com'); 
ga('require', 'displayfeatures'); 
ga('send', 'pageview'); 
</script> 
@vinoaj www.sparkline.com
Classic GA: The Easy Way 
@vinoaj www.sparkline.com
Classic GA: The Hard Way 
<script type="text/javascript"> 
var _gaq = _gaq || []; 
_gaq.push(['_setAccount', 'UA-xxxxx-y']); 
_gaq.push(['_trackPageview']); 
(function() { 
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; 
ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics. 
com/ga.js'; var s = document.getElementsByTagName('script')[0]; 
s.parentNode.insertBefore(ga, s); 
})(); 
</script> 
to 
<script type="text/javascript"> 
var _gaq = _gaq || []; 
_gaq.push(['_setAccount', 'UA-xxxxx-y']); 
_gaq.push(['_trackPageview']); 
(function() { 
var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; 
ga.src = ('https:' == document.location.protocol ? 'https://' : 'http://') + 
'stats.g.doubleclick.net/dc.js'; var s = document.getElementsByTagName('script')[0]; 
s.parentNode.insertBefore(ga, s); 
})(); 
</script> 
@vinoaj www.sparkline.com
One last thing … 
@vinoaj www.sparkline.com
Step 1: Know your customers’ gender & age 
makeup 
@vinoaj www.sparkline.com
@vinoaj www.sparkline.com
Step 2: Identify differences in patterns of 
behaviour 
There are 
more female 
visitors than 
males 
@vinoaj www.sparkline.com 
Females are more 
engaged than males
Step 2: Identify differences in patterns of 
behaviour 
@vinoaj www.sparkline.com 
Females convert 
at a rate 
significantly less 
than males 
Males generate higher 
value metrics
What next? 
• Cater research & packages to female audiences 
@vinoaj www.sparkline.com
What next? 
• Optimize the booking flow for impatient males 
@vinoaj www.sparkline.com
Step 3: What interests my customers? 
@vinoaj www.sparkline.com
A smartphone retailer 
@vinoaj www.sparkline.com
What interests my customers? 
@vinoaj www.sparkline.com
Propensity to Spend 
@vinoaj www.sparkline.com
What are my customers looking to buy? 
@vinoaj www.sparkline.com
Propensity to Spend 
@vinoaj www.sparkline.com
What action do we take? 
Interests 
• Technophiles 
• Shutter Bugs 
• Pop Music 
In the market for 
• Apparel 
• Tech 
Accessories 
A few suggestions 
• Put the camera front & center. Highlight 
the camera’s features. 
• Put front & center speaker quality. 
• How many HD photos can the device 
store? 
• How many songs can the device hold? 
• How much playtime can I get on a full 
battery? 
@vinoaj www.sparkline.com
Step 4: Don’t be afraid to drill down 
@vinoaj www.sparkline.com 
★ 
★ 
★
Step 5: Segment & Learn 
@vinoaj www.sparkline.com 
Find out more: http://vnjv.co/unifiedsegts
Segment’s Purchase Behaviour 
@vinoaj www.sparkline.com
Segment’s Intent 
Our valuable segment of users are 
interested in Android phones – primarily 
those made by Xiaomi, HTC, or 
Samsung 
@vinoaj www.sparkline.com
Step 6: Retarget to Your Valuable Segments 
@vinoaj www.sparkline.com
Retargeting doesn’t have to be limited to 
AdWords or DoubleClick… 
@vinoaj www.sparkline.com
Digital knowledge can be applied to 
offline contexts too … 
In-store promotions & bundles 
@vinoaj www.sparkline.com 
Store layout
What have we achieved?
The Aim 
@vinoaj www.sparkline.com
From “No Faces” to “Faces” 
Click Gender 
@vinoaj www.sparkline.com 
Age 
Behaviour 
Interests 
Intent
OK, so it’s more like this … 
@vinoaj www.sparkline.com
You Can Still Do More …
Social Login 
@vinoaj www.sparkline.com
Surveys 
@vinoaj www.sparkline.com 
Find out more: http://vnjv.co/qualga
Nothing to do tonight?
5 things to do tonight 
1Implement display advertising support in Google Analytics 
2Build a picture of your customers 
3Identify your most valuable customer types 
4Engage them 
5Think advanced … Social Logins, Surveys, etc… 
@vinoaj www.sparkline.com
Put a Face to Your Clicks! 
vinny@sparkline.com

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2014 09-10-12 Building Customer Profiles - Move from clicks to faces

  • 1. Building Customer Profiles Vinoaj (Vinny) Vijeyakumaar Managing Partner & Co-Founder SPARKLINE vinny@sparkline.com @vinoaj
  • 2. 3 Rules for a Great Presentation Don’t be that speaker after lunch Don’t be that speaker before drinks Don’t be that speaker any time after Avinash @vinoaj www.sparkline.com
  • 3. 3 Rules for a Great Presentation Don’t be that ✗ speaker after lunch ✓Don’t be that speaker before drinks Don’t be that speaker any time after ✗ Avinash @vinoaj www.sparkline.com
  • 5. AU, NZ @vinoaj www.sparkline.com
  • 6. SG, MY, TH, ID, PH, VN @vinoaj www.sparkline.com
  • 8. Sparkline Managing Partners Aleetza 9 yrs AdWords / YouTube / Digital Solutions Vinny 5 yrs Google Analytics / Conversion Rate Optimisation @vinoaj www.sparkline.com
  • 9. On with the show …
  • 13. All web analysts are face blind @vinoaj www.sparkline.com 01010100011010000110100 10111001100100000011010 01011100110010000001100 00100100000011001100110 00010110001101100101011 01100011001010111001101 11001100100000011100000 11001010111001001110011 01101111011011100010110 00010000001101010011101 01011100110111010000100 00001101111011011100110 01010111001100100000011 00001011011100110010000 10000001111010011001010 11100100110111101100101 01110011
  • 14. The Aim @vinoaj www.sparkline.com
  • 15. Today • Move away from Clicks to Users • Making sense of Demographic Reports • Taking Action for Users @vinoaj www.sparkline.com
  • 17. Demographic Reporting @vinoaj www.sparkline.com
  • 18. Universal Analytics: The Easy Way @vinoaj www.sparkline.com
  • 19. Universal Analytics: The Hard Way <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]|| function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o) [0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//www.google-analytics.com/ analytics.js','ga'); ga('create', 'UA-XXXXXX-XX', 'example.com'); ga('require', 'displayfeatures'); ga('send', 'pageview'); </script> @vinoaj www.sparkline.com
  • 20. Classic GA: The Easy Way @vinoaj www.sparkline.com
  • 21. Classic GA: The Hard Way <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-xxxxx-y']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics. com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script> to <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-xxxxx-y']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://' : 'http://') + 'stats.g.doubleclick.net/dc.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script> @vinoaj www.sparkline.com
  • 22. One last thing … @vinoaj www.sparkline.com
  • 23. Step 1: Know your customers’ gender & age makeup @vinoaj www.sparkline.com
  • 25. Step 2: Identify differences in patterns of behaviour There are more female visitors than males @vinoaj www.sparkline.com Females are more engaged than males
  • 26. Step 2: Identify differences in patterns of behaviour @vinoaj www.sparkline.com Females convert at a rate significantly less than males Males generate higher value metrics
  • 27. What next? • Cater research & packages to female audiences @vinoaj www.sparkline.com
  • 28. What next? • Optimize the booking flow for impatient males @vinoaj www.sparkline.com
  • 29. Step 3: What interests my customers? @vinoaj www.sparkline.com
  • 30. A smartphone retailer @vinoaj www.sparkline.com
  • 31. What interests my customers? @vinoaj www.sparkline.com
  • 32. Propensity to Spend @vinoaj www.sparkline.com
  • 33. What are my customers looking to buy? @vinoaj www.sparkline.com
  • 34. Propensity to Spend @vinoaj www.sparkline.com
  • 35. What action do we take? Interests • Technophiles • Shutter Bugs • Pop Music In the market for • Apparel • Tech Accessories A few suggestions • Put the camera front & center. Highlight the camera’s features. • Put front & center speaker quality. • How many HD photos can the device store? • How many songs can the device hold? • How much playtime can I get on a full battery? @vinoaj www.sparkline.com
  • 36. Step 4: Don’t be afraid to drill down @vinoaj www.sparkline.com ★ ★ ★
  • 37. Step 5: Segment & Learn @vinoaj www.sparkline.com Find out more: http://vnjv.co/unifiedsegts
  • 38. Segment’s Purchase Behaviour @vinoaj www.sparkline.com
  • 39. Segment’s Intent Our valuable segment of users are interested in Android phones – primarily those made by Xiaomi, HTC, or Samsung @vinoaj www.sparkline.com
  • 40. Step 6: Retarget to Your Valuable Segments @vinoaj www.sparkline.com
  • 41. Retargeting doesn’t have to be limited to AdWords or DoubleClick… @vinoaj www.sparkline.com
  • 42. Digital knowledge can be applied to offline contexts too … In-store promotions & bundles @vinoaj www.sparkline.com Store layout
  • 43. What have we achieved?
  • 44. The Aim @vinoaj www.sparkline.com
  • 45. From “No Faces” to “Faces” Click Gender @vinoaj www.sparkline.com Age Behaviour Interests Intent
  • 46. OK, so it’s more like this … @vinoaj www.sparkline.com
  • 47. You Can Still Do More …
  • 48. Social Login @vinoaj www.sparkline.com
  • 49. Surveys @vinoaj www.sparkline.com Find out more: http://vnjv.co/qualga
  • 50. Nothing to do tonight?
  • 51. 5 things to do tonight 1Implement display advertising support in Google Analytics 2Build a picture of your customers 3Identify your most valuable customer types 4Engage them 5Think advanced … Social Logins, Surveys, etc… @vinoaj www.sparkline.com
  • 52. Put a Face to Your Clicks! vinny@sparkline.com