Visitor Value Analysis Example

Most of the emphasis in web analytics is placed on the visit-level conversion. Companies know certain online customers are more valuable than others, but limitations in the web analytics tools have made it difficult to focus on much more than visit-level conversion. With the increasingly advanced segmentation capabilities and the ability to tie online data to offline actions, however, targeting valuable customer segments is becoming easier. In the coming years, this analysis zone represents a potential growth area for future web analytics innovation. In the meantime, the following customer loyalty analysis scenario illustrates how you can focus on the Visitor Value zone today.

How Do I Market to Our Most Valuable Customers?

Scenario: Over the years your company, an online electronics retailer, has developed a loyal following of repeat customers. Although traditionally most of the marketing budget focuses on acquiring new customers, the new marketing VP sees the loyal customers (two or more orders) as an untapped opportunity for driving additional sales in the next fiscal year. As a starting point, he wants to understand how your company is currently reaching these valuable repeat customers and how effective your current retention marketing efforts are (primarily email). He turns to your team of analysts, and you decide to