Data analysis is a very important field that unfortunately in most companies is marginalized. The world's largest companies have invested literally trillions in data analysis and exploitation. It is obviously a costly process that has a long-term benefit and this is the main reason why the vast majority of small and large businesses leave it last in their budgets. But what has changed in recent years is that with smart moves and auxiliary software, information that would once need costly teams of analysts can be analyzed. At DARC we offer some competitive analysis packages, always based on the profit that the customer can make from them. This is the key point of analysis because data that is not utilized ends up being useless. The analyzes are outdated and it is important that the actions are done immediately. At DARC we examine with our client if he has the ability and willingness to use the data so that when we have proceeded to their analysis, the next steps and their possible costs are understood.
Google Analytics provides information about your website visitors that includes
- their demographics
- their interests
- their locations
- their behavior while navigating and how they end up on each page (eg communication or marketing)
- the technology they use (mac, windows, browsers etc)
- the phone device they have
- the effectiveness of our targeting (eg if they click on the links we want)
But there are many more useful tools to understand how those who are interested in your business are converted (Conversion) into real customers. This is the key to determining the changes you need to make in order to increase your sales. Analytics data helps you understand the strengths of your online presence, the room for improvement and attention, and the steps that need to be taken to improve UI-UX so that more and more people become real customers.
We live in an age where the digital footprint of companies is huge and this leaves room for users to rate them online. Google business, Trip Advisor, Facebook and dozens of other websites provide users with ratings and comments. This is a huge survey with minimal cost for a company since its customers do it voluntarily without the company approaching them. This of course creates the problem that they do not answer the questions that a company wants to ask, a fact that is solved with surveys (see our relevant services). However, many of the questions that a business wants to ask are included in the spontaneous answers of the public.
DARC provides the ability to analyze data to remove the most likely false good and bad reviews to draw conclusions that will help a company improve its customers' consumer experience. There is no company that can not benefit from this information. Catering stores, department stores, eshops, service providers, doctors and everyone involved in the business world must periodically analyze the image that their customers have online in order to wake up as soon as possible and deal with potential problems that if they grow can end up being unsolved.
Just as in the case of data analysis for a company's clientele, so can data analysis be done for its competitors. Knowing the competition and how it moves in terms of communication, we also know the advantages that its clientele gives it. While identifying weaknesses reported by customers that are a common target group for us, we can move to prevent possible similar mistakes for our company or even try to claim our competitor customers by offering competitive products and services as requested. our common customers.
Buyer Persona Analysis
The technology has developed a lot, but there is still no artificial intelligence that is a clientele of companies or robots that shop. Almost 100% of a company's clientele is made up of people and people are characterized by behaviors. Competitive companies that provide exactly the same services and products can be selected by customers with huge differences in profile. This means that a company that invests money in advertising must know and have adequately recorded the audience that suits it but also the public she wants to have so that her money is invested in the most targeted way and is profitable. A very famous example of this are computer users who have been divided into two broad categories: Those who use computers running Windows and those who use Mac, which has only macOS operating.
Both functionalities, like both Hardware setups, offer a very large percentage of similar functionalities through many different programs. Nevertheless, the buying public of these two categories differs greatly. So Apple could not address with the same success to users who are not interested in features such as status, focus on aesthetics, etc. Similarly, computer companies running Windows can not compete with the status and other features that Apple has marketed so far. By creating a few buyer personas we are essentially creating a fictitious person who is our target group so that all our partners (graphic designers, webmasters, communicators, entrepreneurs) can speak in a way that is as targeted as possible to the buyer. public. The profit from such a thing is great because it increases the efficiency of the investment in advertising and of course the profits.
See more in our article "What is Buyer Persona?”That we have uploaded to our blog.
Customer Journey Map
Ask your customers
One of the most direct and effective ways for a business to get feedback from its customers is through surveys in various forms, such as questionnaires and polls. These surveys provide you with valuable information on how satisfied your customers are so that you can form a complete picture of what you need to improve or change in the way your business operates. At the same time, it is obtained for a coherent picture of the needs of the audience you are addressing, as these may change depending on the conditions and developments. In addition, when the customer is asked about his preferences and needs, he understands that his opinion matters, resulting in relationships of mutual trust and respect with a company.
However, a customer satisfaction survey is not a simple matter. In order to have the desired results it must include the right questions that will be asked in the right way at the right time. Careful preparation and analysis is required for the preparation of the questionnaire, always in relation to the objectives of the research. There are key points in this process, since e.g. the questions must be precise and not posed in a way that manipulates the customer. The goal is to form a realistic picture of customer satisfaction and to use it properly by analyzing the answers we will receive.