Ask the Analysts

A blog centered around digital analytics and the customer experience.



My name is Jacob Knettel. I have been working in the Digital Marketing industry for over 5 years, with a primary focus in analytics and marketing strategy.

How To Measure Long Term Success

How do you measure success of your business or marketing campaigns? Do you look at Sales? Conversion Rate? Some kind of engagement KPI? These are all pretty common and give a good indication of the short-term impact and performance of a campaign.

But how do you measure the long-term success of your business? One practice I typically recommend to my clients is to look at 5 key customer segments and how these grow / shrink over time. Continue reading “How To Measure Long Term Success”

Data Intelligence vs Customer Feedback

We’ve all heard the phrase “the customer is always right”, but in our modern era of marketing, we are often too quick to rely on data points and forget to solicit customer preferences and feedback.

When we “ask” rather than collect or require a data point from a consumer, they are more likely to feel a personal connection with our brand and be more likely to engage with us in the future. Continue reading “Data Intelligence vs Customer Feedback”

Year in Review

Its hard to believe that Ask the Analysts has already been live for a full year! To commemorate the occasion, we took a look at our performance over the past 12 months and summarized the highlights below. So sit back, relax and enjoy the stats! Continue reading “Year in Review”

An Easy Analysis for the Perfect Summer

It’s summer. It’s hot. You and most of your co-workers have probably taken time off for some sort of vacation. And… the year is halfway through.

To beat the heat and the long summer days, I want to share an easy 8-step analysis you can run to gain quick insight into which markets are under-performing. You can then take this analysis to your marketing team and have them run campaigns to improve the performance in these markets. Continue reading “An Easy Analysis for the Perfect Summer”

Enhance the Customer Journey: Part 9

We have reached the final post in our series on Enhancing the Customer Journey. In our final step, we will talk about what to do once a customer has become lapsed. Why care about lapsed customers? IBM research shows that it costs 6-7x more to acquire a new customer than it does to retain an existing one, and the average spend of a repeat
customer is 67% more than a new one. So, let’s continue. Continue reading “Enhance the Customer Journey: Part 9”

IRCE Special: Top 5 Bars in Chicago

A few months back we wrote a post on the Top 5 Bars in San Francisco for the eMetrics Summit.

Since we are attending IRCE in Chicago, we thought we should do the same exercise!

We only have a few nights in town and want to make sure we see the best bars that the Windy City has to offer. But with so many different options (Yelp lists 6,495 bars for the Chicago area), how do you choose? Continue reading “IRCE Special: Top 5 Bars in Chicago”

Enhance the Customer Journey: Part 8

This week marks post 8 out of 9 in our series of the 9 Key Stages on the Customer Journey. We have previously discussed the stages that lead a customer to their first purchase as well as several retention strategies to ensure a customer stays engaged after they receive their order. In a perfect world, we would end our series now and not worry about stages 8 and 9. But the reality is there will always be customers who become disengaged over time and the savvy marketer needs to have re-engagement strategies in his/her back pocket to win them back.

There are two stages of a disengaged customer: lapsing and lapsed. Continue reading “Enhance the Customer Journey: Part 8”

Enhance the Customer Journey: Part 7

We are on the final stretch of enhancing our customer journey! At this point, we have successfully introduced our brand to a new visitor, kept them engaged through the decision process, convinced them to make a purchase and continue to engage them after their purchase.

So now we get to talk about the next purchase, and turning your one-time customers into repeat buyers. Continue reading “Enhance the Customer Journey: Part 7”

Enhance the Customer Journey: Part 6

Welcome to Part 6 of our series on Enhancing the Customer Journey. Last week we talked about how to engage a customer once they clicked the “complete order” button.This week we are going to fast-forward a few days to the day they actually get to use their product! Continue reading “Enhance the Customer Journey: Part 6”

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