Communication with customers, campaigns, recommendations ... all these marketing activities are very important from the point of view of achieving specific KPIs. Unfortunately, they mean nothing without proper data analysis. An important role in this analysis is played by analytical dashboards, which allow you to put together a lot of data and indicators and help in drawing fast and relevant conclusions in the real time.
Having all the data in one place should let you control it and make all the analysis and comparisons in an easy way. Our new approach to customer data platforms with nearly unlimited integration options and campaign execution capabilities, let you take care of customer data in real time in an effective way.
Step 1 - Absorb data from any source
In Synerise we give you many different possibilities to integrate your data from various touchpoints.
With the help of our SDK you will be able to quickly generate some default events, such as page visits, that will allow you to start working on the data right away. You will later be able to adjust default events with custom ones defined by you.
Let’s take a look at a few integration examples:
- With the help of our JS SDK you will be able to instantly gather info about page visits, session starts etc. just by uploading it to the website.
- From Mobile SDK, you will instantly have information about logging into the application or viewing different screens in your mobile app.
- We supply you with the Open Rest API and advanced webhook possibilities in order to perform some advanced integrations of your legacy system, offline channels with Synerise (your CRM, POS, call center, etc.).
- Also, there is a possibility to synchronize your data by scheduling cycle imports that will run daily and will upload data from your sftp.
Step 2 - Capture all details of gathered data
We have the possibility in Synerise to store custom attributes and custom tags in order to adjust the customer profile. We also mainly operate on events in order to store all activity of the user from various channels and those events that we are describing here, in order have unlimited types of parameters.
On the screen above of a page.visit event, you can see the action: page visit and we also have all the parameters below. For example, we see the exact URL of visited page, the source of the visit, its time etc. It is worth remembering that every event is built from these kinds of parameters.
What is important in this case is that you can create your own schema. So, for example, if you want to send to Synerise an event from your off-line store - for example, entering your store - you can create such a custom event. You can define your own parameters (e.g. time when the user entered the store, as well as the specific location of the visit). Everything depends on your business needs.
With this kind of structure, you will be able to save all of the data from different sources in Synerise.
Step 3 - Store gathered data indefinitely
Once you have this data, it's important to store it indefinitely. We want to give you the possibility to manage your storage in the most suitable way. If you look at it from the business perspective, you need to store transactional events in the system permanently without any limits.
The security issue is also worth mentioning. In the era of GDPR, it’s important that you have the possibility to come back to your data anytime, for example, to see the history from a year ago, and all details about a particular customer.
Step 4 - Create unified profiles of identified individuals
It’s important to merge all the uploaded data into one customer profile. In order to do this, we need to decide how we are going to identify our users to be able to create one client card based on the data about this client from different sources.
In Synerise, client identifiers are:
- UUID – Synerise cookies assigned by the SDK
- ClientID – ID automatically assigned by Synerise
- Email – email address of the contact
- Custom identify – unique external custom ID (any unique identificator you use)
Let’s take a look at two examples:
- First, Synerise cookies UUID. If you have Synerise JS SDK uploaded on your website, every visit of every user (even anonymous ones) will be tracked in the system because each user will be assigned a UUID. This allows us to instantly create a user contact card and track all online activity under later on.
- In order to make it more advanced, you can assign a user with a unique custom identify. This ID will merge user activity from various sources into one 360 profile in the CRM.
Step 5 - Share data with any system that needs it
If you're starting using a new system, you want to export the analytics and all the data from the system in an easy way.
We give you the possibility to:
- export client data and client events
- export raw and/or aggregated data
- export this data once or define cyclical exports in order to have everyday updates in your external platform.
Synerise gives you the possibility to perform some exports from the CRM. From a marketing perspective, it might be really easy to use, but we also use API, outgoing Webhooks and other methods of integration in order to export some larger sets of data.
So now we know how we deal with data in Synerise, and what are our main goals. Now let's go to analyzing the challenges.
Real time BI dashboard Give all stakeholders up-to-date insights based on all available data.
In Synerise we work on our daily basis with different stakeholders in the organization. Each team has their own needs, especially when it comes to analyzing data from different perspectives. And of course, at the end of the day, they want to see all of this data on the dashboards in real time.
We have the different types of analytics.
- Segments and Funnels give you the chance to analyze the groups of contacts
- Metrics, Trends, Histograms let you analyze events, not users, and make some calculations based on them
We also have assets for advanced queries:
In Synerise you will find also AI-powered analytics:
- Churn analytics
- AI segmentation
Solution: The possibility to create your own dashboards that suits your needs
We have all these tools to analyze data, and what is crucial here is that we give you the possibility to create your own, personalized dashboards.
As you see below, there is a short video presenting the way our dashboards are created.
You have the possibility to create your own dashboard template, with a more personalized way to present your data. You can adapt the style of the dashboard to suit you. Of course, Synerise also offers predefined dashboards from which you can start your work.
How is the general dashboard built in Synerise?
At the very beginning we will show you some examples of analytics you can add to your dashboards to monitor basic indicators on your website.
- Website visitors
You can use data about visitors in our website, divided into two groups: recognized and anonymous customers. You can also divide this traffic into new and returning customers to monitor those groups.
- Website traffic
It is great to check the traffic from different sources – on our website, in the mobile version of our website and in the mobile app. All of them together are presented as daily traffic.
- Sources of traffic
Also useful for the marketing team is a listing of the top sources of traffic. In this way you can check where your traffic is coming from - AdWords, Twitter, Facebook, etc.
You can monitor traffic but it’s very important to watch conversion rates, which can be monitored in different channels; in an online shop, in a mobile shop, in an app and also at POS if we integrate our offline store with Synerise as well. You can track not only the total revenue, but you can also check information about the average order value or the average number of products in the basket from different sources.
- Specific KPI’s
You can set up your goals for the week, month or year (e.g. number of clients) and see if goals are achieved and, for example, how many of them you need to still acquire.
- Anomaly detection
There is also a possibility to compare the data to previous time periods. This can be very useful because it helps you to see whether the numbers are accurate and within a normal range. This is also helpful in anomaly detection.
Those are our analytics based on the most popular statistics that our customers are working on. But, of course, as we mentioned before, you can create your own logic here.
Challenge 2: 360 customer view in CRM
The next challenge is to be able to see this kind of data in the context of one specific user. We want to also achieve every marketer’s dream of analyzing all customer data in one place, including omnichannel and prescriptive data.
Solution: User performance analytics
Above we can see a customer contact card, which gathers information about all customer activities.
- On the left bar we can see the basic statistics presenting basic data gather about customer – contact information, marketing agreements, tags and all custom attributes we added to him.
- In the middle section we see all customer activities in every channel we can monitor. You will find here also some statistics like customer lifetime value, transactions, loyalty points and sources of visits.
- On the right bar, you will see some additional information – aggregates and expressions, segments (if we created some of them to measure something for our clients), campaigns in which this user was active and so on.
Synerise gives you the possibility to create your own personalized dashboards, which help you measure your daily activities in very efficient way. All the data from various sources will be displayed in real time so you can be sure that they will be accurate and up to date.
If you are just starting your adventure with advanced analytics, you do not need to worry. We also have predefined analytics in the system, which you can use at the beginning. More information about them can be found HERE >>>