Announcing the Updated Kissmetrics Funnel Report

The Kissmetrics Funnel Report is our most popular report, and for good reason.

Seeing where potential customers drop off and segmenting traffic to find the most valuable marketing channels are game changers for businesses.

And today we're announcing new features in our Funnel Report that will make it even more powerful.

Let's start with the new design.

1. More Flexible Design

Previously in the Funnel Report you'd create steps horizontally, like this:

Now, to be consistent with the design of our People Search, we've changed the layout so you'll create steps vertically, like this:

This new design flow allows for greater flexibility of some new features we've added (more on that later).

The visualization has also been updated. Instead of seeing something like this:

You'll see this:

Finally, many of our customers have four or more steps in their funnel. In our previous Funnel Report, there was no way to easily see a funnel with five or more steps.

Now it's as easy as scrolling side-to-side to view additional steps:

2. Drag and Drop

Did you accidentally create your steps in the wrong order? With the drag and drop feature, you don't have to go back, delete steps, and then re-create them. You just drag and drop the steps into the correct order.

3. And/Or Conditions

Let's say you're a marketer for a SaaS company. You have two ways for visitors to get in touch with your sales team. They can request a demo or sign up. You want to know which one is more effective at driving people to start paying for the product.

Now you'll be able to see people who have done both events or one or the other. So, in our case, we'll create a funnel report that looks for people who have visited the site and then signed up or requested a demo.

We'll create our first step, Visited site, and fill in the second event, Signed up. Then we'll add a condition by clicking on the button that the red arrow is pointing to:

Click on that button and we'll get to choose and/or conditions.

We'll keep it as or and add the event Requested demo. This will ensure that regardless of whether a person signs up or requests a demo, they'll be included in this funnel.

We'll run the report and get our data:

You can see that Signed up and Requested demo account for a 3% conversion rate.

Want to see the individual numbers for each? No problem, just click on one of the two, and the Funnel Report will show you.

We can see that we're getting a lot more signups than demo requests.

We can take this even further by adding additional steps to our funnel report to see how one condition may affect the funnel. Let's continue using this example to illustrate this important point.

If the next steps after Signed up or Requested demo are activating the product and then upgrading, we can see how each condition affects the funnel. Let's first look at how the funnel performs when people sign up:

And now we'll compare that to demo requests:

Big difference! We can see that while 245 people requested demos and 4 of those activated the product, 0 of them continued along in the funnel to paying for the product. All the success of the funnel is due to signups, not demo requests. As marketers, we now know we should focus more of our attention on driving signups and not demo requests.

Now let's do something similar with a property. We'll look at all the signups and demo requests that came from San Francisco. Here's how:

Click on the arrow sign next to the condition:

And we'll add the property “KM City” with San Francisco:

Visited site and KM City are automatically tracked in Kissmetrics. This means that we track it whenever someone visits your site, and we also look at what city they're coming from.

So this way we're telling Kissmetrics to find all the people who visited our site who came from San Francisco.

We'll then add the second step in our funnel – finding those people who either signed up or requested a demo:

And run the report:

We can see that of the 435 people from San Francisco who visited our site during the selected date range, 9 of them converted to signing up or requesting a demo, giving us a 2.1% conversion rate.

Let's use one more example. Let's say we just ran an ad campaign on 10 different sites. We are linking back to our site, and we tagged the URL with UTMs. We gave the “campaign source” as adsfall2016. Now we'll create a funnel report that looks only at people who came from a UTM with that campaign source.

You can see that the first step we have in this funnel is finding the people who have visited the site and whose campaign source was adsfall2016. We're also using the event Ad campaign hit, which triggers whenever someone comes from a URL with UTMs tagged. Ad campaign hit is automatically tracked in Kissmetrics along with any UTM parameters you have tagged.

We'll add two more steps – viewing a product and purchasing:

So now you can see how people progress through a funnel when they are coming from a campaign.

4. Numerical Values for Properties

We've added the ability to add numerical values to properties in the Funnel Report.

Got all that?

Here's what it gets you:

Say you're an e-commerce marketer and you just launched your fall campaign. You want to see the conversion rate for the people who have visited your site and made a purchase of at least $99.

We'll add the property Order amount to the final step and tell Kissmetrics to find anyone who spent at least $99.

We'll select the “greater than or equal to” option and place 99 in the text box:

We'll run the report and get our data:

This will make finding a specific customer segment even easier.

5. People Who Do Not Have Conditions

With our new Funnel Report, you can find people who have not done an event or do not have a property.

So if you want to find the people who have signed up but have not viewed a product video, you can do that with the Funnel Report. Or, for another example, you can see the people who purchased who did not use a coupon code.

Here's how to do that:

We'll create a funnel report that looks at people who have visited our site, have not viewed our product video, and signed up.

We'll create our first step, Visited site, and then select people who have not done an event. We'll choose Watched product video as the event.

We'll add the final step, Signed up, and make our date range the last 30 days:

Now let's get our data:

We see that a minority of people visiting our site do not view the product video before signing up. If we want to compare funnels by adding an or condition to our second step, we can do that too:

Now let's run the report and click on “Watched product video” to compare the funnels:

This shows us that most of the people who signed up had viewed the product video and that people who viewed the product video have a higher conversion rate (2.3% compared to .2%). If we want to improve our site and signups, we'll want to consider showcasing the product video more prominently as it seems to be an effective conversion driver.

Two Smaller Changes

Finally, we made two minor updates:

1. Design changes to advanced settings

Previously you'd change your advanced settings here:

Now you'll find those settings here:

Click on that gear icon, and you'll see the attribution, formatting, and conversion rate options:

By default, the Funnel Report will display the conversion rate from the previous step. What's changed is that now you have the option to view the conversion rate from the first step. Here's where you'll find the conversion numbers:

You can easily change the setting to see the conversion rate from the first step by clicking on the First step button:

2. Checkbox changed to person icon

In some cases, people enter a funnel in a different order than the steps you have set up. For instance, you may have a funnel like this:

1. Visited site


2. Watched product video


3. Signed up

But what if a customer viewed a product video after signing up? Their steps are:

1. Visited site


2. Signed up


3. Watched product video

By default, the Funnel Report will exclude these people. But you can include them by checking this box:

Now you'll find that feature here:

We are changing the copy to better reflect the feature

Click that icon and you'll be able to compare the funnel with all traffic. Here's how it looks:

Take the New Funnel Report for a Spin

If you're already using Kissmetrics, you can sign in to your account, and the new Funnel Report will be ready for you.

If you're not already using Kissmetrics, this is a great time to get started.

Most SEOs Are No Better than a Coin-Flip at Predicting Which Page Will Rank Better. Can You?

Posted by willcritchlow

We want to be able to answer questions about why one page outranks another.

“What would we have to do to outrank that site?”

“Why is our competitor outranking us on this search?”

These kind of questions - from bosses, from clients, and from prospective clients - are a standard part of day-to-day life for many SEOs. I know I've been asked both in the last week.

It's relatively easy to figure out ways that a page can be made more relevant and compelling for a given search, and it's straightforward to think of ways the page or site could be more authoritative (even if it's less straight-forward to get it done). But will those changes or that extra link cause an actual reordering of a specific ranking? That's a very hard question to answer with a high degree of certainty.

When we asked a few hundred people to pick which of two pages would rank better for a range of keywords, the average accuracy on UK SERPs was 46%. That's worse than you'd get if you just flipped a coin! This chart shows the performance by keyword. It's pretty abysmal:

It's getting harder to unpick all the ranking factors

I've participated in each iteration of Moz's ranking factors survey since its inception in 2009. At one of our recent conferences (the last time I was in San Diego for SearchLove) I talked about how I used to enjoy it and feel like I could add real value by taking the survey, but how that's changed over the years as the complexity has increased.

While I remain confident when building strategies to increase overall organic visibility, traffic, and revenue, I'm less sure than ever which individual ranking factors will outweigh which others in a specific case.

The strategic approach looks at whole sites and groups of keywords

My approach is generally to zoom out and build business cases on assumptions about portfolios of rankings, but it's been on my mind recently as I think about the ways machine learning should make Google rankings ever more of a black box, and cause the ranking factors to vary more and more between niches.

In general, "why does this page rank?" is the same as "which of these two pages will rank better?"

I've been teaching myself about deep neural networks using TensorFlow and Keras - an area I'm pretty sure I'd have ended up studying and working in if I'd gone to college 5 years later. As I did so, I started thinking about how you would model a SERP (which is a set of high-dimensional non-linear relationships). I realized that the litmus test of understanding ranking factors - and thus being able to answer “why does that page outrank us?” - boils down to being able to answer a simpler question:

Given two pages, can you figure out which one will outrank the other for a given query?

If you can answer that in the general case, then you know why one page outranks another, and vice-versa.

It turns out that people are terrible at answering this question.

I thought that answering this with greater accuracy than a coin flip was going to be a pretty low bar. As you saw from the sneak peak of my results above, that turned out not to be the case. Reckon you can do better? Skip ahead to take the test and find out.

(In fact, if you could find a way to test this effectively, I wonder if it would make a good qualifying question for the next moz ranking factors survey. Should you only listen only to the opinion of those experts who are capable of answering with reasonable accuracy? Note that my test that follows isn't at all rigorous because you can cheat by Googling the keywords - it's just for entertainment purposes).

Take the test and see how well you can answer

With my curiosity piqued, I put together a simple test, thinking it would be interesting to see how good expert SEOs actually are at this, as well as to see how well laypeople do.

I've included a bit more about the methodology and some early results below, but if you'd like to skip ahead and test yourself you can go ahead here.

Note that to simplify the adversarial side, I'm going to let you rely on all of Google's spam filtering - you can trust that every URL ranks in the top 10 for its example keyword - so you're choosing an ordering of two pages that do rank for the query rather than two pages from potentially any domain on the Internet.

I haven't designed this to be uncheatable - you can obviously cheat by Googling the keywords - but as my old teachers used to say: "If you do, you'll only be cheating yourself."

Unfortunately, Google Forms seems to have removed the option to be emailed your own answers outside of an apps domain, so if you want to know how you did, note down your answers as you go along and compare them to the correct answers (which are linked from the final page of the test).

You can try your hand with just one keyword or keep going, trying anywhere up to 10 keywords (each with a pair of pages to put in order). Note that you don't need to do all of them; you can submit after any number.

You can take the survey either for the US (google.com) or UK (google.co.uk). All results are considering only the "blue links" results - i.e. links to web pages - rather than universal search results / one-boxes etc.

Take the test!

What do the early responses show?

Before publishing this post, we sent it out to the @distilled and @moz networks. At the time of writing, almost 300 people have taken the test, and there are already some interesting results:

It seems as though the US questions are slightly easier

The UK test appears to be a little harder (judging both by the accuracy of laypeople, and with a subjective eye). And while accuracy generally increases with experience in both the UK and the US, the vast majority of UK respondents performed worse than a coin flip:

Some easy questions might skew the data in the US

Digging into the data, there are a few of the US questions that are absolute no-brainers (e.g. there's a question about the keyword [mortgage calculator] in the US that 84% of respondents get right regardless of their experience). In comparison, the easiest one in the UK was also a mortgage-related query ([mortgage comparisons]) but only 2/3 of people got that right (67%).

Compare the UK results by keyword...

...To the same chart for the US keywords:

So, even though the overall accuracy was a little above 50% in the US (around 56% or roughly 5/9), I'm not actually convinced that US SERPs are generally easier to understand. I think there are a lot of US SERPs where human accuracy is in the 40% range.

The Dunning-Kruger effect is on display

The Dunning-Kruger effect is a well-studied psychological phenomenon whereby people “fail to adequately assess their level of competence,” typically feeling unsure in areas where they are actually strong (impostor syndrome) and overconfident in areas where they are weak. Alongside the raw predictions, I asked respondents to give their confidence in their rankings for each URL pair on a scale from 1 (“Essentially a guess, but I've picked the one I think”) to 5 (“I'm sure my chosen page should rank better”).

The effect was most pronounced on the UK SERPs - where respondents answering that they were sure or fairly sure (4–5) were almost as likely to be wrong as those guessing (1) - and almost four percentage points worse than those who said they were unsure (2–3):

Is Google getting some of these wrong?

The question I asked SEOs was “which page do you think ranks better?”, not “which page is a better result?”, so in general, most of the results say very little about whether Google is picking the right result in terms of user satisfaction. I did, however, ask people to share the survey with their non-SEO friends and ask them to answer the latter question.

If I had a large enough sample-size, you might expect to see some correlation here - but remember that these were a diverse array of queries and the average respondent might well not be in the target market, so it's perfectly possible that Google knows what a good result looks like better than they do.

Having said that, in my own opinion, there are one or two of these results that are clearly wrong in UX terms, and it might be interesting to analyze why the “wrong” page is ranking better. Maybe that'll be a topic for a follow-up post. If you want to dig into it, there's enough data in both the post above and the answers given at the end of the survey to find the ones I mean (I don't want to spoil it for those who haven't tried it out yet). Let me know if you dive into the ranking factors and come up with any theories.

There is hope for our ability to fight machine learning with machine learning

One of the disappointments of putting together this test was that by the time I'd made the Google Form I knew too many of the answer to be able to test myself fairly. But I was comforted by the fact that I could do the next best thing - I could test my neural network (well, my model, refactored by our R&D team and trained on data they gathered, which we flippantly called Deeprank).

I think this is fair; the instructions did say “use whatever tools you like to assess the sites, but please don't skew the results by performing the queries on Google yourself.” The neural network wasn't trained on these results, so I think that's within the rules. I ran it on the UK questions because it was trained on google.co.uk SERPs, and it did better than a coin flip:

So maybe there is hope that smarter tools could help us continue to answer questions like “why is our competitor outranking us on this search?”, even as Google's black box gets ever more complex and impenetrable.

If you want to hear more about these results as I gather more data and get updates on Deeprank when it's ready for prime-time, be sure to add your email address when you:

Take the test (or just drop me your email here)

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

When To Use An Empathy Map

The Empathy Map is one of those tools that's not only useful to almost every department in a company, but which is also free. You can either draw it yourself, or use an online template - the latter's especially useful […]

Post from: Search Engine People SEO Blog

When To Use An Empathy Map

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Written by Lia Boangiu, http://www.advancedwebranking.com/blog/

The post When To Use An Empathy Map appeared first on Search Engine People Blog.

How to Successfully Become an Online Brand Publisher [Infographic]

Create high-quality brand content that attracts and engages your customers. The following tips can help you get started. Read the full article at MarketingProfs

How to Become a Better Search Marketer with Effective Communication

Our job as search marketers is to provide the best results for our clients (both internally and externally). In order to provide the best results, we need to effectively communicate the value of everything we do. An effective communicator will be able to show the value of a search strategy/tactic to get the most out of a program for all parties included.

The search team needs to work together with the rest of the marketing team to educate them on potential risks or wins during any changes in strategy. Search engine optimization should be viewed as a part of the overall marketing strategy and cannot be a standalone solution. Instead, SEO can help all areas of marketing when done correctly. With that mindset, SEO needs to be a partnership between the search marketers and clients.

Education: One of the forgotten jobs of Search Marketers

When people use to ask me what I do for a living, I replied that I am a SEO Analyst/Marketer. I was typically followed up by a blank stare to which I needed to explain that I made things get found online, mainly via Google and Bing. People generally understood the context of my job is, but sometimes thought it is overly complex on the execution. Rather than me showing the execution part of my job, I learned that I need to educate each person. For many years, I thought that the execution of SEO tactics was the most important part of my job. Instead, the communication and education aspects of my job are the most important.

Educating people on search optimization differs based on the audience you are talking to. For example, decision makers will want different information than a developer. Most decision makers don't care about the how, but rather the why and overall strategy. The decision makers need to hear the information that reassures them that the campaign is worthwhile. On the other hand, developers and webmasters need more information about how to execute the deliverables. Many developers understand what SEO is but still need help on understanding more in-depth tactics or technologies that impact results. It is our job as search marketers to educate everyone on the SEO aspect of online marketing.

New search technologies are constantly being created and we need to stay on top of how to implement and/or advise not to implement. SEO is about guiding the ship for the rest of the team, so we need to not just focus on the SEO side of things. Rather, it is our job as search marketers to help everyone else keep their job.

How to effectively communicate

There are many ways you can effectively communicate with your clients whether they are internal or external. There are four main areas to effectively communicate with your clients.

#1 – Show Results in Relation to Money and Priority

Key stakeholders and decision makers typically do not want to see vanity metrics about keyword rank, sessions, or page views. Instead, show key stakeholders conversions with money associated to each goal. It is more impactful to show your client that your search marketing efforts brought in an additional $50,000 than 20,000 sessions.

On top of showing results with money tied to it, prioritize the actions you deliver on so that they make the most sense for the client. A developer should devote their resources on the items that will hold the highest return on investment.

 

#2 – Touch on Goals and Results Often (Be Actionable)

The best part of showing results with money tied to it is that those type of results are actionable. Actionable results will help you build off of your previous successes into new campaign ideas and efforts. Also be transparent about what you are seeing with the results. Educate the client when discussing goals and KPIs for websites to get the most value out of the campaign.

 

#3 – Show Understanding of the Current Situation

As mentioned earlier, don't be too focused on the SEO side of things. Analyze the whole marketing strategy to find areas that SEO tactics can help enhance the visibility. Search marketers also need to understand how much effort and resources are needed to implement recommendations. Websites will always need maintenance, so the list of “actions” will always be there. Provide recommendations to clients or development teams that will be the easiest for them to implement. You can become more effective as a search marketer by understanding the whole marketing strategy.

 

#4 – Ask a Lot of Questions

Always ask your clients more questions to understand any potential changes. Asking multiple questions when communicating with your client will provided additional information that could come into use at a later time. There has been multiple situations of when a client mentions that they changed the design of a priority page. Design changes may impact the organic visibility for multiple pages so by asking more questions we were able to educate the client on making the change.

There are multiple times that small information and marketing updates are not communicated to the whole team. Ask questions constantly to know as much as possible about what is going on with the company. Afterall, SEO needs to be a partnership with the whole marketing team.

Become A More Effective Search Communicator

In order to be a more effective search marketer, you need to be an effective communicator. Communicating the benefit of the search campaign is priority number one. Communicate in a way that is actionable and easy to understand.Stay on top of new technologies and updates to the search industry to educate your clients.

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How to Become a Better Search Marketer with Effective Communication | http://www.toprankblog.com

The post How to Become a Better Search Marketer with Effective Communication appeared first on Online Marketing Blog - TopRank®.

#SocialSkim: Facebook's Enterprise Tool, Snapchat's Sunglasses: 11 Stories This Week

Among this week's headlines: 'Facebook at Work' to launch next month; Snapchat introduces Snap-taking connected glasses, rebrands; LinkedIn launches 'Learning,' gets cozy with new bot; four fatal LinkedIn prospecting errors; Millennials aren't shopping on social media... Read the full article at MarketingProfs

How Analytics Is Transforming Customer Loyalty Programs

Customer loyalty programs are crucial.

The goal of loyalty initiatives is to engage, not pander more products to frequent buyers.

But how do you determine if your loyalty program is working well?

Use data to steer your customer loyalty program in the right direction.

McKinsey found that “executive teams that make extensive use of customer data analytics across all business decisions see a 126% profit improvement over companies that don't.”

“By instituting a loyalty program, you not only improve customer appreciation of your business, but you also increase the chances that existing clients will share this joy with those close to them,” says Steve Olenski, a senior creative content strategist at Oracle Responsys.

Upgrade your loyalty program. Let's explore how.

Focusing on Retention

One primary mission of loyalty programs is to increase customer retention. You want buyers to remain with your brand after they make a purchase.

For your business, higher retention means a steady flow of revenue. And it cuts down on your costs to constantly acquire new customers.

Therefore, your loyalty programs must be effective. They need to serve a real purpose for the consumer, not just your bottom line.

To provide the best customer experience, fuse data into your retention strategies. It will impact how your team approaches the buyer.

“Influencing customer loyalty in this way doesn't require magic, it requires data – usually data that you already have but aren't using to full advantage. Regardless of industry, most organizations today generate mountains of data,” writes Mike Flannagan, vice president and general manager of Cisco.

Uncover the correlation between customer characteristics and purchasing behavior. Assign your team to analyze the current data of your most valuable customers. And learn which characteristics these customers have in common and which traits are dissimilar.

Image Source

Consider data an ongoing process of observing, acting, and learning. Improve your loyalty programs by taking action on your insights. Measure success by monitoring your customer lifetime value, loyal customer rate, and redemption rate.

Start with retention. And let the data guide you to customer loyalty.

Targeted Product Recommendations

Research shows that “customers that are actively engaged with brands and their loyalty programs make 90% more frequent purchases, spend 60% more in each transaction and are five times more likely to choose the brand in the future.”

Sending targeted product recommendations is one way to keep customers engaged. Because if they are not receptive to certain products, consumers will feel more inclined to take their business elsewhere.

Integrate real-time purchase data with historical purchase data to make specific recommendations. For example, if a small business bought payroll software from you, their team might be interested in purchasing your series of on-demand accounting webinars.

“Consumer data must be analyzed to create highly targeted product recommendation offers. Analyze consumer data such as demographics, lifestyle, products purchased by category and type, frequency of purchase, and purchase value,” states Larisa Bedgood, director of marketing at DataMentors.

It's key not to draw wild conclusions from one piece of data. Just because a Florida resident buys a winter coat doesn't mean he wants to be flooded with similar recommendations. The consumer might have bought it as a gift for a friend living in Michigan.

So, gather multiple data points in order to make intelligent recommendations. You don't want to frustrate loyal customers.

Your brand also can take a different approach. Use social proof to your advantage. If consumers are hesitant about particular products, remind them that other people are buying the product, too.

Home Depot uses this tactic by displaying a list of bestselling inventory. It persuades the customer to join the crowd.

Image Source

Sift through your analysis reports. Uncover the best product recommendations for your customers.

Timely Promotions

For customers, loyalty takes effort. They receive lots of promotional ads everyday to try products from other brands. Appreciating your consumer's urge to resist the hype is important.

Mobile phone carriers lead the way in baiting consumers to switch their services. AT&T offers cell phone users up to $650 in credit just to say bye to T-Mobile, Sprint, or Verizon.

To keep their loyalty, customers will hold your team accountable. They expect timely promotions that not only fit their buying habits but also their lifestyles.

At the end of the day, you want to deliver the right offer at the right time. This will increase the likelihood of the promotion redemption.

Monitor the sales data to learn when promotional codes are redeemed. Do your consumers use promotions more often in the morning? Right after a sales announcement? Or during summer months?

“By creating a time-sensitive sales promotion and having a good grasp on your target customer demographic, you'll be able to incentivize the right actions, get them to respond, and grow your business in the process,” states Humayun Khan, former content marketer at Shopify.

Moreover, analyze your reports to discover the best product promotions. A timely discount matched with the wrong product won't be useful for the consumer or your company.

Segment your customers to offer relevant discounts for multiple channels-in-store, online, and mobile. Every loyalty member doesn't have to receive the same offer.

For instance, Starbucks offers its Gold members the opportunity to earn double stars. The coffee company surprises its loyal consumers on a different day each month. This technique increases the excitement and prepares customers to spend more money on a particular day.

Don't wait for your competitor to offer your customers a good deal. Start creating your own timely promotions.

Personalized Rewards

Everyone likes to be rewarded. It signifies that you've done something commendable. And incentives compel you to continue the rewarded behavior.

Recognize the value of your customer's actions. Because that's what you're rewarding.

You can offer perks based on monetary transactions, shopping frequency, or even survey responses. It's all about showing appreciation for consumers' actions.

But it's your team's job to appropriately reward customers. Don't expect people to buy $1000 worth of services in one month if your highest service retails at $10.

In addition, manage your loyalty members' expectations. They shouldn't expect your brand to give away free Beyonce tickets every day.

Personalized rewards ensure you're giving your customers what they desire. It also shows that you are truly invested in the customer experience.

Send a simple email survey asking consumers what types of incentives excite them. Or conduct social media listening to identify useful prizes that can make your customers' lives better.

Dick's Sporting Goods sends emails asking customers for their opinions. The company uses the information to improve its inventory and customer service.

Remember to focus on maintaining positive relationships with your consumers. Because that's the ultimate goal for loyalty initiatives.

You want people to feel comfortable with your brand. Aim to offer rewards that bridge the gap between the consumer-brand relationship.

“A significant aspect of customer loyalty comes down to your likability. People will almost always remain committed to a brand if they believe they've developed a genuine and mutually beneficial relationship,” says Entrepreneur contributor Dave Thompson.

Tailor your rewards to satisfy your customers. Offer them something special.

Analyze Customer Loyalty

Customer loyalty can lead to retention. That's why your team must use data to drive your loyalty programs.

Give consumers targeted product recommendations they can't resist. Send promotions at the right time. And personalize rewards so the customer feels part of the brand.

Look at the data. Improve customer loyalty programs.

Did you know? With Kissmetrics, you can find your most valuable customer segments. Analyze customer behavior to understand where they're coming from and how to acquire more of your best customers.

About the Author: Shayla Price lives at the intersection of digital marketing, technology and social responsibility. Connect with her on Twitter @shaylaprice.