19.1 Marketing and Customer Analytics Visualizations

Marketing analytics visualizations help businesses understand customer behavior and improve their strategies. These tools analyze customer segments, lifetime value, and journey maps to identify high-value groups and optimize experiences.

Website analytics use conversion funnels and A/B testing to boost online performance. Heatmaps and user tracking reveal how people interact with sites. Sentiment analysis and market basket analysis provide insights into brand perception and cross-selling opportunities.

Customer Behavior Analysis

Customer Segmentation and Lifetime Value

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  Airlines Customer Segmentation in the Hyper-Competition Era - Expert Journal of Marketing View original

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  The Purpose of Market Segmentation and Targeting | Principles of Marketing View original

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  Choosing a Segmentation Approach and Target Segments | Principles of Marketing View original

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  Airlines Customer Segmentation in the Hyper-Competition Era - Expert Journal of Marketing View original

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  The Purpose of Market Segmentation and Targeting | Principles of Marketing View original

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Top images from around the web for Customer Segmentation and Lifetime Value

• 

  Airlines Customer Segmentation in the Hyper-Competition Era - Expert Journal of Marketing View original

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• 

  The Purpose of Market Segmentation and Targeting | Principles of Marketing View original

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• 

  Choosing a Segmentation Approach and Target Segments | Principles of Marketing View original

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• 

  Airlines Customer Segmentation in the Hyper-Competition Era - Expert Journal of Marketing View original

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  The Purpose of Market Segmentation and Targeting | Principles of Marketing View original

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• Customer segmentation divides customers into groups based on shared characteristics (demographics, behavior, preferences) to better understand and target marketing efforts
• Segments can be visualized using charts (pie, bar) or matrices to show relative sizes and key attributes of each group
• Customer Lifetime Value (CLV) predicts the total net profit a company can expect from a customer over their entire relationship
• CLV is calculated based on factors like purchase frequency, average order value, and customer lifespan
• Visualizing CLV by segment (line charts, waterfall charts) helps identify high-value groups to focus on retaining and upselling to maximize profitability

Analyzing the Customer Journey

• Customer journey maps visually represent the steps and experiences a customer goes through when interacting with a company across touchpoints (website, store, app)
• Journey maps often depict the customer's emotions, pain points, and moments of truth at each stage to identify opportunities to improve their experience
• Cohort analysis tracks the behavior of a group of customers who share a common characteristic (acquisition date, first purchase) over time
• Cohort data is typically displayed in a table or heatmap showing key metrics (retention rate, revenue) to compare performance between cohorts
• Insights from cohort analysis can inform strategies to reduce churn in newer cohorts and encourage desired behaviors seen in top-performing ones

Website and UX Analytics

Conversion Funnels and A/B Testing

• Conversion funnels map out the sequential steps (landing page, product page, checkout) a user takes to complete a desired action on a website (purchase, signup)
• Funnel visualizations show the number and percentage of users advancing through each step, revealing where in the process most drop-offs occur
• A/B testing compares two versions of a web page or app interface to determine which design elements drive better conversions and user engagement
• A/B test results can be displayed in bar charts to easily contrast conversion rates between the control and variation or in line graphs to track performance over time
• Findings from A/B tests guide UX optimizations to remove friction and improve the user flow through the conversion funnel

Heatmaps and User Behavior Tracking

• Heatmaps are color-coded overlays on a webpage that show the relative frequency and distribution of user actions (clicks, mouse movement, scrolling)
• Click maps reveal where users are engaging with links, buttons and CTAs while scroll maps show how far down the page most users navigate before abandoning
• Move maps display mouse movement patterns indicating where users' attention is drawn and potential distractions or areas of confusion
• Analyzing heatmaps can uncover opportunities to optimize page layout, content placement, and visual hierarchy to boost engagement and conversions
• Session recordings complement heatmaps by capturing individual user sessions to observe their actual journey and identify specific points of frustration in the UX

Market and Sentiment Analysis

Sentiment Analysis and Brand Perception

• Sentiment analysis processes text data (social media posts, reviews) to determine the overall emotion (positive, negative, neutral) expressed about a brand, product or topic
• Sentiment can be visualized through word clouds emphasizing the most frequently used terms or line charts tracking net sentiment over time
• Changes in sentiment can be correlated to marketing campaigns, product launches, or PR incidents to gauge their impact on brand perception
• Brand perception maps plot competing brands on a grid along dimensions like price vs. quality or trendiness vs. tradition based on consumer survey data
• Perceptual maps help identify the brand's position relative to competitors, its key associations, and whitespace opportunities in the market

Market Basket Analysis for Cross-Selling

• Market basket analysis examines sales data to uncover product combinations frequently purchased together (beer and diapers)
• Affinity analysis calculating metrics like support, confidence and lift to quantify the strength of item associations
• Results can be visualized using network graphs linking related products or heat maps ranking items by lift scores
• Insights from market basket analysis inform cross-selling recommendations, product bundles, and store layout optimization to increase average order value
• Dashboards displaying top product affinities by category and customer segment enable tailored product pairing suggestions to boost revenue